THE COLLABORATION seemed like a win-win: A jewelry store gives $100 meal vouchers to customers who make significant purchases, and in return, a local high-end restaurant hands out $100 jewelry gift certificates to their best patrons. Each business drives traffic to the other, customers get unexpected perks, and everyone benefits.
At least, that was the plan.
What actually happened? The restaurant pocketed most of the gift certificates and distributed the rest as employee bonuses. When the Terre Haute, IN, jeweler discovered what was going on and tried to reset expectations, the restaurant did the same thing again.
“Chalk that up to ‘a failure to communicate’ the purpose of the collaboration,” he says. “When I thought I had an understanding with them, they did it again. I haven’t eaten there since.”
Yet despite stories like this, collaboration remains popular among independent jewelers. In INSTORE’s November Brain Squad survey, conducted Nov. 4-15, 2025, 63% of jewelers said they’ve partnered with another local business. And based on their responses, roughly half report clear success, while the other half describe mixed or disappointing results.
The types of collaborations vary widely. Valentine’s Day partnerships with florists, chocolatiers, and restaurants dominate, with jewelers either giving away gift cards with purchases or doing joint promotions. Bridal-focused collaborations — with wedding venues, salons, and bridal shops — are another popular category. Some jewelers stage elaborate multi-vendor events, while others keep it simple with cross-promotion or merchant association memberships. A few get creative: one jeweler did a beer and jewelry pairing with a brewery during the pandemic, another put a Harley Davidson in their showroom for a month, and a Chicago store hosted a “Botox and Bling” ladies night with a neighboring med spa.
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A Louisiana jeweler scored big with an ambitious approach: “Our most successful collab was during our recent Bridal Social. We invited 11 wedding vendors to set up a table in our store showing their services and products. We charged $20 per ticket for a small ‘bridal show’ style event. About half of the people who came to the event had not been in our store before and they saw the event on our social media.”
A Tennessee jeweler found success with an ongoing salon partnership: “We do lots of collaborations! One of our most effective has been partnering with a local salon during our bridal events. They do hair and makeup onsite — a bonus for our customers and a way for them to sow the seeds for wedding parties. We are doing a pop-up in their salon this month to see if we can expand the partnership.”
Not every collaboration aims for direct ROI. A Wisconsin jeweler partnered with the Racine Art Museum and local schools on a “Designed by Me” contest where children’s winning designs were made into jewelry and auctioned for charity. A Pennsylvania jeweler buys gift cards from new local businesses and gives them to customers with children: “I do things to promote new local businesses. They are grateful and become shoppers here.”
But the enthusiasm isn’t universal. One Canadian jeweler voiced frustration many feel: “I have done several from pets to fashion to bridal and virtually everyone seems to be where I give a big gift and the other side makes it sound like they gave the gift. I have yet to feel it improved visibility, brand awareness or business. It is almost like people think because we are in jewelry, we have big bucks and can back them when they put in very little. However, I will continue to keep trying in the hope something eventually works. Or maybe I am living the definition of insanity.”
A Virginia jeweler summed up the challenge succinctly: “We would love to do more, but the coordination is difficult and the results, mixed.”
Among the 37% who haven’t collaborated, reasons range from bad past experiences to simple disinterest. “I am a loner, keeps things simpler and nimbler,” says one Rhode Island jeweler. “I am a ‘burned’ participant in a partnership many years ago. Did not work for me.”
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Another veteran jeweler explains his reluctance: “I find it hard to share my success with others! It is never 50%-50%.”
The verdict? Collaborations can deliver new customers and community goodwill — but success depends heavily on choosing the right partner and setting clear expectations upfront.
