The “For the Love of Fruits” collection features five fruit pendants, each holding a different meaning.
Amazon Launches ‘Storefronts’ to Promote Small Businesses
Storefronts is a collection of online shops that list products by category, including jewelry.

Seattle—According to Amazon, half of all items purchased through its site come from small- and mid-sized businesses.
Now, it’s created a new concept to promote them that challenges Etsy and serves as a counter to criticism that the online giant kills small businesses.
Amazon Storefronts consists of several different online stores grouped by categories such as “Back to School,” “Halloween” and “Pet Supplies.” Each category features a curated grouping of products from small- and mid-sized U.S. businesses.
There’s even a jewelry category, which showed 31 products as of Monday, including watches. The jewelry storefront promotes brands such as Zoe Lev Jewelry and Jord watches. The majority of the pieces are costume.
In addition to the product categories, the Storefronts initiative also profiles businesses through articles and videos based on groupings like “Women-owned businesses” and “Family-focused businesses.”
In a press release, Amazon said that Storefronts features more than 1 million products from more than 20,000 vendors though at launch, there appeared to be no more than 55 products listed per 12 “curated collections.”
“We’ve created a custom, one-stop shopping experience for customers looking for interesting, innovative and high-quality products from American businesses from all across the country,” said Amazon Vice President Nicholas Denissen.
“Amazon first invited businesses to sell on Amazon nearly two decades ago, and today, small and medium-sized businesses are a vital part of Amazon’s large selection and commitment to customers. We’re championing their success with this new store and a national advertising campaign featuring a successful Michigan business selling on Amazon to customers across the U.S. and worldwide.”
The campaign to which Denissen refers is a national television commercial starring the people behind The Little Flower Soap Co. in Chelsea, Michigan.
The company is also Amazon’s first “Storefront of the Week.” Each week, a different business will be featured on Amazon.com.
Holly Rutt, co-founder of Little Flower Soap Co., said: “Since we started selling on Amazon in October 2016, our sales have nearly doubled. Due to our success, we have been able to hire new team members from our community, including full- and part-time jobs. We believe that customers like to know the story behind what they’re buying. When there is worry about creating jobs, it’s reassuring for customers to know their purchases are helping sustain jobs in the U.S.”
According to Amazon’s Small Business Impact Report, released earlier this year, the small and mid-sized businesses that sell on
Amazon estimates that there about 1 million of these businesses selling through its site.
The Latest

Turbulence will be the new baseline for luxury as it faces its biggest potential setbacks in 15 years, a recent report said.

Diamonds and crimes (some involving diamonds) top the list of National Jeweler’s most popular stories halfway through the year.

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

They discovered “The Dash Diamond,” named for their dog, at the Crater of Diamonds State Park earlier this month.


The “Les Pétales” collection imagines roses caught mid-bloom as a tribute to nature’s beauty.

Luxury brands charge thousands for their shoes and handbags. Jewelers pricing diamond products should take note, Peter Smith writes.

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

Rotenberg was an active member of the American Gem Society and an accomplished appraiser who also worked with therapy dogs at a hospital.

In its inaugural year, the SMO Foundation will focus on supporting two organizations in West Africa and one in South America.

The announcement comes just as the 90-day freeze on the “reciprocal” tariffs nears its end, giving countries more time to negotiate.

Kellie, who joined the organization in 2019, will remain in his role through the end of 2025.

Police officers apprehended the suspects as they were allegedly attempting to gain entry into another jewelry store.

The program, a collaboration between Julius Klein Diamonds and the Women’s Jewelry Association, is in its second year.

Sponsored by the Gemological Institute of America

The 2025 Australian Open champion is the jewelry brand’s first athlete ambassador.

The West Village jewelry boutique’s new shop-in-shop is the cornerstone of Nordstrom’s revamped jewelry hall.

This past year, the manufacturer said it recorded below-zero emissions per carat of natural diamond.

The brand’s “Golden Strada” statement necklace features round, marquise, and pear diamonds that sparkle like Fourth of July fireworks.

JSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.

Located on Rodeo Drive, the store’s design was inspired by Hollywood and Los Angeles culture.

The new location continues the brand’s celebration of its 25th anniversary.

The online watch marketplace’s “Time Is Our Thing” campaign highlights the importance of time.

She will oversee strategic planning, fundraising, industry partnerships, and the launch of the Gem Legacy Campus in Tanzania.

Working with Amazon’s Counterfeit Crimes Unit and law enforcement, Pandora helped to shut down a large-scale counterfeit network in China.

The jewelry company has closed its three California brick-and-mortar stores, as well as its online shop, for now.

The company is providing the opportunity for an FIT student to work alongside master diamond cutter Willie Lopez in its workshop.