Don't drive your customers away

Crossed Wires features a brilliant post about the 9 Convention Customers Everyone Hates. These customer types aren't exclusive to conventions. I've met them over and over again at art shows, parades, festivals and any place I've sat behind a table selling handmade merchandise.

The companion piece to this is 9 Convention Vendors Everyone Hates. If you've ever been a vendor yourself, you may have felt the frustration of dealing with the Blob, whose wares spill out into neighboring booths and the public walkways. Or the "Handmade" Importer trying to pass off mass-produced goods as her own creations.

I highly recommend these two articles for anyone planning to sell at events. They'll not only help you avoid common pitfalls and deal with colorful characters, but you'll have a good laugh (if you don't mind a few expletives).

I'm not only a vendor, I'm a customer, too. So I also have my own list of peeves. Please don't be one of these ...

Vendors Who Drive Me Away (and Don't Get My $$$)

The Talker

This is the vendor equivalent of the Lingering Customer. Whether it's pets, kids, recent medical procedures, extensive knowledge of Renaissance fashion, the time you passed out drunk and woke up in the parking lot of a Waffle House, or a detailed opinion about the event's coordinator -- it's not what I want to hear while browsing your wares.

You might think you're being "friendly," but it's really TMI -- "Too Much Information" -- and it's not appropriate between buyers and sellers. Especially if it's a shaggy dog story and I am desperate to mosey on to the next stall.

Beware, The Talker doesn't morph into The Sob Story or The Hoverer. 

The Sob Story

This vendor just lost two jobs, a parent, an arm and a dog, all in the past month. They barely made it to the event, broke a portable table on the way in, and had half of their inventory stolen by their daughter's boyfriend. Now it's Sunday afternoon and they haven't made their booth fee, so their sales pitch has turned into desperate begging. 

Complaining that you haven't sold anything all weekend isn't going to make people charitable -- it's going to make them wonder what's wrong with your merchandise. 

I sympathize with tough times, I've had my share of them too, but if you're in a really rough patch, take a breather, go outside, phone a friend. A customer is not a shoulder to cry on. 

The Hoverer

Touching -- or even looking at -- any item on their display prompts a monologue from this vendor, explaining the materials, tools, time, skills, history, symbolism and price of any item your hand happened to brush.

It's nice to hear a vendor say, "Hello," and "How are you enjoying the event?" Also, "If you have any questions, let me know," or "I made everything myself," is acceptable. Even, "Would you like to try it on?" 

But save the encyclopedic backstory until the buyer has indicated more than a vague interest. And don't hover at their elbow, even if they are fiddling with everything and not putting it back where it goes. Wait until they walk at least two paces away before rushing in to "fix" it.

The Hard-Sell

This vendor insists you need their product no matter what you say. Example: I once attended a psychic fair and every table I passed, I was asked if I wanted to know about my future, job, lover, angels, aura, astrology sign, or dead relatives. Even if I did not stop at the table or so much as made eye contact.

When I said, "No, thank you," and walked away, I was treated to a pitch anyway. My insistence that no, I did not care about my astrology chart, or that I was not in pain and I did not need to cleanse my aura, thank you, fell on deaf ears. Not very psychic, were they?

"No," does not mean, "Please, talk me into it." And you should never, under any circumstances, touch a customer -- spray on perfume, put a clip in their hair, wrap a scarf around their necks, hold a shirt or jewelry up against them -- without consent. ASK FIRST.

The Hunter

Which brings us to The Hunter. This sort of vendor accosts you in the middle of the dealer room, when you’re no where near their booth. They might even stalk you in another vendor's space, on the flimsiest of excuses. "I overheard you say that you saw a rainbow. Have you seen my crocheted left-handed rainbow nose pickers?" They will tell you everything you never wanted to know about their amazing product, and try to drag, lure and/or herd you to their table.

Or, perhaps, you drifted by their table but weren't suitably impressed (in their opinion) so they come after you as you walk away, plying you with pamphlets and business cards, as if to say, "Here, will you throw these away for me?" 

There's a fine line between eager-go-getter and crazy-psycho-hunter-vendor. Don't cross it.

The Hermit

The opposite of the Hunter, this seller is invisible, incognito, or completely ignores you, even when you are waving dollars in the air. You find yourself asking other vendors, "Do you know who runs this booth?" Or you decide to come back later... but the vendor never reappears.

Even worse, they're right in front of you, but they're reading, checking their messages, counting money, stacking boxes, talking to a friend, or whatever is apparently more important than selling their wares to you, even when you ask for help. "Excuse me? ... Excuse me? ... HELLO?"

The Over-priced Hipster

"Omigod I totally had this idea to make owl shirts. With mustaches. And they're only $60 each because I have this really quirky whimsical retro boutique lounge themed logo that makes me look trendy and professional. My friend designed it for me. She's an art school drop out and owns an iPad."

Being an artist and crafter myself, I understand that there's a mark up above the cost of materials. Making something takes time, and (typically) talent. Handmade items cost more than mass-produced store goods. But, sorry, I'm not interested in buying your brass Lovecraft cthulhu steampunk squid octopus thing for $80, even if 40,000 other people are selling them for $80 on Etsy, too.

The Pig

A plate of half-eaten food is sitting in the middle of their table and filling it with the stench of stale onions. Their giant dripping slushy cups are looming over the merchandise -- or worse, on TOP of the merchandise. There's empty wrappers, boxes, cups and junk all over the booth space.

Hey, I know, vendors gotta eat, too. And many of them do not have an assistant to spell them while they go to nab a nibble. This is where a good vendor coordinator should be available to give the vendor a break.

