Anna Lou of London jewellery is available wholesale through Faire. Best-selling wholesale lines include the Cosmic Phrase Jewellery collection, personalised name necklaces, and the gemstone pendant range.
What those 3 lines actually do in a shop
They solve 3 different problems, which is why they are the ones that move.
The Cosmic Phrase pieces work because everybody has a birthday, so 1 display serves the whole of your footfall rather than the single customer who wants a particular word. Nothing to size, nothing to spell.
Personalised name necklaces are the opposite trade. They take a conversation and a few days, and they convert at a rate a stock piece does not, because the customer has already decided before you make it.
The gemstone pendants are the browse piece. They are what somebody picks up while deciding about something else, and they are often what they actually leave with.
If you only take 1 to begin with, take the one that matches how your customers shop rather than the one you personally like best. Those are rarely the same thing.
Where the pieces come from
Everything in silver, brass and solid gold is made by hand at my own bench in London. Anna Lou of London has been going 22 years.
That matters to a retailer for 1 practical reason beyond the story. It means a small order is genuinely possible, because nothing has to be set up on a machine before it can be made.
Minimums, in plain terms
Sterling silver, brass, and solid 9kt and 14kt gold carry no minimum at all. 1 piece is a real order.
316L stainless steel with PVD is different, because the machine is set up for each design, so that one does carry a minimum. The minimum sits per design rather than across the order, so a 5 piece collection is 5 set ups and 5 minimums.
I will not quote you a stainless figure in a blog post, because it comes from the production side once a design actually exists and I would rather give you a real number than a tidy one.
Pricing tiers and the full product catalogue are on Faire. If anything there does not match what you need, say so and we will sort it between us.
What to think about before you order anything
Ask what gap this is filling on your shelf. Not what you like. What a customer walked in wanting last month and left without.
Ask how it sits next to what you already stock. A range that competes with your bestseller will not add much. One that catches the customer your bestseller misses will.
Ask whether you need stock or whether you need a display that takes orders. Those are very different amounts of money tied up, and for personalised work the second often makes more sense to begin with.
And ask about the timings you actually care about, which are usually the 2 weeks before Christmas and the 2 weeks after a local event, not the lead time on the page.
How it tends to work in practice
Most shops start small, with 1 line and a short reorder cycle, and widen once they can see what their own customers reach for.
That is a better plan than a large first order, because your customers will tell you something in 6 weeks that neither of us can guess now.
Reorders are usually the quick part. A repeat of something that has already sold is the easiest conversation in wholesale.
And if something is not moving, tell me. I would rather know in month 2 than find out when you quietly stop ordering.
The history, for what it is worth
Previously stocked at Harrods, Selfridges, Harvey Nichols, Liberty in London, and internationally at Isetan and Hankyu in Tokyo and Henri Bendel in New York. Current wholesale is through Faire for independent retailers and boutiques.
The reason for saying that is not the names. It is that the pieces have been through buying processes with high standards for returns, finish and packaging, and they held up.
Independent shops are where the work sits best now. The ordering is simpler, the relationship is direct, and I would rather be in 40 shops whose owners I can speak to than in 1 concession.
More like this
How to choose collaborations that add calm, not stress https://www.annalouwellness.com/work-and-money/how-to-choose-collaborations-that-add-calm-not-stress
From Portobello Road to a houseboat, and what I am proud of. https://www.annalouwellness.com/reset-stories/from-portobello-road-to-a-houseboat-twenty-five-year-and-what-i-am-proud-of
22 years of press, and what I am willing to say now. https://www.annalouwellness.com/reset-stories/twenty-five-years-of-press-and-what-i-am-willing-to-say-now
If you are a buyer for a larger retailer or department store, email me at anna@annalouoflondon.com or message me on WhatsApp at https://wa.me/447738470156.