ColumnistsMay 16, 2023
PR 101: What Editors Want (and Need) in a Press KitColumnistsJun 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.
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 …
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.
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.
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.
More on Columnists
The Latest
AuctionsMar 25, 2025
Christie’s To Auction 35-Carat Sapphire, 13-Carat RubyThe ruby and the sapphire, which Christie’s calls a “once-in-a-generation masterpiece,” are part of the upcoming Hong Kong jewelry auction.
CrimeMar 25, 2025
Tiffany & Co. Earrings Swallowed Following Grab-and-Run Theft RecoveredThe two pairs of earrings, snatched from a Tiffany & Co. store in Orlando, Florida, are valued at a combined $769,500.
CollectionsMar 24, 2025
Pomellato’s Latest ‘Nudo’ Collections Revamp its Classic DesignFrom striking high jewelry to miniature fine jewelry, the new chapter continues to highlight gemstones featuring its signature 57-facet cut.
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They DeserveBench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.
MajorsMar 24, 2025
4 Top Executives to Depart Signet Jewelers Amid TurnaroundThe jewelry giant is reducing its senior leadership by 30 percent as part of its new turnaround strategy.
Weekly QuizMar 21, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
WatchesMar 24, 2025
Sotheby's Now Offers Watch Repair ServicesThe auction house's partnership with online watch servicing platform WatchCheck makes repairs convenient and accessible, it said.
FinancialsMar 21, 2025
Swarovski Says Its Lab-Grown Diamond Sales Doubled in 2024The company also noted record sales in the United States and a strong performance in its jewelry category.
Brought to you by
Natural Diamonds Should Mean MoreNatural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.
SourcingMar 21, 2025
BrankoGems To Hold Conference in MontanaThe event, set for June 13-15, will feature educational presentations and guided visits to the state’s sapphire mines.
TrendsMar 21, 2025
Piece of the Week: Marrow Fine’s ‘Til Death’ RingAfter the black enamel band became a best-seller for the brand, it has now launched an enamel ring personalization program.
IndependentsMar 20, 2025
Korman Fine Jewelry’s New Store Is Double the Size The Austin, Texas, jeweler’s new 11,000-square-foot store is set to open this summer.
Events & AwardsMar 20, 2025
JCK Rocks to Feature Snoop Dogg, Jason DeruloThe rapper and singer-songwriter will perform at Tao Beach on June 8.
TechnologyMar 20, 2025
Chris Ploof, Severine Ferrari Launch YouTube Video Series“Conversations with Chris Ploof” covers tips for men buying wedding bands, behind-the-scenes footage of Ploof in his studio, and more.
Lab-GrownMar 20, 2025
Beyond Jewelry: Possibilities in the Lab-Grown Diamond SectorAs lab-grown diamond brands pop up across India, academics are researching how to grow demand outside of the jewelry industry.
MajorsMar 19, 2025
Signet Jewelers to Close Stores, Cut Staff Amid Declining SalesThe moves are part of the retailer’s new turnaround plan, “Grow Brand Love,” which also includes emphasizing brand loyalty over store banners.
CollectionsMar 19, 2025
Jessica McCormack’s New Collection Elevates Office WearThe “Rush Hour” campaign stars Zoë Kravitz in bold, wearable pieces designed to make a statement in the workplace.
WatchesMar 19, 2025
Breitling Acquires Another Watch Brand From the 1800sBreitling is reviving Gallet, which was founded in 1826 and is known for making watches used in the early days of long-distance travel.
AuctionsMar 19, 2025
10-Carat Fancy Vivid Blue Diamond Expected to Sell for $20MDubbed the “Mediterranean Blue,” this “remarkably rare” diamond will be part of Sotheby’s May jewelry auction in Geneva.
MajorsMar 19, 2025
AGS Adds New Program, Relaunches CSAThe American Gem Society now offers a Jewelry Evaluation Advisor designation as well as an updated Certified Sales Associate designation.
CollectionsMar 18, 2025
Beck Debuts New Collection as Trove’s Latest Designer-in-ResidenceRebecca Zeijdel-Paz created more than 75 new pieces for the residency, which will be on display at Trove’s store in New York through April.
Events & AwardsMar 18, 2025
Fink’s Jewelers Is Now a Regional Emmy WinnerThe company and its marketing agency, Loudr, were recognized for the “Make You Dance” marketing campaign.
WatchesMar 18, 2025
Citizen Announces New Modern Luxury Watch CategoryThe “Series8” and “Attesa” collections will be grouped under Citizen Premier.
MajorsMar 18, 2025
Borsheims Names New Assistant IT ManagerDavid Fager, a former systems engineer at the retailer, was promoted to the role.
Events & AwardsMar 17, 2025
Gem Awards Honor All Facets of the IndustryFrom retailers to designers and the media, the fine jewelry industry recognized one another’s work and looked to the future.
Events & AwardsMar 17, 2025
GIA Names Winner of Emerging Jewelry Design Talent AwardEleanor H. Yeh is the recipient of the eighth annual Gianmaria Buccellati Foundation Award for Excellence in Jewelry Design.
MajorsMar 17, 2025
Tous Names U.S. Managing Director, VPJoseph Cavalcante takes on the dual role as the Spanish jewelry brand looks to expand further into the U.S. market.
Events & AwardsMar 17, 2025
CBG Expands Las Vegas Show to 3 DaysThe trade show has also upgraded its venue to the Caesars Forum Conference Center.
