Selling More Jewelry Part 4: Selling to Stores

So in my last post I talked about working with stores and boutiques to host trunk shows. And today I will share some tips for selling your work directly to stores.

Stores are going to want to pay 50% of your retail price. This is really important to consider. If you aren't pricing enough for your work, you aren't going to be able to sell your jewelry to stores and make any money. Who wants to stock a store and not make money from it? So read up on pricing if you aren't sure you are charging enough. Quick quiz: could you take 50% off your current price and still cover your materials, overhead, time and make a profit?

Two things to do if your prices aren't going to sustain a wholesale account - design jewelry at a price point that your local customers would be able to afford. That may mean using less art beads or designing simpler pieces. Or do your homework and raise those prices if you are underselling.

There is a third thing you can do, which has it's own sets of pros and cons.  And that is have your work on consignment. Usually the commission is 30-40% of your retail price.

Click here for some tips on consignment. (Great read for consignment or wholesale!)

I would only consign with a shop that you actually know the owner and if you live in a smaller town where a shop may not be able to purchase items outright. Another option for consignment are galleries but they may want to take a 50% commission. Make sure you have a written agreement/contract from the shops and follow up every month to see if they need new work and to keep your display looking fresh.

Selling to Shops

If you are interested in creating a line of jewelry that you sell wholesale to stores across the country, I'm going to send you here for some wholesale basics and creating a line of jewelry for wholesale.

But I'm assuming most of you make one-of-a-kind pieces that feature handmade beads from your favorite artists.  And would like to find a shop or two to sell your jewelry.

Finding Stores

First find the right kind of store. Scout out options in your local area by visiting the shops on a weekday if possible. Don't plan to talk business at that first visit and don't plan to bring your jewelry in on that day. If you find a store that looks like a great fit, ask the salesperson at the counter if you can have a business card with the shop owner or buyers contact information. Explain you are a local artist and would like to make an appointment with them.

Look at galleries, boutiques, gift shops, botanical garden and art center gift shops and clothing shops.

I would email the buyer/owner an introduction email with a quick introduction, why you love their shop and feel your jewelry would be a good fit and a link to your website. Keep it short and sweet. Ask for an appointment to bring in your jewelry. If you don't hear back from them in a week, pick up the phone and call. Just do it. They are just people, who need to fill their store with goods that will make them money. You are helping them, not bothering them!

At the Appointment

At the appointment, have your jewelry arranged on portable trays or boxes in sets that would merchandise together. So group them according to themes or colors, the way you would imagine them on the shelf in the store. This will also help the buyer imagine how they would display in their store and can increase sales.

Dress professionally at the meeting, be excited about your work and share what makes your pieces unique. Don't ever feel like a sales person - you are sharing and helping this person and working on building a relationship. Keep their needs in mind and how your jewelry can help them. Don't worry about being perfect, just be yourself!

Terms and Business Details

Have a minimum order. You wouldn't sell one piece for half-off to the store. The point of wholesale is that sell a large enough amount at one time to make it worth the effort. You could do a piece minimum, like 12-15 so that they have a nice sampling of your work. Or it could be a dollar amount for the minimum. For myself, I have a $400 retail minimum for a 50% discount for stores.

You should also have a written return and repair policy.

Your jewelry can be on your own earring cards and have hang tags that give a little information about your line, but don't include your website on the cards. Your store will want buyers to come back to them to buy more, not head to your website.

Make sure you have receipts to write up the purchase and your Square for credit cards if you take credit cards.

After you have a local store, consider visiting towns in your surrounding area to expand and gain a few more accounts. Follow up every few months with your wholesale accounts and make appointments to bring in your new work.

I am going to take my own advice and finally find a shop in my hometown. I've sold wholesale to stores around the world but have yet to find a place that is a good fit here in my tiny tourist town. Silly me!

Homework: 
Make a list of possible shops.
Have your prices and terms clearly figured out before your appointment.
Set up an appointment.
Work with the buyer to find which items are a best fit for their shop.
Follow up a few months later to restock.
Rinse and Repeat.

