Jewellers Academy Podcast 326: How To Build a Jewellery Collection That Sells

I’m delighted to share that I was recently invited to be a guest on the Jewellers Academy podcast.! Jewellers Academy is a wonderful organisation founded by Jessica Rose, who has helped over a million people learn jewellery making through their extensive range of courses. They offer everything from foundation and diploma programmes in silver and fine jewellery making through to the dedicated Jewellery Business Academy for designers who want to build a profitable, sustainable business around their craft. If you're a jewellery maker at any stage, from complete beginner to established designer looking to learn a new skill, it's well worth exploring what they offer.

In the episode, Jeweller & JA teacher, Elin Horgan & I talk about one of the questions I get asked most by independent jewellery brands: How do you build a collection that actually sells? We cover a lot of practical tips that you can put into action today, including:

✨ How to structure a collection across entry, mid and higher price points.

✨ How to build a design story from an anchor piece

✨ How to use your sales data not just to see what sold, but to understand why

✨ How to develop your existing bestsellers

✨ My models & frameworks for Range Planning

✨ Why looking at larger jewellery brands can help you make better commercial decisions and more!

The idea I come back to throughout is this: every product in your collection should have a job. An everyday essential to layer, an entry point into the brand, a consistent bestseller, or a statement piece that makes people stop. Beautiful pieces and commercially considered pieces are not always the same thing. So, When we range plan every piece is assigned a purpose and the collection works as a whole. When this isn’t done, you end up with a lot of individual things that don't quite add up to a brand.

You can listen to the full episode here or search on Apple Podcasts, Spotify or YouTube. Link below.

If range planning and creating a commercial collection is something you're working through in your own business and you'd find it useful to talk it through, I offer a free intro call for jewellers at any stage. You can book one here.