eCommerce MasterPlan The Trust-First Approach Behind Carter Eve Jewelry’s Rapid Rise
Jan 5, 2026
Carter Eve, the founder and designer of Carter Eve Jewelry, shares her journey of building a sustainable fine jewelry brand that hit $1.2M in annual sales. She discusses the advantages of a made-to-order model and how it reduces waste while maximizing customization. High-touch customer service is key to building trust and converting buyers into loyal fans. Carter also highlights the power of in-person pop-up events to drive online sales and the growing demand for ethical sourcing in jewelry today.
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Made-To-Order Eliminates Inventory Risk
- Carter Eve runs a made-to-order model to avoid holding expensive fine-jewelry inventory.
- This reduces waste and preserves craftsmanship while supporting many SKUs without large cash tied up.
Engagement Rings Start As A Conversation
- Carter's engagement and wedding line is mostly customized, with the site pieces as starting points.
- Clients book virtual consultations to modify designs, from small tweaks to full customizations.
Ethical Sourcing Is Now Expected
- Customers increasingly demand provenance and ethical sourcing for gemstones and metals.
- Ethical sourcing has shifted from a nice-to-have to a decision factor for modern jewelry buyers.
