Columnists

3 Keys to a Successful Retailer-Brand Partnership

ColumnistsJun 07, 2022

3 Keys to a Successful Retailer-Brand Partnership

Guest columnists Kendra Bridelle and Ashley Davis Sigman break down the importance of familiarity, story-telling, and intention.

20220607_Kendra Ashley guest column.jpg
Guest columnist Ashley Davis Sigman, left, is vice president of Davis Jewelers in Louisville, Kentucky, while co-author Kendra Bridelle serves as vice president of sales for Judith Ripka.
The jewelry industry is evolving, the landscape is forever changing, and there are concepts necessary to ensure brands and retailers succeed when partnering together.

Retailers cannot invest in a brand and expect it to flourish all on its own. Like children or a garden, a brand must be tended to and nurtured.

Brands, no matter the level of consumer awareness, rarely sell themselves. Successful sell-through comes from a multidimensional strategic plan that includes buying, merchandising, training, marketing, organization, communication and clienteling.

The retailer/brand relationship takes a significant investment of time and money at the onset.

Once product arrives at the store level, a well-developed plan will allow you to avoid “failure to launch.” That plan should involve the following steps.

Induce Familiarity
Collaboration is key! After ensuring the best assortment/price points are selected, bring together the retailer’s internal teams: inventory, merchandising, marketing, and sales. 

If the retailer has multiple doors, include the owners and store managers. 

Utilize the corporate brand training and incentives that are offered. Get the team excited about the product. They sell what they are familiar with so create brand ambassadors from within. 

Train the staff on the brand’s history, collections, inspiration, materials and construction, warranties, and repairs. Encourage staff to have fun, touch the product and try it on. If they wear it, they will sell it. 

When introducing a new brand, demonstrate how to style customers, including layering and incorporating the new line with existing brands that clients already own and wear. Get creative and role play to best understand the selling advantages.

Include members of key departments, not just sales associates. Do not underestimate the power of cross-training departments.

Everyone who works at the retail level is a potential brand ambassador so include the service department, merchandisers, buyers, inventory, administrative and marketing teams. 

In peak selling times, non-sales team members become auxiliary sellers. Get to know these silent sellers! 

Also, don’t forget to tap into sales incentives and employee discounts. 

Many brands offer programs, discounts, and spiffs. View these as an extension of compensation to maximize pay and benefits. 

If sellers make self-purchases through store or brand discounts or winning and wearing the product, a natural brand champion is born.

 Related stories will be right here … 

Tell the Story
Tell the story of the brand and its collections across multiple touchpoints—in store, online and through outside entities. 

Use visual displays and merchandising, website, email, digital and in-store signage, events and get creative with editorial content creation, all synchronized for the official brand launch as well as future collection announcements. 

Retailers need to regularly and consistently introduce each new brand and collection to existing clients, and they need to think beyond the showroom to do so. 

Forge partnerships with local lifestyle or fashion magazines that need editorial content. 

Collaborate with your community. Form alliances with regional businesses or charitable organizations, which can identify a potential new customer base for the brand and retailer.

Host an in-store or offsite event to generate buzz and create a unique experience for guests for the brand’s debut. Brands should send a representative to participate in these events.
Be Intentional
For retailers, case space is too valuable not to perform. 

For brands, they need to ask themselves, how much does it cost to do business with specific retailers? When will there be a profit? 

At the end of the day, both retailers and brands are looking for their return on their investment. 

Often, it is the smaller stores that are most nimble and can better implement the above initiatives. Larger, multi-door regional or major chains more often have a more difficult time meeting these challenges. 

It is the store owner’s and buyer’s responsibility to ensure all parties are working together to build a successful partnership. One cannot succeed without the other. 

Today’s lesson: take the time to create a rollout plan, engage your entire team, and make it a priority to shine a light on the new brand.

If these steps are taken, both businesses will grow and flourish.

Ashley Davis Sigmanis the vice president of Davis Jewelers.
Kendra Bridelleis the vice president of sales for Judith Ripka.

The Latest

Jewelers of America Fly In
Policies & IssuesSep 25, 2025
JA CEO Provides Tariff Update Following Annual Fly-In

A trade deal with Switzerland seems probable, but reaching an agreement with India remains a challenge, David Bonaparte said.

Entrance to Jwaneng diamond mine in Botswana
SourcingSep 25, 2025
2 African Countries Aim to Take Stake in De Beers

Botswana’s president said his country wants a controlling share, while Angola envisions multiple countries holding minority stakes.

Kira Jewels Growing Rowing Machines
Lab-GrownSep 25, 2025
Kira Jewels Expands Lab-Grown Diamond Production

The manufacturer is adding 1,400 chemical vapor deposition (CVD) reactors to its growing facility in India.

reDollar-fine-jewelry-department.jpg
Brought to you by
reDollar.com Is Rolling Out the Next Level Jewelry, Diamond & Watch Consignment Program

With their unmatched services and low fees, reDollar.com is challenging some big names in the online consignment world.

Alex Moss SoHo store
IndependentsSep 25, 2025
Alex Moss’ New Flagship Brings Bold Jewels to SoHo

The jeweler to the stars has worked with Drake, A$AP Rocky, Tyler the Creator, and other celebrities.

