Why Designers Are Cutting Out Middlemen in Favor of Direct-to-Consumer Sales

When Elizabeth Glanville opened DeVille Fine Jewelry & Diamonds in December 2009, she decided against selling her proprietary designs through wholesale channels, instead opting to offer them at wholesale prices directly to end clients. She says she was motivated by her established relationships with consumers, but there was another reason for the decision. “Retailers are focused on carrying memo goods with minimal cash investment and not buying the entire line from designers,” says Glanville, whose Houston-based store also retails jewelry from KC Designs and The Mazza Co. She adds that getting proper representation in stores and training staff on how to sell the product is a whole other headache. “When you go direct to the consumer, you can provide a better experience and provide them with exactly what they want.” Selling directly to customers is an idea that many desig

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