by Warren Feld

There are so many different kinds of things you can do business-wise to promote your jewelry designs. Post on every social media site. Conduct several email campaigns. Take out ads. Create websites. However, all these can get overwhelming and begin to impede on your time and energy for creating jewelry. To prevent this, it is important to be organized. It is important to rely on more limited, predictable, easily accessible, repeatable systems of things you need to do to sustain both your jewelry designing and your business.

Some key business-related goals involve:

(1) Impression management

(2) Mentoring

(3) Audience recruitment and retention

(4) Networking and Partnering

(5) Selling

Some caveats:

(a) To create that manageability’ you want to do as much as you can from your computer

(b) In reality, selling actual pieces of jewelry, on average, only covers about 1/3 of your sustainability needs. You may have to take on additional work, and it makes the most sense that the work relate to jewelry designing.

(c) You are in the trust-creating business. You must be able to establish instant trust about the value of your work and the desirability of your work for your core buying audience.

Impression management

What impression does someone get from interacting with you, either online or in-person or through some other point-of-sale? To what degree can you influence and control this impression? Key things to consider:

o Website

o Email Etiquette

o Cold Calling

o Follow Through

Website. You want a professional website. This website will showcase your products. It will be home to lots of well-organized and accessible information, including: your bio, your art statement, your portfolio, testimonials, links to articles you have written, perhaps a creative-focused resume, and images of your work.

It might showcase shorter videos showing you at work, or delving into a particular work.

It will have links to your various social media pages. The layout, design and information presentation across social media sites needs to be very consistent across all your platforms. You should maintain separate pages for each social media for business vs. personal. You do not want anything personal to come up in your business page feed.

It may or may not have a shopping cart system attached. If not, then you need to make clear other alternatives for how people can buy your products from you.

It will have a FAQ page detailing contact information, purchasing and return policies, payment methods, any privacy concerns.

It will have a clear way for people to add their names to your mailing list.

Email Etiquette. It is critical to generate an email list of customers/potential customers. You want them to very formally and visibly opt-in to the list. You can generate sign-up sheets, online forms, and the like towards this end. You can also segment your list into smaller, targeted groups.

Email will be your best, primary and most powerful networking tool.

You can run your own email campaigns, or use an email client like MAILCHIMP (https://mailchimp.com) or CONSTANT CONTACT (https://www.constantcontact.com). I would suggest using an email client. This will prevent your own email address from getting blocked by the internet-powers-that-be as spam.

Each time you get someone’s email address to add to your list, send them a special email, thanking them. Also direct them to your website or online presence, such as on social media, with an active link.

A monthly contact is reasonable.

Caution: many anti-spam programs reject email addresses that begin with Info, Contact, Shop, Store, Help and other very generic terms.

In writing and tone, be professional. Don’t use the kind of quick texts or posts you might use on social media.

You do not want your email to appear that it is wasting anyone’s time. Use a polite greeting and closing. In your first sentence or two be very clear in conveying why you are writing this email specifically to them. Don’t ramble. Get to your points quickly. Don’t use long blocks of texts. Segment/section things and use subheadings throughout. You want the email to be scannable. Don’t use any or many images. None to two images would be more than enough. Wait to share images until after someone requests to see them. Do, however, include an active link to where they might find images of your works online.

To the best you can, personalize things as much as possible. Direct the email to a named person. Make things sound as if you are not sending out the same email to a long list of contacts.

Some examples of personalized phrasing:

o I visited your shop recently, and

o So and so suggested I contact you,

o I visited your website,

o I read about you in such-and-such magazine,

Cold Calling. With cold calling, you have two basic strategies: (a) Shoehorn, or (b) Direct. Whatever approach you use, be sure to have done some research about your target store/gallery, the designers they represent, a sense of preferred style and looks, and the characteristics of their primary customer audience.

With a shoehorn strategy, you begin to ease yourself into the world and universe of a particular store or gallery. You visit as a customer and ask questions. You contact and talk with other artists represented in the store. You participate in open houses and other events. You add your name to their emailing list. You begin to have more and longer conversations with the owner. Gradually you introduce the idea of having your jewelry represented in their venue. Always wear one or more pieces of your jewelry.

With a direct approach, you come into the store unannounced. Hopefully the owner is there then; otherwise, ask the staff when the best time to return is. Always wear one or more pieces of your jewelry. Be prepared with about 20 pieces, nicely organized and displayed in trays, that, if you are making headway, you can bring into the venue with you. It is also OK, if you have the inventory, to have even more pieces in your car that you can bring in, if it seems the owner is interested in purchasing some things.

If you are unable to visit in person, then send a letter. Don’t phone first. It is too easy for the store to ignore you. In your letter, keep it short and to the point. Establish your credibility as a designer, and clearly identify the fit between your work and their customer base. Sound authentic, not sales’y. Write about,

o Who you are

o Your style and design sense

o Why you think your jewelry would be a good fit for their customer base

o The materials and techniques you typically use

o Your previous experience selling your pieces

o Some sheets showing inventory, description, pricing

o End with a phrase like, “I’d like to get together with you to show my work in person. I will call you to set up an appointment, if interested.”

o Add links to your website of places which show your jewelry.

Follow Through. Be very clear about this: You are not an information-sharer. Rather, you are a relationship builder. Sending out emails, posting on line, targeting letters, cold calling are all tools you use to build relationships. Relationships are built up by sharing understandings, not necessarily tid-bits of information. These understandings have to do with values, desires, assumptions, expectations, and perceptions. The more you establish shared understandings — and that does not mean having to have the same opinions — the tighter and more productive these relationships get.

