ColumnistsAug 23, 2022
The Smart Lab: How To Plan An Effective E-Newsletter StrategyColumnistsAug 30, 2022
The Power of Collaboration, From All Perspectives
Kendra Bridelle and Ashley Davis Sigman share both the brand and retailer outlook on what “working together” really means.
Ashley Davis Sigman, left, is vice president of Davis Jewelers in Louisville, Kentucky, while Kendra Bridelle serves as vice president of sales for Judith Ripka.
The true power of collaboration is when multiple parties work together toward a mutual goal.
Some might say the goals of a brand and a retailer differ but at the end of the day, the end goal is the same—profit.
In this follow-up to our June article on the three keys to a successful retailer-brand partnership, we take a look at what the words “collaboration” and “partnership” mean to both the brand and the retailer.
The Brand’s Perspective, from Kendra Bridelle
I can’t tell you how many times a retailer has said to me, “This is my investment. Your brand is only looking out for itself. What is your brand investing?”
This is where understanding the power of collaboration comes in; partnerships are a two-way street.
Brands that invest in the following items are not just looking out for themselves. They are investing in the future of their retailer partnerships because a one-time sale is not going to sustain a business.
Those items are:
• Creative assets
• Advertising and marketing
• Displays and point-of-sale materials
• Tips for training and merchandising
• Co-op advertising credits
• Travel expenses related to sales support
• Event support and giveaways
• Incentive programs
• Inventory to quickly replenish sold merchandise
These expenses add up quickly but are worth every penny if a brand wants to succeed in today’s retail environment.
It is the understanding of the words “collaboration” and “partnership” that ends up making the difference.
Collaborating means connecting with a lot of people—not just the brand and the retailer, but the brand and the entire retailer’s staff, local groups within a particular market, their friends, etc.
The more people you collaborate with, the more successful both the brand and the retailer will be to ensure profit.
Related stories will be right here …
Some might say the goals of a brand and a retailer differ but at the end of the day, the end goal is the same—profit.
In this follow-up to our June article on the three keys to a successful retailer-brand partnership, we take a look at what the words “collaboration” and “partnership” mean to both the brand and the retailer.
The Brand’s Perspective, from Kendra Bridelle
I can’t tell you how many times a retailer has said to me, “This is my investment. Your brand is only looking out for itself. What is your brand investing?”
This is where understanding the power of collaboration comes in; partnerships are a two-way street.
Brands that invest in the following items are not just looking out for themselves. They are investing in the future of their retailer partnerships because a one-time sale is not going to sustain a business.
Those items are:
• Creative assets
• Advertising and marketing
• Displays and point-of-sale materials
• Tips for training and merchandising
• Co-op advertising credits
• Travel expenses related to sales support
• Event support and giveaways
• Incentive programs
• Inventory to quickly replenish sold merchandise
These expenses add up quickly but are worth every penny if a brand wants to succeed in today’s retail environment.
It is the understanding of the words “collaboration” and “partnership” that ends up making the difference.
Collaborating means connecting with a lot of people—not just the brand and the retailer, but the brand and the entire retailer’s staff, local groups within a particular market, their friends, etc.
The more people you collaborate with, the more successful both the brand and the retailer will be to ensure profit.
The Retailer’s Perspective, from Ashley Davis Sigman
Profit only occurs after collaboration with the brand and then implementation of multiple sales and merchandising strategies to ensure success.
After success occurs, you can’t just stop, however.
You must continue to fuel the success, like adding more coal to the boiler of a locomotive. It won’t run on the tracks without the continual pressure to move it forward.
And if the conductor is not manning the train, you run off course or, even worse, off the tracks. Now in this case running off the tracks won’t hurt you physically, but it certainly does financially.
A good buyer understands how to calculate if a brand is worth their showcase space value. At the end, it comes down to dollars and cents.
Buyers, you need to ask yourselves: Is your investment working? Are you seeing turnover? Are you holding margin?
Has your team bought into the brand? And, are you promoting new collections to your clients frequently?
Does this all make sense? If so, your cents turn into dollars and you see profit.
Editors' Picks
Sponsored by
More on Columnists
The Latest
Lab-GrownOct 13, 2026
Stephanie Gottlieb Takes Lab-Grown Diamond Collection WholesaleThe jewelry designer has partnered with Sofer Jewelry to distribute her 85-piece lab-grown diamond collection.
IndependentsOct 13, 2026
Retailer Hall of Fame 2026: Sean DunnDunn, this year’s Single-Store Independent inductee, is passionate about innovation and telling the story of natural diamonds.