Selling More Jewelry Part 3 - Selling at Events

This week we are going to focus on selling your jewelry at live events. I wanted to go over this information early because you can still apply for some shows right now and schedule events with enough lead time before the holiday season.

This week I'll cover:
Markets and Holiday Shows
Trunk Shows
Home Parties

Getting your work in front of the right people is the easiest and quickest way to sell your jewelry. For each of us the right people means different things. Over the course of 20 years of selling jewelry I've done a little bit of most kinds of shows. From the church bazaar to high school fundraiser, to events in stadiums, to shows with cultural centers and art museums.

For me, I need to be where people are who appreciate art and have disposable income. My best shows cater to older women, have something to do with cultural centers or the arts and are usually part of a fundraiser for an organization.

Holiday Markets and Shows
Shows are always a bit of gamble.  The hard part about shows is that good ones have application deadlines months and months in advance, usually at the beginning of the year. So if you have shows scheduled already - awesome sauce, you are are ahead of the game. If not, make a list of the top shows in your area and their deadlines so next year you aren't in the same spot!

If you don't have shows booked yet, let's discuss how to hustle.

1. Look for shows that are art related, not craft shows for your best bet. Craft shows are always a bomb for me. It's just not my crowd. It may be your crowd, it's hard to say. Know the show a little bit before you commit to the application. New to an area? Most shows have a Facebook page with photos from the previous year, great way to tell what kind of crowd and vendors will be there.

I like holiday markets at art centers, those work well in our area. I've signed up for two. These type of shows often have you drop off your work, they display it and sell it over a period of time and then you are paid within a few weeks after the event.

Check out your local cultural center or art museums to see if they host holiday shows.

Visit sites like Art Fair Calendar or check your state Arts Council to see if they have a listing of shows. Google can be your friend, type in your town and holiday art shows to see what's in your area.

2. Look for shows that are juried and handmade only. There is many a holiday market that is not handmade and it's not your crowd if you are selling art bead jewelry!

3. It's better to invest in one or two quality shows with a higher booth fee than to do several small shows that aren't your market but have a lower both fee. Don't shy away from shows that take a commission, this is common with shows that are fundraisers for art and cultural centers. These have always been my best shows. I paid much more in commissions, but I also sold more jewelry than at any other type of event.

4. If you are going to do a church or school show, does the community have money to spend? If you live an area like a do, a little farm town - the answer is no. But I can look at shows an hour away and would consider doing shows in more affluent areas. It's not a judgement, but you need to go where shoppers have money to spend on handmade jewelry and aren't looking for a bargain! Some travel may be required.

Trunk Shows
This one takes a little more courage on your part and requires picking up the phone and doing a little leg work before you begin. A trunk show is an event at a store, office or other location where you set up your display for a day or several hours. Usually there is a percentage of the sales that is given to the store or a donation to an organization or charity.

Here is a great article on trunk show basics.

My tips: visit shops first, if it's not busy ask who books special events or who is the shop buyer. Get a card and call. You can set up the event over the phone or ask for a few minutes to bring in your work. You can email, but you will get better results calling.

Look for shops or boutiques that match your jewelry style.

Get creative with places that might host a trunk show!

School or colleges - you can do a trunk show at a school during lunch hour as a fundraiser. Bring lots of earrings and affordable stocking stuffer type items. I used to do trunk shows at my art school for several days before the holidays. Work with your contact to have your show on payday, be smart!

Or think about local businesses or offices that might like to host a trunk show. Some larger businesses even have small holiday shows for their employees, I've participated in a few over the years. I know in San Antonio there is a very large insurance company that hosts artisans to come in for the day so their workers can shop during their break.

Think about what kind of businesses you could partner with to host a trunk show for the day. Do you know anyone who works in a busy office or school?

Promote the event onsite a few weeks before. If you are going to go into a business, work with the contact person to send her flyers or postcards for the event.

Home Parties and Open House Events
A home party is a trunk show in your home or hosted by someone else. It's an easy way to share your jewelry with your friends and family and offer them a little relaxed holiday shopping. Take a chance on a holiday open house, it's a nice throw your local customers, friends and family a little holiday jewelry party - who doesn't love that!

