Sterling silver jewelry pieces are so beautiful that they often sell themselves, but marketing still has its place in jewelry design. For example, everyone is used to seeing lots of marketing and advertising of jewelry during the holiday season and around Mother’s Day and Valentine’s Day. In the current economy, it pays to combine creativity and artistic design with effective marketing techniques so jewelry artisans and retailers can continue to do what they love – sell gorgeous jewelry to grateful clients.
For example, when creating jewelry designs for pre-teens and teenagers, keep punk-, goth-, and vintage-inspired pieces in mind as featured in the wildly popular Twilight movie series. Sterling silver beads are perfect for this style, especially in particular cuts, such as mirror-cut (to achieve a shimmery look), and when combined with gemstones, such as deep purple amethysts and dark red garnets, that reflect the style. Embellishing sterling silver jewelry with ribbon is another way to remind teen clients of the styles their idols are wearing. Jewelry designers can create affordable but fashionable pieces for teens that will fly off the shelves simply by being in touch with teens’ current interests.
Bracelets and necklaces for new mothers are another way to market jewelry. Necklaces with birthstones of the children are traditional, but for nonconformist moms, sterling silver beads (with one shape or finish for girls and another for boys, for example) are another way to show appreciation for the hard work of motherhood. The necklace can easily be restrung with another child is added to the family. This type of jewelry makes a nice gift when a child is born or adopted or for Mother’s Day or Mom’s birthday.
Certain themes are more popular during particular times of the year, too. In summer,
sterling silver beads can be used to make beach-themed jewelry and friendship bracelets, as well as to accentuate designs featuring shells and pearls. If the polished surface of the silver beads is overwhelming the rest of the design, consider a satin or stardust finish (these beads have a rougher texture and a dull, as opposed to shiny, surface).
Jewelry designers can market their special offers via displays, website photos, and free newsletters. A coupon can also entice buyers into your store or onto your website. Another marketing technique is to hold a free- or low-cost jewelry-making class. Make-and-take classes are great for beginners, and more advanced techniques can be taught in a series of classes. Jewelry retailers without brick-and-mortar stores can record jewelry-making techniques on YouTube.