In today’s uncertain economic climate, consumers are more cautious with their spending. When speaking to independent retailers thriving in this environment, one common thread emerges: close relationships between retailers and the independent designers whose creations they sell.
A Symbiotic Relationship
These partnerships are mutually beneficial: designers gain access to a retailer’s loyal customer base and benefit from the store’s local marketing efforts. Retailers, in turn, acquire unique merchandise and the reputation that comes with showcasing designer brands.
“Working with smaller designers allows us to appreciate each other, and I think that benefits both sides,” says Julie Von Bargen Thom, co-owner of Von Bargen's Jewelry, which operates four stores in Vermont and New Hampshire.
Understanding Local Markets and Tastes
Retailers often have an intimate understanding of their local markets. As Jade Trau, a New York-based designer, points out, “The appeal of independent designers is that they truly know their customers. They can recognize trends quickly and adapt when necessary. They can evolve flexibly and buy more intelligently.”
Differing Marketing Approaches
Both designers and retailers invest in marketing, but their strategies and aesthetics differ. According to Thom, designers tend to showcase their work in ways that appeal to a broader audience. "When you get photos from designers, they’re often very stylized,” she explains. “By contrast, we photograph local people wearing the jewelry in everyday settings every month.”
Paul Tacorian, Chairman and CEO of the California-based bridal brand Tacori, also highlights the differences in marketing approaches: "It’s about building national awareness of the Tacori brand," he says. "For retailers, it’s about visibility and presence in the market."
Collaborative Promotions
When done right, these efforts complement each other and extend the reach of both brands without diluting either one. Yael Reinhold Lipnik, president of Reinhold Jewelers in San Juan, Puerto Rico, says, "We love when designers tag us in their social media content. It’s a great boost for us.”
Collaborative promotions and in-store events that feature exclusive products can bring mutual benefits for both parties. Christina Baribault of Baribault Jewelers in Glastonbury, Connecticut, believes in the power of collaboration: “We are strong believers in partnering with designers to promote exclusive pieces through in-store events.”
Building Strong Client Relationships
Kimberly Adams Russell, CEO of Frank Adams Jewelers in Albany, New York, shares a similar sentiment. She describes how designer-hosted events deepen client loyalty: “Our top clients get to meet designers like Jade Trau in person, which strengthens their connection to both our store and the designer’s work.”
Balancing Exclusivity and Distribution
Clear and frequent communication, along with a willingness to compromise, is key to a successful partnership. Megan Flynn, co-founder of M. Flynn Jewelry in Boston, says, “Exclusivity is always a push-and-pull dynamic between designers and retailers. I have to convince them I’m the right fit.”
Retailers often seek exclusivity, while designers want to reach as wide an audience as possible, especially those who have launched e-commerce channels post-pandemic. Determining who owns the sale can be tricky, particularly with high-end items. “Our customers travel frequently and can shop anywhere,” Lipnik explains, making communication and trust essential.
Managing Inventory and Production
Another challenge is deciding whether retailers purchase designs outright or stock them on consignment. Many retailers prefer to buy items to better market and tell the designer’s story. Lipnik adds, “We mostly buy, not consign. We like to purchase enough pieces to truly showcase the designer’s story.”
The designer’s production schedule, flexibility, and willingness to accommodate special requests also play an important role. For smaller stores that place frequent orders, quick turnaround times are crucial. “We prefer working with designers who can guarantee six-to-eight-week turnaround times,” Thom says.
Designers, such as Trau, also value the precision that comes with working with independent retailers, allowing them to tailor their offerings to local customer tastes and budgets.
Prioritizing Long-Term Relationships
Both retailers and designers agree that fostering long-lasting relationships is essential. “We really view our designers as family,” Lipnik says. For Paul Tacorian, it’s about more than just profit—it’s about creating lifelong customers. “One of the reasons these stores thrive is because of their commitment to building long-term relationships, which benefits both retailers and designers,” he explains.
This content is provided by the AIDI International Diamond Association. For more information, visit www.aidi.org.