10 Practical Tips for Selling Your Jewelry to Retail Stores

Published on 21 July 2023 9 min read

Research potential stores
Create a professional portfolio
Price your jewelry competitively
Contact the buyer or store owner
Prepare for a sales presentation
Develop a product line sheet
Offer wholesale pricing
Provide excellent customer service
Follow up with stores
Adapt and evolve your brand

If you've been wondering how to sell your jewelry to retail stores, you're in the right place. This blog post is a handy guide that details ten practical steps to help you navigate the process. From identifying potential stores to evolving your brand, these tips are meant to give you a strong start and keep you on the right track. Let's get started.

Research Potential Stores

Before you do anything else, take some time to identify the retail stores where your jewelry might be a good fit. This is an important first step because it helps you focus your efforts and avoid wasting time on stores that aren't likely to be interested in your products. Here's how to go about it:

Understand your brand: To know which stores might be interested in your jewelry, you first need to understand your own brand. What makes your jewelry special? Who is your target customer?
Identify similar brands: Look at other jewelry brands that have a similar style or target customer as yours. Where are they selling their products? This can give you an idea of which stores might be interested in your jewelry.
Visit the stores: Nothing beats actually walking into a store and seeing for yourself what kind of jewelry they sell. Pay attention to the style, quality, and price range of the jewelry they carry. This will help you determine whether your jewelry would be a good fit.
Research online: Most stores have websites these days. Visit their online stores to get a feel for their brand and the kind of products they sell. You can also look for contact information for the store's buyer or owner.

Remember, the goal is not to sell your jewelry to every retail store out there. The goal is to find the stores where your jewelry will be a good fit and where your target customers are likely to shop. The more targeted your efforts, the more likely you are to succeed.

Create a Professional Portfolio

Now that you have a list of potential stores, the next step in learning how to sell your jewelry to retail stores is to create a professional portfolio. This is your chance to show off your jewelry and make a compelling case for why stores should carry your products.

High-quality photos: In the world of jewelry, appearances matter. Make sure your portfolio includes high-quality, professional photos of your jewelry. Show your pieces from different angles and on different backgrounds. If possible, include photos of people wearing your pieces to show how they look when worn.
Detailed descriptions: Along with each photo, include a detailed description of the piece. Talk about the materials you used, the inspiration behind the design, and any other details that make the piece special. Remember, you're not just selling a product, you're selling a story.
Information about your brand: Don't forget to include information about your brand. Talk about your design process, your values, and your unique selling points. What sets your brand apart from the competition?

Your portfolio is like a resume. It's your chance to make a strong first impression and convince stores that your jewelry is worth carrying. So, take your time, be thorough, and make sure your portfolio represents your brand in the best possible light.

Price Your Jewelry Competitively

Next on our journey to understand how to sell your jewelry to retail stores, is the critical topic of pricing. In a competitive market, pricing is often a make-or-break factor in a buyer's decision. Let's explore some key aspects to consider.

Cost of Materials: Consider the cost involved in creating each piece of jewelry. This includes not only the raw materials, but also the time you spent designing and crafting the piece. It's important to ensure you'll at least recoup your costs and earn a reasonable profit.
Market Research: Look at what similar items are selling for in the market. Retailers will be more likely to stock your items if they're priced competitively. However, don't underprice your items just to make a sale — remember, your time and talent are valuable.
Perceived Value: Pricing also affects how customers view your brand. If your pieces are priced too low, customers might question their quality. Price them too high, and they might be out of reach for your target audience. Finding the right balance is crucial.

Pricing your jewelry competitively doesn't mean you have to be the cheapest. It means offering great value for the price, taking into account the uniqueness of your designs, the quality of your craftsmanship, and the desires of your target audience. The goal is to find that sweet spot where your price aligns with your customers' perception of value.

Contact the Buyer or Store Owner

Now that you've priced your jewelry competitively, it's time to take another important step in our guide on how to sell your jewelry to retail stores: reaching out to the buyer or store owner. This step might seem a bit daunting, but don't worry, here are some practical tips for you.

Identify the Decision-Maker: Before you reach out, make sure you know who the decision-maker is. This might be the store owner, a buyer, or a manager. You want to ensure your message is landing in the right inbox.
Personalize Your Approach: Form letters are easy to spot and often ignored. Personalize your message to show you've done your homework about their store. Mention why you believe your jewelry would be a good fit for their store and clientele.
Be Professional: Even though you aren't meeting in person, your email or message is a reflection of you and your brand. Keep your tone professional and cordial. Use proper grammar and avoid using slang or overly casual language.
Follow Up: If you haven't heard back after a week or two, don't hesitate to follow up. People are busy and emails can get lost in the shuffle. A polite follow-up can often bring your message back to their attention.

Remember, making contact with the buyer or store owner is about building a relationship. You're not just selling your jewelry, you're selling yourself and your brand. Be authentic, respectful, and professional, and you're sure to make a positive impression.

Prepare for a Sales Presentation

Your first impression is a lasting one, so when you're learning how to sell your jewelry to retail stores, preparing a memorable sales presentation is key. But how do you do that? Let's break it down.

Know Your Product: Make sure you know all the details about your jewelry — from the materials you use to the techniques you employ. This will help you answer any questions confidently and demonstrate your expertise.
Bring Samples: Nothing sells jewelry better than the jewelry itself. Bring a variety of pieces that showcase your range and craftsmanship. Just ensure they're clean and well-presented.
Have a Clear Pricing Structure: Be ready to discuss your pricing. Retailers will want to know your wholesale and suggested retail prices. Having these numbers ready shows you're professional and prepared.
Share Your Story: People love a good story. Share why you started designing jewelry, your inspirations, and what sets your pieces apart. This will help create an emotional connection with your brand.