Read Lorelei Eurto's advice for hosting a jewelry Open House.

And stop by the Jewelry Making Journal for tips Home Party Success.

Tips for Shows

No matter where you sell face to face this holiday season keep these tips in mind:

1. Adjust your inventory to the event and crowd. Design simpler pieces with gift giving in mind. Think earrings, simple pendants and bracelets and holiday/winter themes.

2. Keep your displays simple, clutter-free and don't put everything out at once. Display your work in themes or sets (remember the merchandising lesson last week!).  Use bed risers to raise your tables for easy shopping at events. Think neutrals for props and table clothes, your jewelry should stand out more than your displays.

3. Collect emails at events. Have a guest book at every event for people to sign up for your email list or ask them to enter their email when they check out with a credit card. Offer a special gift (free shipping or a percentage off to those who sign up.) More on email later - but don't miss a single opportunity to collect emails from your customers or potential customers. If someone asks for a business card at a show say, "Sure, and I'd love to have you sign up for my email list to get special promotions and holiday offers."

4. Create postcard invites. Use Vista Print to print up postcards and invites to events. Sign up for their mailing list and take advantage of sales.

5. Become a better salesperson. Engage with every customer at an event, a friendly hello and short little pitch about your work or what makes your jewelry unique will go a long way. If someone is looking at something intently, offer a mirror so they can try it on, if they say it's for a gift, offer them a little story about the piece that has captured their eye. Don't be shy, don't feel like a pushy sales person.

YOU ARE THERE TO HELP and fill a need! No one likes to sell but everyone loves to share. Helping and sharing, hello! That's being a good salesperson.

Use this give and take method of selling: when at your booth, greet, give a short and light pitch, let them look. Offer more information or ask if they have any questions if they stick around. Offer the mirror. Give them space to decide. Ask if they are buying a gift, let them know you have gift boxes if you do. Ask if they need any help with gift ideas. Listen to them and see what they really need. Let them ponder for a bit. Let them know you take credit cards. (And you better if you are doing shows!!!) While they are shopping, look busy doing something at your table. NOT ON YOUR PHONE. I also recommend standing as much as possible while you are there to sell.

Read this great article on Sales Techniques for Craftspeople.

Homework:
*Look at your schedule, any weeks you'd like to book before the holidays?

*Research shows and options. Books events.

*Schedule your own Open House. Order postcards.

*Create a FRANK list and use your list to see who you know who works in an office, school or might like to host a home party or attend your open house. 

(F)riends 

(R)elatives

(A)cquaintances or Activities

(N)eighbors

(K)ids

Remember, all you can do is ask - a no won't kill you. I promise!

Read over week 1 & 2 of this series and catch up.

Share your tips for events in the comments below.

Selling More Jewelry Part 2: Inventory and Pricing

Last week I announced a new series with all the dirt you need to sell more jewelry.  You can click here to read that post if you missed it.

To start our series I'm going to talk about inventory and everyone's favorite topic: pricing!

I'm going to assume, since this is the Art Bead Scene, that most of you have jewelry that are one-of-a-kinds that feature handcrafted beads. Which is awesome news because you have something that distinguishes your jewelry from the masses and chances are you can share a story about what makes your jewelry unique. 

Inventory:

1. Gather your jewelry and divide it into several small collections that would display nicely together. Think of themes or color groups. My example is the Bird and Nest collection above. 

2. Take notes on holes in your inventory. Each grouping should have the following:

*Showstoppers - this is a piece or two that stops buyers in their tracks, it will be the most expensive piece in the group and the most labor-intensive or the materials may be of a higher quality.

*Variations of your best-selling designs. These may be a pendant or bracelet style that you sell quickly at every show. They will be in the mid-price range of your inventory.

*Impulse buys - these are your earrings or simple designs that are $35 and under. This should be the bulk of your inventory if you do shows or in-person events. 

