Curating a Fashion‑Forward Jewellery Edit for Department Stores: A Fenwick Case Study

Start strong: why most jewellery pitches to department stores stall — and how to fix it

Pitching a jewellery edit to a department store buyer often fails for simple reasons: the assortment doesn't fit the retailer's fashion DNA, the activation lacks omnichannel proof points, or the KPIs proposed are vague. Buyers at stores like Fenwick are looking for partners who can deliver a ready-made, measurable fashion activation that drives footfall, increases average order value and elevates the store's editorial voice. This guide gives you a practical, step-by-step curation playbook — built on the Fenwick partnership model and 2026 retail trends — so your pitch moves from “interesting” to “approved”.

Executive summary — the offer you should lead with

Lead with a concise offer: a 12–18 SKU capsule (three price tiers), a 2-week in-store fashion activation plus a 6-week omnichannel campaign, and a KPI suite aligned to Fenwick’s omnichannel partnership model. Visual merchandising, trained skin-deep product specialists, AR try-on support and sustainability credentials complete the package. Fenwick’s recent strengthened omnichannel tie-ups (for example, with Selected) show the retailer favours collaborations that bring both physical theatre and measurable digital reach (Retail Gazette, Jan 2026).

Why this works now (2026 context)

• Post‑pandemic retail is highly experience-driven: stores that combine fashion edits with immersive activations see stronger dwell time and conversion.
• Omnichannel integration becomes table stakes: buyers expect clear online-to-offline mechanics, from AR try-ons to “reserve online, collect in-store”.
• Ethics and certification are purchase drivers for engagement jewellery — display provenance information prominently.

Understanding Fenwick’s partnership model (what buyers care about)

Fenwick has been actively expanding omnichannel activations and strategic tie-ups with fashion brands, demonstrating a preference for partners who can bring editorial content and measurable uplift. In pitches, buyers focus on:

• Editorial fit: Does your edit match Fenwick’s fashion calendar and in-store theatre?
• Operational readiness: Can you supply POS assets, trained staff, and quick replenishment?
• Measurability: Do you propose concrete KPIs and the capability to report on them?
• Omnichannel integration: Does your campaign plan include social, email, AR try-on and click & collect?
• Ethical credentials: Documented sourcing and certification reduce buyer friction.

"Fenwick’s strengthened omnichannel partnerships favour collaborators who bring both physical theatre and measurable digital reach." — Retail Gazette, Jan 2026

Step 1 — Curate the right jewellery edit

Your product selection must translate instantly into styling opportunities with clothing, and be simple for in-store teams to sell. Use this three-tier framework:

1. Headline pieces (2–4 SKUs)

• Statement items for the activation hero — think sculptural necklaces, bold cocktail rings and fashion-forward cuffs.
• Price positioning: premium but accessible. These should anchor the window and editorial looks.
• Limit colourways to 1–2 to reduce decision fatigue.

2. Core fashion staples (6–8 SKUs)

• Everyday wearable pieces that layer well: slim chains, hoop variations, signet-inspired rings and fine bracelets.
• These convert best when offered in sets or mix-and-match modules.
• Include at least one hypoallergenic metal option (e.g., 9–18ct recycled gold plated over sterling silver) for broader appeal.

3. Entry price & giftable picks (4–6 SKUs)

• Lower-price items for impulse buys and gifting — sterling silver studs, vermeil pendants, stackable rings.
• Bright packaging and quick-sell POS to increase attachment rates at tills.

SKU rules of thumb: keep the capsule to 12–18 SKUs, maintain 2–3 price bands, and ensure 60% of the SKU-level assortment is available for immediate replenishment.

Step 2 — Merchandising and visual strategy for a department store activation

Department store real estate is premium. Your visual strategy must be editorial, scalable and replicable across Fenwick’s footprint.

Store theatre and placement

• Window hero (1–2 headline pieces): collaborate with the store’s window team to pair jewellery with apparel from the current fashion partner.
• Shop-in-shop or carousel position: negotiate endcap or tiered plinths on high-footfall floors (women’s wear, accessories).
• Counter merchandising: use modular displays so staff can reconfigure quickly for restock or daily styling features.

Lighting, scale and storytelling

• Use warm directional LED spots to create sparkle without glare — keep lux levels consistent with the surrounding fashion floors. See notes on lighting and showroom impact for practical tips.
• Group by styling story, not category — e.g., “Layered Minimal”, “Evening Statement”, “Work to Weekend”.
• Include tactile props and fabric swatches to show how jewellery complements current store looks.

POS and product information

• Every item should have a short styling line, price, material call-out and a provenance badge (e.g., RJC, GIA).
• Provide QR codes linking to AR try-on, care guides and video styling clips for staff use and customer self‑serve.
• Have a compact brochure for buyers and a consumer-facing leaflet for the tills.

