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

Pippa Small Myanmar Fish Cluster
CollectionsAug 14, 2025
In Midst of ‘Sardine Girl Summer,’ Pippa Small Looks to ‘Flounder Fall’

Her new “Ocean” collection was inspired by Myanmar’s traditional articulated fish jewelry, with depictions of flounder, catfish, and more.

Casio America CEO Yusuke Suzuki
MajorsAug 14, 2025
Casio America Names New CEO

Longtime Casio executive Yusuke Suzuki is the new president and CEO of Casio’s U.S. subsidiary.

LA Trading Day
SourcingAug 14, 2025
West Coast Orgs to Host Trading Event, Mixer in LA

The full-day sourcing and networking event, slated for Aug. 18, will be followed by the fifth annual Mega Mixer Summer Soirée.

rio-article photo-diamond.jpg
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine Jewelry

As a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.

Cristiano Ronaldo and Stephanie Gottlieb Ring
TrendsAug 13, 2025
Cristiano Ronaldo Proposes With Gigantic Oval-Cut Diamond

Model Georgina Rodríguez received a rock of an engagement ring, with her diamond estimated to be 35 carats, experts say.

Weekly QuizAug 08, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
International Colored Gemstone Association logo
SourcingAug 13, 2025
ICA Names 2025 Board of Directors

The board elected 9 new directors at its recent ICA Congress in Brazil.

Whiskey Barrel Ring
TrendsAug 13, 2025
Colorado Jeweler, Whiskey Maker Collab on Ring Giveaway

Three winners will receive a custom ring from Honest Hands Ring Co. inlaid with a piece of history from Denver-based distillery Stranahan’s.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

People shopping in a mall
SurveysAug 13, 2025
These Are The 25 Hottest Retailers, Says NRF

JD Sports and Wawa were among the fastest-growing retail companies in the U.S. last year.

Columbia Gem House Winza sapphires and rubies
SourcingAug 13, 2025
Columbia Gem House Launches Winza Sapphires, Rubies

The new inventory, all untreated, features vibrant hues and unique bicolor combinations.

Gemfields Faberge
SourcingAug 12, 2025
Gemfields Sells Fabergé for $50M

Acquired by a tech investor, the historic brand will continue to focus on jewelry, accessories, and timepieces.

Shipping containers on a ship
Policies & IssuesAug 12, 2025
Higher Tariff on Chinese Imports Paused for 90 Days, Trump Says

President Donald Trump issued an executive order extending the pause on higher tariffs to November as negotiations with China continue.

Jacquie Aiche Thunderbird Slab Collection Campaign
CollectionsAug 12, 2025
Jacquie Aiche’s New Collection Harnesses the Energy of the Thunderbird

The “Thunderbird Slab” collection features a thunderbird motif as a symbol of power, protection, and boundless possibility.

Vigil for slain Wheat Ridge, Colorado jeweler Peter Damian Arguello
CrimeAug 11, 2025
Man Convicted of First-Degree Murder in Death of Colorado Jeweler

Peter Damian Arguello, a jeweler in the Denver suburb of Wheat Ridge, was found dead inside his store in November 2023.

Lisa Bridge
IndependentsAug 11, 2025
Lisa Bridge to Depart Ben Bridge Jeweler

The retailer, owned by Berkshire Hathaway, is becoming part of the Berkshire Hathaway Jewelry Group with Helzberg.

Bethenny Frankel
Events & AwardsAug 11, 2025
Bethenny Frankel to Give Keynote at CBG’s Experience Show

The Continental Buying Group’s 2025 Tampa Experience Show is slated for Sept. 8-10.

Nora Kühner fashion design consulting trend forecast colors 2027
EditorsAug 11, 2025
The Colors Expected to Be On-Trend in a Couple Years

Associate Editor Lauren McLemore recently attended a fabrics trade show where a trend forecaster shared her predictions for summer 2027.

Brilliant Earth Jolie Mosaics engagement ring
FinancialsAug 08, 2025
Brilliant Earth’s Q2 Sales Up 3% as Engagement Ring Sales Rise

The company raised its full-year sales guidance while noting it has not yet assessed the potential impact of the latest tariff news.

Jewellers for Hope charity event
Events & AwardsAug 08, 2025
GJEPC’s Jewellers for Hope Celebrates 10 Years of Fundraising

The organization has raised more than $1.3 million for charity since its inception.

Rahaminov Diamonds Emerald-Cut Diamond Bezel Bangle
TrendsAug 08, 2025
Piece of the Week: Rahaminov Diamonds’ Bezel Bangle

The brand’s latest iteration of a bezel-set diamond bangle features clean lines and a timeless design for a new modern silhouette.

Black and white photo of Tony Bennett near a microphone
WatchesAug 07, 2025
Bulova’s New Collection Honors Tony Bennett

The first watch in the series commemorates his participation in the Civil Rights movement, marching from Selma to Montgomery in 1965.

Sapphire page in Chatham’s “Ultimate Lab-Grown Catalog”
Lab-GrownAug 07, 2025
Chatham Releases Catalog for Loose Lab-Grown Gemstones

The catalog contains a complete listing of all the loose gemstones in stock, as well as information about the properties of each stone.

Rembrandt Blue Jay, Hummingbird, Cardinal Bird Charms
TechnologyAug 07, 2025
Rembrandt Charms Debuts New Website, Bird Charms

The company added a retailer dashboard to its site and three new birds to its charm collection, the cardinal, blue jay, and hummingbird.

Shipping containers on a ship
Policies & IssuesAug 06, 2025
Tariff on India to Rise to 50%, Trump Says

An additional 25 percent tariff has been added to the previously announced 25 percent.

Claire’s storefront
MajorsAug 06, 2025
Claire’s Files for Chapter 11 Bankruptcy Again

The jewelry and accessories retailer plans to close 18 stores as part of the proceedings.

Smith & Son Jewelers storefront Springfield Massachusetts
IndependentsAug 06, 2025
Smith & Son Jewelers to Close 107-Year-Old Location

Its Springfield, Massachusetts, store is set to close as owner Andrew Smith heads into retirement.

Zahn-Z Beluga Spout Grey Spinel Ring and Beluga Spout Mandarin Garnet Ring
CollectionsAug 06, 2025
Zahn-Z Swims With Whales in ‘Beluga’ Collection

Designer Hiba Husayni looked to the whale’s melon shaped-head, blowhole, and fluke for her new chunky gold offerings.

×

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