Jewelry Business Transition 101: Strategies for a Successful Sale

Transitioning your jewelry business is not just a matter of listing it in your local advertisement or putting up a “for sale” sign in front of your store. It takes smart strategies to ensure a successful sale.

In this article, we listed key points to help you determine the importance of planning for a successful transition sale, such as assessing the market, preparing the business, determining its right value, marketing, and negotiating sales.

Assessing The Jewelry Market

First off, let’s talk about the current state of the jewelry market, including trends, competition, and potential buyers. These factors determine whether now is the right time to cash in those diamonds and gold through a transition sale.

Why the trends? To give you an idea of what or where people spend their money. Right now, we’re seeing a trend toward more personalized and unique pieces. According to the report of StartMyLLC, 85% of the jewelry market is made up of fine jewelry. The data was from 2018 research made by jewelry manufacturer and retailer company, Pandora.

In addition, from their 2021 analysis, McKinsey & Co expect branded fine jewellery sales in Asia to grow 10 to 14 percent annually. So, if your business specializes in one-of-a-kind and fine creations, you’re in luck with the competition.

And, speaking of competition, it’s important to consider how you stack up against them. Are you standing up in some way? If not, it might be tough to fetch top dollar.

Now, let’s talk about potential buyers. Who’s out there looking to buy a jewelry business? It could be a seasoned business owner or a wealthy individual looking for a new venture. Be sure to find a buyer who will continue running the business the way that you would want them to. Always reach out to the right audience.

Preparing the Jewelry Business for Transition Sale

Ready with the business transition? It’s time to get that blinking stone rolling—show it off! Evaluate your store’s inventory. Take a good look at all the pieces you have in stock. Are they current and trendy? Are they in good condition? Get rid of anything outdated or damaged.

It’s also time to review your income and expenses. Make sure you have all the relevant documents in order. You want buyers to see your business as profitable and well-managed. Always be sure to be clear about your company’s offerings, advantages, and unique selling points for transparency.

And of course, don’t forget to update your marketing materials. This includes your website, social media accounts, and any other advertising campaigns you have. Showcasing your jewelry business’ brand will give buyers a glimpse into how it operates and will help draw in more interested parties.

Determining Jewelry Business Value

To determine the asking price of a jewelry store, you have three main approaches to choose from: income approach, the market approach, and the asset-based approach.

Income Approach. This method involves looking at the business’ future income and expenses (cash flows) and then using that information to determine a fair market value.

To calculate the income approach, you need to determine the property’s annual net operating income (NOI), then use the capitalization rate (cap rate) to estimate your jewelry store’s value. Now to get the asking price using this approach, you take the NOI and divide it by the cap rate.

For a better interpretation, the Investopedia website stated that a property with a net operating income (NOI) of $700,000 and a chosen capitalization rate of 8% is worth $8.75 million.

Note that cap rate is a measure of your property’s risk, and is used to compare other properties of similar risk. Think of it this way: the higher the risk, the higher the cap rate and the cheaper the price. The safer the property, the lower the cap rate, and higher the price.

Market Approach. This method involves looking at another jewelry store business in the area and using the prices as your guide for what your store should be worth. This approach gives you a good idea of what the market is willing to pay for a business like yours.

Asset-based Approach. This is when refining your financial data and balance sheet becomes useful. You calculate your store’s total assets (both tangible and intangible), then subtract it to your total liabilities. This approach is helpful if your store doesn’t have a lot of income or if it’s not similar to other businesses in your area.

Marketing Sale

Time to prepare your market transition sale. You may want to ensure that your company and its offerings are visible to a wide audience of qualified buyers who understand the value of investment. So, where to start?

First things first, online platforms. It has become a go-to for finding buyers. It’s essential to have a strong online presence for your business transition. This means setting up a killer website, being active on social media, making use of email marketing, or running online ads if necessary.

But don’t discount the more traditional methods like networking events. This is where you get to rub elbows with other jewelry industry people, and more importantly, your potential buyers. Attend trade shows, join industry associations, and host your own events.

Not only will you make some valuable connections, but you’ll also get to show off your wares in person—which is a smart way to market your business transition.

The goal is to position your business as an attractive asset in a competitive marketplace to get the best transition sale possible. Also consider the leverage existing relationships with suppliers and customers who may be able to refer qualified buyers.

Negotiating the Jewelry Sale

If the buyer makes an offer you’re uncomfortable with, don’t be afraid to counteroffer. This will be a normal part of your negotiation process as both parties are trying to reach a mutually beneficial agreement. And don’t forget to keep an open mind—the buyer may have some valid points you hadn’t considered before.

Once the deal is closed, make sure to have a smooth business transition by communicating with the new owner and employees. Doing this will create goodwill between both parties and help ensure a successful transition sale overall.

Get started on your business transition sale today!

Now you’re ready to say goodbye to your jewelry business. But before you hand over the keys, be sure you’ve done all the right strategies listed above from assessing the market, preparing the business, determining its right value, to marketing and negotiating transition sales.

Navigating and understanding the legal complexities of business transition can be challenging, so make sure to consult with your trusted broker or attorney for a successful business transition sale.

Chuck Frey

Hello there. I’m Chuck Frey, one of the inside Executives in the Field, as we call ourselves here at Charles Frey & Co. My journey from where I am now started in the late ’70s grading diamonds at the GIA on 47th Street in Manhattan, and it’s been a wild ride since. From those early days, I worked my way up to being the national sales manager, and now, I’m proud to be one of the founders of CFCO.

I absolutely love what I do, and that passion leads me to wear many hats.  Besides consulting and advising, I’ve also specialized in planning and executing successful, industry-leading events for jewelry stores. With a solid four decades doing what I love and building expertise, you could say I’ve become quite the expert. You’re welcome to explore my blogs to discover more about my expertise, knowledge, and genuine love for being your trusted advisor in our beloved industry.

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