Launching a jewellery brand: prototype, pre-production and MOQ

Launching a jewellery brand isn't just about designing pretty models. Between the creative idea and the sale of a collection, there are several technical and strategic stages to master: prototypingthe pre-series and the MOQ (Minimum Order Quantity). These structuring stages are essential for any brand wishing to associate itself with a B2B jewellery manufacturer as SMV Thailand.

But where should you start? What is the precise role of each phase? And how can you plan them intelligently to ensure a successful launch without wasting time or money? This step-by-step guide will help you lay a solid, professional foundation for your first collection.

The prototype: validating before investing

What is the purpose of a jewellery prototype?

Le prototype is the very first physical version of a jewel. It is made individually for :

test the design (volume, proportions, portability),
validate the choice of materials (metal, stone, texture),
anticipate technical problems (clasp, solidity, balance),
prepare the production launch.

This is an essential validation tool, which limits production errors and avoids unpleasant surprises in series production.

The prototyping process with a manufacturer like SMV Thailand

At SMV Thailand, prototyping follows a structured approach:

receipt of the design or 3D file,
modelling or technical adjustment,
manufacture of the first part in unfinished or finished metal,
feedback, adjustments and validation.

A prototype is often delivered within 2 to 3 weeks. Some brands order several versions to compare different renderings.

Cost and strategy around the prototype

A prototype has a high unit costIt's a strategic investment, and one that needs to be integrated into the company's strategy. It's a strategic investment that needs to be integrated into the overall cost of collection development.

Some brands include prototypes in their storytelling (limited editions, press previews, test sales on Instagram). Others offer them to influencers or use them to collect the first pre-orders.

Pre-production: testing, adjusting, preparing

What is the purpose of a pre-production run?

La pre-series is a small-scale production of jewellery, often between 10 and 50 units per model. It enables :

test production in real-life conditions,
identify any technical adjustments required,
check that the quality of the parts is consistent,
prepare a pre-sales campaign or a shop launch.

This is an essential stage between the prototype (isolated) and mass production (MOQ).

When to switch to pre-production?

Once the prototype has been validated by the brand, a pre-series can be launched. This is an excellent option for :

launch an initial confidential sale,
reassure distributors or B2B buyers,
form a reduced stock for photos, trade fairs or market tests.

At SMV Thailand, brands can plan a pre-production run as part of an overall production schedule.

Reducing risk during the launch phase

By limiting volumes, pre-production reduces financial risk. If the model does not work on sale, the investment remains moderate. On the other hand, if the product is popular, the brand can anticipate its production with the MOQ.

The MOQ: the strategic threshold for launching your collection

What is the MOQ in jewellery?

Le Minimum Order Quantity corresponds to the minimum quantity that a workshop agrees to produce for a given model. At SMV Thailand, this varies according to :

the complexity of the design,
the metal used (silver, brass, gold),
finishing (micron plating, mirror polishing, engraving, etc.),
production logistics.

For example: a simple silver ring with a satin finish may have a MOQ of 30 units, while an articulated necklace in fine gold-plated brass with stones will require a MOQ of at least 100 pieces.

Why is there a MOQ?

The MOQ allows the manufacturer to :

make the most of production costs (tooling, machine time, quality control),
optimising the use of raw materials,
avoid excessive fragmentation of the references to be produced,
guarantee a good value for money for the brand.

For brands, reaching the MOQ means :

benefit from lower unit cost,
produce enough to meet its orders,
start building up regular stock.

MOQ, cash flow and launch strategy

Some young brands are reluctant to take the MOQ step. However, it can be anticipated by :

campaigns presale,
from group orders with several variations (silver/gold, different sizes),
annual or six-monthly planning with the manufacturer.

A MOQ is not set in stone: a good partner can propose different intelligent adaptations depending on your level of maturity, as is the case at SMV Thailand.

Where to start? The right sequence of steps for launching a jewellery brand

When you want to launch your own jewellery brandIt's not enough to have an idea or a nice sketch. What makes the difference is the ability to turn that idea into a reality. a coherent, technically feasible and cost-effective jewellery collection. To do this, it is essential to understand the practical steps involved in professional manufacturing, especially if you are aiming for outsourced or in-house production. B2B outsourcing.