If you must eat while you sell, keep it off of the main merchandise table, and have some hand wipes or something to clean up before dealing with customers, please. If you're finished, throw the food and any other trash away -- far away -- in the appropriate receptacles.




Jen Hilton makes one-of-a-kind jewelry sold through her website JLHJewelry.com. She is the founder of the Triangle Jewelry Makers and is featured in the books "Steampunk Style Jewelry: Victorian, Fantasy, and Mechanical Necklaces, Bracelets, and Earrings" and "1000 Steampunk Creations: Neo-Victorian Fashion, Gear, and Art" available at Amazon and other booksellers.

I've got a brand... now what?

As I mentioned in my previous post "Branding - no, not moo cows," I'm an author as well as a jewelry maker. My publisher provides professional assistance through informative webinars, and I've found that some of this information can also apply to the business of selling handmade jewelry. With permission from Jenny Bullough, manager of digital content at Harlequin Enterprises (the parent company of my publisher, Carina Press), here's some information about personal brand -- rewritten to apply to jewelry selling, with additional information based on my own experience and the input of the Gem Gypsy and the Triangle Jewelry Makers.

Super Brand! The magical sparkly you!

Got your BRAND? Your brand is your public presence -- the professional, creative you that is facing the world. It's a combination of your personality, logo, style, and reputation.

Here are the next steps toward making your brand even stronger, improving your sales, and having a successful go at selling handmade jewelry. 

Website

If you're serious about selling jewelry, you've got to have a decent website. Even if your funds and/or computer skills are limited, there are some steps you can take. Check out my "Building a Better Website" for the basics on professional, quality web presence.

Make time to market yourself

This can be as much or as little as your schedule allows, but spend at least 10 minutes a day or an hour a week, updating your websites and social media. If a month goes by and there are no status updates, shop listings, or blog posts, followers will lose interest (or assume you have).

Continue to produce

Don't make your customers wait too long. If they're excited about your work, they will keep checking back. If there's nothing new, they will think you've lost interest and they will lose interest, too. "Buzz" ebbs and flows quickly on the Internet.

The bill-paying job, children, illness, or just the creative doldrums, can leave you without new content. Or without the time to share new content. Life happens. But even that does not need to keep you from producing something.

If you don't have a new piece of jewelry, or time to photograph your inventory, you can still post social media updates and rearrange the pics on your website. Perhaps there are some items that haven't sold in awhile and have cycled onto page 3 or 4 of your website. Relist them with new descriptions and move them front and center.

Or post links to relevant content on other websites -- for instance, I make steampunk jewelry, so I sometimes post links to cool steampunk pictures or books, if I don't have new jewelry to share.

If you are comfortable sharing personal information, you can let your customers know that you have a huge deadline at work, or that your 7-year-old is sick, and thank them for their patience. As I've mentioned several times throughout this blog, part of the value added to what you sell is that it was handmade by a real person. So be a real person, and your customers will appreciate it. 

Social media

It is impossible for most people to keep up several social media sites at the same time -- Facebook, Twitter, Linkedin, Etsy, Tumblr, Flickr, MySpace, deviantART, Wordpress, etc. Choose one hub that you maintain consistently. Be present on others, but use them to direct people to your preferred social site.

Engage customers with occasional posts, ask questions to prompt interaction, and always reply to queries and comments (politely and in a timely manner) even if just to say "thank you!"

Have short-term and long-term goals

A jewelry business is never "finished." It must constantly meet the changing needs of the marketplace, adopt new technologies and social media platforms, attract customers, challenge and inspire you as an artist.

Continue ongoing improvements and new offerings. How do you want your business to expand? How might you improve each customer's experience? What will you will do if a particular piece of jewelry sells well? Are you prepared to make more, or to make coordinating items?

Where do you see yourself in ten years? What do you want to be doing with your jewelry?

Plans can change. But having a plan will give you confidence, security and direction, which will further enhance your reputation with customers.  




Jen Hilton makes one-of-a-kind jewelry sold through her website JLHJewelry.com. She is the founder of the Triangle Jewelry Makers and is featured in the books "Steampunk Style Jewelry: Victorian, Fantasy, and Mechanical Necklaces, Bracelets, and Earrings" and "1000 Steampunk Creations: Neo-Victorian Fashion, Gear, and Art" available at Amazon and other booksellers.

Branding - no, not moo cows

Your "brand" is what makes you stand out.

As I mentioned in my previous post, I'm an author as well as a jewelry maker. My publisher provides professional assistance through informative webinars, and I've found that some of this information can also apply to the business of selling handmade jewelry. With permission from Jenny Bullough, manager of digital content at Harlequin Enterprises (the parent company of my publisher, Carina Press), here's some information about personal brand -- rewritten to apply to jewelry selling, with additional information based on my own experience and the input of the Gem Gypsy and the Triangle Jewelry Makers.

Your brand is your public presence, the professional, creative you that is facing the world. It's a combination of your personality, logo, style, and reputation.

I was skeptical when first confronted with the concept of branding myself. It sounded like corporate advertising buzzword BS. But if you are a handmade jewelry seller, you are not just selling jewelry, you really are selling yourself -- your skills, quality, and passion.

People have ample opportunity to buy jewelry from department stores, gift shops, friends, family, Etsy, flea markets and craft shows, right? So, how do you stand out? That's where your "brand" is important. Or to put it another way...

HAVING A STRONGER BRAND WILL IMPROVE YOUR SALES

I'm not suggesting you be something you aren't. In fact, the more honest and authentic you are -- with your customers and yourself -- the better.

