Body Jewelry Retailer BellyBling Adds New Styles of Belly Rings, Expands Warehouse Space to Accommodate Growth

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E-commerce retailer adds hundreds of new styles of belly button rings and increases warehouse space; attributes loyal customer fan base growth to a strong Facebook presence.

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Dream Catcher Belly Ring from

In this industry, trends change quickly so we depend a lot on our customers to let us know what kind of belly rings and other body jewelry they’d like to see on our website.

With the third quarter in full swing, 2012 is shaping up to be an exciting year of growth for e-commerce business, The Iowa-based retailer has added several new products to its line of belly button rings, including pregnancy belly button rings and dream catcher belly button rings, and has also increased warehouse space to accommodate the new products.

Kendra Smith, general manager, says the new product offerings are due largely to feedback they receive from their customers. “In this industry, trends change quickly so we depend a lot on our customers to let us know what kind of belly rings and other body jewelry they’d like to see on our website,” said Smith.

Smith says social media and Facebook in particular have played a big role in the growth of the popular belly ring website. The company’s Facebook page recently reached the 15,000 fan mark, a 50% increase over just a year earlier.

“Facebook has been an incredible way for us to communicate with our customers; every week we have customers inquiring about specific styles of belly rings, such as Hello Kitty Belly Button Rings, and we do our best to find what they’re looking for,” said Smith.

Smith says they’ve also discovered Facebook to be a great vehicle for customer service: “Because our customers generally prefer to communicate via mobile devices rather than having to call during business hours, having a Facebook page to send a quick note about a delivery question is really convenient, not only for our customers, but for us as well.”

The new product additions have also led to a warehouse expansion to house the extra inventory. The e-commerce business is owned by parent company Clickstop, an end-to-end retailer, meaning all purchasing, marketing, sales, and shipping is done in-house by a small team of employees. Inventory items on the website have nearly doubled to over 2000 in just one year, and now include new categories like belly chains, ear tapers, ear stretchers, and dermal anchors.

The increase in inventory and the company’s expanding loyal fan base is paying off: revenue jumped from $31,655 in July 2011 to $47,137 in July 2012- a 50% year-over-year growth.

“We’ve learned to be strategic in our product expansion efforts, focusing on adding only products which our customers are demanding but are also unique from our competitor's offerings so we can sell them at a competitive price - all the while keeping customer service and communication with our loyal fan base top-of-mind,” said Smith. “It’s been wonderful seeing our efforts paying off.”


BellyBling is an e-commerce merchant owned and operated in Urbana, IA under parent company Clickstop, Inc. Focused on offering trendy, stylish body jewelry, BellyBling strives to make customer service a top priority, with the very best selection, value prices, and extraordinary service to every customer. To view the full selection, visit

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Lisa Kirchhoff
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