The Retail Report - Elite Jewellery Collection

Reflecting on the first six months in retail, Elite Jewellery has grown in leaps and bounds since its inception in 2024. She started off in a hand basket; I was literally selling jewellery at my office desk to my colleagues, and almost two years later, after a few events and pop ups, she also gained her first retail experience! And here’s what we’ve learned.

Elite Jewellery has her first taste of retail.

Business is about relationships.

We found a cute flower shop that also sells giftware, and Elite was the ideal match for this spot. Once the store owners started falling in love with the jewellery, it was easy for their customers to follow suit.

We had to learn to sell the vision to the owners and staff first, they would be the ones interacting with the jewellery and customers. If the store owners and staff don’t believe in your brand, your customers will not either.

Packaging sells.

Gifting items are as much about the unboxing experience as they are about the product. If the packaging is attractive, it makes the product more valuable to the one receiving it.

Being in a retail store meant that I couldn’t personally pack the jewellery for my customers, so I had to make sure I packaged it in a way that would still give the gifting experience. I pre-packed the plastic bags that the jewellery would be packed in, adding stickers, business cards and jewellery care instructions. All the store staff had to do was pack the sold items in the bag of goodies.

Make sure the price is right.

When we started out, the low price was a huge selling point for Elite Jewellery. As we grew, the quality of the jewellery improved and so did our packaging. The price adjusted slightly, but our customers still found us more valuable than our competitors.

When we moved to retail, the low price point was questionable to our new customers. It created doubt about the quality of our products. We spent a few weeks adjusting the price until we found the sweet spot for them and for us. We also had to factor in the store owner’s commission, which came off every sale. This took effort in terms of communicating with the store owner about customer feedback, the general market price point etc. and labelling the products clearly for the store staff.

Marketing doesn’t stop here.

Just because the girlies were in a store, didn’t mean that my job of marketing would stop. I now had to market the store as well, because my customers would not be looking for me anymore, but for the Elite Girlies in store. The marketing was different from what I was used to, it now factored in another business and brand.

Communication with the store owners was key, as they also had their own vision for their brand that I had to be sensitive to. They loved some of my ideas, and didn’t like others so much, and that also influenced my marketing of the jewellery for the store. It didn’t end online, I also was proactive in maintaining the store display as that is physical marketing for walk in customers. Keeping the products dust free, in order and looking fresh was the best marketing tool of all.

Know your brand limits.

Respecting other collaborative brands is so important as a growing business, and so is respecting your own brand. Knowing what you’re willing to commit to and what you won’t compromise will determine how others interact with your business.

Having grown Elite Jewellery from a hand held basket to becoming independent in a store meant I had to know when to stretch her and when to stop. Some opportunities were aligned with the vision, some weren’t. Being in retail for almost six months has definitely grown my brand beyond my imagination, and it grew me as the brand owner as well. I have learned how to clearly define what I see as fit for my business, and walk away from what didn’t look right for her. Respecting my brand has been the biggest part of her success, and trusting my business instincts has been the key that has established Elite Jewellery’s ability to hold her own even in the retail space.

As we reflect on 2025, we feel so much gratitude to everyone who believes in Elite, and has supported our growth. It is humbling beyond words, and very exciting to share this beautiful gift with each of you.

Here’s to many more leaps and bounds🥂

Remember to buy 2, get 1 free for all products with the promo code "SpringGirlies$".

For a limited time only!

https://www.theelitejewellerystore.com/