Here are a few things you can do to get started building your brand.

Offer a quality product

This should be a no-brainer. Constantly strive to improve your jewelry-making skills. Offer dependable, consistent quality and customer service. This will build your positive reputation.

Develop your own unique vision

When you started making jewelry, you were probably taking lessons, using kits, following YouTube tutorials, using magazine instructions and copying someone else's style. When you grow as an artist and begin selling your work, you'll be developing a style all your own -- you'll have to, or it's copyright infringement.

You may not do it on purpose, but you probably already have a style of your own (or one emerging). As the founder of a jewelry artists group, I've had the opportunity to see the work of many jewelry makers, of all skill levels. Every single one of them has a different style. Show me a piece of jewelry from someone in our group, and I'll tell you who made it, based on the materials, the subject matter, and the way it's put together.

No one else can be you. You have your own unique experiences, preferences, abilities, interests, and those should come through your work. This is what sets you apart from everyone else. It's why customers will choose to shop with you, and it's what they will expect when they return.

Choose a focus

You might be in the early stages of developing your style, experimenting with several different materials, and that's fine. But if you are selling your work, you should have some consistency. No artist wants to be limited, and it is okay to evolve and change. But if people are buying what you do, that means they want you to continue doing it -- and they will come back to you expecting more of the same.

This should not be a narrow, specific category, like "red rosaries" or "glass pendants." You are looking for a general direction. For authors, we would use the word genre. Just as it's difficult to build a readership if one jumps from children's books to erotica to crime drama, it's difficult to build a following of repeat jewelry customers if you are jumping back and forth from metals to clay to beads, or from inexpensive to high-end, or from pink cutesy girlish to black Goth to conservative bank teller.

If you're not sure how to define yourself, look over your body of work. Themes will emerge.

I'm known for creating jewelry that embodies a unique combination of imagination and history, with Victorian, Celtic and science fiction elements. If I try to list anything else on my website -- say, hippy woven hemp necklaces, pet charm bracelets, rosaries, birthstone gifts for moms, etc. -- it does not sell as well. Because my customers are looking for the style they've come to associate with Jen Hilton.

Craft your brand statement

This is also called a tagline or slogan. Some very well-known jewelery slogans include A diamond is forever or Every kiss begins with... Whatever it is, use it on all platforms: Etsy, website, blogs, Facebook, Twitter profile, business cards, etc.

Like your logo, it should be associated with you and it should communicate who you are to your customers. Why? Because in our modern, digital world, potential customers will only spend seconds -- or fractions of seconds -- looking at your ad, website, logo, or listing. They need something that tells them all about you, in ten words or less.

If you're having trouble with this, look at your design elements. What can you say that encompasses the bulk of your work? What feeling does it evoke? What imagery? Here are a few examples:

"Fun, fresh and flirty."
"Dark jewels, deep secrets."
"Strong women, bold jewelry."

The Gem Gypsy, owner and operator of Earth Traditions, uses "Gifts from legends, lore, and fantasy."

The Gem Gypsy says... "An important factor with marketing you and your merchandise is your NAME and the LOOK of your logo, website, emails, letterheads, business cards, social media, even the way you dress and present yourself. Your look needs to have a common theme to set yourself apart. Find a common thread and be consistent. I have been using the same signs, logo, name for 12 years now. I've had all kinds of people tell me, when they see my logo that they've 'seen this before' and that makes me feel great! My branding is working."

My tagline is Embellish your adventure with unique handmade jewelry. I liked the idea that "embellish" could apply to writing and jewelry, as I consider myself a storyteller in both areas. Because I make so much jewelry for cosplay, costuming, science fiction and fantasy, I felt that I was creating more than just something pretty -- I was helping people live out their own adventures. So, we have "Embellish your adventure..."

"OK, I'm working on my brand. Now what?" 

That's the subject of my next post!




Jen Hilton makes one-of-a-kind jewelry sold through her website JLHJewelry.com. She is the founder of the Triangle Jewelry Makers and is featured in the books "Steampunk Style Jewelry: Victorian, Fantasy, and Mechanical Necklaces, Bracelets, and Earrings" and "1000 Steampunk Creations: Neo-Victorian Fashion, Gear, and Art" available at Amazon and other booksellers.

Building a better website

Making jewelry is my part-time hobby and sanity-saver. Last year, it became even more part-time because my cyberpunk romantic thriller Stellarnet Rebel was published by Carina Press, a subsidiary of Harlequin Enterprises, and I'm currently working on the sequel.

What's this have to do with selling jewelry? Well, my publisher provides professional webinars to assist its authors, and I noticed that some of this information would be useful to jewelry makers, too!

So with the permission of Jenny Bullough, manager of digital content at Harlequin, here are some tips for creating a better website -- taken from my webinar notes and modified to apply to jewelry selling. Additional information is from my personal experience and the input of the Triangle Jewelry Makers.

First of all, YES YOU NEED A WEBSITE, regardless of where else you might appear or where your work is sold. It doesn't need to be an online store, but it needs to be the nexus of all of your shops, blog, upcoming events, promotions, social media, etc.

A website of your very own is under your control. An Etsy shop is subject to Etsy. A Facebook page is subject to Facebook. Your website is yours.

And it needs to look presentable. Which should be obvious, but in a nutshell, PROFESSIONAL LOOKING WEBSITE = TRUST. 

Not sure what makes a good web design? Check out: WEB PAGES THAT SUCK for some guidelines.

