Website Closers® presents a gleaming gem in the Customized & Personalized Jewelry Vertical that has, since their launch, created a line of products that has delighted their European audience. Their jewelry pieces are highly customizable, with customers able to incorporate not just their own text, names, and images, but different types and colors, as well. As the company boasts 85 SKUs on their product roster, customers can enjoy a diverse range of options for their rings, necklaces, bracelets, and earrings.
Though their initial Dutch storefront sold beauty, fashion, and jewelry-related products, it didn’t take them long to narrow down their focus to the jewelry niche they operate in today. This switch saw them surge in popularity, giving them the momentum they needed to expand to the Swedish market and, as more customers found their brand, to establish themselves in Denmark and Norway in 2021.
The current owner has built a close relationship with their supplier, which was a valuable move given that all their products are custom-made. Their personalized SKUs have also made DropShipping necessary, as storing inventory is impossible. However, this model also saves the brand money that would otherwise be spent on warehouse workers, rent, utilities, and all the other expenses needed to handle inventory, which gives the owner extra resources they can use for scaling operations.
The only merchandise that they keep in stock is their packaging, which is made up of a box, a pouch, and a thank you card, which cost only $0.50 each.
The company works with a fulfillment center that has their own warehouse and sizable team. The store manager sends out order sheets in Excel format twice a week to the fulfillment company, which then sends orders to various manufacturers to start production. The manufacturers complete the pieces, then manufacturers package the jewelry in the brand’s custom packaging and send it back to the fulfillment warehouse, where they are then shipped off to the customers.
One of their manufacturers is responsible for about 70 to 80% of products sold and has been consistently providing professional service and quality goods through the 3 years since the current owner started working with them. This manufacturer has a history of being open to discussing products, creating new designs, and sending samples whenever necessary, making their partnership a highly beneficial one.
The brand ships out about 50 to 100 orders every day through most of the year, but during the holiday season, when many customers are looking to buy great gifts for their loved ones, that number leaps to a respectable 300 to 400 range.
Their digital marketing tactics have been incredibly effective, and utilize various strategies for the best results. Their Meta ads, Pinterest ads, and email marketing account for around 80% of sales, while the rest are generated from Google Ads, repeat customers, and organic traffic.
The brand has worked with a skilled email marketing agency for the past 3 years, who have proven their worth in full. They have helped the company utilize their email database of over 70,000 subscribers to generate 25% of their total sales.
They have also started to work with a Google Ads agency and a TikTok agency to further improve their traffic, and, based on the results from the campaigns recently launched on both channels, it’s likely that they will also be highly beneficial in growing the business.
The company currently operates exclusively in the European market, and has carefully researched the optimal ways to advertise and sell their jewelry. They have found the most success by emphasizing themes of friendship, family, grief, newborns, and gifts. They constantly strive to improve their targeting strategy and have used the high emotional value of their pieces to win over many of their customers.
Their typical customer is a woman, typically a mother, between the ages of 25 and 60. She enjoys wearing sentimental pieces that feature the names and pictures of her beloved children and/or grandchildren and spends roughly $40 on every purchase.
The jewelry market is astoundingly evergreen, with bracelets, necklaces, and other products in the market seeing nearly constant demand, and can be bought, sold, and worn throughout the year.
Jewelry is, unsurprisingly, most commonly sought after in Q4 during the Christmas and holiday season. The company’s profits surge during these times, as well as during Mother’s Day, Black Friday, Cyber Monday, and Sinterklaas—a Dutch holiday.
The current owner has built the back-end systems for this business to be run on autopilot, with most of the brand’s operational tasks being outsourced or automated. This has cut their workload down to 5 to 10 hours every week, which are typically spent managing the team, making sure that the team knows what they need to do, and focusing on scaling strategies.
All of the brand’s employees have been hired through freelance platforms, and work part-time in the following capacities:
1 Store Manager
1 Media Buyer for Meta Platforms
2 Video Editors
1 Social Media Manager
1 Head of Customer Service
4 Customer Service Agents
1 Content Creator
1 Financial Analyst
The buyer will need very few special skills needed to run this highly polished and optimized business. While they would benefit from an understanding of scaling and marketing practices, they aren’t necessary, and they could easily hire a specialist or outsource the task to an agency if they lack certain knowledge. The company’s capable staff team is happy to stay post-acquisition, and the current owner is also willing to provide transition support if needed.
The jewelry market is a highly straightforward one and has a vast built-in consumer base that the buyer will be able to take advantage of. The new owner could quickly send the brand skyrocketing for a quick ROI, such as by expanding into the US, or maintaining operations for a steady source of income. The current owner is also eager to sell the brand before the end of the year, meaning that the transition process should be quick and efficient.
