A first order should hold enough designs to learn what your customers buy, and few enough that each design meets the maker's minimum and gets proper attention in inspection. For many small online brands, that means a focused range of roughly 15 to 40 designs, with colour or finish variants counted as separate SKUs. A wholesaler or a shop with an existing customer base can go wider.
There is no fixed right number. The figure comes from your budget, the MOQ per design and how many products you can photograph, list and sell well.
Start from the budget, not the catalogue
Divide the money you are willing to spend on the first order by the cost of one design at its minimum quantity. That gives the most designs you can afford. Then cut the number down so that your bestsellers can be ordered in more than the minimum, because running out of a winner is a bigger loss than holding a slow seller.
How SKUs multiply
- Each finish (gold, silver, rose gold, oxidised) is a separate SKU.
- Each stone colour on the same design is a separate SKU.
- Each size of a ring or bangle is a separate SKU, which adds up fast.
- Sets and separates of the same design count separately if you sell both.
A balanced first range
- A few hero designs you expect to sell best, ordered in larger quantities.
- A core of steady products, such as studs, simple chains and everyday earrings.
- A small number of test designs at the minimum quantity to learn from.
- Mostly one-size items, like earrings and adjustable rings, to keep size stock low.
Fewer makers, fewer problems
A first order spread over many workshops is harder to inspect and harder to keep consistent. Two or three makers who between them cover the range is usually enough. You can ask about buying mixed designs in small quantities to keep the minimums manageable.
What this means for a buyer
Plan the first order as a test, track sell-through by design, and put the second order into what worked. Keep counter-samples of every design so reorders match.
Creston & Co works for buyers only, for a fixed fee agreed in writing. We help shortlist makers for your range, check samples and supervise packing. Start with a free sourcing review.