But before you sit down to build a website, MAKE A PLAN. List everything that would need to be there -- theme, logo, navigation, social media, jewelry categories, points of purchase, etc. Ask yourself what your customers are going to be looking for. The main thing, of course, is they'll need to know what you make and how to buy it.

Part of the value added to what you sell is that it was handmade by a real person. So don't forget to include a BIO, artist statement, photo of yourself, or other personal info. 

REGISTER A URL. For jewelry sellers, this will probably be your name, your name and the word "jewelry," or your FBN/DBA. As I've mentioned before, try to keep it simple.

REGISTER YOUR EMAIL AND SOCIAL MEDIA to match the url as much as possible, to eliminate customer confusion. If someone hears about you from a friend, or meets you at an event, or stops by your booth at an art show, and they search for you on the internet, they need to be able to find you. Being consistent ensures you are not only easy to find, but that you will be at the top of search engines and it will be obvious to customers that they've got the right person.

Now, onto the specifics about the website itself...

Your HOME PAGE should readily identify who you are, what you do, your logo, tagline, style, site navigation, and your newest pieces for sale.

The screen they see before they have to scroll or click for any reason should contain the header, site navigation, and links to social media -- at the very least. New material and the latest information should also be front and center, so that return visitors will know right away that there's something new to explore.

The HEADER GRAPHIC is the image at the top of your website. It should not dominate the page, forcing visitors to scroll down before they see anything else. The header should reflect your style and overall theme. Don't have a theme? Then it's time to make some decisions. See my next post about branding...

The website should be EASY TO NAVIGATE. If visitors have to go searching for the cart button or the contact link, or if they can't find the information they're looking for, you've lost their trust and you're going to lose them.

Your site should be CLEAN AND UNCLUTTERED. This aids in navigation, but it also allows for faster download. Some of your customers might be on a dial up connection, a slower computer, or a smartphone. No auto-play music, sounds, animations, flash, etc., that might slow the download time or crash someone's browser.

NOT an example of "clean and uncluttered."

Always use DARK TEXT ON LIGHT BACKGROUND. It doesn't have to be B&W, but use dark colors on lighter colors. It's called contrast, and is easier on the eyes.

Use a READABLE FONT. There's a temptation to make it small (to squeeze in more information), but not all of your customers have great vision. And you might be tempted to use fancy swirly pretty fonts. Go right ahead and use them... in your logo or header. But the rest of your text should be simple. When's the last time you read a book or magazine article in Medieval Uncial or Gothic Calligraphy?

NO 3RD PARTY ADS. It might sound like a good idea to put Google ads or something on your site to generate revenue, or use a "free" web service that puts ads on your site... but this can backfire. Ads like this are often targeted to users based on keywords within your site. So, you could end up with several jewelry websites luring your customers away. Or customers might incorrectly associate you with other businesses. Or you could end up with ads that your customers find offensive.

TEST THE WEBSITE in different browsers. Don't assume that if it looks ok in Internet Explorer it will also look fine in Firefox. Also, check the website's functionality. Do the shopping carts work properly? Is the shipping being calculated correctly? Do the links work? Enlist the help of friends, or go down to the local library to try it from their browser. (Notice I didn't say try it from work. Your workplace might not mind, but I don't want to get you in trouble!)

Finally, KEEP THE SITE UPDATED. If your last post was three months ago, the public will assume you've lost interest and they will too. Stay fresh. If you're not adding new items, rotate the items you have so new ones appear on the home page. If you don't have time to write new content, consider adding a widget that will automatically show your latest tweets or Etsy listings.

Good luck!




Jen Hilton makes one-of-a-kind jewelry sold through her website JLHJewelry.com. She is the founder of the Triangle Jewelry Makers and is featured in the books "Steampunk Style Jewelry: Victorian, Fantasy, and Mechanical Necklaces, Bracelets, and Earrings" and "1000 Steampunk Creations: Neo-Victorian Fashion, Gear, and Art" available at Amazon and other booksellers.

Choosing an art show, event or festival

You've decided to sell your handmade jewelry. Perhaps you've set up an Etsy store, built a website, or put a few pieces in a local shop. But why sit around, waiting for something to sell? Why not do an art show, festival or some other event, where you can get out and meet customers face-to-face, talk to them about your work, hear feedback, meet other artists?
And SELL things! Well...

Just because you've got a vendor booth, doesn't mean you'll vend anything.

I don't want to discourage anyone, but it's true. As a jewelry designer myself, the founder of the Triangle Jewelry Makers with a membership of more than fifty local jewelry artists, and as someone with many artist friends, I've got a lot of stories about The Shows That Went Wrong. Usually, it goes something like this...

You paid a $200 vendor fee and there were 30,000 attendees at the festival, but you only had $200 in sales. (And, no, that's NOT "breaking even" because there's still the expense of the materials you used to make the jewelry you sold, the time you spent making it, the income and social security taxes you'll have to pay, the time you spent being at the event, the gas money to get there, the signage, etc.)

OR... you bought a new 10x10 tent, folding tables and matching table covers, and spent all day in the 100-degree heat. Your jewelry and displays are all dusty because you were located in the corner of a dirt parking lot and the wind was blowing. And worst of all, you sold nothing. But, hey, you gave out a lot of business cards!

Not all vendor opportunities are created equal. 

Not all shows are well-advertised. 

Not all festivals are popular. 

Not all audiences are a good fit with what you're selling.

Sometimes when we're vendor noobs, we're eager to get into any show we can. And that's not a bad thing. It helps to gain experience at a few small events before applying to a large one, or one that is juried. You'll learn how to streamline your set-up and take-down processes, figure out what displays attract the most attention, get the hang of your Square credit card reader, and be able to take photos to submit with applications to other events.

