Call recap
Key takeaways from October 21
Best customers: outside New York
Shops in Georgia, Kentucky, Indiana and Texas have fewer suppliers nearby and stay loyal. Local shops compare prices on 47th Street.
Ideal customer: bench and trade jewelers
Trade shops that repair and set stones for other stores, like Pickens Jewelers and Jewel Craft, and retail stores doing custom work on site. Not consignment or finished-import sellers.
Differentiator: service and heritage
Stone matching, recutting, lapidary work and memo, plus the trust to handle a ring with an expensive diamond in it. Family run on 47th Street since 1955.
Promotions: under $1 a carat
The items that draw the most attention in your promos, and inventory you're happy to clear.
Ground rule: protect existing relationships and reputation
Current customers are left off every list, and nothing goes out without your approval.
- Every email goes to one person at a time
- Personalized wherever possible
- Anyone who asks is added to a block list immediately
- Follow-ups are spaced out and respectful
How our outbound process works
The process, from infrastructure to handoff
Phase 1 · Infrastructure
1Sending domainsSeparate web addresses, used only for outreach
We register several domains that are close variations of the Stonemangems name. Each one forwards to stonemangems.com, so anyone who types it in lands on your real site. Your main domain never sends outreach.
Sample names. Final domains depend on availability.
2Sending accountsVolume spread across many inboxes, about 15 emails a day each
Each domain holds two or three email accounts. Spreading the volume keeps every account well under the limits inbox providers watch for, which is what keeps emails out of spam.
3SenderEvery email comes from a real person: Brad or a team member
Brad
Owner to owner. Carries the most weight with an independent jeweler.
A team member
Your account person handles replies. Brad steps in when a shop is ready to order.
4Deliverability setupThe technical work that gets emails into the inbox
- Authentication records (SPF, DKIM, DMARC) on every domain, so inbox providers can confirm the sender is legitimate
- Warm-up. New accounts send and receive small volumes automatically for two to three weeks while outreach volume ramps up
- Rotation. Sends are spaced through the day and rotated across accounts
- Verification. Every address is checked before sending, keeping bounces near zero
- Plain text. No images, tracking pixels or heavy links, which filters flag
- Monitoring. Bounce rates, spam complaints and blocklists are watched daily, and any account that slips is paused
Phase 2 · Targeting
5Target listA custom-built database of bench and trade jewelers
Built from scratch for Stonemangems, prioritized by region, verified, and cleared of your existing customers. Full detail in section 2.
Phase 3 · Outreach
6Email sequencesA first email and two follow-ups, written for each type of shop
- Follow-ups go out a few days apart and stop the moment a shop replies
- Separate versions for trade shops and custom bench shops
- One line in each email is written for that shop from its own website
- You approve every sequence before it starts
Rough sample copy only, to show tone and length. The shops are made up.
Hi Mike,
I saw Riverbend does repair work for other stores around Louisville. When one of those jobs needs a stone matched, recut or replaced, that's what we do all day.
We're a family-run colored stone house on 47th Street, in business since 1955. Shops send us the piece, we match the stone and send it back set to go. If you'd rather choose, we'll send a few on memo and you return what you don't use.
Would a second source for those jobs be useful? Happy to send our price list.
Stonemangems, est. 1955
30 W 47th St, New York, NY
800-634-8497 · stonemangems.com
Hi Sarah,
The custom anniversary band on your site caught my eye. When a customer comes in wanting a specific ruby or a garnet that matches their grandmother's ring, the stone is usually the hard part.
That's where we come in. Tell us the size and color, and we'll send three to pick from on memo. Keep one, send the other two back. We stock over 40,000 calibrated and single stones, and we can cut to size when nothing fits.
Want me to send a few options next time a custom job comes in?
Stonemangems, est. 1955
30 W 47th St, New York, NY
800-634-8497 · stonemangems.com
Highlighted lines are written per shop.
7Other channelsContact forms, a landing page and more, alongside email
Phase 4 · Follow-through
8Replies and handoffInterested shops go to you the same day
- All replies land in one inbox that we monitor
- Interested replies are forwarded to you with context on the shop
- Opt-outs are removed immediately; out-of-office and wrong-contact replies are handled by us
- A weekly report covers what went out, replies, interested shops, and changes
Week one launch
Three channels running in parallel
New email accounts need about before sending at full volume. These three pieces run in parallel so outreach starts in week one.
