Strategies for scaling a jewelry business to international markets: challenges and opportunities

This study identifies the key obstacles and strategic approaches to the expansion of a Ukrainian jewelry SME into the U.S. market and prioritizes market opportunities based on sustainability principles. Triangulated findings from expert interviews (n = 12) and consumer surveys (n = 50) indicate that 76% of survey respondents perceived a mismatch between the brand’s design and prevailing U.S. minimalist aesthetics, while 92% of experts identified logistics as a major challenge for market entry. Successful strategies project an image of 71% positive response to visual adaptation and 66% positive response to ethical sourcing. An analysis with weights focuses on low brand recognition and high logistics costs as weaknesses that are countered by the high opportunity of increasing ethical demand. The paper concludes with the finding that scaling necessitates a two-fold approach of operational change to fit U.S. standards, as well as strategic stance in the overlap of heritage and sustainability in developing unique value. The methodology builds on the theory of internationalization by integrating the sustainable development as one of the strategic pillars of heritage brands.