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

LIM-401 2024 National Jeweler Supplier Bulletin- iD100 Web and Eblast FINAL (1).jpg
Supplier BulletinApr 24, 2025
Protect Your Customers and Your Business

Sponsored by the Gemological Institute of America

Wolf CEO Simon Wolf
EditorsApr 24, 2025
Q&A: Wolf’s CEO Talks U.S. Expansion

Simon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.

Iowa jeweler Herman Ginsberg
IndependentsApr 24, 2025
Longtime Iowa Jeweler Herman Ginsberg Dies at 99

A third-generation jeweler, Ginsberg worked at his family’s store, Ginsberg Jewelers, from 1948 until his retirement in 2019.

gia1d100 btyb.jpg
Brought to you by
Protect Your Customers and Your Business

The risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.

Charles & Colvard moissanite ring
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to Noncompliance

The company failed to file its quarterly reports in a timely manner.

Weekly QuizApr 24, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Young Diamantaires
SourcingApr 24, 2025
Young Diamantaires Transition to Nonprofit

The organization also announced its board of directors.

Mined + Found "Hope" Matchbox Locket
TrendsApr 24, 2025
Amanda’s Style File: So Charming

Charms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.

gia-topimage 0325.jpg
Brought to you by
A Brilliant Future Is Here

Get online education from GIA experts.

Bulgari’s expanded factory in Valenza, Italy
MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in Italy

Located in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.

Jason McNary accepting FGI Fine Jewelry Rising Star award for Paola Sasplugas
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ Award

Paola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.

1999 Cosmograph Daytona, Ref.16516
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to Auction

A platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.

Carmelo Anthony and Jaylen Brown David Yurman campaign
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen Brown

The basketball stars wear men’s jewelry from the “Curb Chain” collection.

Woman wearing Zales jewelry
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine Jewelry

The Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.

JAR Apricot Blossom bracelet
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry Collection

The 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.

Avi Levy
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth Officer

GCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.

Scottsdale Fine Jewelers store exterior
IndependentsApr 22, 2025
Brinker’s Jewelers Acquires Fellow Independent

The Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.

Cartier Exhibition Installation at Victoria & Albert Museum
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display

“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.

Bill and Birdie Levine of Van Cott Jewelers
IndependentsApr 21, 2025
New York Jeweler to Close After 111 Years

Van Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.

IJO Director Samantha Larson
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise Strategy

Industry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.

Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host Convention

The two organizations will hold the educational event together this fall in Mississippi.

Daymond John
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las Vegas

The entrepreneur and “Shark Tank” star will share his top tips for success.

Dukachi Easter Bread Pendant
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ Pendant

The Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.

Bremer Jewelry
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated Store

The jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.

Tiffany & Co. Strong Like Mom campaign
MajorsApr 18, 2025
Tiffany & Co. Employees Star in Mother’s Day Campaign

The “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.

Athena Calderone x John Hardy Collection
CollectionsApr 17, 2025
John Hardy, Athena Calderone Partner on Art Deco Decor-Inspired Collection

Interior designer Athena Calderone looked to decor from the 1920s and 1930s when crafting her first fine jewelry collection.

Movado Connect 2.0 watches
FinancialsApr 17, 2025
Movado Group to Increase Prices to Offset Tariffs Impact

During a call about its full-year results, CEO Efraim Grinberg discussed how the company is approaching the uncertainty surrounding tariffs.

Natural Diamond Council Diamond Learning Center Graphic
Lab-GrownApr 17, 2025
NDC Launches Its Diamond Learning Center

The free program provides educational content for jewelry salespeople and enthusiasts to learn or refresh their diamond knowledge.

×

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