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.

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.
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.
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.
The Latest

A set of four Patek Philippe “Star Caliber 2000” pocket watches is part of Sotheby’s upcoming auction in Abu Dhabi.

The Brazilian jeweler’s latest book marks her namesake brand’s 25th anniversary and tells the tale of her worldwide collaborations.

The Submariner Ref. 1680 with a Tiffany & Co. dial came from the original owner, who won it as a prize on the game show in the 1970s.

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

The new integration allows users to manage shipments directly from the Shopify dashboard.


At Converge 2025, Editor-in-Chief Michelle Graff attended sessions on DEI, tariffs, security, and more. Here are her top takeaways.

Six people were shot last week at an Oakland cash-for-gold shop as employees exchanged gunfire with individuals trying to rob the store.

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

The jeweler has expanded its high jewelry offering, which launched last year, with new pieces featuring its cube motif that debuted in 1999.

Ben Bridge Jeweler and Lux Bond & Green were a part of the pilot program.

Associate Editor Natalie Francisco shares eight of her favorite jewelry looks from the 77th annual Primetime Emmy Awards, held Sunday night.

It’s predicting a rise in retail sales this holiday season despite economic uncertainty and elevated inflation.

It included the sale of the 11,685-carat “Imboo” emerald that was recently discovered at Kagem.

The newly elected directors will officially take office in February 2026 and will be introduced at the organization’s membership meeting.

Associate Editor Lauren McLemore headed out West for a visit to Potentate Mining’s operation hosted by gemstone wholesaler Parlé Gems.

Fordite is a man-made material created from the layers of dried enamel paint that dripped onto the floors of automotive factories.

Gilbertson has worked as a researcher, jeweler, lapidary artist, appraiser, and business owner throughout his decades in the industry.

A decision likely won’t come until January 2026 at the earliest, and the tariffs remain in effect until then.

Located in the revamped jewelry hall at the retailer’s New York City flagship, this opening is Tabayer’s first shop-in-shop.

The new, free app offers accessible educational content, like games and podcasts, for U.S. retailers.

As the gold price rises, the manufacturer is offering a 100 percent payout through Sept. 30 for gold clean scrap.

Jacob & Co. partnered with the German technology company on two pairs of headphones, one set with diamonds and the other with sapphires.

Guillermo del Toro’s 2025 “Frankenstein” will feature 27 jewels and objects from the storied brand, including pieces from its archives.

The Waldorf Astoria New York’s grand reopening this past summer means a homecoming for the industry group’s annual event.

Anglo plans to merge with Teck Resources Ltd. to form Anglo Teck. The deal changes nothing about its plans to offload De Beers.

The 9.51-carat fancy vivid blue diamond, which set two world auction records at Sotheby’s in 2014, is estimated to fetch up to $30 million.

The industry veteran joins the auction house as it looks to solidify its footprint in the jewelry market.