November 28, 2022 2 min read

Why This Was Our Last "Traditional" Black Friday

As we bring our Black Friday Cyber Monday promotion to a close, we are overjoyed and thankful for the support you continue to show us. Like many other small businesses, this has been a tough financial year for us. Black Friday has allowed us to give thanks to our beloved community, attract new clients, and improve cash flow during our most expensive season. It is also an opportunity for you to save on a piece of jewelry you may have had your eye on for awhile.

With all that being said, this was the last "traditional" Black Friday promotion we will ever run and we'd like to explain why.

Black Friday is Not Designed For Small Businesses

At its roots, Black Friday does not support small businesses. Originating in the US from big box retailers who have the margins to support drastically reduced prices, Black Friday is often a stressful time for us small shops. We're faced with a dilemma- Do we forgo the wave of shoppers looking for deals or do we discount our jewelry to a level that does not support our way of doing business? That decision has been tough over the past 7 years. But, when we think about what kind of business we are and want to continue being, Black Friday is not in line with our principles. 

  1. We believe in quality over quantity. When we help you select your Carolily jewelry, we only want you to order pieces that truly make you light up, that make you feel like a million bucks, and not just because it was on sale.
  2. In order to support deeper discounts for promotions like Black Friday, we would have to increase the price of our jewelry to make room in our margins. That would make the regular price of our jewelry unattainable for many.
  3. Our jewelry is the opposite of fast-fashion and is meticulously handcrafted in-house by our all women team. Participating in Black Friday goes against our love of slow, methodical, purposeful fashion.

Not Much Will Change For Our Community

Forgoing Black Friday does not mean we won't give thanks to and reward our Carolily Family. We love offering gifts with purchase, exclusive pieces, surprise sales, and other treats reserved just for you. That will never change. But, as far as publicly facing site-wide sales go, that will now to be limited to once a year during Boxing Week.

We are continuing to learn about ourselves and shift the way we do business in an effort to offer you the most beautiful jewelry and supportive community we possibly can. Thank you for allowing us the space and time to grow.

If you have any questions or comments about our decision, please reach out to us at or in the comment section below.

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