Choose products for a new jewellery brand by starting from one clear customer and one or two styles, then picking a small number of hero products you can reorder easily. A narrow first range is cheaper to sample, easier to photograph and market, and tells you faster what sells.
Start with the customer, not the catalogue
Rajkot makers can show you thousands of designs, which makes it easy to buy too widely. Decide first who you sell to: diaspora brides, everyday office wear, festival shoppers or gift buyers. Each wants different products, weights and price points. Our guide on who buys Indian imitation jewellery abroad describes the main groups.
Pick a style you can own
A brand is easier to remember if it looks consistent. Choose one or two styles, such as oxidised silver-tone, AD sparkle, kundan or minimalist gold-tone, and keep the plating colour consistent across products. Customers then trust that the pieces work together.
A sensible first range
- Earrings first: light, cheap to ship and the easiest to sell online.
- A few necklace sets or pendants that match the earrings.
- Bangles or bracelets only if you can offer clear sizes.
- One or two higher-value hero pieces for photos and marketing.
- Designs the maker can reorder without delay, not one-off stock lots.
Check the practical side
- MOQ per design and whether the maker accepts mixed designs.
- Whether the materials pass the nickel and lead limits of your market.
- How the piece photographs and how it survives shipping.
- Whether the design is exclusive or sold to other buyers too.
What this means for a buyer
Plan a first range you can test, measure and repeat. Creston & Co works for buyers only, for a fixed fee agreed in writing: we shortlist Rajkot makers for your style, collect samples, check plating and finish and supervise packing. Book a free sourcing review.