Jewelry Displays for Businesses I May Sell Wholesale To

by Cyn.

Hello – Sorry if this topic has been mentioned before but have not seen it.

My husband makes plated and sterling silver earrings (mostly) and other jewelry. It ranges from inexpensive to Swarovski wedding jewelry. (which we’re not having any luck with).

But we have decided to sell to veterinarians, pro shops,etc.

Appropriate charms for each business would be used of course.

My question is, if these places don’t already carry jewelry, how will they display it?

We currently have 2 plastic rotating earring holders costing about $7.00 to $12.00 online.

These are the kind that use 2×2 cards. This is what we prefer.
But if we can talk these businesses into carrying jewelry, I don’t think they will want to pay for displays. That means we buy them and pay shipping. Of course this will cut into our profit. This area we live in will not pay a lot for jewelry.
(or anything else!)

So we do not want to increase our prices on the inexpensive items. Some of the shoppes like the golf pro shop and spas will likely sell higher priced.

What is the usual procedure for selling wholesale and who provides the displays?
Thank you for any help on this matter.

Cyn

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  • Hi Cyn! You’re right, most of the more unusual (but often quite profitable) places that may want to carry your jewelry don’t have any jewelry displays of their own.

    If they’re purchasing your jewelry wholesale, you might offer a free earring rack when they place a minimum opening order of $x.

    Or you might sell them the rack outright but pay for the shipping yourself. Free shipping can be an effective incentive that gets people to agree to a transaction. (It sounds like you’ll be working mainly with shops in other towns?)

    I’m not sure about usual procedures for who provides displays – I’ve mainly worked with one-of-a-kind shops and businesses.

    In my experience, galleries and shops that carry jewelry or clothes tend to have displays they can use (or they create an artsy way to display my jewelry in a glass case, an artistic board, etc.).

    Businesses that don’t carry those things don’t tend to have jewelry displays – but have been very willing to either purchase a display from me, or sign an agreement that they may use one of my displays (and put only my jewelry on it) as long as they carry my jewelry in their shop.

    For the ones that don’t purchase the display outright but sign the agreement instead, when they decide to discontinue my line they must return the display to me or pay a replacement cost of $x.

    One unrelated caution I want to mention here (and I may be mistaken about the shops you’re working with, but I’d feel better saying it):

    When you mentioned “But if we can talk these businesses into carrying jewelry, I don’t think they will want to pay for displays” – that raised a red flag for me.

    If I had to talk someone into carrying my work, I’d feel like they wouldn’t be a successful wholesale client for me.

    My best wholesale accounts have been the ones that were enthusiastic about my jewelry and about offering it to their customers.

    But when I first started wholesaling my jewelry, I talked a couple of reluctant shops into “trying” my jewelry for a month; needless to say, since they had no enthusiasm for selling it, they didn’t make any sales for me and my jewelry basically just sat there for a month.

    If you can, focus on working with businesses that really like the opportunity of carrying your work, and are enthusiastic about adding this stream of income to their business.

    Then build really excellent relationships with these businesses as you work with them!

    Wishing you every success with your (and your husband’s) jewelry business, Cyn! Please keep us posted on how it goes.

  • Tamara says:

    .Hi Cyn,

    My jewellery is displayed in a hair salon, and the owner was more than happy to provide a cabinet for it. Any little display props, like a ring display, earring display, etc. we provided, but continued to belong to us.

    Like Rena said, she was very enthusiastic about selling the jewellery and was very helpful. And the sales there have been very good overall.

    I can see where places that have a business that has nothing to do with jewellery won’t even want to be bothered with those details, even if they’re interested in having jewellery.

    Personally, I would probably provide the display items myself (the written “contract” about the display items could be a good idea). If I didn’t want to or couldn’t afford to spend much on that, see what you can come up with creatively (visit secondhand stores, make props, etc).

    See if you can create a situation you’re both comfortable with, while facilitating things as much as possible.

  • Cyn says:

    Thank you Rena and Tamara for your great ideas. You’ve given me a lot to think about. I need to perhaps change my attitude going into this venture and really try to excite the store owners. After hearing your advice, displays seem to be less of a problem than I thought. I feel confident I can work something out. Thanks again, Cyn

  • Peggy says:

    I have my jewelry in a few shops, some have the displays, some don’t.

    What I did is go to Goodwill, Salvation Army, etc. and I found some used earring trees and other displays. I look for the sturdy metal ones, no matter what color they are. I once found a small earring tree and bought it for $.50. It was bright purple, pretty scuffed up, but a $4.00 can of black spray paint made it look like new. That was a few years ago and that can of spray paint has freshened up several metal displays that I have.

    I also look for sales or closeout items at local craft stores, have bought several necklace or bracelet displays for a few dollars each.

    Peggy

  • Natasha says:

    At the shop I consign at, I started with her cabinet and my individual necklace displays that would remain mine and be taken back if I stopped doing business there.

    I have since changed to my own cabinet and displays as I wanted to be able to have a certain look that she wasn’t able to do – all of the display is mine and would be taken back if I stopped doing business there.

    If I was selling wholesale, I would either include a display in the cost to the retailer (or rent/loan them a display) if they did not have one of their own that fit with what I wanted my product to look like.

  • Lisa W. says:

    I am just getting set up for wholesale, and one concept given to me was to find displays that will do well with my work, and encourage clients to purchase them by offering “offsets at retail”. This means that you arrange with a client to purchase your minimum amount, and to purchase the display at $x. If they do, you will furnish them with a free piece of jewelry, worth the same $x at retail. Once they sell that piece, they have the display for “free”. The cost to you is only the labor and materials for a piece.pieces that retail for the same amount as the display.

    Another option: if your customer is purchasing wholesale rather than carrying your work on consignment, offer to provide a display if they purchase a minimum amount of your jewelry. Be sure your minimum can cover the display cost as well as the jewelry, with a profit margin.

    A display is a great thing to have in a shop, because you can brand it to match your colors, your logo, etc. You can include an “about the artist card” on the display, and generate interest from your potential customers.

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