If you are wanting a response to something from someone, and it’s not forthcoming in a reasonable time, follow up with that person.

If you have visited a store/gallery and had some conversation with someone there, follow up with a thank you note or some note that continues something about your conversation.

If someone sends you a comment about you or your work, send them a thank you note.

In your follow-ups, repeat the name of the person you are following up with.

Provide additional valuable information in your follow-up conversations.

Mentoring

Share your art/designer skills for a fee. You can teach classes or one-on-one. You can create instructional projects or tutorials. You can write articles. You can curate shows. You can become a coach. You can conduct online webinars.

Things have synergistic effects — they amplify other things you are doing. Mentoring will result in a larger, more targeted email list. Students will look for all the mentoring activities you do. Students often will buy your pieces. Mentoring will increase the number of topics you can talk about when networking.

Keep your initial goal simple: Aim to attract 5 students, interacting with them 1–4x each month, encouraging them to spend $50–250/student per month on your mentoring activities and product sales.

Audience recruitment and retention

What is most important about recruiting and retaining audience members is not the numbers of contacts, but the quality of your engagement with your contacts. Again, success is a matter of forming and sustaining one-on-one relationships. When you have relationships, it becomes much easier to ask for favors. On a regular basis, you can create content, for free, shared through emails, which helps you connect and form relationships with your core audience.

You don’t necessarily need 1000’s of people in your core audience. More likely, having 30–100 regular buyers of your work would suffice. This allows keeping connected and creating connections with your core audience much more attainable. Know what this limited group of buyers is looking for. Know where they hang out and where to find them. Offer them opportunities to interact with you and your jewelry, such as offering them a first look, or a time to watch you and learn a few design techniques as you work. Turn these buyers into true fans.

Think about:

o What does this core buyer care about?

o What does this buyer read?

o Where do you find this buyer?

o What resonates with this buyer?

Answers to these questions could help you shape your marketing message when explaining how your jewelry could elevate this buyer’s life. Inspiring your buyer. Building trust. Note: you are not creating jewelry for this buyer per se; rather, given the jewelry you are creating and want to create, this assists you in finding that audience who might share your values and understandings as expressed within your designs and by you as an authentic jewelry designer.

Networking and Partnering

When networking and partnering, you uncover more opportunities at less risk and cost to yourself, your creative energy, and your business fundamentals. There’s less effort to find opportunities. Less effort to put plans and projects into effect. Less effort to get visibility. Less effort to make a sale.

It might be useful to set a goal as making 3 networking contacts per week. Use your network to get help in creating these pitches. Make them shared pitches. Use the shared pitches to introduce yourself to their audiences, and conversely their products to your own audience.

Caveat: Always direct people to specific webpages relevant to any pitch. Do not direct them to your home page on your website.

Selling

As a jewelry designer, your self-concept is most likely one as an artist. But when you are in business, you need to expand this a bit and see yourself as both an artist and a salesperson. If this makes you feel a bit uncomfortable, it’s understandable, but you need to get over it. Jewelry doesn’t sell itself.

You want to always have on hand 15–20 coherent pieces available for sale. They need to feel as if they are part of a line of jewelry, with a similar emotional appeal to a defined target audience.

You want to have a list of about 50 places you could approach to carry your jewelry. Then you work the list, perhaps 3 contacts a week. Prioritize your contacts. Begin your process with your lower priority contacts so that you can gain some experience in presenting yourself and your products before approaching your most desired sites.

You do not close a sale. Keeping with a key theme of advice: You create a relationship. You are not selling a product. You are guiding someone, in a caring way, to come to understand how your jewelry might enhance and enrich their lives. You want them to make a buying decision that will be good for themselves. You are not trying to get something from them; rather, you are trying to give them something which will positively impact their lives. Your key skill here when selling is empathy.

Be bold and confident when introducing yourself.

Always ask the person you are talking with what their name is; repeat their name several times while speaking with them.

Ask a lot of questions; show interest in the client or customer. Get them talking about themselves. You should be talking about 25% of the time and your client/customer should be talking about 75% of the time.

A great story about your jewelry will sell it. They are especially interested in your inspiration, as well as your process for creating jewelry.

Don’t let your client/customer get away without at least asking them if they have any interested in purchasing your jewelry. Even if that person says No!, you would be in a better position than if you had not asked.

Final Words

Don’t let the business aspects of succeeding in jewelry design kill your creative spark. Instead, make each broad business goal into a set series of systematic, repeatable activities.

As you can see, much of all this effort can be done from your studio on your computer. This will save you vast amounts of time which you can devote to the creative side of your life. Less time jewelry marketing. More time jewelry making. The end results of these activities should be increased exposure, relationships and engagements.

The most successful designers have

o Step-by-step plans

o Associations with expertise

o Become a part of a peer audience and community

Make your jewelry design journey flourish. Take ownership over it — how you spend your time, energy and the use of resources around you. Put everything to best use to attain your own highest values.

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I hope you found this article useful. Please consider sharing.

I’d welcome any suggestions for topics ([email protected])

Also, check out my website (www.warrenfeldjewelry.com).

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CONQUERING THE CREATIVE MARKETPLACE: Between the Fickleness of Business and the Pursuit of Design

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