Weekly QuizSep 25, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Matthew Wilson, Kavin Kulamavalava, and a Elmasolvex VA
WatchesSep 25, 2025
Wilson & Son Jewelers Donates to the Horological Society of New York

The Scarsdale, New York-based jeweler donated a professional-grade watch cleaning machine.

Representatives of India’s Gem and Jewellery Export Promotion Council and Indian government leaders
Policies & IssuesSep 24, 2025
Tariffs Throw Diamond Trade Into Disarray

The 50 percent tariffs on diamonds shipped from India to the U.S. have pushed midstream manufacturers to the edge.

japac-btyb.png
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key Issues

Jewelers of America is leading the charge to protect the industry amidst rising economic threats.

Father’s Day diamond advertisement that ran in India
SourcingSep 24, 2025
De Beers Adopts New Strategies to Drive Natural Diamond Demand in India

De Beers’ refreshed, multipronged approach, which includes generic promotions and retail partnerships, is delivering positive dividends.

Policies & IssuesSep 24, 2025
For Jewelry Manufacturers, Higher Tariffs Create Long-Term Worries

They are trying to balance the need to sustain well-established relationships with the pressure higher tariffs have put on margins.

Guest lecture for people with disabilities at the Jewelex factory
SourcingSep 24, 2025
A Helping Hand: An Effort to Boost Inclusivity in the Industry

Jewelry manufacturer Jewelex has partnered with JOSH, an industry training center, on a program for people with disabilities.

Greenwich St. Jewelers Estate Capsule Campaign
CollectionsSep 24, 2025
Greenwich St. Jewelers Goes Back in Time With First Estate Collection

The collection includes pieces dating back to the Victorian and Art Deco periods as well as mid-century and late 20th-century designs.

Marcus ter Haar
Policies & IssuesSep 24, 2025
Diamonds Do Good Names Marcus ter Haar as President-Elect

He previously served as co-chair of the nonprofit’s beneficiary committee.

Jane Goodall Brilliant Earth campaign
CollectionsSep 24, 2025
Brilliant Earth’s New Jane Goodall Collection Calls for Peace

Its second collaboration with the conservationist features jewelry with dove and olive branch motifs.

SRK Kriam Pharma
SourcingSep 24, 2025
SRK Launches Kriam Pharma

The diamond manufacturer’s new company will provide accessible and affordable high-quality medicines across India.

Claire’s storefront
MajorsSep 23, 2025
Ames Watson Completes $140M Acquisition of Claire’s

The private equity firm has a plan to revive the mall staple.

Super Smalls Super Book of Gems, Maria Dueñas Jacobs, and Bianca Gottesman
SourcingSep 23, 2025
Super Smalls’ New Book Introduces Kids to Gems, Fine Jewelry

The “Super Book of Gems” dives into the Mohs Hardness Scale, the Four C’s, and designs from jewelers like Cartier and Bulgari.

Mattioli CEO Claudio Pasta
MajorsSep 23, 2025
Mattioli Names Kering Exec as New CEO

Claudio Pasta will take the lead at the Italian fine jewelry brand, succeeding company founder Licia Mattioli.

Monique Lhuillier fashion jewelry Kay
CollectionsSep 23, 2025
Monique Lhuillier Adds Fashion Jewelry to Kay Jewelers Line

The new lab-grown diamond jewelry offering is the latest expansion of the designer’s “Bliss” collection.

Rio Tinto tender
SourcingSep 22, 2025
Rio Tinto Announces Final ‘Beyond Rare’ Tender

The miner is honoring the end of an era with an offering of 52 lots from the now-closed Argyle and the soon-to-close Diavik mines.

Vibhor and Alor logos
MajorsSep 22, 2025
Jewelry Manufacturer Vibhor Acquires Alor

The California-based fine jewelry brand will retain its identity post-acquisition, with new collections launching next year.

Gurhan Crown Gold Aquamarine Peacock
CollectionsSep 22, 2025
Gurhan's Collection is an 'Untamed' Zoo

The “Untamed” collection centers on carved gemstone jewelry depicting a range of animals embodying one of the four elemental forces.

Community for Ethical Jewelry logo
Policies & IssuesSep 22, 2025
Ethical Metalsmiths Has a New Name

Founded in 2004, the organization is now called the Community for Ethical Jewelry.

Madison Keys
EditorsSep 19, 2025
These Female Athletes Had the Best Jewelry of the Summer

From Coco Gauff’s hoops to Madison Keys’ diamond medallion, these are Senior Editor Lenore Fedow’s standout jewelry looks of the season.

Vanessa Fernández Studio Curva Wrap Hoops
CollectionsSep 19, 2025
Piece of the Week: Vanessa Fernández Studio’s ‘Curva’ Wrap Hoops

The trendy earrings feature asymmetrical drops, one with a grossular garnet and the other with a diamond.

Graphic for A Step-by-Step Guide to Using TikTok and Instagram Reels webinar
Recorded WebinarsSep 19, 2025
Watch: A Step-by-Step Guide to Using TikTok and Instagram Reels

Four social media marketing experts discuss their go-to methods and favorite tools for making high-quality short-form video content.

agta-sb-0925.png
Supplier BulletinSep 18, 2025
Will Your Design Define 2026? Enter The Spectrum & Cutting Edge Awards

Sponsored by American Gem Trade Association

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy