The “Send It to the Workshop” Era Is Changing: NRT's 20 W Laser Marking Machine for Jewelry Stores

A wedding band has been chosen, the ring is a hit, the sale is almost closed… and right then the customer asks: “Could you engrave our names and the date inside?”

Every jeweler knows that question. Yet in most stores the answer is still the same: the piece goes to the workshop, the customer waits a few more days and comes back a second time to pick it up.

NRT's new 20 W machine was developed to change exactly that. The idea is not to send personalization out of the store, but to bring it to the point where the sale happens.

The customer no longer has to wait

In jewelry, a few small characters can be the most important detail of the sale. Two names and a wedding date inside a band, a special date on a bracelet, a short message on a pendant — these are what turn an ordinary piece into something that belongs to that one customer.

Until now, if the piece had to travel to the workshop for that, a whole second process started after the sale. The store tracked the item, the customer waited, and a few days later came back to collect it.

The new 20 W model, which can be used inside the store, is designed to shorten that process. For short jobs such as a name or a date, the marking can be done before the customer has even finished the purchase.

Not just for wedding bands

Rings and wedding bands are the obvious use case. But the list of pieces you can personalize in the store is longer than that:

• Pendant plates – a name, a date or a short message
• Bracelets – a meaningful date or initials
• ID tags – a name and a date of birth
• Watch case backs – a short message or a signature

Customers can also bring their own handwriting or a personal symbol. On the brand side, the same machine handles logos, serial numbers and similar data — you will find the technical detail on our fiber laser marking page.

In stores where personalized jewelry is a large share of sales, this simply widens what you can offer at the counter.

From the store to a mall stand: the machine goes where the demand is

One of the key features of the new model is that it is portable. Its use is not limited to a classic jewelry store. It was designed to work at points like these:

• Behind the store counter
• At a shopping-mall stand
• At a temporary point of sale
• In a pop-up store
• On a trade-show floor

That flexibility matters most for brands that sell from several locations. When a brand opens a temporary pop-up in a mall during a busy shopping season, the personalization service can travel with it. At a fair or a private event, a piece the customer has just chosen can be personalized right there.

Designed to find a place behind the counter

Putting a new machine into a store is not only about what the machine does. Where it will sit in a jeweler's already limited work area, how much space it takes and how much it disturbs the daily workflow matter just as much.

That is why a compact build was the priority for this model. Unlike the large production machines found in workshops, it is built for store use and shaped to find a place behind the counter. Being portable, it is also easy to move to another point of sale when needed.

Operation is meant to be just as practical. The text or design is prepared on a computer, the piece is positioned, and the job is started. The store does not have to turn into a production area.

A new sales opportunity for the jeweler

The real change is less about the machine itself than about what it makes possible at the counter. Being able to say “We can engrave your name inside it, if you like” the moment a customer picks a ring makes the purchase feel more personal — and you no longer have to send them anywhere else for it.

During periods when personalized gifts dominate — Valentine's Day, Mother's Day, New Year, engagement and wedding season — that service can give a store a real edge.

A small touch made in front of the customer

There is another side to marking in the store: while the customer waits, they see the result with their own eyes.

Watching the name they chose appear on a ring, or seeing a piece personalized in a few minutes, becomes a small but memorable part of the shopping experience. Jewelry has always been about making someone feel that a piece is theirs — and this service adds to that feeling, inside the store itself.

See the NRT 20 W model for the first time at IJS 2026

The best way to explain a machine is to show it running. We will be demonstrating our 20 W model live at the 60th IJS Istanbul Jewelry Show.

Throughout the show you can watch the machine run different applications and talk to our team about how it would work in your store, at your mall stand or at your other points of sale. Rather than describing how it looks, let's try it together.

Frequently Asked Questions

Conclusion

Demand for personalization is nothing new in jewelry; what is new is where that demand gets met. Completing the job at the point of sale instead of sending the piece to a workshop keeps the customer from waiting and gives the store a new service to offer.

To see the NRT 20 W laser marking machine running, join us on 30 September – 3 October 2026 at Hall 5 – Booth G40.

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