Participating in an art show, event or festival is also very validating. It's encouraging to see people's faces light up when they look at your work -- even if they don't buy a single thing. It makes you feel like a "real" artist, in a way that Etsy doesn't.

Another good reason to do a festival is networking. You might not sell much, but you're meeting people and making connections -- with both the attendees, the event coordinators and your fellow vendors -- and that can really pay off later. You might make a friend for life, be invited to show in a gallery, get picked up for a consignment opportunity, score a custom commission, or receive an invitation to an even bigger and better event.

But if you've had a string of Bad Shows, or you just don't know where to start, here are a few tips.

1) Try small, personal venues. I have better sales at small events where I am the only seller, or only one of a few. I've made as much profit, or more, than at large events such as parades and festivals with 20,000+ attendees and tons of vendors (and a high booth fee). And I spend a lot less time setting up, taking down, and sitting there. Small venues might include:

* A gallery or featured artist showing.

* Setting up in front of a restaurant/cafe/pub/theater/etc during a holiday, such as Christmas or Valentines.

* Private jewelry parties in someone's home or office.

* Unusual events where you might not normally think of vending -- such as dance recitals, fundraisers, athletic competitions, animal shows, cultural performances, etc. The key to doing these sorts of events is that your jewelry should tie in, somehow. Horse jewelry at horse shows, Celtic jewelry at Irish dance recitals, etc.

2) Select a show, event or festival which has a vendor/attendee ratio of about 1:200. That would be about 7-8 vendors for an event with an attendance of 1,500. Or 50-60 vendors for an event of 10,000. There's nothing magical about this ratio, and it's not set in stone. But it's a general observation made by my friend Christi, the Gem Gypsy, and it seems to bear out in my own experience.

Think of it like this: An increase in potential customers, along with a decrease in the number of vendors vying for attention, should mean more sales for you.

Other factors certainly apply -- how the jewelry is displayed, how well it fits the audience, and also ...

3) You are probably going to sell more at an event where people pay to enter, and less at one that's free. Don't know why, but it's a phenomenon many jewelry sellers experience. Possibly because people who can afford admission are generally going to have more money to spend, and be willing to spend it. Or possibly because paid entry events are more of a "happening" for which attendees want souvenirs. Or both. Or some other third reason? Don't know, but keep it in mind.

4) You'll probably sell more at a juried or exclusive art show, or a special event to which you've been invited, than one open to anyone who applies. Juried and special events are understood to be "artsy," and will attract people seeking quality goods and who are willing to pay for them.

At events without any vendor vetting, there's often too much competition from flea market type sellers with cheap mass-produced goods. You'll be stuck between the knock-off purses and the made-in-China sunglasses, and people won't realize that you're an artist.

Do you have any more tips for choosing a good venue? Ask us your questions and share your experiences with us!

Jen Hilton makes one-of-a-kind jewelry sold through her website JLHJewelry.com. She is the founder of the Triangle Jewelry Makers and is featured in the books "Steampunk Style Jewelry: Victorian, Fantasy, and Mechanical Necklaces, Bracelets, and Earrings" and "1000 Steampunk Creations: Neo-Victorian Fashion, Gear, and Art" available at Amazon and other booksellers.

Etiquette tips for buyers and sellers

This excellent article by Stacey Merrill shares etiquette tips for both buyers and sellers at art fairs. These words of wisdom and experience apply to any event where you might be selling your jewelry -- or buying something handmade from others.

For vendors...

The suggestions include such things as having prices clearly marked, being available to answer questions instead of on the phone or chatting with a friend, keeping your table clean and neat, and being helpful but not hovering. 

For buyers...

This is something I wish was issued at the entrance of every event! Some of the requests include: Please don't block someone's booth or foot traffic, don't criticize the art/price in front of the artist for all to hear, and keep an eye on children (of ALL ages) and pets.

Read the entire article here

Based on my own informal survey of the Triangle Jewelry Makers, we would also add (or emphasize) the following.

Buyers, please...

* Don't hang out in my booth just to get out of the weather. I love for my customers to enjoy the shade if the weather is hot, or the warmth from my space heater if it's cold. However, if you don't plan to buy anything and are blocking my wares from being seen by others, have the consideration to move along.

* Don't tell me I should charge more for my pieces. I know that you think it's a compliment, or you're just trying to be helpful, but what you're really saying is that I'm an idiot. Many factors go into the pricing of handmade work. My prices are based on careful consideration of the venue, the current market, the vendor fee, the cost of my materials, my level of ability, and even my psychological comfort zone. If I'm so cheap, then buy lots of my stuff and enjoy it!

* Don't tell me something is priced too high. No, it's not just like the one you saw at Wal Mart for $4.99. It might look the same to you, but the one in the store is made in a foreign country where people are paid less, and the materials used are base metal (such as nickel or lead), plastic and simulated gems -- not silver, glass and semi-precious stones.

* Don't try to barter me down on my prices. That's another way of saying my time and talent are not worth paying for. If you honestly love my work but cannot afford it, simply say, "As soon as I get a job again, I want to buy one of your lovely pieces. Do you have a website?" or even ask, "Do you have something similar but at a lower price?"

* If you come back to buy something and it's gone, don't whine about it. Sellers  hear "I wanted that!" countless times. If you wanted it so badly, why didn't you buy it when you had the chance? Better to ask, "Do you have something similar?" or "Could you make another?" than to throw a hissy fit. I'm here to sell things, not read your mind. That's the psychic fair.

