My Jewelery has established itself in recent years as a leading accessory label with direct wire. What once started as a successful direct-to-consumer strategy has developed into a hybrid model in which wholesale acts as a decisive growth driver. In conversation with Thom Timmer, Head of Business Development at My Jewelery, it becomes clear that this course is not only commercially wise, but also fits seamlessly into the brand identity and current market developments.
Wholesale as a natural brand extension
For My Jewelery, wholesale is not a separate sales channel, but a logical extension of the brand experience. “We choose our retail partners: specifically on the inside so that they really fit our identity,” says Timmer. “Above all, we are looking for strong partners: inside who understand that retailers are no longer just about offering products, but about offering a real experience inside. Especially for the younger generation, the gene Z, this is no longer a freestyle, but a must.”
My Jewelery has developed a selective approach in the past ten years. Wholesale is now a central part of the growth strategy. “Regardless of whether it is a department store, fashion store, destination store or concept store, we fit well into all of these formats. It is important for us that the brand is given the necessary visibility and the customer experience.”
Focus on accessories
While many accessory brands at the Point of Sale are perceived as a mere addition, My Jewelny is following a different approach. Consistent branding, visual merchandising and high-frequency products such as NOOS earrings or trend-oriented hero drops create a constant attraction. “This category is also ideal for impulse purchases and gift ideas – areas in which we are particularly strong.
In addition, My Jewelny feels the effect of viral trends and social media campaigns, especially on Tiktok. “Customers: Inside come to our partners: Inside in the shops and questions about ‘this beautiful chain with the big mussel from Tikkok’. That is why it is essential to regularly buy trend items.” The combination of attractive price-performance ratio, gift potential and high rotation makes the collections particularly interesting for retailers: inside.
Flexibility through your own design and targeted partner support
A strategic advantage of My Jewelery is in the completely internal design process. This enables the brand to implement a See-now Buy now strategy in wholesale. With at least ten collection drops per year and a modular range of noos and hero lines, the range is continuously updated without partners: inside.
My Jewelery takes care of his trading partners: serious inside. “Our support does not end with delivery.” Visual merchandising, POS materials, training courses (both digitally and on site) and the sharing of content are supported: inside, supporting the brand strongly. This is supplemented by EDI and VMI solutions in order to process subsequent deliveries efficiently. “This is how we create a professional brand experience together that requires little additional effort and announced: inside again and again.”
International growth over trade fairs and local partners: inside
For international expansion, My Jewelery is targeting trade fairs such as Ciff, Who’s Next, Momad and TFWA Cannes. The label’s appearance reflects its identity: colorful, jointly and emotionally. In September, Maison & Objet will also be included in the exhibition calendar for the first time, with a special focus on concept stores and lifestyle boutiques in France.
In the coming years, My Jewelny continues to look at the DACH region, France, Spain, Italy and Scandinavia. “Our high -quality stainless steel jewelry is very well received internationally. Its resistance to the sun and sea ensures strong repetition purchases, especially in Germany, where we are currently experiencing explosive growth.”
With a clear brand positioning, targeted partner choice and a dynamic development process, My Jewelery shows how accessory brands can successfully scale in wholesale. The result: a dynamic ecosystem in which brand experience, trade and customer centering merges.
This article was used with digital tools translated.
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