What warming means
Gmail and Outlook treat a brand-new email account with suspicion, the same way a bank watches a brand-new credit card. Warming builds a track record.
For about three weeks, each new account automatically trades a small number of emails with a network of real inboxes. Those inboxes open the emails, reply, and mark them as safe, and the volume rises a little each day.
By the time outreach starts, the account looks established, so its emails land in the inbox instead of spam.
Pre-warmed accounts
Six accounts warmed in advance by the provider. They send immediately while the branded accounts warm up.
Contact forms
The same message, sent through the website contact form of shops with no listed email.
Branded accounts
Twelve accounts on four variations of the Stonemangems name. Light sending starts in week 2, full volume in week 3.
Also in week one: a landing page covering who you are, your services and how to open an account. Every email links to it.
Your custom-built retail jeweler database
Where we look and who makes the cut
Built from scratch for Stonemangems by an automated system that reads Google Business Profiles and jeweler websites at scale. Regions with many jewelers and few wholesale stone suppliers come first.
How the database is built
- Pull Google Business ProfilesEvery jewelry business in each target region: name, category, address, phone, website, hours and reviews.
- Search for the right keywordsListings, reviews and sites are searched for repair, custom design, goldsmith, stone setting, trade work and lapidary.
- Scan each websiteWe read the services each shop offers, look for a bench or on-site jeweler, and flag consignment-only and finished-import stores.
- Extract contactsEmail addresses, owner names and contact form links.
- Verify and cleanEvery email validated. Duplicates and existing Stonemangems customers removed.
- Score and prioritizeEach shop ranked by type, fit and region.
- Region
- Wave one
- Website
- davisjewelers.com
- Signals found
- custom designjewelry repairpearl restringing
- Phone
- (502) 212-0420
- Contact page
- Found
- Fit
- Scored after full scan
What the database looks like
| AaJeweler | ↗Website | ◉Location | ☰Services | ✓Contact form | |
|---|---|---|---|---|---|
| 1 | Davis Jewelers | davisjewelers.com | Louisville, KY | Contact page | |
| 2 | Reis-Nichols Jewelers | reisnichols.com | Indianapolis, IN | Service intake form | |
| 3 | Eiseman Jewels | eisemanjewels.com | Dallas, TX | Contact page | |
| 4 | The Bench Jeweler | None found | Atlanta, GA | None, goes to call list |
Skip
Near a jewelry district, where shops compare suppliers.
Wave one
Where your best customers are today.
Wave two
Similar nearby markets, confirmed with data first.
Wave three
After the message is proven.
Regions are ranked by number of bench and trade jewelers, weighed against distance from the nearest wholesale district.
Who makes the cut
- Listed on Google as jewelry repair, goldsmith, jewelry designer or manufacturer
- Jewelry stores whose site mentions repair, custom design, trade work, stone setting or an on-site jeweler
Excluded
- Stores that only sell consignment or finished imports
- Chains and stores with no bench
- Every current and recent Stonemangems customer
Data collected per shop
Quality checks
- Every email address verified
- Existing customers removed
- You review the list before launch
If your Jewelers Board of Trade membership includes its directory categories (small manufacturing, retail manufacturing, repair), we'll cross-check against them.
Contact form outreach
For shops without a listed email address
Many small shops list no email but have a contact form. Submissions arrive in the owner's inbox as a website inquiry.
Expect fewer replies per message than email.
No warm-up or new accounts needed.
Runs in the background once the message is approved.
Each channel can reference the other: "I sent a note through your website last week."
- Flag the shop
During the list build, any shop with no verified email is marked for a form.
- Find the form
We locate the contact page on the shop's website.
- Send the approved message
A short version of the email, with Brad's name, a real reply address and a link to the landing page.
- Log it
Date, shop and confirmation are recorded. One submission per shop, never repeated.
- Skip what needs a person
Forms behind a captcha or a login go to a short call list instead.
- Route replies to you
Answers come back to whoever handles quotes.
Contact us
Pre-warmed sending accounts
Pros, cons and safeguards
Pre-warmed accounts are set up and warmed in advance by the provider, so they can send immediately while the branded accounts warm up.
About 5 emails a day per account while warm-up continues in the background. Gets the branded accounts working sooner.
About 15 emails a day per account, carrying most of the outreach.
