Alex Bellman is the COO and second-generation leader of Bellman Jewelers. By improving processes, offering transparent pricing, and delivering exceptional customer service, Alex has helped transform the family business into a rapidly growing jewelry brand.

By leveraging social media to share Bellman Jewelers’ customer-first approach, Alex helped accelerate the company’s growth from a single-store operation with just 5–6 employees to a team of more than 25, with locations in Manchester, New Hampshire, and Boston’s Seaport, while serving clients across the United States.

In 2023, Alex was recognized as one of the jewelry industry’s Top 20 Under 40, highlighting his impact as part of the next generation of leaders in the industry.

During this episode, we discuss:

• Alex’s path as a second-generation leader at Bellman Jewelers, and the story of how his father started the business in 1980 in the basement of a Victorian house
• Why Bellman Jewelers operates on a no-commission model, and how that shapes a more customer-focused buying experience
• Alex’s path to joining the family business after realizing traditional sales roles weren’t the right fit for him
• The pivot to a high-volume, low-margin pricing model that made Bellman Jewelers significantly more competitive
• How TikTok transformed the business, turning steady 5-10% annual growth into rapid national expansion
• Bellman Jewelers’ approach to building trust with online customers, including free custom 3D designs, no-deposit policies, and in-house 3D printing
• The rise of lab-grown diamonds and how this shift has changed affordability and expectations in the jewelry industry
• Why transparency around pricing and margins remains rare in the jewelry industry, even as more stores try to adopt similar models
• Alex’s full-circle moment flying to meet clients in their homes, echoing how his father once sold jewelry door-to-door
• Alex’s advice for newcomers to the jewelry industry

And more. Tune into this episode as we dive into all things jewelry!

Watch the episode on YouTube here.

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