Columnists

The Smart Lab: How to Effectively Navigate Jewelry Brand Requests

ColumnistsMay 28, 2024

The Smart Lab: How to Effectively Navigate Jewelry Brand Requests

Emmanuel Raheb outlines six ways retailers can make brand relationships smoother and more beneficial for both parties.

National Jeweler columnist Emmanuel Raheb
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
As a jewelry store owner, you have a thousand things on your plate. Dealing with requests from jewelry brands are a big part of running your store. You want to work with your jewelry partners effectively so you both succeed in the end. 

In a perfect world, their goals and yours should be in alignment. 

In order to work together harmoniously, it’s important the jewelry store collaborates with the brands to keep their presence up to date, which often requires many updates and requests.

Here are six ways to effectively handle those requests so you both benefit and grow your businesses together.

1) Prioritize your jewelry partners.
Carefully selecting and prioritizing jewelry brand partners according to their compatibility with your store’s identity and the preferences and demographics of your target market is critical. 

You want to focus on brands that offer styles your customers want at price points they can afford. It does no good to carry a brand just to say you have “X” brand if it’s too expensive and customers can’t afford it. Even if it raises your store’s profile, the costs may be too high.

Prioritizing brand partnerships often involves not only selling their jewelry but also creating an entire experience around each brand. 

High-end jewelry brands can demand dedicated displays, co-op spending, and specialized staff training. 

Look before you leap and know what you’re getting into so you can prioritize jewelry partners that give you the best return on your investment. 

Prioritize the brands you carry based on your goals, not theirs.

2) Communicate effectively and often.
Effective communication forms the backbone of any successful partnership. It is the only way to ensure everyone is aligned with each other’s goals and expectations. 

For example, sharing your sales data can help your jewelry partners understand which of their styles are selling and which aren’t so you both can adjust your marketing strategies and spend levels. 

Effective communication also includes negotiating favorable terms during peak buying seasons such as Mother’s Day, Black Friday, and the end-of-year holiday period. 

The goal should always be to increase sales, and a good jewelry brand partner will help you do that. 

They’ll only succeed if you do.

3) Streamline your processes.
How you operate and handle your jewelry brand partners will dictate your level of success. 

Streamlining your store operations, such as by implementing and monitoring an inventory management system that syncs with your jewelry partners’ systems, allows for real-time updates and reduces the risk of a popular jewelry style being out of stock. 

You also want to have a dedicated point person and a system in place for how you track, maintain, and respond to partner requests.  

With jewelry stores increasingly carrying more and more brands, it can be daunting to keep up with each one’s minimum spend levels, specific terms, and brand guidelines.  

An unfortunate misstep or two and your store risks a popular jewelry brand getting pulled from your showcases. 

 Related stories will be right here … 

4) Collaborate when you can.
Collaboration with the jewelry brands you carry can be a powerful way to make your store stand out. 

You can work with jewelry brands to create exclusive collections that reflect your jewelry store’s brand, your customers preferences, and the latest fashion trends.

Popular ways to collaborate include hosting joint events like designer meet-and-greets, jewelry styling workshops, or themed launch parties that generate excitement and draw in the crowds. 

These collaborations create buzz, foster community around your store, and attract media attention, all of which can drive more foot traffic and increase sales.

5) Assess your available resources.
Realistically assessing your jewelry store’s capabilities is essential when managing requests from jewelry brands.

This includes your financial resources, staff abilities, available space in your showcase, and marketing budget.

Being aware of your store’s limits helps in making informed decisions about which brands to partner with and what scale of promotions to undertake.

This helps ensure you don’t overextend yourself and take on too much too soon. You want controlled growth, not to lose control.

6) Act strategically and be proactive.
Being proactive in the jewelry business means anticipating trends, understanding your customer’s evolving tastes, and adapting your marketing strategy accordingly.  

Always be forward-thinking and use your store’s data and customers’ buying habits to predict future trends. Work with your brand partners to stock styles that will meet these future needs. 

For example, if you notice there’s a growing interest from your customers in sustainable materials, then work with jewelry brands that use only ethically sourced gemstones or metals.  

By leading the charge, you position your store not just as a retailer but as a trendsetter in the jewelry industry and your community.

In summary, always remember that being a jewelry store owner is more than just the jewelry you sell. It’s about long-term relationships and serving your customers.  

To sell jewelry effectively and remain open, you need both a passion for the business and a commitment to your community. 

Owning a jewelry store is special. What other business serves families generation after generation and helps them mark life’s milestones?

There’s no better way to be successful than to choose and work with jewelry partners who have your best interests in mind. 

When your goals and the brands you carry are in alignment, you both win. And that’s the best victory of all.

Emmanuel Rahebis the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner.

The Latest

2025 National Jeweler Retailer Hall of Fame inductees
Events & AwardsJun 06, 2025
Here Are the 2025 Retailer Hall of Fame Inductees

This year’s honorees include a Midwest retailer and two multi-store independents, one in New York and the other in New England.

Harwell Godfrey Granny Square Eleanor Necklace
CollectionsJun 06, 2025
Piece of the Week: Harwell Godfrey’s ‘Granny Squares Eleanor’ Necklace

As an homage to iconic crochet blankets, the necklace features the nostalgic motif through a kaleidoscope of cabochon-cut stones.

 Laura Gallon Joaillerie “Dynasty” ring, Bijules “Compass” bolo tie, Löf “The Orbitalis” ring
Events & AwardsJun 05, 2025
The 12 Fresh Faces in Couture’s Design Atelier

Discover the dozen up-and-coming brands exhibiting in the Design Atelier for the first time.

