Todd Reed Introduces E-Commerce



The brand is embracing omnichannel retailing

Todd Reed has had a busy year.

The brand shuttered its Southern California location in September and, a month later, opened a shop-in-shop inside fine jewelry store Fox’s Seattle.

And this week the Boulder, Colo.–based jewelry company debuted a brand-new website that features full e-commerce functionality—a first for the brand, which has become a staple in urban and suburban fine jewelry stores in recent years.

“Customers have always shopped the website and completed their buying experience through a retail partner or through the showroom,” said Todd Reed web manager Jennifer Briggs in a company statement. But the launch of an e-comm site represents the opportunity to take the brand “into underdeveloped markets where there is no retail representation.”

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The site features searchable product pages grouped by category, videos telling the stories of how pieces are fabricated—while reinforcing the company’s singular mission and brand vibe—and a section titled “Custom” that invites shoppers to work directly with the designer on a special piece (it’s stated that he’ll also gladly repurpose metals or gems they already own). 

The company promotes its wholesale partners on the site through a Find a Dealer section—where users can search for a store by state.

The move to introduce e-comm is certainly a savvy one for Todd Reed. The trend among younger jewelry brands with a similar story to tell (that of handmade craftsmanship and vertical manufacturing) is to launch as a direct-to-consumer e-commerce site first, then see if there’s interest for a brick-and-mortar store down the line—a la Vrai & Oro and AUrate. They’re increasingly skipping wholesaling altogether. 

Todd Reed’s bread and butter is retail partnerships, so the addition of an e-commerce site at this stage was likely a less simple proposition.

But there’s no doubt that direct-to-consumer channels will play a significant role in the future of retail. And no forward-thinking brand can afford to ignore them. 

(All photos courtesy of Todd Reed)

JCK Magazine Editor