Building Your Brand to Gain Retailers

That's an exciting goal! Getting jewellery products into retailers and growing a brand takes persistence and a strategic approach. Here is a suggested roadmap with key steps:

Phase 1: Preparation and Foundation

Develop a Strong, Consistent Collection:

Define Your Niche: Understand your unique selling proposition (USP) – is it materials, sustainable practices, specific aesthetic (minimalist, maximalist, vintage-inspired), or price point?

Quality Control: Ensure every piece is flawless. Retailers prioritise reliability.

Packaging: Design high-quality, branded packaging that reflects your aesthetic and protects the jewellery.

Professional Branding & Assets:

High-Quality Photography: Invest in professional or AI enhanced/created, styled product shots (including lifestyle, detail, and scale) for your website, social media, and line sheet.

Branding Kit: Create a consistent logo, colour palette, and brand story/mission statement.

E-commerce Website: Build a professional, user-friendly online store that clearly presents your products and brand.

Pricing and Business Documentation:

Calculate Costs: Determine your Cost of Goods Sold (COGS) accurately (materials, labour, overheads). (Try The GoJD Advanced Pricing Calculator Tool)

Wholesale Pricing: Standard industry practice is a minimum of ×2.0 to ×2.5 the wholesale price to get the suggested retail price (Keystone Markup). Your wholesale price should be ×2.0 to ×2.5 your COGS to ensure profitability for you and the retailer.

Create a Line Sheet: A professional, easy-to-read PDF or digital document detailing products, wholesale prices, minimum order quantities (MOQs), and ordering terms.

Phase 2: Retailer Outreach and Sales

Identify Target Retailers:

Research: Create a list of boutiques, galleries, and department stores whose existing brands, price points, and customer base align with your jewellery.

Tier the List: Categorise them (A-list: Dream stores, B-list: Good fit, C-list: Starter stores). Start with B and C to build momentum and refine your pitch.

The Pitch and Approach:

Find the Buyer/Owner: Use LinkedIn or call the store to find the correct contact person (e.g., "Head Buyer," "Owner," or "Jewellery Manager").

Personalised Email Introduction: Keep it brief and personalised.

Subject: New Jewellery Brand Introduction - [Your Brand Name]

Body: Compliment the store, briefly explain why your brand is a perfect fit, and attach a condensed lookbook or provide a link to your wholesale portal/line sheet.

Offer: If they seem hesitant and if you can afford to, offer a Consignment trial for a few months (you own the stock until it sells) at a higher percentage of the sale for the retailer, or a small MOQ.

Trade Shows (Strategic Investment):

Research: Look into smaller, regional trade shows first (e.g., local craft fairs with a wholesale focus) before committing to major ones.

Preparation: Have a professional display, plenty of samples, and clear ordering forms.

Follow-up and Relationship Building:

Persistence: A 'no' can often mean 'not right now.' Follow up politely a few weeks later.

Be a Partner: Once you have a retailer, communicate new designs, promotional materials, and provide excellent customer service and timely shipping.

Phase 3: Brand Growth and Visibility

Utilise Social Media (Instagram/TikTok):

Visual Storytelling: Use high-quality photos and videos to showcase your making process, materials, and the finished products worn on models.

Consistency: Post regularly to build an engaged audience.

Influencer Marketing: Gift a few pieces to micro-influencers whose style matches your brand in exchange for honest reviews and posts.

Build Your Email List:

Own Your Audience: Direct your social media followers and website visitors to sign up for your newsletter.

Regular Updates: Use the list for new product launches, sales, and brand updates. This is your most valuable long-term asset.

Public Relations (PR) & Press:

Press Kit: Create a professional digital press kit (high-res images, brand story, founder bio) for easy sharing.

Targeted Outreach: Identify fashion/lifestyle editors, bloggers, and stylists who cover jewellery. Pitch them unique stories (e.g., the sustainable material you use, the inspiration for your latest collection).

Local Focus: Start by aiming for local newspapers, magazines, and online outlets.

Pop-ups and Events:

Direct Sales: Participate in well-curated local markets and craft fairs. This builds brand awareness, provides immediate income, and allows you to interact directly with your customers.

Host an Event: Collaborate with a retailer to take your line to the shop for a special in-shop showing for the store's customers for an evening.

The most important advice: Be patient and don't give up!. Building a brand and securing retailer partners is a process that can take months or even years. Learn from every interaction and continuously refine your product and pitch.