The first step is to design a jewellery prototypemade by hand or from a machine. 3D jewellery modelling. This prototype must correspond to your jewellery brand identitywhile respecting the technical constraints of production. It will serve as a reference for all subsequent stages.

Then comes the jewellery pre-seriesThis is an intermediary phase between the prototype and mass production. It allows you to test your creations with your target customers, check the quality of the finishes and gauge market acceptance. This is also the time when you define your jewellery production line with a jewellery production workshop reliable, ideally located in a specialised area such as Thailand, where SMV Thailand supports brands in the field.

The next phase is based on the Jewellery MOQ (Minimum Order), a threshold defined with your professional jewellery supplier. This is a crucial point to incorporate into your jewellery business planbecause it determines the cost of jewelleryand the profitability of your project.

Once the model has been validated, the creating a jewellery collection takes on its full meaning. It's not just a matter of lining up pieces: you have to tell a story, work on the variations, adapt the chain lengths, think about the finishing touches (gilding, etc.) and so on, professional crimping, high-quality jewellery finishes). This work is part of a jewellery collection development structured and in line with your jewellery strategy.

To make a success of your jewellery brand launchbuild a jewellery production calendar realistic. It must include all stages: creation, prototyping, market testing, adjustment, production and logistics. SMV Thailand can support you through all these phases with a jewellery-making support made to measure.

Step	Objective	Approximate volume
Prototype	Validate the design, correct defects	1 to 3 units
Pre-series	Test manufacturing, test sales	10 to 50 units
MOQ	Official launch of production	30 to 300+ units

Ideally, these stages should be integrated into a single product development strategy well-structured, with back-planning, room for revision and aligned business objectives.

9 key steps to creating your own jewellery brand

Creating your own jewellery brand is not something you can improvise. Whether you're a freelance designer or an entrepreneur, following a structured method will help you avoid costly mistakes and lay a solid foundation. Here are the 9 essential steps to go from an idea to a profitable and professional collection:

1. Define your concept and niche

Before thinking about manufacturing, it is essential to clarify :

the style of your jewellery (minimalist, bohemian, high fantasy, etc.),
the target (CSP+, young women, ethically aware customers, etc.),
and your differentiator (handmade, recycled, natural stone, affordable prices, etc.).

Finding a clear niche will help you communicate better, stand out from the crowd and build a strong brand.

2. Researching the market and the competition

Analyse the other jewellery brands on the market:

What is their positioning?
What materials do they use?
What prices do they sell for?
Which distribution platforms do they prefer?

A good study of the competition will enable you to adjust your offer and avoid launching yet another brand with no distinctive identity.

3. Choosing a production model

You can :

make your own your jewellery if you have the skills,
working with a local workshop,
or working with an international manufacturer as SMV Thailand to move into series production (with MOQs, pre-series, prototypes, etc.).

The right model depends on your budget, your expected volume and your commercial ambitions.

4. Calculate your costs and set your prices

We need to integrate :

the material cost,
the production time,
the fixed costs (site, logistics, packaging),
your margins,
and any distribution costs (retailers, marketplaces).

This means you can set consistent prices and guarantee the viability of your business.

5. Designing your brand image

Your brand identity is based on :

the name of your brand,
your logo,
the graphic charter,
the tone of communication,
and values you're wearing.

This identity must be consistent across your website, your packaging, your social networks, etc.

6. Create a prototype or a first collection

The first concrete step is to bring your ideas to life. You can :

produce a few handmade models,
or have professional prototypes by a manufacturer.

At SMV Thailand, this phase includes 3D modelling, material testing and technical adjustments. It allows us to validate the design before going into production.

7. Implementing a sales strategy

Choose where and how to sell:

e-commerce site (Shopify, WooCommerce),
marketplaces (Etsy, Amazon Handmade),
physical shops or pop-up shops,
social networks with social selling (Instagram Shopping, TikTok).

Think about integrating analysis tools to monitor your performance.

8. Preparing logistics and shipping

You need to organise :

the storage,
the order preparation,
l'packaging,
and national and international shipments.

Specialist partners or fulfilment solutions can support you.

9. Promote your brand and build loyalty

A brand doesn't sell itself. Plan ahead:

a launch (pre-sales, events, influencers),
a strategy of content (blog, videos, tutorials),
from advertising targeted,
and loyalty tools (newsletter, ambassador programme, thank-you cards).

