Wholesale Chains in the Jewelry Industry of Central Europe: The Experience of a Demand-Oriented Approach

The jewelry market of Central and Eastern Europe demonstrates stable growth against the backdrop of the overall expansion of the global jewelry sector and the recovery of consumer demand. At the same time, competition at the B2B level is increasing: wholesale buyers expect not only stable quality and price from suppliers, but also precise alignment of the assortment with the real demand in their stores. The article analyzes the experience of the family company Kove Jewelry s.r.o., which has been operating in the jewelry industry for more than seven years and has developed international B2B supplies of gold products from Italy and Turkey to the Czech Republic, Slovakia, Poland, and Romania for two years.

The model of demand-oriented procurement is examined, in which the assortment is formed “from the client,” rather than from the supplier’s leftover stock. The key elements of building a supply chain are described: demand analytics at the level of individual markets, interaction with Italian and Turkish factories, inventory and risk management under conditions of volatile demand. It is shown how the family structure of management and the geographical base in Prague make it possible to serve more than 100 regular clients and maintain stable company growth without moving into retail and online formats that do not correspond to the specifics of the market. The article emphasizes the practical applicability of the model for small and medium-sized enterprises operating in international trade.