Jewelry for DTC brands Stores: Increase AOV Without Inventory

Add jewelry to a DTC brands catalog the smart way—category picks, merchandising, and ops without tying up cash in inventory.

For direct-to-consumer (DTC) brand owners, sustainable growth is a perpetual challenge. While new customer acquisition is crucial, its rising cost—often exceeding $25 per customer—makes it an expensive lever to pull [1]. A more efficient path to profitability lies in increasing the value of each existing customer transaction. For brands in the apparel, beauty, wellness, and lifestyle sectors, adding a curated jewelry collection offers a powerful opportunity to significantly increase average order value (AOV) without the financial burden of holding inventory.

This playbook provides a comprehensive guide for DTC brand owners to strategically add jewelry to their stores. We will cover the most effective jewelry categories, a data-driven merchandising framework for maximizing attach rates, and an operational blueprint for launching a jewelry line with zero inventory risk. The goal is to provide an actionable guide to unlocking a new, high-margin revenue stream from your existing customer base.

Why DTC brands stores add jewelry (AOV, bundles, repeat purchases)

The strategic case for adding jewelry extends beyond simple product line expansion. It directly addresses several core financial and marketing objectives for a growing DTC brand. By integrating a well-curated jewelry selection, you can enhance your brand's perceived value, increase customer loyalty, and improve your store's fundamental financial health.

First and foremost, jewelry is a powerful AOV booster. Industry benchmarks show a significant gap between the AOV of typical DTC categories and that of jewelry. While apparel and accessories often see AOVs in the $40 to $170 range, luxury and jewelry purchases average over $300 [2]. By positioning jewelry as a complementary add-on, you can pull the entire transaction value upward. This incremental revenue has an outsized impact on profitability because it spreads fixed costs—such as packaging, labor, and payment processing fees—across a larger revenue base. An extra $30 from a necklace in an $80 order makes your margins significantly healthier than in a $50 order.

Second, jewelry is uniquely suited for bundling and cross-selling. The concept of the "complete look" is a powerful psychological driver. Customers who have already decided to purchase an apparel item are mentally primed to consider accessories that will enhance their new outfit. This makes jewelry a natural and low-friction cross-sell. Research from Practical Ecommerce shows that product bundling is the most common and effective cross-selling tactic used by top DTC brands [3]. By creating bundles—such as a dress paired with a recommended necklace—you simplify the purchasing decision and increase the perceived value, often leading to a 10-30% lift in revenue [1].

Finally, jewelry drives repeat purchases and increases customer lifetime value (LTV). Unlike a primary apparel purchase, which may only happen a few times a year, jewelry offers an accessible way for customers to re-engage with your brand. A customer might return to buy a matching pair of earrings for a necklace they previously purchased or to pick up a new piece from a seasonal collection. This transforms a one-time buyer into a loyal, repeat customer, which is critical for long-term, sustainable growth. In our experience at Branvas, we've seen DTC brands successfully use jewelry to build a stronger, more emotional connection with their customers, turning a transactional relationship into a lasting one.

Best jewelry categories for DTC brands stores (with price bands)

Choosing the right jewelry categories is critical to the success of your new product line. The goal is not to become a full-fledged jewelry store but to offer a curated selection that complements your existing catalog and resonates with your target customer. The most successful DTC brands focus on a small, high-velocity assortment of 10-15 SKUs that align with their brand aesthetic and price point. Based on our analysis of the current market and data from top-performing brands, here are the best jewelry categories for DTC stores, complete with wholesale cost estimates and recommended retail price bands.

In our experience at Branvas, the most successful brands start with a core assortment of minimalist necklaces and hoop earrings in both gold and silver finishes. These two categories have the broadest appeal and consistently deliver the highest attach rates.

For DTC brands looking to explore this opportunity, a great next step is to Explore our curated jewelry catalog to see which styles might be a fit for your store.

Merchandising playbook for DTC brands stores (placement, bundles, pricing)

Once you've selected your starter assortment, the next step is to strategically merchandise the jewelry across your online store. Effective merchandising is not about aggressively pushing products; it's about presenting the right offer to the right customer at the right time. We recommend a Three-Touchpoint Merchandising Playbook that integrates jewelry offers seamlessly into the customer journey.

Touchpoint 1: The Product Detail Page (PDP)

The PDP is your first and best opportunity to introduce jewelry as a natural complement to your core products. The goal here is to plant the seed of a complete outfit.

• Placement: Directly below the "Add to Cart" button, feature a section titled "Complete the Look" or "Styled With."
• Format: Display 2-3 recommended jewelry pieces that pair well with the apparel item. Use high-quality lifestyle images that show the complete outfit.
• Pricing: Display the price of each jewelry item clearly, with a one-click "Add to Cart" option.

Touchpoint 2: The Shopping Cart

Once a customer has added an item to their cart, they have shown strong purchase intent. This is the ideal moment for a low-friction cross-sell or a threshold-based incentive.

• Placement: Within the slide-out cart or on the cart page, present a "You might also like" section with 1-2 jewelry items.
• Format: The most effective tactic here is a threshold incentive. For example, if your free shipping threshold is $75 and the customer's cart total is $55, display a message like, "You're $20 away from free shipping! Add this $28 necklace to qualify."
• Pricing: This approach reframes the jewelry purchase from an additional cost to a smart way to unlock a reward.

Touchpoint 3: Post-Purchase

The customer journey doesn't end at checkout. The post-purchase phase is a valuable opportunity to drive repeat business and introduce customers to your new jewelry category.