Remember, a sales presentation isn't just about selling your jewelry, it's about selling your brand. With a well-prepared presentation, you'll be one step closer to seeing your jewelry displayed in a retail store.

Develop a Product Line Sheet

One of the smart ways on how to sell your jewelry to retail stores is to have a product line sheet. Think of it as a cheat sheet for your brand that showcases all your products at once. It's a handy tool that can make a retailer's job easier, and here's how you can create one:

Include High-Quality Images: First and foremost, your product line sheet needs to have clear, high-quality images of your jewelry. This is what will catch a retailer's eye and give them a feel for your products.
Provide Product Information: Next to each image, include important product details. This could be the name of the piece, the materials used, dimensions, and any other details that would be relevant to a retailer.
Set the Prices: Make sure each product has its wholesale price listed. If you offer volume discounts, this is the place to mention that.
Include Ordering Information: Don't forget to include your contact details and any ordering information. This will make it easier for retailers to place orders with you.

A well-designed product line sheet can make a world of difference when trying to sell your jewelry to retail stores. It concisely presents what you have to offer, making the decision process simpler for the retailer.

Offer Wholesale Pricing

When it comes to how to sell your jewelry to retail stores, pricing is a game-changer. Specifically, you need to offer wholesale pricing. This is the reduced price you offer to retailers who buy your products in bulk. Remember, the retailer needs to make a profit too, so the price should be something you both can agree on.

But how do you set your wholesale price? Here's a simple guide:

Calculate Your Costs: First, add up all the costs involved in making your jewelry. This includes materials, labor, and any overhead costs like rent or utilities.
Add Your Profit: Next, decide how much profit you want to make on each piece. This is your personal wage for your time and effort.
Double It: This might come as a surprise, but the general rule of thumb in retail is to double the cost of the product to set the wholesale price. This accounts for unexpected costs and ensures a reasonable profit margin.

Remember, the key to successful wholesale pricing is balance. You want to make a profit, but you also want to offer a fair price to retailers. If you can find the sweet spot, you're on the right track to sell your jewelry to retail stores.

Provide Excellent Customer Service

Let's move on to another important tip on how to sell jewelry to retail stores: ace that customer service game! Retailers, just like any other customers, value effective and responsive service. You're not just selling a product, you're building a relationship.

Here are a few ways to impress retailers with your customer service skills:

Be Responsive: Prompt replies to inquiries or concerns show that you value the retailer's time and business. It's about showing respect and building trust.
Be Proactive: Don't just wait for the retailer to come to you with a problem. Regularly check in with them, ask for feedback, and offer solutions before issues become problems.
Be Flexible: Every retailer is different, so be ready to adapt to their specific needs. Whether it's customizing your products or adjusting your delivery schedule, flexibility can go a long way in building strong business relationships.

Remember, excellent customer service can give you an edge over other jewelry makers. It's an investment that can directly impact how successfully you sell your jewelry to retail stores. So, put your best foot forward and show retailers that you're not just a supplier, but a valuable partner.

Follow Up with Stores

Now that you've made contact, shown off your fabulous jewelry, and showcased your top-notch customer service, what's next? Well, it's time to follow up. This is a crucial step in our journey of how to sell jewelry to retail stores.

Following up with the stores you've contacted is a gentle reminder. It shows your continued interest in partnering with them and reinforces your commitment to excellent customer service.

Don't Rush: Give the buyer or store owner some time to review your proposal and jewelry line. A week is a good rule of thumb before sending a follow-up message.
Be Professional: Your follow-up should be polite and professional. Briefly restate your interest in their store and ask if they require any additional information.
Stay Positive: No response? Don't get disheartened. It's possible they're just busy. Continue your follow-ups at regular intervals, but remember not to overdo it. Persistence is key, but annoying them will do you no favors.

In the end, following up is about keeping the conversation going. It keeps you on their radar, and who knows? That next follow-up could be the one that gets your jewelry on their shelves.

Adapt and Evolve Your Brand

One of the most underrated tips in the playbook of how to sell my jewelry to retail stores is the concept of brand evolution. Just like in nature, those who adapt, survive and thrive. The same goes for your brand.

Keep in mind that staying stagnant in the dynamic world of jewelry is a recipe for obsolescence. Your goal, therefore, should be to keep your brand fresh, relevant, and exciting without losing its core identity.

Keep an Eye on Trends: Stay updated with the latest trends in the jewelry industry. This doesn't mean copying them, but rather, getting inspired and incorporating elements that align with your brand.
Customer Feedback: Listening to customers' feedback is a gold mine. They are the ones wearing your jewelry, and their insights can help you make valuable modifications to your designs. Remember, your goal is not just to get your jewelry into stores but also to make sure it sells.
Continuous Learning: Never stop learning and improving your craft. Master new techniques, explore different materials, and keep up-to-date with the latest tools and technology. This not only refines your skill but also adds depth and diversity to your collection.

In conclusion, evolving your brand is not just about changing for the sake of change. It's about growing and improving while staying true to your brand's ethos. This adaptability makes your brand resilient and keeps your jewelry relevant, enhancing its appeal to both retail stores and customers.

If you're looking to take your jewelry business to the next level and reach more customers, check out the workshop 'Showcase Your Work and Make Money from Your Craft with a Website' by Tom Glendinning. This workshop will provide you with valuable insights on how to create an online presence for your jewelry business and attract retail stores to sell your products.