Leading with style: My Jewellery’s wholesale transformation
My Jewellery has firmly established itself in recent years as a leading accessories brand with a strong connection to Gen Z. What began as a direct-to-consumer success story has evolved into a hybrid strategy where wholesale now plays a pivotal role in driving growth. In conversation with Thom Timmer, Head of Business Development at My Jewellery, it becomes clear how this strategic shift not only enhances commercial potential but also aligns seamlessly with the brand’s identity and current market trends.
Wholesale as an extension of brand identity
For My Jewellery, wholesale is far more than a separate sales channel, it is a natural extension of the brand experience. “We consciously choose retailers that truly fit our identity,” says Timmer. “We are primarily looking for strong retailers who understand that retail is no longer just about offering products, but about creating an experience for the customer. Especially for the younger generation (Gen Z), this is no longer a wish, but a must.”
Over the past decade, My Jewellery has developed with a highly selective and focused approach. Wholesale now plays an essential role in the brand’s growth strategy. “Whether a retailer is a department store, fashion boutique, destination, or concept store, we can integrate seamlessly into all these formats,” Timmer explains. “What matters most to us is ensuring the right attention is given to brand presentation and the customer experience.”
Accessories take the lead
Unlike many accessories brands that are treated as secondary add-ons in retail spaces, My Jewellery takes a distinctly different approach. By emphasizing branding, impactful visual merchandising, and fast-moving products such as never-out-of-stock earrings and trend-sensitive hero drops, the brand consistently captures consumer attention.
“Accessories are ideally suited for impulse buying and gifting—areas where we offer a particularly strong proposition,” Timmer adds. “This often results in a significant increase in the average purchase amount for our retail partners.”
The brand also capitalizes on the power of social media and emerging trends, especially on platforms like TikTok. “Fans walk into our partner stores asking for ‘that beautiful necklace with the big shell’ they saw online,” Timmer shares. “This is why it’s crucial to continuously buy into trends.” With an appealing price-quality ratio, gifting value, and high product rotation, My Jewellery’s collections offer considerable value for retailers.
Flexibility through in-house design and partner support
A major strategic advantage for My Jewellery is its fully in-house design process. This enables a flexible ‘see now, buy now’ model, even for wholesale partners. With more than ten new collections launched each year and a modular product range that includes both core and seasonal items, the brand ensures constant renewal without requiring retailers to plan long in advance.
Support for retail partners is comprehensive. “Our support doesn’t stop at delivery,” Timmer emphasizes. My Jewellery offers assistance through visual merchandising, point-of-sale materials, training (both digital and in-person), and content sharing. Moreover, electronic data interchange (EDI) and vendor-managed inventory (VMI) solutions ensure streamlined replenishment. “Together, we create a professional brand experience that requires minimal extra effort from retailers and continuously surprises customers.”
Driving International Growth
International expansion is a key focus, supported by active participation in trade fairs such as CIFF, Who’s Next, Momad, and TFWA Cannes. These events reflect the brand’s identity—colourful, community-driven, and emotionally resonant. In September, My Jewellery will also make its debut at Maison & Objet, with a focus on concept and lifestyle boutiques in France.
Over the coming years, the brand aims to expand further across the DACH region, France, Spain, Italy, and Scandinavia. “Our premium stainless steel jewellery is performing exceptionally well internationally. Its resistance to sun and sea contributes to high repeat purchase rates—especially in Germany, where we are seeing explosive growth,” says Timmer.