You can’t polish a turd: Lezlie Bailey on why design will always be the key to sales for independent jewellery brands

We’re excited to announce our next GoldDust Collective members-only session with Lezlie Bailey, gemmologist, collection coach, and founder of The Collection Clinic (if you haven’t already discovered her brilliant jewellery Substack, you must)

Based in New York City, Lezlie is a jewellery expert with a distinctive perspective on what makes a collection work.

In her own words:

“Jewellery designers might want to focus on the ‘sell sell sell’… but unless the designs are ‘good good good’, no one wants to ‘buy buy buy.’”

It’s a truth that many independent jewellers shy away from - surely if we pay for enough ads, or take better photos, or get in the best trade shows, people will buy - but the reality is one of the most important foundations of a successful brand: if the design isn’t right, the rest won’t follow.

(As my GoldDust Collective members know all too well, I believe very strongly in the power of the foundations of a jewellery business, read my ‘Roots before Fruits’ Guide for a refresher if you haven’t already)

What you’ll learn in this session

Drawing on her extensive background in e-commerce and authentication with companies like Finematter, Lezlie will share her unique approach to collection building. She knows exactly what independent jewellers need to add to the mix to pique the interest of a buyer - whether that’s a wholesale stockist or an individual customer.

This session will help you:

Understand the design foundations that make a collection compelling
Identify why pieces may not be selling and how to address it
See your work through the eyes of a buyer
Refine your designs so they resonate both creatively and commercially

Why attend?

This workshop is about going deeper than marketing or messaging - it’s about getting honest about the strength of your designs. With Lezlie’s guidance and straight-talking advice, you’ll learn how to build collections that hold together, stand out, and connect with buyers on every level.

✨ Join us for this members-only session and gain fresh insight into how thoughtful design can transform your jewellery business

⏰ Sunday 14th September, 18:30pm

📍Live on Zoom, available as replay

🔐 If you’re not already a GoldDust Collective member, click below now to join

JOIN THE MEMBERSHIP