Get Stocked: How to get your work into a boutique store
Aetla Founder and jewellery consultant Keira Wraae-Stewart outside her boutique in Edinburgh, Scotland.
How do you get your work stocked in an exclusive boutique jewellery store as an independent designer? This month I’m interview Keira Wraae-Stewart, founder of Scottish jewellery boutique Aetla, and I’ll be asking her the following need-to-know questions…
What she's planning on buying for 2025
The types of pieces that are selling well
Popular design styles and price points
How she curates her store and takes on the risk of a brand new jeweller
How she finds new jewellery talent
Selling your work through a carefully-selected stockist brings your brand more than just potential sales.
It opens up new windows to your work, gets you in front of customers who may have never heard of you, and can essentially act as ‘free’ advertising. But it's important to choose your stockists carefully to make sure their aesthetic and ethos align with your own, and you feel reassured that your work will be well represented.
I’ll be asking Keira about her jewellery buying process, the types of pieces that sell best and why, and how to navigate retail mark-ups successfully. We’ll also discuss where she looks to discover new jewellery design talent, what the popular pieces for 2025 will be, and the types of jewellery designs that are selling well.
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