AuctionsOct 13, 2026
Christie's Geneva To Auction 'Bulgari Pink' DiamondThe 24-carat fancy intense pink diamond ring could fetch up to $18 million at the November sale.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
IndependentsOct 13, 2026
Greenwich St. Jewelers’ New Candle Smells Like HomeThe “Island Jewel” candle honors New York City and Puerto Rico and raises money for the island’s water relief efforts.
Weekly QuizOct 08, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TechnologyOct 13, 2026
GemFind Is a New JA Member Benefit Partner The partnership will give JA members access to preferred pricing, exclusive benefits, technology solutions, education, and resources.
SurveysOct 09, 2026
These Will Be the 10 Busiest Days for In-Store Shopping This Holiday SeasonStores should expect to see the most customers on Nov. 27, and Christmas week is expected to be hectic too, as Dec. 25 falls on a Friday.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
CollectionsOct 09, 2026
Elisa Solomon Collabs With Serendipity 3 on ‘Frozen Hot Chocolate’ CharmThe charm, our Piece of the Week, features brown diamond frozen hot chocolate topped with white diamond whipped cream and a ruby straw.
AuctionsOct 09, 2026
8-Carat Blue Diamond Goes Unsold at UK Jewelry Auction The top lot of Elmwood’s recent fine jewelry sale in London was a 1.84-carat, D color Tiffany & Co. solitaire diamond ring.
WatchesOct 09, 2026
Movado to Sell Majority Stake in Ebel for $66.5MThe watch company agreed to sell a 95 percent interest to a group comprised of F.P. Journe, Chanel, and Swiss watch exec Pierre Jacques.
Policies & IssuesOct 08, 2026
Third Wave of IEEPA Tariff Refunds Begins This round of tariff refunds is for importers that have sued over IEEPA tariffs in the Court of International Trade and won.
CollectionsOct 08, 2026
Brent Neale’s New Collection Goes ‘Back to Basics’It revisits the brand’s most requested silhouettes, from "Pillow"-set necklaces and bracelets to "Signature"-set rings and earrings.
SourcingOct 08, 2026
Ethical Gem Fair Heads Back to BrooklynThe trade-only event includes buying opportunities as well as educational sessions on artisanal mining, the new Paraíba source, and more.
Events & AwardsOct 08, 2026
Pattons Fine Jewelry Sweeps Local Design ContestAra Chanakian, a jeweler at Pattons, took home top honors in every category at Jewelers of Louisiana’s annual jewelry design competition.
AuctionsOct 08, 2026
Reba McEntire’s Jewelry, Watches Head to Julien’s AuctionsThe live charity benefit sale in Nashville will also feature gowns, boots, and other memorabilia from the country music legend.
Supplier BulletinOct 08, 2026
Overnight Mountings’ Bridal Builder Helps Jewelers Turn Custom Design into a Hands-On Selling ExperienceSponsored by Overnight Mountings
Policies & IssuesOct 07, 2026
The Plumb Club Amplifies Its Voice as Geopolitical Pressures MountThe supplier organization recently joined JA and JVC to have more input on political issues affecting the jewelry industry.
CollectionsOct 07, 2026
Blue Nile, Royal Asscher Collection Highlights Natural Diamond BeautyBlue Nile, a Signet Jewelers-owned brand, is now Royal Asscher’s exclusive licensed retailer in North America.
CollectionsOct 07, 2026
4 Standout Pieces in Audemars Piguet’s First High Jewelry Collection “Royal Oak” pays homage to the brand’s most popular watch model using 18-karat gold as well as diamonds, emeralds, and sapphires.
MajorsOct 07, 2026
Empire Safe & Vault Promotes Juan Morales to CEOAs part of the transition, Joseph Nicosia has stepped into the role of COO.
SourcingOct 07, 2026
AGTA Extends Deadline for 2026 Spectrum Awards EntriesParticipants now have until Oct. 14 to complete their submissions.
CrimeOct 06, 2026
6 Charged in Connection to String of New Jersey Smash-and-GrabsThe alleged thieves used crow bars and sledgehammers to smash into jewelry stores across the state.
SourcingOct 06, 2026
DDG Taps Influencers for ‘My Diamond Does Good’ CampaignIn the new consumer-facing campaign, four fashion and lifestyle creators share the stories behind their natural diamond pieces.
MajorsOct 06, 2026
Frederick Goldman Names COO, CMOFGI President John Orrico is also leaving the company after more than 13 years.
Events & AwardsOct 06, 2026
JIS Fall Returns to MiamiThe 2026 edition will feature presentations on alternative materials and design trends, as well as pop-up activations on the show floor.
SourcingOct 05, 2026
De Beers to Take Full Ownership of Gahcho KuéIt is the last fully operational diamond mine in Canada following the recent closures of Ekati and Diavik.