DCA-student-cert-NJ1872x1052-2.png
Brought to you by
The True Power Behind the Counter: Why Sales Associates Are the Heart of the Jewelry Business

When investing in your jewelry business, it's important not to overlook the most crucial element of success: the sales associates.

Jack Abraham The Royal Ruby Collection
SourcingJun 05, 2025
A Rare Suite of Rubies Has Arrived in Las Vegas

The “Royal Ruby” Collection is a quintet of untreated rubies curated by collector Jack Abraham.

Weekly QuizJun 05, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Daymond John
Events & AwardsJun 05, 2025
Daymond John to Give Keynote at JCK Las Vegas

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

Vaishali Banerjee and Pallavi Sharma
MajorsJun 05, 2025
Platinum Guild International Updates Leadership Team

Two existing executives have been given new roles.

Article Image 1.png
Brought to you by
Clienteling Isn’t a Buzzword. It’s an Essential Business Model.

More shoppers are walking out without buying. Here’s how smart jewelers can bring them back—and the tool they need to do it right.

Meredith Tiderington
Events & AwardsJun 05, 2025
Zillion Announces 'Women in STEM' Scholarship Recipient

Meredith Tiderington, an electrical engineering student, was selected for the award.

The Gemological Institute of America’s logo
Lab-GrownJun 04, 2025
GIA Reverting to More General Terminology for Lab-Grown Diamonds

It will quit assigning the stones specific color and clarity grades in favor of applying “new descriptive terminology.”

Exterior of the Venetian and the Las Vegas Sphere
Events & AwardsJun 04, 2025
As JCK Talks Returns, Don’t Miss These 12 Sessions

From design trends to sustainability, here’s a roundup of can’t-miss education sessions at JCK Las Vegas.

JCK show
CrimeJun 04, 2025
10 Safety Tips for the Las Vegas Shows

The Jewelers’ Security Alliance offers advice for those attending the annual trade shows.

Amy Curran
MajorsJun 04, 2025
Amy Curran Promoted at Hill & Co.

Her new role is director of strategic initiatives.

The eight rings in Viviana Langhoff’s AU79 jewelry collection
CollectionsJun 03, 2025
In Her Latest Collection, Viviana Langhoff Is Leaning Into Gold

The designer is embracing bold pieces with weight to them in “AU79,” a collection she celebrated with a creative launch party.

Gold and diamond bangles on a pair of jeans
FinancialsJun 03, 2025
Signet Jewelers Sees Turnaround in Q1 With Sales Ticking Up 2%

On an earnings call, CEO J.K. Symancyk discussed what’s working for the company and how it’s preparing for the potential impact of tariffs.

Woman’s hand holding shopping bags
SurveysJun 03, 2025
Consumer Confidence Improves in May

The index partially rebounded after months of decline, due in part to the U.S.-China deal to temporarily reduce import tariffs.

Dakota Johnson as Roberto Coin Brand Ambassador
CollectionsJun 03, 2025
Dakota Johnson Is Roberto Coin’s New Brand Ambassador

The actress stars in the latest campaign set in Venice, Italy, and is set to participate in other creative initiatives for the jeweler.

Mason Kay Jade necklace
GradingJun 03, 2025
Mason-Kay Jade Adds ‘Fei Cui’ to Jade Reports

The company has joined other labs, including GIA and Lotus Gemology, in adopting the Chinese term for "jadeite jade."

Gemfields ruby
SourcingJun 02, 2025
Gemfields’ June Auction to Include 36-Carat Ruby

The large stone will be offered at its June sale along with a selection of secondary-type rubies from a new area of the Montepuez mine.

Adobe Stock image of skyline of Bangkok, Thailand
GradingJun 02, 2025
GSI Opens New Lab in Thailand

Located in Bangkok, the laboratory is Gemological Science International’s 14th location worldwide.

Seaman Schepps pearl earrings
TrendsJun 02, 2025
Amanda’s Style File: Three Gems for June

Those born in June have a myriad of options for their birthstone jewelry.

David Allouche
SourcingJun 02, 2025
David Allouche Joins Grandview Klein Diamonds

The diamond industry veteran has been named its senior sales executive.

Movado Connect 2.0 watches
FinancialsMay 30, 2025
Movado’s Q1 Sales Slip Amid ‘Challenging’ Retail Environment

The company plans to raise the prices of select watches to offset the impact of tariffs.

Zoë Chicco Bracelets
Policies & IssuesMay 30, 2025
Tariffs & Designers: Navigating Pricing in an Unstable Environment

Between tariffs and the sky-high cost of gold, designers enter this year’s Las Vegas shows with a lot of questions and few answers.

Renato Cipullo Hematite Blaze Necklace
CollectionsMay 30, 2025
Piece of the Week: Renato Cipullo’s ‘Hematite Blaze’ Necklace

Designed by founder Renato and his daughter Serena Cipullo, it showcases a flame motif representing unity and the power of gathering.

Stock image of shipping containers
Policies & IssuesMay 30, 2025
Trade Court Declares Trump’s Tariffs Invalid

However, the tariffs remain in effect in the short term, as an appeals court has stayed the U.S. Court of International Trade’s decision.

Britney Spears
CollectionsMay 29, 2025
Britney Spears Files Trademark for New Jewelry Line

The pop icon is one step closer to launching her “B Tiny” jewelry collection, a collection she first began posting about last fall.

×

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