La Joya Jewelry handles rising fulfillment costs

La Joya Jewelry, a retailer of high-value products, is managing changes in fulfillment costs, according to founder Nishit Mehta. The company sells exclusively online through its direct-to-consumer website and through Amazon and Walmart’s marketplaces.

La Joya’s average order value varies significantly by channel. On Walmart, the average order value is about $150 to $160, while on Amazon, it’s about $375. In contrast, the average order value on La Joya’s direct-to-consumer website is about $1,500. This difference in average order value may be due to consumers on Walmart and Amazon looking for bargains or cheaper gifts, whereas on La Joya’s direct-to-consumer website, consumers are often searching for more expensive pieces, such as engagement rings. Founded in 2020, La Joya Jewelry sells lab-grown diamonds with its products, which contributes to its high average order value.

Fulfillment Strategy

For orders through its direct-to-consumer website, La Joya ships from its own office and uses Amazon’s fulfillment services. Sales through Amazon and Walmart use those marketplaces’ fulfillment services.

Mehta noted that Amazon‘s backend allows for multi-channel fulfillment, enabling La Joya to ship products directly to customers without revealing the origin of the package. As Mehta told Digital Commerce 360, “Amazon’s backend allows you to do multi-channel fulfillment,” which allows La Joya to maintain consistent packaging across all channels. Additionally, La Joya stocks a significant amount of goods with Walmart, which also offers multi-channel fulfillment, although Mehta noted that they tend to use this channel less during the holiday season.

Shipping and Delivery

When the marketplaces aren’t fulfilling orders on La Joya’s behalf, the company mainly uses FedEx and the U.S. Postal Service (USPS), with occasional DHL deliveries, according to Mehta.

The USPS filed to increase delivery prices throughout the 2026 holiday shopping season, with rates taking effect on October 4 and remaining in place until January 17, 2027. La Joya communicates its cutoff shipping dates clearly on its website and uses email marketing and social media to inform customers of these dates.

Rising Fuel Costs

The price of a barrel of crude oil has risen to about $102, as of September 10, leading delivery carriers to raise costs and add surcharges to cover their expenses. For comparison, it was about $66 when the United States and Israel began their war with Iran at the end of February, according to historical data from Trading Economics. It had also reached a high this year of about $112 per barrel in April.

Mehta noted that La Joya has absorbed the impact of rising fuel costs so far this year, as the increase in shipping costs is relatively minor compared to the price of its products. As Mehta explained, “We are selling $1,200, $1,500 products. $30 going to $35 or $38 doesn’t really break anything.” La Joya insures all its products and requires an adult’s signature upon delivery to avoid losing deliveries.