* Don't say "I could make one just like it" because while it might be true, there's this thing called copyright and it applies to jewelry, too. Along the same lines, don't ask for step-by-step instructions how to make one the artist's pieces for yourself. We are here to sell jewelry, and some of us also make our living by teaching our techniques. We're not going to give that away for free.

* Do ask to try on the jewelry or look at it more closely, but don't come through and touch, move, knock over, and/or relocate every one of my pieces, and leave fingerprints, sticky substances, dripping umbrellas and drink cups all over my jewelry and my displays. As I often tell my children, "Unless you're going to buy it, look with your eyes and not your hands."  

Sellers, please...

* Don't have cups, papers, half-eaten sammiches and other junk on the tables with your jewelry.

* You can't expect me to pay a premium for things you've thrown in a basket. That's called the bargain bin. If you are charging $12 or more for something, put it on a card, hang it on a display, box it in a gift box, or set it on a necklace bust.

* Do some research and think carefully when you price your work. It may only be your hobby, but sellers who price things just to "cover the cost of materials" undervalue handmade goods for everyone. On the other hand, just because you teach classes or appeared in an art book doesn't mean you can ask $100 for a washer on a chain. It makes you look like a pompous hipster snob.

* Don't charge exorbitant prices because a particular style, item or color is currently popular. Eventually, people are going to figure out that you're gouging them, and you're going to look like a jerk. Yes, you want to make a living and value your work, but keep in mind that the average income in the U.S. is only $27,000 a year so consider your audience when pricing.

* Don't tell me stories about your child/dog/husband/surgery or any other subject unrelated to the things you're selling. It's not friendly, it's inappropriate. And I don't want to overhear these stories while I'm browsing, either. If you are sharing a booth with a friend, cut the personal chatter until I move along.

What are some tips you'd suggest to buyers or sellers of handmade jewelry? 



Jen Hilton makes one-of-a-kind jewelry sold through her website JLHJewelry.com. She is the founder of the Triangle Jewelry Makers and is featured in the books "Steampunk Style Jewelry: Victorian, Fantasy, and Mechanical Necklaces, Bracelets, and Earrings" and "1000 Steampunk Creations: Neo-Victorian Fashion, Gear, and Art" available at Amazon and other booksellers.

Notes from the NC Pagan Pride Day

Last weekend, I shared a booth with my friend Jill Liles of Liv'ngood Jewelry, as one half of the duo "Brigid's Jewels." It cost us $95 for a 10x10 foot vendor space at the Central NC Pagan Pride Festival. That was for both Saturday and Sunday, from 10am-6pm. It was the first outdoor vendor booth I'd done in about five years.

For the entire weekend, I had $368.50 in sales, and $23.30 of that was NC sales tax. I spent about $25 on food and drinks, probably about $5 for gas back and forth both days. My estimated materials cost for the items sold was $100.

So, I made $170, or less than $10/hour, counting the hours of set up, take down, and sitting there for two days. Counting the hours I spent making the jewelry I sold, and the amount of money I'll have to pay for social security tax and other taxes on my small biz income, it's probably closer to $3 an hour.

Still, not bad for an event that was dark and wet all day Saturday, and which had an attendance of about 2,000 (compared to, say, the 20,000 or more who attend the Raleigh St Patrick's Day Festival or the International Festival). And I did better than other vendors I spoke with.

The interesting thing, to me, was that most of the money I made did not come from jewelry. It came from the "lures." These are low-priced, eye-catching items placed at the end of the table, at the front of the booth, to stop people and attract their attention.

One of my lures was my Gnome Terrarium, at $8.00 each (that's with sales tax). I sold several, and I think by the end of the weekend Jill was sick of hearing the squeals of "Look at the gnomes!"

Another lure was a tray of rocks, minerals, herbs, and semi-precious stones, with small drawstring bags, so customers could create their own amulet or love charm. Each stone was labeled with its "properties" (based on a bit of internet research), and ranged from about $.50 to $1.00. By the end of the weekend, the bags were gone and the stones almost sold out.

The stones and gnomes had little to do with my jewelry -- which is mostly steampunk, spacepunk, cosplay, SF, found items and relics -- but I knew I needed to have something that would appeal to the audience.

Jill took a page from my book, and on Sunday she rearranged her side of the booth so that her earrings (typically a less-expensive and more-popular jewelry item) were at the front of the booth, and her display board of bottlecap magnets was at the end of her table. And they did lure in more customers! Everyone loved the magnets.

The festival was fun. I had a good time, met several people, and gave away a lot of biz cards. Hopefully that latter will pay off later, though I honestly can't recall EVER having an online sale from someone who took my card at a show.

Something to keep in mind -- and the Central NC PPD was no exception -- shows that are free to attend typically do not draw the type of crowds that are going to spend money. My average sale over the weekend was about $5. This is one of the reasons why I don't usually do outdoor, non-juried festivals.

The vendor-to-attendee ratio also makes a big difference in how much you will sell. Obviously, the more customers and the fewer vendors vying for their attention, the more you stand to make. This event was about 2,100 attendees to 58 vendors listed on the website. 

But the moral of the story is that your lures and low-priced items can save your butt at an otherwise financially-disappointing event.  





Jen Hilton makes one-of-a-kind jewelry sold through her website JLHJewelry.com. She is the founder of the Triangle Jewelry Makers and is featured in the books "Steampunk Style Jewelry: Victorian, Fantasy, and Mechanical Necklaces, Bracelets, and Earrings" and "1000 Steampunk Creations: Neo-Victorian Fashion, Gear, and Art" available at Amazon and other booksellers.

