CollectionsMay 29, 2026
Cultus Artem’s Necklace Is the Oasis in Las Vegas’ DesertThe “River of Heaven” necklace, our Piece of the Week debuting at Couture, combines 26 salt and pepper diamonds spaced by Tahitian pearls.
IndependentsJan 23, 2019
Marketing Minute: Find Your Niche
Being brave enough to focus on a specific one could lead to an easy and profitable business, Jim Ackerman writes.
Jim Ackerman is a retail jewelry marketing expert who has spoken at JA New York, JCK and other jewelry trade shows. He can be reached at 800-584-7585, ext. 3 or by email at mail@ascendmarketing.com.
Over two decades ago, Wink Jones closed his retail store and became an appointment-only jeweler out of an 800-square-foot office on the second floor of an off-the-beaten-path office building. Business boomed.
Later, Wink opened an online store selling nothing but high-end cubic zirconia. He prospered again!
When talking about “finding your niche,” almost all jewelers think in terms of appealing to a specific economic strata or carrying a certain kind or quality of product. But I’m here to suggest that you can go well beyond that, and you should, if you really want to tap the power of “the niche.”
For example, what if you not only limited your business to appointment-only, but also required that each client refer at least three other similar clients during their first year working with you?
If you did this, you could …
1. Eliminate a storefront;
2. Eliminate up-front advertising costs;
3. Be highly selective in the clients you accept; and
4. Make doing business with you something prestigious, special and talked about—create a “buzz.”
If you’re a traditional brick-and-mortar independent jeweler, this will sound a little scary; maybe too big of a jump to take.
How about going after a specific audience?
Do you live near a military base? Consider becoming the jeweler that caters only to members of the military and their relatives. It would mean literally saying no to everybody else but think how the military would feel about you—you’d win undying loyalty, and it’s a good bet that even when personnel gets transferred, you’ll still be able to maintain that relationship and continue to sell to them long-distance.
Here’s another example: George owns a chain of chain stores in Miami. He specializes in selling gold and silver chains to Cuban natives. He has a very small collection of other kinds of jewelry, but his main customers are young Cuban men who like to “bling it up” with chains. When he made this shift to doing business this way, his little indie shop exploded. He now has several small stores with low overhead, and he’s raking in millions.
If you’d prefer to go after the ultra high-end, become the traveling jeweler that brings your wares directly to busy top executives. They don’t have time to shop, so you shop for them. Then you bring an extremely limited selection to them at their offices or homes and let them choose. They’ll love you for it, you’ll
never have to discount, they’ll refer you to their friends, your average ticket will skyrocket and your overhead will plummet.
Yes, there will be challenges. Security will be an issue, for example, but the potential is extraordinary.
You might take the traveling jeweler in a different direction.
Instead of a store, retrofit an old armored car. You can outfit it with a jeweler’s bench and three display cases in a horseshoe configuration at the back. Again, office calls, house calls and neighborhood visits become your modus operandi, and with the savings in overhead, you can easily afford to hire a trained security guard to go with you everywhere. (You can also keep your inventory in brass-and-glass and have finished product delivered by FedEx, after orders are placed.)
Consider a more traditional store but one that is exclusively targeted to members of the LGBT/alternative lifestyle community, or a shop exclusively targeted to women who buy jewelry for themselves, or a shop with jewelry for men only.
Think how much easier your advertising decisions and expenses become when you can go after a specific niche.
Too bold a move? Consider selecting one of these niches and cordoning off a room or section of your store where the display only holds items for members of the niche. An approach like this might allow you to test the concept before you take the ultimate plunge.
But consider this: Niches tend to be fiercely loyal and highly referring. Being courageous enough to focus on one niche at the exclusion of all others may lead to an exceptionally easy business and an outrageously profitable one.
Jim Ackerman is known as The Marketing Coach to the jewelry industry and has addressed retailers at jewelry trade shows including JA New York, JCK, the Atlanta Jewelry Show and others. He is providing National Jeweler readers with a free Buyer Risk Management copy of his BizKaboom Newsletter, valued at $37. Send your email request to mail@ascendmarketing.com.
Yes, there will be challenges. Security will be an issue, for example, but the potential is extraordinary.
You might take the traveling jeweler in a different direction.
Instead of a store, retrofit an old armored car. You can outfit it with a jeweler’s bench and three display cases in a horseshoe configuration at the back. Again, office calls, house calls and neighborhood visits become your modus operandi, and with the savings in overhead, you can easily afford to hire a trained security guard to go with you everywhere. (You can also keep your inventory in brass-and-glass and have finished product delivered by FedEx, after orders are placed.)
Consider a more traditional store but one that is exclusively targeted to members of the LGBT/alternative lifestyle community, or a shop exclusively targeted to women who buy jewelry for themselves, or a shop with jewelry for men only.
Think how much easier your advertising decisions and expenses become when you can go after a specific niche.
Too bold a move? Consider selecting one of these niches and cordoning off a room or section of your store where the display only holds items for members of the niche. An approach like this might allow you to test the concept before you take the ultimate plunge.
But consider this: Niches tend to be fiercely loyal and highly referring. Being courageous enough to focus on one niche at the exclusion of all others may lead to an exceptionally easy business and an outrageously profitable one.
