Approved the week of 13 October 2025; less than a month later, here is what it means now.
Independent jewellers are entering the most compressed selling window of the year. Against that clock, Shefi—long respected for craftsmanship, innovation, and partnership-driven execution—has been accepted as the newest vendor member of the Leading Jewelers Guild (LJG), one of North America’s most influential cooperatives of independent retailers. The timing matters: approval in mid-October 2025 positions LJG members to activate fresh storytelling, displays, and digital hooks right now, then scale into early 2026 with a clear plan.
“We are honoured to join the Leading Jewelers Guild and to be recognized among such a distinguished group of retail partners,” said Sanjay Hirawat, Vice President of Shefi. “LJG represents the very best of independent retail, and we look forward to supporting members with our newest collections, retail concepts, and marketing solutions designed to help them grow and thrive.”
Why the timing is strategic (as of November 2025)
Consumers are researching earlier, browsing faster, and purchasing closer to need. Inventory has to be curated, not crowded. Shefi’s entry into LJG gives members immediate access to products and programmes that prioritize clarity, conversion, and brand lift:
- Speed to floor: Because the approval came the week of 13 October 2025, retailers can implement light-touch display updates now—window focus, feature bays, and giftable capsules—without a full rebuild.
- Clarity that sells: Shefi’s collections are designed as coherent stories with clean price steps, helping staff guide choices and increase attachment rates.
- Omni-channel alignment: Display narratives sync with short-form video, email, and local search content, ensuring the same message reaches shoppers online and in store.
What Shefi brings to LJG
Oceanity Collection: story-led design with commercial discipline
Oceanity translates fluid, luminous forms into everyday-elevated pieces. The range is built for easy case mapping—signature silhouettes supported by upsell paths—and comes with ready-to-use content that performs across web, socials, and email. For independents, this means fewer indecisive moments at the counter and more confident, value-aligned decisions.
Shop-in-Shop: an experience you can scale
Shefi’s shop-in-shop concept isn’t just décor; it’s a sales system. Expect modular fixtures that work in a feature bay or full wall, narrative graphics that connect hero items to entry pieces, and digital integration (QR touchpoints, video loops, clienteling prompts) that turns browsing into booked appointments and measured sell-through.
“Joining the Guild is both a privilege and a responsibility,” added Hirawat. “We look forward to building meaningful partnerships with LJG members, supporting their business goals, and helping them continue to thrive in today’s evolving marketplace.”
How independent jewellers can leverage this—now through early 2026
- Create a giftable hero lane: Curate a five-SKU path that moves from entry to hero within the Oceanity story. Signpost the narrative and train for two natural add-ons.
- Synchronize your content: Use the same three headlines across the window, reels, and email. Consistency multiplies recall, which lifts in-store conversion.
- Book micro-events: Host 45-minute appointment blocks for “preview and personalize” with Oceanity. Pair with a card-on-file deposit to increase commitment.
- Measure what matters: Track attachment rate, average ticket, and days-to-sell for Oceanity capsules. Use the data to refine your January reset.
About Shefi
For more than 50 years, Shefi has been a trusted name in fine jewellery, recognized for superior craftsmanship, trend-forward design, and a partnership-first approach. Headquartered in New York City, Shefi supports retailers across North America with complete product and marketing solutions that elevate the jewellery-buying experience.
Canadian contact
Harold Celevitz
T: +1 (416) 460-3403
E: hcilevitz@gmail.com
