How a New York entrepreneur built her global jewelry business by selling with Amazon
"We were able to double our sales selling internationally."
Elena Casteñeda
Founder, Bling Jewelry
Reaching new customers—with a little help from Amazon
Elena Castañeda, CEO and founder of Bling Jewelry, built her jewelry company by selling globally with Amazon.
“We were able to double our sales selling internationally,” Elena says.
The New York-based entrepreneur began selling in Amazon’s North America store before expanding to other parts of the world.
“I was motivated to sell internationally on Amazon because they made it very easy,” Elena says. “They have an amazing platform, they give you the information, they give you all the tools.”
As of November 2016, Elena’s business had grown year to date 160% in Japan and 70% in Europe.
“We were able to create great brand awareness selling internationally on Amazon,” Elena says. “Without [Amazon], we probably would have never ever even tried international sales.”
How did Bling find a niche with affordable, high-quality jewelry? It actually started with gingerbread houses.
In 2000, Elena was in the bakery business. Although she ended up selling the business to return to her lifelong interest in jewelry, one experience would have a major effect on her future business strategy.
“With $50 in ad spend, we sold $50,000 worth of gingerbread houses within six weeks,” Elena says.
From that moment on, she was hooked on internet retail.
“I started in my one-bedroom apartment in New York, and I built Bling Jewelry into this amazing company on Amazon,” Elena says.
“We were able to double our sales selling internationally,” Elena says.
The New York-based entrepreneur began selling in Amazon’s North America store before expanding to other parts of the world.
“I was motivated to sell internationally on Amazon because they made it very easy,” Elena says. “They have an amazing platform, they give you the information, they give you all the tools.”
As of November 2016, Elena’s business had grown year to date 160% in Japan and 70% in Europe.
“We were able to create great brand awareness selling internationally on Amazon,” Elena says. “Without [Amazon], we probably would have never ever even tried international sales.”
How did Bling find a niche with affordable, high-quality jewelry? It actually started with gingerbread houses.
In 2000, Elena was in the bakery business. Although she ended up selling the business to return to her lifelong interest in jewelry, one experience would have a major effect on her future business strategy.
“With $50 in ad spend, we sold $50,000 worth of gingerbread houses within six weeks,” Elena says.
From that moment on, she was hooked on internet retail.
“I started in my one-bedroom apartment in New York, and I built Bling Jewelry into this amazing company on Amazon,” Elena says.
"We couldn’t have done international sales without Amazon… They made it very easy."
Elena Casteñeda
Founder, Bling Jewelry
Going globall
Bling began selling in Amazon’s US store in 2008 and expanded to the UK in 2010. Elena learned quickly that selling internationally poses many challenges compared to selling domestically.
“There’s a lot you really have to think about before jumping into these markets,” Elena says.
Bling had to navigate differences in currencies and languages, in addition to finding solutions for things like fulfillment and customer service.
After the UK, Bling’s international expansion accelerated. The business launched in Canada in 2013, followed by France, Germany, Italy, Spain, and Japan in 2014, as well as China and Mexico in 2016.
“We couldn’t have done international sales without Amazon,” Elena says. “Building your own platform is basically out of the question, so we decided: Why not try it? It’s not a big investment and the returns are well worth it. We doubled our sales selling internationally.”
“There’s a lot you really have to think about before jumping into these markets,” Elena says.
Bling had to navigate differences in currencies and languages, in addition to finding solutions for things like fulfillment and customer service.
After the UK, Bling’s international expansion accelerated. The business launched in Canada in 2013, followed by France, Germany, Italy, Spain, and Japan in 2014, as well as China and Mexico in 2016.
“We couldn’t have done international sales without Amazon,” Elena says. “Building your own platform is basically out of the question, so we decided: Why not try it? It’s not a big investment and the returns are well worth it. We doubled our sales selling internationally.”
Finding European tax guidance
Before launching in Europe, Elena was sure to do her due diligence. She reviewed the Amazon Service Provider Network, which connects sellers to experienced third-party experts in areas ranging from international tax and shipping to translations and advertising optimization.
“We feel very comfortable choosing Amazon’s resources because we know that they vet these people fully," Elena says. “They’ve been helpful in navigating all the different tax regulations in all the different European countries,” Elena says. “They’ve really helped us to move to the next level with our international sales."
“We feel very comfortable choosing Amazon’s resources because we know that they vet these people fully," Elena says. “They’ve been helpful in navigating all the different tax regulations in all the different European countries,” Elena says. “They’ve really helped us to move to the next level with our international sales."
Overcoming international challenges
Bling uses a variety of Amazon tools and resources for selling internationally. These range from account management support and listings translation to international logistics and promotion. One important key to its success is Pan-European Fulfillment by Amazon (FBA), which simplifies international shipping and logistics.
“Pan-European FBA is an incredible resource,” Elena says. “We’re able to ship everything into one warehouse as opposed to five different countries. It’s really streamlined the process for us and has made managing our inventory simpler and more efficient.”
“Pan-European FBA is an incredible resource,” Elena says. “We’re able to ship everything into one warehouse as opposed to five different countries. It’s really streamlined the process for us and has made managing our inventory simpler and more efficient.”
Fast growth across multiple regions
As a business that started in the Amazon store, Bling’s rapid growth has been sustained by international sales.
“Our international sales equal our US sales, when we exclude China,” Elena says.
If you’re considering selling internationally, Elena has some advice.
“Do it! It’s well worth it,” she says.
Are you interested in turning your passion for jewelry into a profitable business? Learn steps for success in our guide to selling jewelry online.
“Our international sales equal our US sales, when we exclude China,” Elena says.
If you’re considering selling internationally, Elena has some advice.
“Do it! It’s well worth it,” she says.
Are you interested in turning your passion for jewelry into a profitable business? Learn steps for success in our guide to selling jewelry online.
Reach customers around the world
Want to scale in different regions? Amazon Global Selling is here to help you expand internationally.