Jim Ackerman is known as The Marketing Coach to the jewelry industry and has addressed retailers at jewelry trade shows including JA New York, JCK, the Atlanta Jewelry Show and others. He is providing National Jeweler readers with a free Buyer Risk Management copy of his BizKaboom Newsletter, valued at $37. Send your email request to mail@ascendmarketing.com.
More on Independents
The Latest
Events & AwardsMay 28, 2026
JCK Announces Jesse Itzler as 2026 Keynote SpeakerThe author, speaker, and entrepreneur will give his presentation, “Spiritual Billionaire,” on Saturday morning.
Events & AwardsMay 28, 2026
JCK Rocks To Ride With NellyThree-time Grammy award-winning artist Nelly is set to perform at the annual event at Tao Beach on Sunday night.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
MajorsMay 28, 2026
Signet Jewelers to Buy The Clear Cut Signet will integrate the online-only, natural diamond-focused jeweler into Blue Nile, which it wants to position as a higher-end retailer.
Weekly QuizMay 28, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsMay 28, 2026
Meet The 17 Newcomers to Couture’s Design AtelierThese up-and-coming jewelry brands are bringing their distinct aesthetic and unique point-of-view to the Design Atelier for the first time.
GradingMay 28, 2026
GCAL By Sarine Launches 8X Cushion CutThe lab’s proprietary diamond cut grade has been expanded to include the popular fancy shape.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
Events & AwardsMay 27, 2026
5 Security Tips for Las Vegas Jewelry Market Week 2026This year, it’s what could happen outside of show hours that worries JSA Executive Vice President Scott Guginsky.
ColumnistsMay 27, 2026
What Jewelers Can Learn From Luxury Fashion’s Digital PlaybookHigh-end fashion houses know how to emotionally connect with customers online. Retail jewelers should take note, Emmanuel Raheb writes.
Events & AwardsMay 27, 2026
Couture’s ‘The Iridescence’ Will Showcase 7 Emerging Jewelry DesignersThe designers are the third cohort of mentees from the show’s Belonging @ Couture mentorship program.
ColumnistsMay 26, 2026
The Key Mindset for Better Trade Show BuyingBuying discipline at trade shows starts with clarity about your inventory levels, Smith writes.
Events & AwardsMay 26, 2026
12 JCK Talks Sessions to Add to Your Las Vegas ScheduleThe trade show’s education series returns, with sessions on retail trends, AI, watches, marketing, corporate responsibility, and more.
Events & AwardsMay 26, 2026
CBG Brings Its Curated Designer Project to Las Vegas ShowThe Curated Designer Project has expanded to highlight eight independent jewelry designers during CBG’s Las Vegas show.
TrendsMay 26, 2026
Amanda’s Style File: A Cooldown Is ComingBring a cool tone to your summer jewelry with these white metal pieces.
Events & AwardsMay 22, 2026
Instore Buys JA New York ShowThe deal closed this week, which means Instore will produce the JA NY show slated to take place this fall.
FinancialsMay 22, 2026
Richemont’s Jewelry Brands Lead the Charge in Q4The company’s jewelry sales were up in Q4 and the fiscal year, with Richemont raising prices in part because of the cost of gold.
CollectionsMay 22, 2026
Leigh Maxwell Celebrates 5 Years at Couture With ‘Bauble’ CollectionThe “Bauble” capsule collection of colorful one-of-a-kinds includes our Piece of the Week, the “Bauble” earrings, featuring rose zircon.
MajorsMay 22, 2026
Stuller’s New Packaging, Display Catalog Is Out The updated catalog has a newly dedicated section for gift wrapping.
PodcastsMay 21, 2026
Episode 5: Sotheby’s Frank Everett Puts the Auction Market in PerspectiveEverett covers colored stones’ surging popularity, the mellow return of the “Mellon Blue,” and his “The Devil Wears Prada” doppelgänger.
Events & AwardsMay 21, 2026
JA Announces Nina Pugliese Memorial ScholarshipThe new award, created in partnership with Henne Jewelers, honors the late designer’s legacy through supporting jewelry education.
SourcingMay 21, 2026
Botswana, Angola Join WFDBThe addition of the diamond-producing countries as nation affiliated members broadens the federation’s global representation, WFDB said.
CrimeMay 20, 2026
NYPD Warns of Jewelry Swap Scams Targeting SeniorsThe NYPD is warning elderly New Yorkers to keep their jewelry hidden when walking outside to avoid being a target.
IndependentsMay 20, 2026
Adornment & Theory’s New Store Feels Like Home Designer Viviana Langhoff has realized her dream of owning a space for her Chicago jewelry store that looks and feels like her brand.
Events & AwardsMay 20, 2026
Here Is Couture’s 2026 Education Lineup The sessions will run from Friday, May 29, to Sunday, May 31, with one being a live taping of an episode of Couture’s podcast.
Lab-GrownMay 20, 2026
Savannah Friedkin Jewelry Names New CEOFormer Stephanie Gottlieb Fine Jewelry executive Morgan P. Richardson is joining the lab-grown diamond jewelry brand.
WatchesMay 19, 2026
Here’s the AP x Swatch Pocket Watch That Caused PandemoniumThe $400 pocket watch is a blend of Audemars Piguet’s iconic eight-sided Royal Oak and Swatch’s unserious Pop watches from the ‘80s.