"Why does it cost so much?"

If you do shows, events, festivals, or even if you just sell to friends, at some point you will probably get a question like, "Why does your jewelry cost so much?"

It doesn't matter if you're selling a hand-forged, solid sterling silver, acid-etched cuff for $300 or a ceramic pendant on a cotton cord for $10. You are eventually going to hear the question. And judging by my experiences, and the experiences of my friends in the Triangle Jewelry Makers, you're going to hear it more than once.

Your initial reaction might be to lower all of your prices, question your skills, or become critical of your work. Don't do that. Because there will also come a time when you will hear, "You don't charge enough." It's all a matter of perspective.

You may feel compelled to reply with a defensive justification. "I spent five hours working on this...! You'd understand if you knew anything about making jewelry...! When you buy jewelry in the store, it's cheap because some 14-year-old in China got paid ten-cents to make it, and it probably contains lead...!"

Um... don't do that, either. As tempting as it is.

Understand that patrons don't always think before they say things. They might not even realize that the maker of the jewelry is sitting right there and overhearing them. They see a price tag, and they have a gut reaction -- they imagine how many groceries they could buy with $40, or the doctor bill they need to pay, or the gas they could put in their car. How in the world could a bracelet be as important as these things?

Many people may not realize that your jewelry is handmade, by YOU, even if you are at an arts and crafts festival where everything else is made by hand, and even if you have a big shiny sign saying "Handmade Jewelry by ME." They might be assuming that you are only reselling the same items they see all the time at KMart for half the price.

Which is another point to consider -- a lot of people don't know the difference between a handmade piece of jewelry and something mass-produced. Would you know the difference between a hand-sewn quilt and one from Target? A loaf of homemade banana bread and one from Whole Foods? A German-engineered 8-cylinder engine and a transmission from a 1976 Pinto? At a glance? Really?

As a jewelry maker, and a lover of sparkly things, are you taking for granted your ability to spot the difference between sterling silver and pewter, gold plate and base metal, faceted garnets and plastic, well-made wire loops and ones that are destined to fall apart? Remember that most people do not possess these skills.

It also helps to remember that not everyone has extra money to spend, and that fact has nothing at all to do with your skills or the value of your jewelry. The median household income in the US is $50K. In North Carolina, it's even lower, $44K. That's for an entire household, possibly containing children and elderly relatives. The per capita income -- that is, the average income earned by each individual in the US -- is only $27K. (Source) In North Carolina, it's $20K. (Source)

So, when someone says, "Why does it cost so much?" what they are really asking is, "Why should I spend my hard-earned money on your jewelry?"

Answer the second question, not the first, when you reply. Depending on who you are and what you'd like to say about yourself, responses might include:

- "I put a great deal time and creativity into my jewelry, every piece is handmade and unique. No one else in the world will have one like it."

- "It's made in the USA, and I use beads and charms that are made by local artisans."

- "I've taken several jewelry classes at Pullen Art Center, Ornamentea and the local university, and every piece is made with not only beauty but durability in mind."

- "I am happy to make one for you in red or purple. I also take custom orders, and can re-size any item for you right here while you wait."

- "This is made of sterling silver, and these are iolite gemstone briolettes. There's no plastic, lead or nickel in my pieces."

And if they still don't get it, just let it go. They're not your target audience. But if you find you are being asked that question A LOT, you might want to re-examine your choice of marketing venue, or expand your range of price points.





Jen Hilton makes one-of-a-kind jewelry sold through her website JLHJewelry.com. She is the founder of the Triangle Jewelry Makers and is featured in the books "Steampunk Style Jewelry: Victorian, Fantasy, and Mechanical Necklaces, Bracelets, and Earrings" and "1000 Steampunk Creations: Neo-Victorian Fashion, Gear, and Art" available at Amazon and other booksellers.

Photographing your jewelry

If you are selling online, you need good photographs. There are a ton of tutorials, tips and resources for taking good pictures, just search Google or YouTube.

Here's a quick overview of how to improve your online pictures -- which means improving your online sales, as well!

Light

Having a lot of light is important. Jewelry looks better with sparkle. More light = less blur. Natural light = true color. Standard light bulbs, while they might seem bright enough to us, can make jewelry look yellow (if incandescent) or blue (if fluorescent) in photographs.

Some people use light boxes. The idea behind this is to put your jewelry in the center of several reflective surfaces. Again, more light = better pictures. Not necessarily glaring sunlight, which can have it's own problems, just light from more angles. You can buy a light box, or make your own. Search Google or YouTube for "DIY photography light box." 

Macro lens

"Macro" is a special setting on some cameras, which allows you to put the lens very close to the object. "Telephoto" means you can take a closeup from very far away. "Macro" means you can take a closeup from... closeup.

If you are not using the macro setting, you are going to get blurry pictures when you get too close. But if you don't get close, potential buyers are not going to see the beauty and detail of your work. Macro is the only way I know of to get the sharp detail you need to sell jewelry online.

Not all digital cameras come with a macro setting. If you are buying a camera you plan to use for photographing your jewelry, make sure it has a macro setting -- typically indicated by a symbol that looks like a little flower.

White backdrop

I've seen beautiful photos shot on black, patterned or colored backgrounds, and with a variety of props such as necklace displays, leaves, and other items. But if you're having trouble with these, try shooting against a white background. White reflects light, offers truer color, and also makes it easier to "touch up" your photos with your editing software. When you've achieved sharp, bright pictures with a white background, then begin introducing other elements.

