Kelly Waters celebrates 60 years in business built on moxie & trust

New Englanders are known for their resourcefulness, dedication, and independent streak. That’s how brothers Jack and Ed Waters, co-owners of the Boston-based jewelry supplier Kelly Waters, describe their parents, the late John and Frances Kelly Waters, who started the company 60 years ago.

Kelly Waters is well known today for its extensive collection of high-quality classic and fashion sterling silver jewelry for women and men, offered under collections like Bella Cavo, Black Label, Legère, and Lindsay & Co.

The company makes clear that it is so wicked confident in the quality of every piece of Kelly Waters jewelry that it’s guaranteed for a lifetime. Not only that, to celebrate its diamond anniversary, Kelly Waters ensures retail jewelers that just about everything it sells, apart from gold, yields margins of at least 60%.

Deep Roots

One of the most respected names in the jewelry industry, Kelly Waters started in John and Frances’ home in Boston, selling fashion jewelry to regional retail jewelers. The consummate road warrior, John would travel for months at a time, while Frances stayed home raising their sons and managing the business.

With great affection for their dad, Jack and Ed describe John as “industrious, a go-getter and real people person.” They regaled how he sold newspapers at Fenway Park, and became the president of the newsboy union when he was just a teenager. John’s introduction to the jewelry industry was working as a runner in the Jewelers Building, downtown Boston. After serving in the U.S. Army during the Korean War, he worked as a salesman covering New England and Upstate New York for a jewelry wholesaler. Upon the retirement and closure of that company, John ventured out on his own with his wife Frances by his side.

“He went wherever most of the sales reps were not,” Jack describes of his father. “He would go wherever it was the coldest in the winter, like Minnesota and Wisconsin, and the hottest in the summer, from the Carolinas down south. Less competition. Back in the day when you didn’t make appointments, he didn’t carry business cards, telling retailers, ‘I’m here now’.”

John continued to travel, albeit shorter trips, until he passed away in 2004 at the age of 72.

Jack and Ed also marvel at the business acumen of their mom, who died in 2020 at the age of 83. “I learned a lot from our mom about how the business ran, like purchasing, receiving, talking to customers, and dealing with vendors,” says Jack, who in 1988 had the opportunity to help in the family business, quickly shelving the idea of pursuing a career in real estate. Four years later Ed joined the company.

Both contributed to the family business as kids – sweeping floors, emptying buckets and boxing things after school and during summer vacations. Today, Jack oversees operations and Ed handles product development, marketing, merchandising, and sales.

“From the beginning, the company was built on a single guiding principle, earn the trust of your customers by always telling the truth,” the brothers echo. “They taught us that trust had to be earned and then maintained. It’s hard work, but it’s the only way we know how to operate.”

Turn & Margin

Developing collections that turn fast and offer mint margins to independent jewelers is paramount for Kelly Waters.

Among its compelling collections, Bella Cavo is the industry’s largest selection of flexible and stackable sterling silver bracelets and rings. Made in Italy, the designs are easy to sell because they’re so easy to wear. While Black Label is a line of platinum bonded sterling silver and vermeil with simulated gemstones that offers a big look for a surprisingly affordable price.

The birthstones category, says Ed, embodies turn and profit, and Kelly Waters’ line of sterling silver birthstone jewelry is a proven bestseller sold in more than 1,000 jewelers nationwide. “Everyone knows about birthstones. The category is simple to understand and scalable with displays that can be built out. The best part, the margins for retailers are nearly 70% and more in some cases.”

Moreover, Kelly Waters latest colorful enamel collection, handcrafted in sterling silver with simulated diamonds and gemstones, has really taken off in sales since it launched last year. They call it “Joyful Glam” for good reason, Ed describes.

The company also sees men’s jewelry as a burgeoning and profitable business. Kelly Waters invested big in this category, acquiring in 2019 two well-respected brands, Legère and Lindsay & Co.

Ed describes Legère as a real contender with its wide selection of timeless and fashion-forward styles geared to younger men. The collection features a variety of materials from 14K, sterling silver and gold vermeil to stainless steel and leather in bracelets, signet rings, chains, pendants, money clips, key rings and other accessories. And, for the man who wants the very best, Lindsay & Co. is handcrafted in the USA in 14K and 18K gold and sterling silver, with diamonds and precious stones.

Tools for Success

As part of its exceptional customer service, Kelly Waters provides retail partners with all of the marketing and merchandising tools they need to promote and turn product profitably.

“We offer professional marketing and advertising materials and photography, beautiful displays and packaging, engaging social media and email content and campaigns, as well as personalized product gift books for key holidays, and one just for wedding party gifts,” shares Ed, citing the company’s interactive B2B website as a great resource for its retailers.

Sixty years is an incredible milestone for any company, recognize Jack and Ed. The brothers underscore their commitment to carry on the high standards of quality and honesty their parents founded the business on and passed on to them.

To learn more about the company, visit Kelly Waters at major trade shows such as IJO, RJO, AJS, and Leading Jewelers or online at www.kellywaters.com.