Markup strategy for independent jewellers

The wholesale-to-retail multiplier debate is older than the trade itself. The honest answer: there is no single number. It varies by stone type, your overheads, the finished-piece labour, and what your client base will bear.

Baseline multipliers

• Commercial diamonds — 1.4–1.8× wholesale, because comparison shopping is brutal.
• Coloured stones — 2.0–3.0× is normal; rarer material can carry more.
• Set pieces — the stone markup compounds with labour and metal margin; quote the finished piece, not the stone.

Per-dealer overrides

On Chaos you set a global multiplier and override it per dealer. Use this when a dealer's quoted wholesale already reflects their premium reputation — e.g., a respected unheated Sri Lankan sapphire cutter — and a flat 2.5× would price you out of the market.

Currency and conversion

Hold prices in your client's currency on your website. Chaos lets you set a Feed Output Currency separately from the display currency you browse in, so your inventory always quotes in (for example) GBP or AUD even though dealers list in USD or THB.

Pricing floors and minimums

Dealers can publish minimum-price rules on individual stones or whole categories. Honour them: they exist because the dealer has a wholesale floor of their own. Stones that breach a rule appear in the excluded array of your API response — render them as "Enquire for price" rather than hide them.