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THE LOGO

Occasions Fine Jewelry in Midland, TX, has designed its logo to bleed off the deluxe sleeve. The sleeve is a modern way to package a box, compared to the traditional, two-piece outer carton. The sleeve and box are wrapped in a purple Linea leatherette, and the jewelry box is lined in white leatherette with the two-color Occasions logo. “We have ads about seeing a purple box under the tree,” says owner Michael Fleck. “That anticipation builds value for the client and marketing value for us.”

FINDERS KEEPERS

“The Bailey Box,” Bailey’s Fine Jewelry’s signature black-and-white wrapped box tied with a red ribbon, has become synonymous with the North Carolina-based brand, along with the saying “Every woman wants a Bailey Box under the tree.” Bailey’s is known for its marketing initiative, Finders Keepers, in which small Bailey Boxes with a single piece of jewelry are hidden throughout the communities in which Bailey’s has stores. When someone finds the box, it’s theirs: “Finders Keepers!”

COLOR THEORY

Tying bags and boxes to the brand’s signature color makes an indelible impact. For Craig Husar Fine Jewelers of Brookfield, WI, it’s blue; de Boulle’s trademark yellow is used in its marketing and as an accent in the interior design of their Houston and Dallas stores. Doland’s of Dubuque, IA,’s turquoise-themed packaging is known throughout eastern Iowa, where the company has three locations. Alyssa & Anna in Appleton and Oshkosh, WI, has chosen a cheery orange that’s also consistently found on the website and social media.

COLLECT THEM ALL

Why settle for one color when you can offer an array of shades that all reflect your brand philosophy? Be On Park Fine Jewelry in Winter Park, FL, owned by Emily Dowling Williams, balances excellence and quality with playfulness and surprise. The packaging reflects the vibrancy of the Sunshine State, as well as the exuberance of the shopping experience.

LUXURY LEATHERETTE

Reis-Nichols of Indianapolis uses a high-end box from Guardian Packaging wrapped in leatherette and suede from Valigeria Cargnato, the fabric mill that provides materials for BMW and Mercedes Benz interiors. The box is handmade in Lebanon, with rope accents adorning the sides.

SEEING RED

Lindy Kavanaugh of Lindy’s Jewelry in Fernandina Beach, FL, has used the same packaging for 23 years. “I love red and thought it was bright and cheerful and would make a statement. A designer friend recommended gold satin ribbon with my name on it, and it’s worked out great, especially at Christmas and Valentine’s Day.

A RICH LOOK

Atalie Finer of Finer Jewelry in Chicago, has used the same royal blue and cherry wood boxes for 30 years. They’re still a crowd-pleaser.

SLEEK AND SIMPLE

“For the money, we love the new boxes that we changed to this year,” says Lucy Conklin of Toner Jewelers in Overland Park, KS. “They’re sleek and branded with our colors. And easy to wrap! Our old boxes had a ribbon outer box that had to be removed to gift wrap. These are a much nicer product.”

MEMORABLE

Lee Read Diamonds of Boise, ID, has a box wrapped in Paradiso Linea leatherette and delivered in a deluxe outer carton, which makes the jewelry box a presentation in itself. Spending a little extra to dress up the outer carton can make the presentation that much more impactful and memorable.

MESSAGING

Your packaging can carry your message home with your clients if you let it. The “Love Comes First” tagline featured on the Love & Luxe tote bag conveys the company’s values to customers while reminding the team of the guiding principles they rely on when dealing with artists, customers, and each other, says Betsy Barron, owner of Love & Luxe in San Francisco.

SPECIAL COLLECTION

Juniker Jewelry Co. of Madison, MS, employs specially made boxes for its Mississippi Heritage Collection, a collection of copyrighted handmade platinum Art Deco antique reproduction engagement rings and jewelry.

BUTTERFLIES

Bernie Robbins Jewelers, with stores in Pennsylvania and New Jersey, designed their memorable packaging, adorned with vibrant butterflies, to surprise and delight.

KESSLERS KEEPERS

After expanding into Michigan, employee-owned Kesslers raised brand awareness by leaving signature red Kesslers bags around different areas of town. In each bag was a card that talked about our Kesslers Keepers promotion, along with an empty box. People who found the bag were invited to come to one of the two Michigan locations and redeem their empty box for a sterling silver Moon & Back Pendant, with the ability to upgrade to a larger pendant in gold. They partnered with two Michigan radio personalities and ran paid and organic social media. The initiative was a hit, and 40% of the approximately 200 bags left throughout the city were redeemed.

THE LEGACY

“We use our family crest as our logo,” says Joseph Villarreal of Villarreal Fine Jewelers in Austin, TX.

SIMPLY ELEGANT

Philadelphia-based L. Priori specializes in custom engagement rings. Its packaging is simply elegant, allowing the jewelry to shine.

CUSTOM CREATIONS

“For us, 2024 was the year of branding,” says Christopher Sarich of Noah Gabriel & Co. Jewelers in Wexford, PA. “We are in the final stages of creating a custom box. We are very excited to finish the final stage and get them in our customer’s hands.”

BRAND REFRESH

“We just got new packaging right before the holidays,” says Katrina Sustachek of Rasmussen Diamonds in Racine, WI. “It took forever to get them in, but we are very pleased.”

CITY SKYLINE

“All of our packaging matches and we feel it looks upscale,” says Gary Zimmerman of Windy City Diamonds in Chicago. “The picture shows our ring/earring box with the removable insert for earrings.”

COLLECTORS’ ITEM

“One customer likes my boxes with gold cord and a fabric rose bud so much that she will buy something to get the pretty gift box,” says Susan Maxon of Honors Gran Jewelry in Dunedin, FL.

Jewelry Retailers Make a Statement With Branded Boxes [Photo Gallery]
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Photo Gallery

Jewelry Retailers Make a Statement With Branded Boxes [Photo Gallery]

THE LOGO

Occasions Fine Jewelry in Midland, TX, has designed its logo to bleed off the deluxe sleeve. The sleeve is a modern way to package a box, compared to the traditional, two-piece outer carton. The sleeve and box are wrapped in a purple Linea leatherette, and the jewelry box is lined in white leatherette with the two-color Occasions logo. “We have ads about seeing a purple box under the tree,” says owner Michael Fleck. “That anticipation builds value for the client and marketing value for us.”