• Placement: In the order confirmation email and on the thank-you page, showcase your jewelry collection.
• Format: Use messaging like, "Complete your collection" or "Find the perfect piece to go with your new outfit." You can also offer a small, time-sensitive discount (e.g., 10% off your first jewelry purchase) to encourage a second transaction.

By implementing this three-touchpoint strategy, you can systematically increase your jewelry attach rate. Now, let's look at a conservative AOV uplift scenario:

Scenario: A DTC wellness brand has a baseline AOV of $72 and 400 monthly orders. They add a curated selection of minimalist necklaces and layering bracelets with an average retail price of $38. By implementing the merchandising playbook, they achieve a conservative attach rate of 12–16%.

• AOV Uplift Calculation:

  • Low Estimate: 12% of customers add a $38 item = $4.56 increase in AOV
  • High Estimate: 16% of customers add a $38 item = $6.08 increase in AOV

• Incremental Monthly Revenue:

  • Low Estimate: 400 orders × 12% attach rate × $38 = $1,824
  • High Estimate: 400 orders × 16% attach rate × $38 = $2,432

Over the course of a year, this translates to $21,888–$29,184 in additional, high-margin revenue—all without any new ad spend.

Operations & fulfillment: how to add jewelry without inventory risk

The biggest operational hurdle for any brand looking to add a new product category is inventory. Tying up cash in unsold products is a risk that most DTC brands cannot afford to take. Fortunately, the modern ecommerce ecosystem offers a solution: private-label blind shipping.

This model allows you to partner with a fulfillment specialist (like Branvas) that manages the entire process—from product sourcing and branding to packaging and shipping—all under your brand name. The customer receives their order in your branded packaging, with no indication that it came from a third-party supplier. This allows you to test a new category with zero inventory risk and minimal operational overhead.

Here is a practical checklist for adding jewelry to your store without holding inventory:

1. Choose a Private-Label Partner: Select a partner that offers a wide catalog of high-quality jewelry, branded packaging options, and blind-shipping capabilities. It's crucial to understand How It Works with your chosen partner.
2. Select Your Starter Assortment: Based on your brand aesthetic, choose 10-15 SKUs from your partner's catalog. Start with high-velocity categories like minimalist necklaces and hoop earrings.
3. Set Up Your Product Pages: Create product pages in your Shopify store for each selected SKU. Use high-quality lifestyle images (often provided by your partner) and write compelling product descriptions.
4. Configure Your Pricing and Margins: Set your retail prices at a 2.5x to 3.5x markup from the wholesale cost. This typically ensures a healthy 60-70% gross margin. Check your partner's Pricing to understand your costs.
5. Integrate Your Store: Connect your Shopify store to your partner's fulfillment system. This will automate the process of sending orders for fulfillment.
6. Launch and Promote: Announce your new jewelry collection to your email list and social media followers. Implement the merchandising playbook to drive attach rate.
7. Monitor and Optimize: Track your key metrics weekly, including attach rate, AOV, and top-selling SKUs. Use this data to refine your assortment and merchandising strategy over time.

By following this checklist, you can launch a new jewelry line in as little as 14 days with virtually no upfront investment. This approach allows you to test the market, gather data, and build a profitable new revenue stream without the traditional risks of product line expansion.

Ready to get started? Launch your jewelry line in 14 days—get a free assortment consultation.

Starter assortment blueprint (10-SKU launch plan)

To make the launch process even more straightforward, here is a 10-SKU starter assortment blueprint designed for a typical DTC apparel or lifestyle brand. This plan is optimized for a quick launch and a high probability of success.

This curated assortment provides a balanced mix of core bestsellers, growth-oriented pieces, and trend-driven items. By launching with this 10-SKU plan, you can quickly gather data on what resonates with your customers and make informed decisions about how to scale your collection.

FAQ

How much does it cost to add jewelry to my DTC store?
With a private-label dropshipping model, the upfront cost is virtually zero. You only pay the wholesale cost of the product after a customer places an order, so there is no need to invest in inventory.

Do I need to hold inventory?
No. A private-label fulfillment partner like Branvas handles all inventory, packaging, and shipping. This eliminates inventory risk and allows you to focus on marketing and brand building.

What's a realistic AOV increase from jewelry?
Conservatively, you can expect a $4–$8 increase in AOV per order. With a well-executed merchandising strategy, this can climb to $10 or more, especially if you encourage bundles or multi-piece purchases.

How do I choose the right jewelry categories?
Start by analyzing your brand's aesthetic and your customers' style. For most apparel and lifestyle brands, minimalist necklaces, hoop earrings, and layering bracelets are the safest and most profitable categories to start with.

Can I white-label jewelry with my brand?
Yes. Private-label partners specialize in blind shipping, which means all packaging—from the box to the jewelry card—is customized with your brand's logo and design. Explore our Brand Studio to see the possibilities.

References

[1] Saras Analytics. (2025, July 10). AOV eCommerce: 11 Strategies for Driving Higher Sales in 2025. Retrieved from https://www.sarasanalytics.com/blog/increase-average-order-value-ecommerce

[2] Shopify. (2025, September 18). Average Order Value (AOV): Formula, Benchmarks and 7 Ways to Increase It (2026). Retrieved from https://www.shopify.com/blog/average-order-value

[3] Roggio, A. (2025, June 1). Cross-sell Tactics of Top DTC Brands. Practical Ecommerce. Retrieved from https://www.practicalecommerce.com/cross-sell-tactics-of-top-dtc-brands

[4] WisePIM. (2026). Jewelry & Watches E-commerce Insights and Trends 2026. Retrieved from https://wisepim.com/ecommerce-industry-insights/jewelry

[5] McKinsey & Company. (2025, June 9). State of the Consumer trends report 2025. Retrieved from https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/state-of-consumer