Stuller updates packaging catalog with new branding tools for jewelers

In jewelry, the first impression often begins before a clasp ever closes. Stuller’s Packaging & Displays 2026-2027 catalog leans into that truth with a new layout, more than 30 percent new products and a sharper emphasis on branded presentation, giving retailers more ways to turn a purchase into a kept object and a gift into an experience.

Stuller launched the catalog on May 14 and it was out by May 22, with the update built to help jewelers shop by category and match packaging to their store identity more efficiently. The lineup is organized around material and style, with new boxes, pouches and folders, added colors in best-selling lines, and a dedicated gift-wrapping section that brings together gift bags, tissue paper, wrapping paper, bows and ribbon. For smaller retailers especially, that matters: a cohesive package can do the work of a luxury storefront, signaling care and intention before the customer even opens the box.

The strongest shift is how expansively Stuller is treating the finishing touch. The catalog adds travel cases, jewelry dishes, mugs and Radiant Glow Jewelry Cleaner as gifting and add-on-sale items, broadening the idea of what sits beside the jewel at checkout. That is a shrewd move in a market where presentation is no longer just protection for the piece, but part of the story around it. Tiffany Adams, Stuller’s executive director of packaging and displays, said the catalog gives customers more ways to create a polished, memorable brand experience, with updated packaging, customizable displays and branded finishing touches that help jewelers present their businesses with confidence.

The display section is just as considered. Stuller expanded in-stock display sets and reorganized them by jewelry type and fabric type, a practical change that should make merchandising faster and more coherent on the sales floor. Case by Case custom displays come with step-by-step ordering guidance, layout tips and color-pairing ideas, an unusually hands-on approach for retailers that want a more distinctive case presentation without building everything from scratch. Custom branding services extend the idea further, allowing logos on packaging, displays, gift bags, jewelry cleaners and more.

This is not a one-off refresh. Stuller’s 2024-2025 Packaging & Displays catalog carried more than 2,400 items, including 400 new items, 12 new box collections and three color expansions, and the company framed that edition as storytelling rather than simple presentation. The 2026-2027 catalog pushes that language closer to a retail strategy, using packaging, wrapping and display to make jewelry feel less transactional and more like a moment worth remembering.