Retail jewelers sell products directly to consumers through a brick-and-mortar store, a website, or a pop-up shop. These retailers may have a specific brand and audience in mind when choosing which jewelry designers to work with. They’ll want to ensure that the collection fits the store’s image and that the pieces are cohesive, well-constructed, and tell a story.
Retailers have a lot of overhead expenses, including the rent for the space, electricity, and salaries for staff. In addition, a retailer must pay for insurance and other business costs. This means that they will often only take on a small percentage of the total sales of a piece. Consequently, the jewelry designer will have to work hard to create a strong relationship with the store so that they can sell a large volume of jewelry.
Most jewelers get their start in the industry as an employee at a factory, shop, or independent store. They receive firsthand training in customer relations and are able to understand the different aspects of jewelry merchandising. Some of these employees are able to rise through the ranks and become gem experts or managers. They might even be able to open their own store or manage a chain of stores in their district or region.
Some retailers specialize in certain types of jewelry or offer a range of price points, from high-end designer pieces to more affordable fashion options. Whether a jeweler focuses on fine jewelry or casual fashion, they should strive to have the best customer service. This will help them gain a good reputation in the community and attract more customers to their shop.
Family-owned stores also tend to prioritize accountability. They’ll likely have a customer service hotline where they can communicate with their team members who can quickly and effectively answer any questions or solve problems. On the other hand, a bigger chain can be impersonal and lack a personal touch with their clients.
One of the main ways that a jewelry maker can work with a retail store is through a trunk show. This allows a retailer to showcase the full collection of a designer before taking them on consignment. Trunk shows are typically reserved for the Retailer’s top sellers, but they will sometimes take a chance on new designers to test the waters.
The biggest reason that a jewelry brand might choose to partner with a retail store is to reach a wider audience. By describing their current consumer base and highlighting how that aligns with the target audience of the retailer, the jewelry maker can show the retailer that they’re the perfect fit for the store’s collection. They can then make a more informed decision about whether to accept the consignment. Alternatively, the jewelry maker could also host an event at the retail shop. This can include farmers markets, craft fairs, and other local events where the Retailer can invite their current customers to attend. This is a great way to generate buzz and interest in the new designs, while getting more people into the shop.