Step 3 — Omnichannel activation ideas that resonate in 2026

Fenwick and other UK department stores now expect digital-first mechanics that drive in-store behaviour. Include at least three of the following in your pitch:

• AR try-on: a lightweight web AR kit for mobile that customers can use in-store or at home; aim for 20–30% engagement rates on campaign traffic.
• Reserve online, collect in-store: short fulfilment windows (2–4 hours) and click & collect promotions tied to in-store styling sessions.
• Editorial collaborations: a fashion partner co-styled shoot to use in-store and across Fenwick’s social channels.
• Live styling events: short, ticketed sessions with a stylist to showcase layering techniques—capture emails at booking.
• Social-first drop: limited-edition piece released online, then showcased in the store window to drive omnichannel conversions.

Step 4 — Operations, inventory and returns you should promise

Operating excellence is often the deciding factor. Fenwick buyers will prioritise partners who can guarantee availability, timely replenishment and clear returns handling.

Inventory commitments

• Initial reserve: hold 2–3 units of each SKU per store for the activation launch.
• Replenishment SLA: commit to 48–72 hour restock for London stores and 72–120 hours for regional stores.
• Safety stock: propose 30–45 days of cover for headline SKUs during the campaign period.

Returns & warranty

• Offer a clear returns window (14–30 days) and a standard warranty (12 months) — be explicit about engraving, resizing and bespoke items.
• Provide a returns portal and RMA codes for faster reconciling with the retailer.

Step 5 — Pricing, margins and commercial model for buyer conversations

Buyers make rapid decisions based on margin profile and sell-through velocity. Present options with transparent margins and promotional allowances.

• Wholesale margin: propose a 50–60% keystone or cost-plus model depending on brand positioning.
• Promotional fund: offer a 5–10% marketing allowance for co-funded imagery, window production or email blasts.
• Markdown protection: for seasonal activations, offer a limited markdown protection (e.g., 10–15% buyback on unsold core stock) as a one-off negotiation lever.

Step 6 — KPIs and reporting: what to propose to buying teams

Fenwick buyers will expect concrete, measurable goals and the ability to report daily or weekly. Present a dashboard and target range tailored to department store norms.

Core KPIs to include

• Footfall uplift: target +5–15% on the activation floor during the activation period.
• Conversion rate (store): target 2–4% for broader floors, 5–8% for shop-in-shop activations.
• Average order value (AOV): aim for +10–30% uplift vs historical jewellery AOV through bundling and pack discounts.
• Sell-through%: target 40–70% for the 2–6 week campaign window depending on price tier.
• Attachment rate: units per transaction target 1.3–2.0 for the activation period.
• Online engagement: AR try-on usages, social impressions, email CTR — set targets (e.g., 15–25% CTR uplift on campaign emails).
• Email captures: email/phone capture per activation (target 200–1,000+ depending on store size) for post-campaign nurture.

Sample reporting cadence

• Daily sales: units sold, AOV, top 5 SKUs.
• Weekly KPI snapshot: footfall, conversion, sell-through, online engagements.
• Post-mortem (2 weeks after close): final sell-through, returns rate, LTV of captured customers and recommended next steps.

Step 7 — Pitch structure and what to include in your buyer pack

Make your pitch fast to consume. Buyers are time-pressured and love templates that reduce work.

Essential buyer pack contents

1. One-page executive summary: offer, timeline, headline KPIs.
2. 12–18 SKU capsule sheet with images, wholesale and RRP, availability and lead times.
3. Visual merchandising mock-ups for window, shop-in-shop and counter placements. See our notes on showroom impact.
4. Omnichannel activation plan with sample AR assets, email campaign calendar and social hooks.
5. Commercial terms: margin expectations, promotional allowances and inventory commitments.
6. Proof of credentials: RJC/GIA certificates, sustainability sourcing, insurance and warranty wording.
7. Case studies: brief summaries of prior activations or retail partners, outcomes and learnings.

Real-world example: a hypothetical Fenwick activation (timeline & targets)

Below is a compact, realistic example you can replicate in your pitch.

Timeline (12 weeks total)

• Weeks 1–2: Contract and final SKU selection; produce POS and digital assets.
• Weeks 3–4: Pre-launch digital teasers; staff training materials delivered.
• Week 5: Launch week — window hero + in-store styling event (ticketed).
• Weeks 6–10: In-store activation continues with weekly social pushes and AR promos.
• Weeks 11–12: Sale/clearance window, returns reconciliation and post-mortem reporting.

Targets for a London flagship activation

• Footfall uplift: +12% on the fashion floor during launch week.
• Sell-through: 55% of capsule sold in 6 weeks.
• AOV uplift: +22% for jewellery transactions during activation.
• AR engagement: 18% of digital visitors use try-on tool.
• Email captures: 1,200 new contacts for post-campaign nurture.

Common objections and how to answer them

• Objection: “We don’t want too many low-price SKUs.” Response: Keep the core capsule premium-forward and tuck lower-price picks into the giftable range to preserve brand positioning.
• Objection: “We can’t support AR.”strong> Response: Offer a lightweight web AR kit (no app install) or a staff tablet preloaded with virtual try-on videos.
• Objection: “Returns risk.” Response: Offer RMA processes, pre-inspection photos and a limited markdown protection clause in the agreement.