Bead Jewelry | Pearl jewelry | Pendant

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Starting and Running a Jewelry Business.
(Part 4 in a series)

So far, we have covered your TRUE MATERIALS COSTS, plus YOUR DESIGN & CREATION TIME (this includes, the value of VISION, AND EXPERTISE). Next, let’s talk about NAME RECOGNITION.

Here in L.A., I have met a number of people, who have NAME RECOGNITION in other fields, who, talented or not, have started their own jewelry business. Some of these designers are in the entertainment or fashion industries, and others just have a ton of “Chutzpah”. These “celebrities” seem to have influential friends, connections, and entrée. They are able to open their business “with a splash”, have “Beautiful People” wear their jewelry, get their creations in the best venues and fashion shows, attract the press, and charge high prices. But, if the celebrity designer’s jewelry doesn’t catch on, or live up to the hype, their businesses will close and their reputations might fall.

NOW LET’S TALK ABOUT US, “REGULAR PEOPLE.” Most “regular people” seem to feel: a) they have no name recognition, and 2) they aren’t as good as those celebrities. Well, you might not have International Name Recognition, but you might have Local Name Recognition, plus, you can always create a Name. Remember, if a celebrity fails, their reputation falls, too, and it’s hard for them to recover. Where as, “regular people” have nowhere to fall. As to, you not being “as good as those celebrities”, that’s nothing more than your fears and insecurities. If your work is good, or better, you deserve recognition, and the money that goes with it.

HOW DO YOU CREATE NAME RECOGNITION? First I’ll repeat a quotation from Part 1 of this series. “Make your own myths. That’s the way the gods started.”

Virtually, all celebrities and corporations have publicity agents whose main job is to produce NAME RECOGNITION for their clients. They do it by keeping the client’s name and products in the public eye. By following their methods you, too, can develop your own NAME RECOGNITION. So, let’s develop your fame and recognition.
· Publicity: Send out little “News Releases” to your local newspapers, etc. Don’t forget the little neighborhood papers, as they are always looking for news about local people. Radio and TV stations also like to do features on successful, local people. If you have designed some special jewelry, send releases and photos to national publications, especially craft, jewelry, and fashion publications. Collect and show copies of the articles, your Releases generate, to help justify your importance and value.
Here are a few subjects that warrant publicity:
* The opening of your business.
* Your jewelry will be included in a fashion show or trunk show.
* Any awards or recognition for you and your jewelry.
* The placement of your jewelry in a boutique or gallery.
* Any famous people (local or national) who own, or are wearing your jewelry.
* A bio on how you started a “Small Business”.
* A special element or process in your jewelry.
* Any classes or demonstrations you are giving.

· Magazine articles: Submit ideas or Write:
* “How to” articles for craft, jewelry, and/or bead magazines.
* “How I started a (ex. home based) small business for Small Business; Entrepreneur; Woman’s; Craft; etc. magazines.

· Exposure: Placement of your jewelry where you can receive exposure and/or recognition. These can all generate “News Releases.”
* Enter art shows, exhibitions, and contests.
* Arrange for a local newscaster to wear your jewelry.
* Have your jewelry worn in magazine and newspaper fashion layouts.
* Volunteer your jewelry for fashion shows.
* Have your jewelry worn by fashion manikins in local store windows.
* Volunteer to teach jewelry classes at hospitals.
* Make presentations at local service club lunch meetings. (Rotary, Lions, etc.)
* Donate a piece of jewelry to a (high end & high visibility) charity auction.
* Presentations on TV Craft, Women’s, and/or Business shows
* Place your work in the most “In” boutiques.
* Produce a web presence and links.
* Produce a sales brochure, with photos.
* Purchase ad pages in advertising books aimed at selling crafted jewelry.

You, too, can become a famous jewelry designer, but first develop your vision and your craft. Before you’re famous, you can make mistakes, without repercussions. But, once you are famous, and have NAME RECOGNITION, poor design and craft errors can be disastrous.

Other components of NAME RECOGNITION include:
· Distinctive packaging. ie. Tiffany’s blue paper box.
· An individual, classy Logo or Logotype. Hire a great graphic designer.
· A Logo tag on all jewelry pieces.
· Tie in signage, stationary, business cards, brochures, etc.
· Produce a “Look” to your displays.

Next week, in this series on the basic pricing your jewelry, I will cover intrinsic value. Then I’ll discuss experiences with different pricing methods, pricing point, starting a business and the costs; sales venues; promotion; etc. Plus, I will supply you with a few referrals.