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New York--ArtCarved Bridal, a brand distributed by New York-based manufacturer Frederick Goldman Inc., announced Monday that it is reducing its dealer network in the United States effective immediately.

According to a news release from Frederick Goldman, retailers identified as “underperforming” with ArtCarved Bridal will be notified that they need to develop a plan to improve, or they will no longer be able to sell the brand in their store.

Those that lose distribution privileges will be have to completely disassociate themselves from the ArtCarved Bridal name, removing all product, displays and signage.

Frederick Goldman CEO Jonathan Goldman said the reduction to the ArtCarved Bridal dealers’ network is part of a strategy to maintain and support the growth of the 160-year-old brand by strengthening its network of authorized dealers.

Frederick Goldman is one of the largest manufacturers of wedding, bridal and men’s jewelry in North America. In addition to ArtCarved Bridal, the company’s brands include Keepsake, Goldman, Diana and Triton.