Starting a jewelry brand can feel both exciting and overwhelming, especially in such a dynamic, creative industry. After years of experience and learning from both wins and setbacks, we’ve compiled some essential tips for new designers to help navigate the jewelry business.
From designing your first pieces to getting them into the hands of customers, here’s a guide to setting yourself up for success, with Pencil as a resource for turning those creative ideas into reality.
Design and Getting Started
There are a ton of moving parts when you’re starting out as a designer, but creating jewelry starts with a vision, and getting that vision out is key. Create mood boards, sketches, and early prototypes in Pencil to explore ideas.
The advantage of creating 3D renderings of your prototypes and designs in Pencil is that it lets you visualize and refine concepts without the pressure of jumping straight into manufacturing or outsourcing to a CAD designer.
For a deeper dive into turning your ideas into finished products, our Jewelry Design and Manufacturing Guide covers everything you need to get started and includes tons of additional tips for new designers.
Building your Website and Brand
Building a strong online presence is crucial for turning your jewelry brand into a trusted name. From your brand identity to a seamless website experience, every detail matters when it comes to connecting with your audience. Here’s how to get started on crafting a brand that resonates.
Define your brand identity
A brand is more than a logo; it’s a story that customers connect with. Start by clarifying what makes your designs unique and how you want your brand to feel. We recommend starting with something like Shopify’s in-depth Brand guide and template.
Website basics
Websites are essential for showcasing designs and making sales. Platforms like Shopify are easy to use and highly customizable.
Plus, Pencil’s screenshot tool makes it easy to create professional images and visualizations for your website, adding polish to your brand presentation.
- Choose the right template: Look for e-commerce templates that show off your products and create a cohesive brand feel.
- SEO tools & quality content: Use AI to streamline copywriting, but stick to high-quality, real images for product shots. Unsplash offers great free options, while Getty provides high-quality paid images.
- Inspiration: Check out established brands for layout, tone, and presentation ideas, and don’t be afraid to draw inspiration.
Marketing your Brand
Marketing is key to getting your jewelry in front of customers, building trust, and standing out in a crowded market. Beyond simply promoting your products, effective marketing connects you with the right audience and showcases your brand’s unique story.
Marketing tip: Don’t underestimate how much time, money or both you will need in marketing. If you can’t invest money, then you’ll need to invest a lot of time to make up for it (e.g. focusing on organic growth vs paid growth).
- Social media marketing
Social media is a powerful tool, but it takes a bit of know-how. Using high-quality images and product visuals from Pencil can make a huge difference in how your pieces are perceived online. Consistent, clear visuals build credibility and trust with potential buyers. - Influencer marketing
Working with influencers can amplify your reach. Look for those who genuinely resonate with your brand. High-quality 3D images from Pencil can be shared with influencers to help them showcase your designs effectively. - Email marketing
Email is invaluable for connecting with your audience, and Klaviyo is a favorite for good reason. Coupling well-written emails with compelling images from Pencil keeps your products front-of-mind.
- Social media marketing
Bringing Designs to Life with Manufacturing
Whether you’re doing custom manufacturing or combining custom/wholesale pieces, the back and forth with factories to finalize can be exhausting.
Pencil is uniquely set up to help address that challenge, reducing friction by providing manufacturing-ready specs, or even sending the design and STL straight to your manufacturer.
Ordering tip: Start small. A batch of 5-10 styles can give you variety without overwhelming your budget. If custom isn’t possible for every piece, basics like chains, hoops, and findings are often available from wholesalers fully assembled with no minimums—think Gempacked, Ross Metals, and Stuller.
- Bulk up your collection: Using these ready-made elements can add depth to your collection, without extra production costs.
- In-person sales & stock: If you plan to do markets or wholesale, having some inventory on hand is necessary.
Go Beyond DTC with Wholesale
Direct-to-consumer (DTC) is popular, but wholesale can expand your reach, especially locally.
Platforms like Faire help you connect with boutiques, while Pencil’s capabilities let you share polished, detailed designs with potential partners.
- Find your fit: Look for shops that align with your brand’s story and aesthetics.
- Pitch your story: Be ready with a compelling pitch about why your brand fits their store.
- Margins matter: Prepare to give wholesale partners a price they can work with, typically at least 50% of your margin.
Markets are another fantastic way to make connections, gather feedback, and grow your social following.
For those in NYC, markets like Greenpoint, or Chelsea Market are prime spots to meet local buyers.
Turning Creativity into Success
Starting a jewelry brand is as much about honing your craft as it is about building a sustainable business. With the right tools, a clear brand vision, and strategic marketing, you can transform your creative ideas into a thriving brand. Each step, from design to manufacturing, contributes to how your jewelry is perceived and valued by customers.
Pencil is here to support that journey every step of the way —whether it’s refining your first designs, creating professional images for your website, ensuring your products look perfect for potential wholesale partners, or sending finished designs off to the manufacturer/caster.
