How do I run a pre-order for a new jewelry style?

ZKZ Editorial TeamMain answer · Product & gemmology desk

A pre-order is a promise to deliver later, so the key tasks are to state a realistic ship date, to say clearly that it is a pre-order and to tell customers quickly if the date will slip. In the US, the FTC rule on mail, internet or telephone orders sets duties on shipping time and delays. We did not verify rules in other markets.

What we verified

Fact 16 CFR 435.2 says a seller must have a reasonable basis to expect to ship within the time clearly and conspicuously stated, or within 30 days of a properly completed order if no time is stated.

Fact 16 CFR 435.2 says that if a seller cannot ship in time, it must offer the buyer the option to consent to a delay or to cancel and receive a prompt refund, and that the offer must be made within a reasonable time.

Fact JCK reported on 21 April 2026 that inventory in lab-grown diamonds was rising faster than sales.

Our advice This is one reason some brands test demand before making stock.

A pre-order plan

1. Choose a clear ship date with a safety margin from the factory lead time.
2. Label the product page, cart and emails as pre-order, with the date.
3. Decide whether you take full payment or a deposit, and say so.
4. Set a minimum, and say what happens if it is not reached.
5. Send updates, and if the date moves, ask the customer to accept or cancel.
6. Order from the factory only after you confirm samples.

Our advice Start with a small pre-order of one or two variants and learn before you extend it.

It depends Rules on payment timing for pre-orders vary, and we did not verify them.

Our advice Tell customers what the finished piece will look like, using photographs of the approved sample, and say clearly what could change.

Our advice Keep a short log of every customer message about timing, so that replies stay consistent and you can see which questions repeat.

Uncertain We did not verify EU or UK pre-order rules, or the typical conversion rate of a pre-order.

Related reading: How do I order matching bridesmaid jewelry? · Jewelry Plating Specification for Custom Orders

Sources

• 16 CFR 435.2, FTC Mail, Internet, or Telephone Order Merchandise Rule
• JCK, rising demand for lab-grown diamonds

Fact = stated by the cited source. Our advice = editorial recommendation. Uncertain / it depends = limits of what can be said in general.