Case study: successful collection launch with SMV Thailand

Take the example of a French brand wanting to launch a capsule collection of minimalist rings:

Prototype The brand worked with SMV on a 3D design, then received two polished silver prototypes.
Pre-series She ordered 20 units of the two flagship models, which she used for a pre-order campaign on Instagram.
MOQ She achieved 120 sales in 3 weeks, and launched mass production. Finishing touches were adjusted according to customer feedback.

The result: a smoothly launched collection, with no surplus stock, and a good level of profitability from the very first production run.

Prototype, pre-production, MOQ: a winning sequence

Rather than producing everything at once, it is much more profitable and reassuring to :

validate the product with a prototype,
test it with a pre-series,
launch it in volume with a MOQ adapted.

This step-by-step approach reduces risk, improves final quality, enhances brand image and facilitates cash management.

At SMV Thailand, we support each customer with a personal a clear and progressive production pathdesigned to ensure that every piece of jewellery launched is a commercial success.

FAQ - Launching a jewellery brand: the essential questions

Can I launch my own jewellery brand without a MOQ?

Not completely. You can start with a prototype or a pre-production run, but at some point you'll need to reach a MOQ to ensure production viability.

Is prototyping compulsory?

Yes, unless you are using a standard model that has already been manufactured. Prototyping is a guarantee of quality and compliance with your specifications.

Does SMV Thailand accept young brands?

Absolutely. We support emerging brands with progressive formats, advice and comprehensive support right from the prototype stage.

Can I produce different sizes or finishes in the same MOQ?

Yes, as long as the basic model is identical, the variations can be grouped together to reach the MOQ.

How long does it take from prototype to production?

Allow an average of 8 to 12 weeks between the first prototype and delivery of the final production, including intermediate validations.

Do you need a diploma to launch your own jewellery brand?

No, you don't need a degree to set up a jewellery brand in France. However, taking a training course in jewellery, such as a CAP Art du bijou or a Métiers d'Art diploma, can be beneficial for acquiring technical skills and boosting credibility with customers and partners.

What are the legal steps involved in creating a jewellery brand?

Choosing a legal structure : auto-entreprise, SASU, SARL, etc.
Register the company : registration with the Registre du Commerce et des Sociétés (RCS).
Register the trademark : to the INPI to protect the name and logo.
Take out the necessary insurance : professional civil liability, in particular.

It is also advisable to draw up General Terms and Conditions of Sale (GTCS) if you sell online.

What budget should you set aside to launch a jewellery brand?

The initial budget can vary considerably depending on the business model:

Handcrafted products : purchase of materials, tools and training.
Subcontracting : cost of prototypes, pre-series, MOQ (Minimum Order Quantity).
Marketing and communications : website creation, branding, advertising.

Some entrepreneurs have managed to get started with a budget of €150, focusing on affordable materials and effective communication on social networks.

How do you find your niche in the jewellery market?

Identify a niche by analysing your passions, market trends and consumers' unmet needs. For example, you could specialise in eco-responsible jewellery, personalised accessories or pieces inspired by specific cultures.

What are the stages in making a jewellery collection?

Design : design of models, choice of materials.
Prototyping : creation of an initial copy to validate the design.
Pre-series : small-scale production to test the market.
Series production : manufacture in larger quantities, respecting the MOQ.

Working with an experienced manufacturer can facilitate these steps and ensure product quality.

Where can you sell your jewellery as a new brand?

Online shop : via platforms such as Shopify or Etsy.
Social networks : Instagram, Facebook, TikTok to promote and sell directly.
Markets and trade fairs : take part in local events to meet customers.
Resellers : work with physical or online shops to distribute your products.

A multi-channel strategy allows you to reach a wider audience and increase sales.

How do you manage logistics and shipping once you've launched your own jewellery brand?

Logistics management includes product storage, order preparation and dispatch. You can manage this in-house or use fulfilment services that take care of the whole process. It is crucial to choose reliable partners to ensure fast, secure delivery.

How do you set the selling price of your jewellery?

The sale price must cover :

Cost of production : materials, labour, subcontracting.
Fixed costs : rent, tools, subscriptions.
Marketing and distribution : advertising, commissions from sales platforms.
Profit margin : to ensure profitability.

A common method is to multiply the production cost by a coefficient (generally between 2 and 3) to determine the selling price.

Need a prototype or a quote for your future collection?
➡️ Discover our support process