How (and when) to Wholesale your Jewellery

A Masterclass from the Paris Fashion Week Showrooms

After visiting the jewellery designer showrooms during Paris Fashion Week this March, it was clear that the landscape is changing.

10 years ago, the designers were inundated with buyer appointments - queues formed outside with eager buyers waiting to be the first to snap up exclusive designs, and jewellers could pick and choose who to sell to, and dictate their terms. Payments were made in advance, orders filled on the spot.

Today’s wholesale jewellery scene paints a different picture. Despite thriving and busy showrooms, buyers now have a vastly wider choice when it comes to stocking independent jewellers in their stores. The market is saturated with independent jewellers, all wanting a coveted spot in a high-end retailer to help promote their brand and sell their work.

So what does it take for a jeweller to stand out and pick up a wholesale account?

Jewellery by Moritz Glik at Nouvelle Box, March 2025

This month on the GoldDust Collective we’re speaking to Darren Hildrow, a highly experienced and extremely well-connected man in the jewellery world, and the founder of Nouvelle Box, undeniably the best wholesale jewellery showroom in the world.

Nouvelle Box is a platform that connects jewellery brands with buyers and boutiques, and runs showrooms in Paris, New York and Tokyo. Darren’s edit of jewellery designers is exciting, diverse, and boundary-pushing. He is acutely aware of the need for buyers to find something original yet commercial, that taps into the current (and future) jewellery trends.

Heart pendants by Roxanne First at Nouvelle box, March 2025

Trends is perhaps too flimsy a description, as none of the jewellers work with trends in the traditional sense of the word - but Darren knows what customers and buyers are feeling in this current moment in time; whether that’s something customisable and meaningful, a design with an extraordinary backstory or origin, or an easily shoppable collection that the buyers can slot seamlessly into the DNA of their boutique.

Darren is going to share his intel and experience in wholesaling jewellery for years, including working with all the most prestigious buyers, advising jewellers on business growth for wholesale, and understanding what works best in retail when it comes to fine jewellery.

In our upcoming Wholesale Masterclass, we’ll discuss:

The current Wholesale landscape for jewellery, and what the buyers are looking for
How and why collections are crucial to sales
How to balance commerciality and creativity in your work
How the most successful jewellers build wholesale into their business
How to know when you’re ready for Wholesale
Why Wholesaling is not for every business

And much, much more.

Don’t miss this exclusive, members-only Masterclass with an industry expert - there's literally nothing, or anyone, Darren doesn’t know in the jewellery retail world. He’ll be on hand to answer all your questions, so get ready…

JOIN THE MASTERCLASS