From now on whenever you display your work and even in your online shop, group these items together. When you show your work to shops, show them in the groups. This type of merchandising will increase your sales. And at shows it makes it much easier if someone is looking at a pendant to say, "Did you see the earrings that go with that design?" and hopefully they are right next to each other! 

3. If you have jewelry in your inventory that has been around for quite some time and doesn't get picked up at shows or doesn't has many views online, if the design is dated or just doesn't fit in with the style of the rest of your jewelry - it's time to upcycle it. Take it apart and use those beads in a new design that work in one of your groupings. 

*If you have seasonal jewelry or designs you like but just didn't sell - consider having a Flash Sale or Trunk Show to quickly move this inventory. 

Designing in collections will help increase your sales at shows and online and it will help in the creative process. 

You don't always have to re-invent the wheel. Revisit your best-selling designs and use similar beads to create it in several different variations. 

One thing I have learned over the years of doing shows (20+ years) is that too many choices overwhelms buyers and they end up walking away. You are not JCPenny - you will not be able to appeal to everyone. So stick with a few designs you know sell well and focus most of your inventory on those designs and variations of those designs. 

You still have room to play and experiment but know your best sellers and have plenty of them! If you are new to shows or selling or haven't sold much yet, what designs get the most likes on social media? It may be a matter of trial and error before you know your best-sellers. 

Pricing - that's such a loaded topic. I want you to answer a quick question for me - could you sell your jewelry at a 50% discount right now and cover your materials, pay yourself a living wage and use a portion of it to cover your business expenses? If you can't do this, you won't be able to sell to stores, galleries or shows that want a percentage of yours sales instead of a booth fee. 

If not, you are probably charging wholesale prices instead of retail. It's a common mistake. And the first argument is "I can't sell it for what I would need to charge!" A common cry and one that has an easy fix. 

A. Design jewelry that fits in the price point you can sell at - it might mean simplifying a design or mixing more affordable beads with the pricier art beads. Or it may mean buying materials at wholesale to reduce your costs. 

B. Find venues that have customers willing to pay the higher prices for more artistic and creative jewelry. We'll talk more about this in the next few weeks. 

It would be nice if we could just create whatever tickles our muse, but at some point you have to ask yourself if you are in the business of selling jewelry - can I sell this design at a price that covers my expenses and pays me. 

A hobby costs you money - a business makes you money. Which one does your jewelry business fall under, is it a hobby or a business? You want to sell more but you also need to pay yourself! 

Homework:

1. Gather your collections and take grouped photos to share on social media this week with a link to your online shop. Share them on Instagram and Facebook throughout the week. Don't share the same photos in both places, mix it up! 

Share your best photos on your blog and pin the images. 

Take lots of great photos of these grouped collections - you can use them in your marketing in upcoming assignments! 

2. Make a plan to fill the holes in your collections. 

3.Your required reading on pricing:

http://www.handmadeology.com/pricing-your-handmade-jewelry/

http://jewelrymakingjournal.com/pricing-handmade-jewelry-too-low/

http://www.launchgrowjoy.com/how-to-price-your-products/

Report your successes, questions and share your photos in the Art Bead Scene Lounge on Facebook! 

Selling More Jewelry Series

One thing I hear from my bead customers over again is the need to sell more jewelry. They want to buy more beads and they want to move inventory to make room for new creations. Who doesn't want to sell more, right? And even more importantly, I think it feels wonderful to have someone fall in love with one of creations and want to take it home!

So starting next week through October join me here on Tuesdays for a little biz advice and a challenge or two to help you keep motivated. Now is the perfect time to start gearing up for holiday sales, getting into shops and it's an easy time of year to sell jewelry - everyone is looking for gifts during the holidays and they need jewelry to dress up for events and parties.

The tips, lessons and challenges will include advice for selling more jewelry in person and online.

Until then, I invite you to read one of my favorite ABS posts from a few years ago, 20 Sales in 20 Days. Click here for a day by day challenge from the smart women at the Flourish & Thrive Academy. I do this challenge every year in October and always see a quick bump in sales. Print it out and try a few or all 20!