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Wholesale 101
In this class, you’ll gain the knowledge, strategies, and tools you need to confidently enter the wholesale jewelry market. Whether you’re brand new to wholesale or you’ve tested the waters and want to refine your approach, we’ll break down each step of the process so it feels approachable and achievable.
We’ll start with the fundamentals: understanding the wholesale landscape and what it means for your jewelry business. You’ll learn how to research and build a targeted prospect list of stores and galleries that are the right fit for your brand. From there, we’ll cover how to plan and execute outreach that gets noticed, what to say, when to follow up, and how to present your collection in a way that resonates with buyers.
We’ll also address how to prepare your line and business for wholesale success. You’ll walk through key factors like pricing and creating line sheets. Then, we’ll dive into trade show strategies, from choosing the right event to designing an engaging booth to ensuring your follow-up turns interest into orders. Throughout, you’ll learn practical tips and hear real-world examples so you can avoid common mistakes and feel confident in your wholesale journey.
Whether your goal is to see your jewelry in select boutiques or expand into a network of retailers, this class will give you the structure, knowledge, and confidence to make wholesale a profitable part of your business.
Learning Objectives: By the end of this class, you will
- Understand the wholesale process and how it can fit into your overall business model.
- Know how to identify, research, and connect with potential wholesale partners.
- Be prepared with the tools and assets you need to present your brand professionally to buyers.
- Have a clear plan for trade show participation, from setup to follow-up.
- Feel confident in your ability to grow your business through wholesale sales.
Key Takeaways:
- A clear understanding of the steps to launch or refine your wholesale strategy.
For more information about virtual courses, visit our Virtual Course FAQ page.
Meet the instructor
Liz Kantner’s true passion is working with independent jewelry artists to help them thrive in the modern marketplace.
While not an artist herself, Liz has the utmost appreciation for fine jewelry makers and loves to work one-on-one with her clients to help them tell their authentic stories and achieve success. She particularly enjoys the opportunity to work with emerging designers who have unique vision and a contagious passion for the work they create.
Before finding her way to the jewelry industry, Liz studied Marketing and Communications at Drexel University. Already blogging in her spare time, Liz’s post-graduation entrance into the world of professional marketing led Liz to discover the possibilities of combining her marketing education with her affinity for social media. She shifted focus to Digital Marketing and soon found herself with accounts for large brands like Black & Decker.
A cross-country move led Liz to her first jewelry industry job: Digital Marketing Manager for legendary jeweler Todd Reed in Boulder, Colorado. During her years at Todd Reed, Liz fell in love with the jewelry industry. She worked on advertising, public relations, sales, and trade shows, all while also enjoying a front row seat to the jewelry design and making process. The position was a joy but eventually Liz couldn’t ignore the urge to spread her wings.
Liz left Todd Reed to launch Stay Gold in 2016. She moved to Asheville, NC, and started accepting jewelry brand clients and freelance work. In 2019 she created the Stay Gold Collective, a supportive community that continues to grow. In 2022, Liz teamed up with marketing expert Laryssa Wirstiuk to launch the Success with Jewelry podcast, a platform created to further support independent designers through honest conversations, expert insights, and actionable advice. She has worked for trade shows: Liz curated the New Designer Gallery for JA New York, the Designer Jewelry section of Premiere and Curated at Luxury Lifestyle at NY NOW. She’s been featured in Forbes, JCK Magazine, INSTORE Magazine, and National Jeweler.
Find out more at www.lizkantner.com!
Materials & Tools
This workshop does not require any supplies or materials. We recommend having materials for note-taking. Student participation during or in-between class sessions is encouraged but not required.
- notebook and writing utensil for taking notes.