It happens to any person: a store window display catches the eye. It draws one in to take a closer look, whether it’s from a few feet away or across the street. The occurrence is not an accident. It’s an art.

Aaron Adams is one such artist. He was decorating the windows of Stewart’s Jewelry Store in downtown Washington long before he became the store’s manager. These days, it’s part of his regular duties: find ways to display inventory in its best way and attract passersby.

“I try to use something that will grab someone’s attention. I try to think of someone riding by or walking across the street — what’s going to make them stop and look,” Adams said. “I try to use something that’s in season; something that people can relate to.”

This week, that translated to one window dedicated to the season; another to a holiday; a third, to an event. Celebrating winter is a display of blue and white china of different patterns, set off by a white vase holding bare branches — a tribute to winter’s chill. Splashes of gold are interspersed with vibrant red hearts for Valentine’s Day, and with a nod to last weekend’s East Carolina Wildlife Arts Festival, a single Canada goose stands among reeds and non-traditionally shaped white china bowls and trays. It’s both subtle and striking.

“Sometimes you just need something that will make a statement. You may just need one thing in the window to make a statement and get their attention,” Adams said.

Creativity is the key for Pat Stegall, owner of South Market Antiques, which shares space with the Little Shoppes on West Main Street. She said she makes seasons or holidays a focal point for her windows, but she also decorates with an eye toward complementary items.

“I try to have some nicer things, but also I want to have a little bit of my primitive (inventory). Right now, I have an old whiskey barrel and an old trolling motor, combined with crystal,” Stegall said.

Stegall said that effort extends beyond the windows once warmer weather rolls around, with benches and planters full of flowers.

“It makes it looks nice, and it gives people a place to sit,” Stegall said.

Adams said people often comment on the windows.

“Some people that walk by, come in and say, ‘I like seeing your windows,’” Adams said. “Or that Christmas windows make them feel good when they don’t do much decorating at home —  they can come downtown and get some Christmas spirit by looking at the windows.”

In all, however, an effective window display is not only beautiful, but will translate to a purchase.

“I would say, on average, you sell about one or two things out of the windows — that’s good,” Adams said. “To me, windows are the best of advertising, because it lets people know what you have without having to walk into the store.”