From the Jewelry Making Mailbox
I have an online jewelry store/gallery, but it hardly gets any attention or hits. What am I doing wrong? I'd like to be known as jewelry designer that's in demand, but I have no idea where I should start. How do I get press and reach the fashion editors of certain magazines like Cosmo, Elle, In Stlye and etc? Do you have any advice as to how I could market myself to magazines and local boutiques in Los Angeles, New York and other places? Please let me know what your honest opinion is of my work.
I wish I had all the answers for someone like this. Heck, if I did, I'd have my jewelry in magazines like Elle and in LA boutiques! No, really, I do knowing how to do a lot of what she asks, but know how to do it and doing it is very different. I think many jewelry designers forget that if you want to sell your jewelry you also have to market your jewelry, not just sit and make it. And, that is not fun. You have to spend at least (if not more) time marketing as you do creating. So, yes, I do have some advice that will at least help most aspiring jewelry designers get started.
First, as far as the web site goes, don't expect to be seen over night or even sell a lot of jewelry from a web page if you aren't already known. Jewelry still tends to be a very tactile item that most consumers what to touch before purchasing, which is obviously not possible on line. Also, remember that selling on line is not the same as selling in person. To get started, it is important to have an understanding of Search Engine Optimization.
As far as getting into big time magazines and boutiques, in some ways it is similar to getting into small boutiques. You need to find out who is the right person to talk to (the fashion editor, accessories buyer) and then approach that person with either a media kit and/or samples.
Finally, I get a lot of designers asking me to critique their work, and I have to turn them down because I feel that jewelry is very subjective. Just because I do or don't like something doesn't mean a customer will have the same opinion I have. If you already have clients who like your jewelry and you like your jewelry, then it shouldn't matter what I think.
Comments
I would have to agree with Tammy about the SEO (search engine optimization). I have been up to my ears for months now with programmers in redesigning my website which includes an SEO package. I firmly believe SEO should be at the top of everyones list.
Good for you. It’s not a lot of fun (nothing like making jewelry) but you gotta deal with it if you plan to sell on line.
You’re absolutely correct -it isn’t very fun at all to do a redesign. The only exciting part is what the end result will be. BUT, as you said, there are just some things that have to be done if you are serious about selling your jewelry and online. *can’t wait until the new site is done!*…
I must agree about the touch feel thing. Jewelry is VERY PERSONAL. Most women would tak a chance spending money on a new top because it will only go out of style next year but they hold onto their favorite jewelry for decades.
One thing that helped me get off the ground was finding a manufacturer that would work with me to get going. I partnered with a new company that embraces CAD design and would recommend them any day of the week. Although they work mostly with retailers, they can help you design your jewelry and get it manufactured.
I linked an article my local paper did for you to see! Goodluck!
Wow, that’s all she wants? IMHO scrap the website for sales and just go with Ebay, 10 Gazillion customers can’t be too wrong.
SEO is right up there with global warming. Can’t really prove the causes one way or another. Designing jewelry and marketing jewelry are two TOTALLY different worlds. You would go to different universities to learn each skill, MFA vs MBA. My rule of thumb when looking at my own jewelry, if I think it’s ugly, it will sell first.