Hey [first name],
Mejuri didn't invent demi-fine jewelry. What it did was prove that a customer would pay real prices for real gold without walking into a mall store to get it.
That single proof point rewired how factories think about small brands. If you've been quoted a minimum that feels higher than it should, this is part of why. It's also part of how you push back.
Why factories stopped treating small brands like a risk
For years, a factory's default assumption about a new, unknown brand was simple. Small order, unproven demand, probably a one-time buyer. That assumption set the MOQ high enough to protect the factory's tooling costs no matter what happened after.
Mejuri and the wave of demi-fine brands that followed changed the math. Factories watched small, direct-to-consumer labels place real repeat orders at real volume, month after month. Small no longer meant unreliable. It meant untested. That's a very different risk profile.
That's why more factories are now willing to talk about lower minimums with a new brand, as long as you can show you understand your own numbers.
The MOQ you're quoted is a starting position, not a fixed rule
Most founders hear a number from a factory and treat it as policy. It's usually closer to an opening offer, priced to protect the factory if nothing else changes.
Because of the factory relationships we've built here in Guangdong, we're able to place charm and small-batch orders starting at 50 pieces per design in sterling silver or gold vermeil. The industry standard most new brands get quoted is still 100 to 200 pieces per design.
The gap between those two numbers isn't magic. It comes down to trust, tooling efficiency, and how the order is structured. A factory that believes you'll reorder, and that your designs share tooling rather than each needing a new mold, has every reason to move off its first number.
What actually gets a factory to move off its stated minimum
The founders who negotiate MOQs down aren't asking for a favor. They're giving the factory a reason to say yes.
Designing a small collection where several pieces share a similar mold family, instead of five completely unrelated shapes, lowers the factory's tooling cost per unit. That alone can open the door to a smaller first run.
Being specific about your reorder cadence matters too. Telling a factory you plan to reorder your best sellers within 60 to 90 days gives them something concrete to weigh against a lower opening minimum.
And it's worth asking directly whether the number you were quoted is their standard MOQ or a padded first offer. Factories that work with a lot of new brands expect this question. How they answer it tells you a lot about whether they're a good long-term partner.
A few years ago, none of this leverage existed for a small, unproven brand. Now it does, because enough brands like yours have shown factories that small doesn't mean short-term.
That's the whole shift. Factories aren't doing small brands a favor anymore. They're competing for them.
Have a factory quote that feels too high, or want a second opinion before you push back on a number? Hit reply. I read every one.
Talk soon,
Jason
The Jewelry Sourcing Vault
Any questions? Just hit reply. I read every message. Keep an eye on your inbox, I'll be sending you something worth reading tomorrow.
Jason