It has been nearly a decade since I first attempted to sell jewelry. At the time, I thought I was making smart decisions; I had a good knowledge of SEO best practices, gemstones, and Etsy, so what more could there be? Looking back, after all of the jewelry business courses we’ve offered, I think I did okay . . . but oh my goodness, there was so much more that I didn’t know about how to sell jewelry.
I still don’t know everything, but I know who knows! The brilliant minds behind The Arts Business Institute are back with another essential jewelry marketing class at CraftU, Fast Start Marketing for Artists & Makers. If you’re ready to learn how to sell jewelry–or if you’ve been trying to sell handmade jewelry awhile with less than ideal results–Fast Start Marketing is your opportunity to see how much you don’t know and to learn from a professional marketer.
How to Sell Jewelry: Did You Know. . .
Here are six tips to help you sell jewelry. This is just a sampling of the jewelry marketing and sales advice you’ll get from the experts at The Arts Business Institute in their newest CraftU course, Fast Start Marketing for Artists & Makers, taken directly from course materials.
- Most people don’t buy original art or handmade work, so your target customer isn’t everybody. It is most likely a relatively narrow slice of the market. You must understand how they think, what they need, and especially what is meaningful to them and what they value. Draw up a profile of your customer from your research and personal experience. Hone it as you learn more.
- Many successful artists find that marketing takes 50% of their time. Yes, you read that right–studio work is only half the equation. If you want to sell, you must be willing to not only create your art, but make efforts on a regular basis to market and promote it as well.
- If you work in different mediums using different styles, you are far better off choosing one medium and style that you will market. Being a “jack of all trades” is not a plus as an artist. Collectors want to buy from professionals. That means you should be really excellent at what you do, have a focus and have a body of work that reflects that fact.
- Keep in mind that you will be judged by the least successful piece in your portfolio. Take a hard look to determine what is weakest, and pull those pieces out of your portfolio.
- Poor quality images give people the impression that you have a poor quality product. Avoid that at all costs. Poor quality images also give people the impression that you are an amateur. This does not instill confidence in shoppers. They want to buy work from professionals who know what they are doing and make work that is of excellent quality.
- Often, the idea behind a work of art or a handmade piece is as compelling as the work itself. When you share your concept and your story, they become an intrinsic part of each piece you sell. When your customer identifies with your concept, or finds your story fascinating, they have more reasons to make a purchase. Your customers will tell your story again and again when showing your work to their friends or family. If your concept is conducive to owning series of your work, it will encourage repeat sales also.
At the end of the course, your progress will be measured with questions like these:
- Is your collection currently “ready to go”? Do you need to do more to design a cohesive collection that will make sense and be ready for the marketplace?
- Do you have outstanding photos of your collection that are professionally taken or can compete with professionally taken photos?
- Do you have any video to help you market your work?
- Is your artist story complete and do you currently use it when promoting your collection?
- Do you have a clear idea of the concept behind your work?
- Is your small business branded?
- Do you know who your target audience is? Can you describe your ideal customer?
If you can’t answer “Yes!” to all of those questions, The Arts Business Institute can help. Through written lessons, videos, and quizzes, you’ll learn how to prepare your business so that you can answer “Yes!” to all of these questions and more–and ultimately learn how to market and sell handmade jewelry. Learn more and register for Fast Start Marketing for Artists & Makers to reserve your spot. This self-paced, info-packed course begins September 19!