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
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

De Beers CEO Al Cook
EditorsJun 17, 2024
Q&A: Al Cook on the Future of De Beers

The De Beers CEO discussed the Anglo American situation, natural diamond marketing, and why the future of lab-grown diamonds is technology.

Thomas Markle Jewelers interior
IndependentsJun 17, 2024
Thomas Markle Jewelers to Relocate

The Houston-based family jeweler is relocating its flagship just across the street.

Instore and Chicago Responsible Jewelry Conference Logos
Events & AwardsJun 17, 2024
Instore Show, Chicago Responsible Jewelry Conference to Co-Locate

The partnership, now in its second year, allows CRJC attendees to register for a free Instore show badge.

Untitled design.jpg
Brought to you by
The End of an Era? Lab-Grown Diamonds' Journey Towards Price Stability

As the demand for lab-grown diamond jewelry may still be increasing, the most notable change we are likely to see is price stabilization.

Bernd Munsteiner
SourcingJun 17, 2024
Fantasy Cut Inventor Bernd Munsteiner Dies at 81

Known to many as the “Picasso of gems" who modernized the gem cutting field, he is remembered by his family as going through life with open eyes.

Weekly QuizJun 13, 2024
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Stock image of a gavel
CrimeJun 14, 2024
2 Men Sentenced to Life in 2022 Murder of Detroit-Area Jeweler

In court, Daniel Hutchinson’s loved ones remembered the jeweler as a giver, a role model, and a leader.

Billie Bangle
CollectionsJun 14, 2024
Piece of the Week: Jade Trau’s ‘Billie’ Bangle

Take a walk along this bangle’s diamond “cobblestone” made from round-, pear-, and marquise-cut diamonds.

1872 x 1052 Gemolite.jpg
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional Edition

GIA®’s most advanced microscope has new features to optimize greater precision and comfort.

Graphic with headshots for My Next Question 2024 Las Vegas webinar
Recorded WebinarsJun 14, 2024
Watch: What Happened in Vegas in 2024

The National Jeweler editors discuss the hot topics, best jewels, and current trends that stood out during Jewelry Market Week.

Vera Wang Love True lab-grown diamond engagement ring
FinancialsJun 13, 2024
Signet Awaits Engagement Recovery as Q1 Sales Sink 9%

The company is expecting to see a 5 to 10 percent increase in engagements this year.

QVC HSN logo
MajorsJun 13, 2024
HSN, QVC Parent Company Faces Delisting

Qurate Retail is in the middle of a turnaround plan as it battles declining sales.

45.07-carat step cut fancy vivid yellow diamond
AuctionsJun 13, 2024
45-Carat Yellow Diamond Withdrawn from Phillips Auction

Signed jewels and period pieces stood out at the sale.

Marie Lichtenberg Scapular necklace
TrendsJun 13, 2024
Amanda’s Style File: For the Fathers

Showcase your dad’s personal style with a piece of fine jewelry for Father’s Day.

The Eden Rose Diamond
AuctionsJun 12, 2024
10-Carat Pink Diamond Sells for $13M at Christie’s

“The Eden Rose” is a fancy intense pink diamond that was appearing at auction for the first time.

Charles & Colvard moissanite ring
GradingJun 12, 2024
IGI to Grade Charles & Colvard Moissanite

The partnership follows the launch of the jewelry company’s B2B moissanite platform.

Bruce Cleaver
SourcingJun 12, 2024
Bruce Cleaver Is Gemfields’ New Chair

The former De Beers CEO will step into the role next month.

Rose cut arch cabochons Columbia Gem House
SourcingJun 12, 2024
State of Colored Stones: Why the Market Is More Colorful Than Ever

As prices of “The Big Three” skyrocket, supply dwindles, and focus on sustainability grows, an age of open-mindedness is dawning.

Edward Arthur Jewelers logo
IndependentsJun 11, 2024
Edward Arthur Jewelers to Close After 53 Years

Owner Randy Brooks, whose brother opened the Maryland jewelry store in 1971, is retiring.

Greenwich St jewelers pride raffle
IndependentsJun 11, 2024
Greenwich St. Jewelers Is Hosting a Pride Month Raffle

Tickets to win a ring are for sale until June 13, with proceeds going to a trans care nonprofit.

Katherine Jetter CASE Award winning ring
Events & AwardsJun 11, 2024
The 2024 CASE Awards Are Open for Entries

Submissions will be accepted now through July 17.

Swarovski New York City flagship
IndependentsJun 10, 2024
State of Retail: 4 Retail Design Trends for 2024

From lighter color palettes to the integration of AR, experts offer inspiration for jewelers in need of an aesthetic refresh.

Van Cleef & Arpels 1929 tie necklace
AuctionsJun 10, 2024
Van Cleef & Arpels Necklace From 1929 Sells for $3.6M at Auction

The rare piece went home with a Sotheby’s executive.

Woman shopping
SurveysJun 10, 2024
Consumer Confidence Rises in May Despite Anxiety About the Future

Expectations of a recession rose for the second consecutive month.

Sotheby’s watch executives Sam Hines and Geoff Hess
WatchesJun 10, 2024
Sotheby’s Makes Changes at Top of Watch Division

Sam Hines returns to the auction house as chairman, watches, while Geoff Hess moves up to the role of global head of watches.

Elephants wading in the Okavango Delta in Botswana
SourcingJun 10, 2024
State of the Diamond Industry: Botswana Beyond Diamonds

From moringa to ecotourism in the Okavango Delta, the country and its leaders are exploring how Botswana can diversify its economy.

Seymour Holtzman
IndependentsJun 07, 2024
Seymour Holtzman of CD Peacock Dies at 88

He was remembered by loved ones as “an authentic, original American entrepreneur.”

45 carat yellow diamond
AuctionsJun 07, 2024
Phillips to Auction 45-Carat Yellow Diamond

The stone features rare step-cut faceting and is estimated to sell for up to $3.5 million.


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