ColumnistsMay 21, 2024
Successful Vendor Relationships: A Win-Win ApproachColumnistsMay 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.
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 …
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.
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.
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.
More on Columnists
The Latest
FinancialsNov 26, 2025
Movado CEO Talks Tariffs, Growing Interest in Accessible Luxury WatchesDuring its Q3 call, CEO Efraim Grinberg discussed the deal to lower tariffs on Swiss-made watches, watch market trends, and more.
TrendsNov 26, 2025
Piece of the Week: Rosior’s Pumpkin RingRosior’s high jewelry cocktail ring with orange sapphires and green diamonds is the perfect Thanksgiving accessory.
IndependentsNov 26, 2025
Greenwich St. Jewelers Launches Colorful Holiday CampaignThe “Embrace Your True Colors” campaign features jewels with a vibrant color palette and poetry by Grammy-nominated artist Aja Monet.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
MajorsNov 26, 2025
Serafino Consoli Names New VP of Sales, Brand Development for the AmericasLuxury veteran Alejandro Cuellar has stepped into the role at the Italian fine jewelry brand.
Weekly QuizNov 20, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsNov 26, 2025
Grandview Klein Presents 4 Scholarships in NamibiaThe company gave awards to four students at the Namibia University of Science & Technology, including one who is a Grandview Klein employee.
IndependentsNov 25, 2025
Pearl Stringer Margaret Hoisik DiesShe is remembered as an artist who loved her craft and was devoted to her faith, her friends, and her family.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
SourcingNov 25, 2025
Finestar Opens Diamond Manufacturing Facility in JohannesburgIt joins the company’s other manufacturing facilities globally, including in India, Botswana, and Namibia.
TrendsNov 25, 2025
Amanda’s Style File: Polka DotsThe polka dot pattern transcends time and has re-emerged as a trend in jewelry through round-shaped gemstones.
CrimeNov 25, 2025
Former Arizona AG Official Charged With Trafficking Stolen JewelryVanessa Hickman, 49, allegedly sold a diamond bracelet that was mistakenly sent to her home.
Events & AwardsNov 25, 2025
GIA Awards Susan Jacques With Its Highest HonorGIA’s former president and CEO was presented with the Richard T. Liddicoat Award for Distinguished Achievement.
Recorded WebinarsNov 24, 2025
Watch: Top Tips for Social Media EtiquetteSocial media experts spoke about protecting brand reputation through behaving mindfully online.
WatchesNov 24, 2025
Breitling Reveals Plans for Gallet, Universal GenèveIn 2026, the three will come together as “House of Brands,” with Gallet sold in Breitling stores and Universal Genève sold separately.
CollectionsNov 24, 2025
Muse Debuts a Wicked 'Have a Heart x Cynthia Erivo' SequelThe second drop, which includes more Elphaba-inspired pieces from additional designers, will continue to benefit nonprofit Dreams of Hope.
IndependentsNov 24, 2025
J.R. Dunn Jewelers Names New PresidentSecond-generation jeweler Sean Dunn has taken on the role.
MajorsNov 21, 2025
Natural Diamond Council Names New CEOAmber Pepper’s main focus will be on digital innovation and engaging younger consumers.
SourcingNov 21, 2025
De Beers’ Branded, Traceable Diamonds Roll Out to 19 Retailers Called “Origin by De Beers Group,” the loose, polished diamonds are being sold in a total of 30 stores in the United States and Canada.
CollectionsNov 21, 2025
Piece of the Week: Melissa Kaye’s ‘Rocky Infinity’ NecklaceThe lariat necklace features a 4.88-carat oval-cut Zambian emerald in 18-karat yellow gold.
AuctionsNov 20, 2025
Vanderbilt Jewels Shine at Phillips Sale, Pink Diamond WithdrawnA 43-carat sapphire brooch from the Vanderbilt collection was the top lot of the Geneva sale.
CollectionsNov 20, 2025
Rebecca Rau Jewels Debuts With ‘Then & Now’ CollectionRau is a fourth-generation art and antique dealer from M.S. Rau gallery whose first jewelry collection merges artifacts with modern design.
Policies & IssuesNov 20, 2025
RJC Names New Executive DirectorFormer De Beers sustainability leader Purvi Shah will take over the role in February 2026.
WatchesNov 20, 2025
LVMH Takes Minority Stake in Citizen Group-Owned Movement Maker La Joux-Perret is based in La Chaux-de-Fonds, Switzerland, and makes solar quartz as well as mechanical watch movements.
GradingNov 20, 2025
Julia Griffith Joins SSEF as Head of EducationShe previously taught at Gem-A and is the founder of The Gem Academy.
CollectionsNov 19, 2025
Larkspur & Hawk Celebrates 25 Years With Helena Bonham Carter CampaignThe British actress and her daughter modeled pieces from the brand’s new “Palette” capsule for its “Once Upon a Time” holiday campaign.
TechnologyNov 19, 2025
Google Has a New Form for Reporting ‘Review Bombing’ Attacks Plus, the tech giant shares the steps retailers should take if they believe they’re a victim of a review extortion scam.
IndependentsNov 19, 2025
Houston Jeweler Keith Shaftel Retires, Next Generation Steps In Danny and Gaby Shaftel are now Shaftel Diamonds’ CEO and chief operating officer, respectively.
