What private label actually covers

Private label is often sold as little more than putting a logo on a box. Done properly it is the difference between a reseller and a brand: the customer who buys your piece has no reason to know it was made anywhere other than by you, and no way to find the same product cheaper somewhere else next week.

That means the piece itself carries your identity, not just the packaging it arrives in. Below is what we handle and, equally importantly, what remains yours to decide.

What goes on the piece

Two ways brands start

Adapt an existing design

The faster and cheaper route. You choose pieces from what we already manufacture, specify changes — metal, stone specification, proportions, finish — and we produce them under your brand. Useful for launching a first collection without carrying full design development costs.

Develop original pieces

The slower and more defensible route. We develop pieces from your brief or sketches, model them in CAD, and produce them exclusively for you. This is what builds a brand that competitors cannot simply source elsewhere.

Most brands we work with do both: a core of adapted pieces to build volume, and a handful of original signature designs that define the label.

Launching a collection

1. Define the collection. Price point, customer, number of pieces, and whether the range needs to coordinate visually.
2. Select or design. Adapt existing pieces, develop new ones, or a mix of both.
3. Approve renders. CAD renders for original pieces; specification sheets for adapted ones.
4. Sample the range. A physical sample of each piece, so you approve the collection in your hand rather than on screen.
5. Confirm branding. Stamp artwork, packaging specification and any inserts.
6. Production and inspection. The run is manufactured and every piece inspected before packing.
7. Dispatch. Insured shipping to your US address with full export documentation.

Who this is for

Brand type	What private label solves
E-commerce jewelry brands	Product nobody else lists, so you compete on brand rather than on price against identical listings
Retailers with an own-brand line	A house range at better margin than the branded product on the same counter
Influencers and creators	A product line that matches an existing audience, without building a workshop
Designers	Production capacity behind a portfolio, with the work carrying the designer’s own name
Resellers moving up	The step from selling other people’s product to owning a brand — see the reseller programme
Established brands adding a category	Entering lab-grown or moissanite without retooling an existing supply chain

Repeat production and consistency

A brand lives or dies on the second order matching the first. Once a private-label piece has been produced, we keep the full specification — metal, weight, stone spec, finish, stamp placement — on file. Reorders are produced against that record, so the piece a customer buys next year matches the one your first customer bought.

Ownership and exclusivity

Designs developed for you are yours. We do not add a private-label client’s original designs to our own catalogue or offer them to other buyers. Where a piece is adapted from an existing design in our range, that base design remains generally available and we will say so plainly rather than implying an exclusivity that does not exist.

Frequently asked questions