Pros
- About a one-week head start: roughly 350 emails out before the branded accounts start sending
- Early read on which message works, so branded accounts launch with proven copy
- Replies begin while the rest of the list is still being built
Cons
- Domain names come from the provider's stock and likely won't include the Stonemangems name
- Warmed by the provider, so their history isn't one we controlled
- Limited capacity, about 90 emails a day
- No guarantee of results; the message still does the work
Safeguards
- Every email is signed by Brad with Stonemangems, est. 1955, a real phone number, and links to stonemangems.com and the landing page
- Each domain checked against spam blocklists before purchase
- Month to month. Once branded accounts reach full volume in week three, the pre-warmed ones can be retired so all outreach comes from Stonemangems-named domains.
Summary: about a one-week head start, retirable once branded accounts reach full volume.
What we need from you
Required before the first send
Rough answers are fine.
- Your ideal customers
Five to ten of your best shops, with name, city and website. Pickens Jewelers and Jewel Craft are already noted.
- What makes each one ideal
Jobs per week, the kind of work they send, how long they've been with you, and how they found you.
-
What a successful, realistic outcome looks like
Select everything that would count as a win in the first eight weeks.
-
Which specialties fit
Mark each, then copy your answers into a reply.
- Your services, in your words
Lapidary, recutting, matching, memo, engraving, special importing. How you'd explain each to a jeweler on the phone.
- A do-not-contact list
Every current and recent customer. An export from Mailchimp works.
- Lapsed customers, if you want
Shops from the last two to five years, for a separate, gentle check-in.
- Inventory you'd like to move
Items to feature in offers, including anything under a dollar a carat.
- Jewelers Board of Trade access
Which directory categories your membership includes.
- Who handles replies
The person who answers interested shops and sends quotes, and the best number to reach them.
Campaign strategy
The core plan, included in both options
- Build and verify the Wave 1 list
Georgia, Kentucky, Indiana and Texas first.
- Group shops by type
Trade shops, retail stores with a bench, and everyone else, each with its own message.
- Write the sequence with you
A first email and two follow-ups. Short, plain, from Brad. Nothing sends until you approve it.
- Start sending
Pre-warmed accounts and contact forms in week 1, branded accounts phased in from week 2.
- Hand off replies
Interested shops go to you the same day with context. Opt-outs are honored immediately.
- Weekly update
What went out, who replied, who's interested, and what we're changing.
- Double down and expand
Repeat what works, drop what doesn't, then move to the next wave.
Option A: Run it
Everything above, set up and managed end to end, with one landing page, one offer and a weekly update.
Option B
Testing and deeper personalization
Everything in Option A, plus dedicated time for testing and deeper personalization.
Option B: Run it + test
Ends with a results review and a recommendation for what comes next.
- Dedicated brainstorming on new angles and offers, beyond the core sequence
- Deeper personalization. Each email references the shop's actual work, from their custom pieces to their repair services
- Custom landing pages for each type of shop, or for your highest-value targets
- Offer tests, such as lots under a dollar a carat, memo on a first order, or a first lapidary job
- A vintage, antique and estate segment with its own list, copy and page
Example asset: a trends report
A short report for bench jewelers on what's moving, what's hard to source, and where prices are shifting. A reason to reply that isn't a sales pitch.
Example asset: a custom landing page on reply
When a shop responds, they get a page built for them, ready to share with their bench team.
Timeline
Milestones from approval to full volume
Assumes sign-off this weekend and kickoff Monday, October 26.
- TodayOct 22
In progress
Domain setup and warm-up for the branded accounts. Industry and competitor research.
- This weekendOct 24-25
You review this, pick an option and send what you can from the list above.
- Week 1Oct 26
Pre-warmed accounts set up, Wave one list built, and copy and the landing page sent to you for approval.
- End of week 1Oct 30
First approved emails and contact forms go out.
- Week 2Nov 2
Follow-ups go out, more of the list is added in batches, and branded accounts begin light sending.
- Week 3Nov 9
Branded accounts reach full volume and daily volume roughly triples.
- Weeks 4-8Nov 16-Dec 18
Full volume, Option B tests if chosen, and a review of results at the end.
Next steps
- Review this together
Saturday works. Mark up anything that looks off.
- Send what you can from section 5
Your best customers and the do-not-contact list matter most.
- Choose Option A or B
And whether emails go out from Brad or a team member.