When you fulfill direct-to-consumer (DTC) orders, brand experience is the top priority. When you fulfill for retailers, compliance is king.

In wholesale, it’s not enough to ship the right products. You have to ship them in exactly the right way—meeting a retailer’s routing guide requirements down to the last detail. And if you miss? You don’t just risk delays or frustration. You risk chargebacks, rejection, or being removed from the vendor list entirely.

That’s why retail compliance is a non-negotiable for jewelry brands selling wholesale. Your jewelry fulfillment partner has to do more than just pick, pack, and ship. They must be able to navigate the rules of the retail ecosystem—with precision.

What Is a Routing Guide—and Why Does It Matter?

Most large retailers and marketplaces (e.g., Nordstrom, Macy’s, Target, Saks) publish routing guides that detail exactly how orders must be prepared and shipped.

These often include:

  • How items must be packed (inner packs, case packs, unbranded cartons)
  • What carton labels are required (UCC-128, SSCCs, retailer-specific formats)
  • When and how shipments should be released (appointment scheduling, ASN submission)
  • What documentation must be included (PO reference, packing list formatting, invoice requirements)
  • How branding should be handled (e.g., removal of consumer-facing materials or decorative elements)

These rules aren’t optional—they’re contractual. Failing to comply can result in financial penalties, strained relationships, and lost shelf space.

What Retail Compliance Really Requires

If your 3PL or in-house operation isn’t deeply familiar with compliance workflows, you’re at risk when fulfilling wholesale orders. Success requires dedicated systems, trained staff, and process-level discipline across the following areas:

1. Packing According to Spec

Jewelry shipments to retailers are often more rigidly controlled than DTC. Your fulfillment team must be able to:

  • Remove branded tissue, filler, or consumer packaging when required
  • Pack inner and master cases according to exact item counts
  • Ensure items are properly grouped by collection, style, or set
  • Use the right outer cartons (often plain, with specific sizing or double-walled specs)
  • Avoid mixed-SKU boxes when the retailer prohibits them

Improvisation here is dangerous. Your fulfillment partner must be able to execute required packing rules from memory—and ideally from system logic.

2. Carton and Case Labeling

Most routing guides require UCC-128 labels or similar barcoded shipping labels that include Serial Shipping Container Codes (SSCCs).

Your fulfillment process should:

  • Generate labels with correct format, layout, and identifiers
  • Apply them cleanly and in the designated carton location
  • Match SSCCs to the correct ASN submission (see next section)
  • Include carton contents and quantities where required
  • Print pallet-level summaries or top sheets if shipping LTL

Labels are scanned before receipt. If they’re unreadable, incorrect, or missing, the shipment can be rejected on the dock.

3. ASN Submission and EDI Coordination

An Advance Shipment Notice (ASN) is a digital file sent to the retailer—usually via EDI (Electronic Data Interchange)—that lets them know what’s coming, how it’s packed, and when it will arrive.

Depending on your retailer, your fulfillment team may need to:

  • Generate and submit the ASN
  • Match ASN details exactly to the shipment (carton numbers, contents, SSCCs)
  • Monitor for errors or rejections
  • Coordinate with your ERP, order portal, or retailer systems

If ASNs are late or inaccurate, many retailers will delay intake—or fine you.

4. Documentation and Carton Contents

Even with EDI and ASNs, many retailers still require physical paperwork in the box. These must be formatted and printed to spec.

This might include:

  • Packing slips with line-item counts
  • PO numbers displayed in header fields
  • Printed invoices with tax ID, terms, and vendor code
  • Case contents forms for bulk orders
  • Barcode sheets, item ID stickers, or tear-off tags

Your 3PL must know what’s required by whom—and must be able to maintain version control as requirements change.

5. Retail-Specific Brand Handling

Not all retailers want the same branding experience:

  • Some want plain, unbranded packaging
  • Others require generic wrap or neutral inserts
  • Some allow small brand identifiers but prohibit promotional materials

This often means your fulfillment partner must strip or swap out standard materials based on the destination. If that’s not handled cleanly, you may violate terms without even knowing it.

Common Pitfalls—and How to Avoid Them

Even capable fulfillment operations stumble when it comes to retail compliance. Watch for these red flags:

  • Labeling done manually in a design program (increases risk of format or barcode error)
  • No compliance checklist at packout (leads to missed documents or labeling steps)
  • ASNs submitted by brand team, not fulfillment team (causes timing gaps and misalignment)
  • Retail compliance rules stored outside the WMS (no way to automate or verify)

The fix? Build compliance into your core workflow—and keep it channel-specific. That means different SOPs, staging processes, and audit procedures for wholesale vs. DTC.

Final Thoughts: Compliance Builds Credibility

Retail buyers aren’t just purchasing product. They’re buying reliability.

When you deliver clean, compliant wholesale shipments—on time and error-free—you demonstrate that your brand can scale. You reduce friction, eliminate chargebacks, and protect long-term opportunities.

When you don’t? You give them a reason to look elsewhere.

Need a jewelry fulfillment partner who can handle retail compliance without cutting corners? Let’s talk!