It’s All About the Brand

In recent years, the prevalence of private-label branding has surged in many retail categories. What was once relegated to grocery items in a white box with a black block letters is now big business at retailers from Amazon to Target, Macy’s and Tiffany. Retailers are learning how to mesh private-label products into their existing brand structure. Private-label products can provide higher margins and boost profits, but more importantly, they can offer exclusive products and experiences for your customers.

In a challenging retail environment, businesses seek to connect with customers by maximizing each touch-point. The in-store experience, the online experience, sales associates, visual merchandising, marketing, plus smaller details like boxes and bags, all support a cohesive brand strategy. For jewelers, offering a line of private-label care and cleaning products fits solidly into a smart, holistic brand strategy.

After they leave your store, your customers will need to clean their jewelry, and they will find the products to do so. Do not send them shopping elsewhere or suggest they DIY their own cleaner. You are the jewelry expert, so you should have professional products available, ideally ones that are exclusive to your brand. When you offer a private-label jewelry care line, you meet your customers’ needs with a professional, and exclusive solution.

Jewelers who have worked hard to build a respected, luxury brand need a care line that meets the same standards of quality. Choosing sub-par care products in low-quality packaging erodes the equity jewelers have built in their brand. Customers appreciate luxury touches and respond to packaging with elegant styling, like that found at a high-end cosmetics counter. You want to offer cleaning products that feel like Clinique, not Mr. Clean.

Be sure to choose a manufacturing partner whose capabilities match your brand’s required level of luxury and exclusivity. You want more than just a sticker on a jar. Your partner should deliver high-quality cleaning formulas, outstanding design and packaging options, quality control assurances, product liability insurance, as well as the experience, capacity and leadership to deliver a quality finished product.

Jewelry care products are the only consumable products you offer your customers. When you provide high-quality, luxury products, your customers will continue to associate your brand with a product they love. They will use it, recommend it to friends, and come back for more!