Offer several different views of each item

Etsy does this as standard procedure for listings, but it's a good idea in any online selling situation. Try shooting from different angles. Have shots with props and without. Use white and dark backdrops. Have a closeup picture of the details and also a picture of the entire piece.

Digital editing program

This might be something such as Adobe Photoshop, Corel PaintShop Pro, Photoscape, Picasa 3 or GIMP. Some cost money, some are free. A photo editor is necessary because -- in spite of all your best efforts -- you're probably not going to get the perfect picture out of your camera. It will still need some cropping, brightness/contrast adjustment, color balancing, and maybe something like a speck of dust or hair removed from the background.

How I take my photos

I take all of the photos for JLHjewelry using a Fujifilm digital camera with a macro setting. I typically use a combination of indirect natural light and fill-in flash. I do not have a light box or a tripod. I photograph all of my pieces against a piece of plain white paper. I finish the photos with GIMP, the GNU Image Manipulation Program, which is free to download.




Jen Hilton makes one-of-a-kind jewelry sold through her website JLHJewelry.com. She is the founder of the Triangle Jewelry Makers and is featured in the books "Steampunk Style Jewelry: Victorian, Fantasy, and Mechanical Necklaces, Bracelets, and Earrings" and "1000 Steampunk Creations: Neo-Victorian Fashion, Gear, and Art" available at Amazon and other booksellers.

Help! My jewelry isn't selling

You're doing a craft show or art event, you bought displays, you paid $100 for the vendor space, and spent countless hours making inventory.

You put up a website, opened an Etsy store, and started a blog.

And you haven't sold a thing.

Every seller has a bad show once in awhile. And jewelry is an EXTREMELY subjective thing. Remember, it's a form of personal expression -- not just for you, the creator, but for the person who will buy it from you and continue to wear it for the rest of their lives.

But, if you're really having a hard time selling (and profiting), consider these suggestions. Some of them might seem contradictory -- "Try being more creative" vs. "Try being more practical" -- because I'm trying to offer a buffet of food for thought. Pick what applies to you.

First of all: Does your jewelry suck?

Are you making something people would actually be willing to pay money for? Don't trust your friends and family to tell you. If they like you, they will lie.

Be honest with yourself. How are your skills? Is your wire marred and your loops lopsided? Still using barrel clasps? Can't seem to figure out how to get those crimps to stay put? I spent several years making jewelry for friends, family and myself, honing my skills, before I started trying to sell it to strangers.

Are you using unusual, interesting, creative and quality ingredients? Or just throwing together a few "made-in-China" bits you bought at Michael's?

Is your style dated? There's nothing wrong with that, if you're audience is the same age as you are, or if you are going for the "hip," "vintage" or "retro" styles. But, then again, you might be styling yourself out of a sale.

You don't necessarily need to know what's "in" at the moment. Beautiful color combinations, balance, symmetry, artistry, creativity, the appeal of semi-precious stones, meaningful symbols, excellent craftsmanship -- these sorts of things are eternal, while trends come and go.

Does your jewelry have wide appeal?

No matter what you make, there is probably someone, somewhere, who will like it. But that someone might be on the other side of the country, and they never shop on Etsy.

You will have a better chance of selling your jewelry if you aim for colors and styles that have a wider appeal. That doesn't mean you have to compromise your artistic vision... but if your vision involves a lot of neon green and bright orange, it wouldn't hurt to make a few items in basic black, the ever-popular pink, or wedding white, just to see what happens.

Does your jewelry cater to a niche?

Catering to a niche or special interest can improve sales, so long as you find your market. Over the years, I've made jewelry for people interested in sci-fi, cosplay, Irish/Celtic culture, steampunk, fairies, Renaissance Faires, natural childbirth, sock monkeys and gnomes.

These sorts of items consistently sell much better than my other jewelry. For me, the more unusual the piece, the more likely it will sell -- in the appropriate venue. But it can't be too weird... I always try to balance my creativity with good design, quality ingredients, and the preferences of my clientele.

If you are going to create niche jewelry, however, you'll also have to be more selective about the shows you do and the places you advertise. If I'm making jewelry for fans of the sci-fi TV show "Firefly," I post pictures on FireflyFans.net -- but I don't try to sell it at the Celtic Christmas event at Tir na nOg Irish Pub.

Pay attention to what sells

Making jewelry to sell means that you're not the only person involved in the process. The buyer is involved, as well. Pay attention to what sells and why -- whether it's being sold by you or by the vendor next to you. That doesn't mean you have to make the same thing over and over, and you should certainly NEVER try to copy other artists. But you can and should consider your audience when making the bulk of your inventory.

On the flip side, consider where you are selling your jewelry. My jewelry tends to sell really well to people in either California or the UK. I don't even bother trying to sell it locally. Ask yourself who you're trying to reach with your jewelry -- and then figure out where they shop.

Can they buy it at Target or Kohl's?

Your jewelry is beautiful and marketable. After all, it looks just like the stuff selling in the department store.

So, why should they buy it from you? A lot of people don't care whether something is made locally or made in China. So what if you use silver wire and real stones? The one in Wal-Mart looks just like yours, anyway, for 1/3 the price.

I hear this again and again from handmade jewelry sellers: "People just aren't willing to pay what this piece is worth."

This is where creativity, presentation, customization and forging customer relationships are important. You have to make the buyer want to buy from you instead of the chain store. Mention the fact that it's handmade in the USA, that you love doing it, and that their purchases help you support the local no-kill cat shelter. Personalize their experience, so that they will have a special connection with you.

Durability and practicality

I've seen a lot of beautiful and extremely impractical jewelry. Ask yourself, could this be worn to work? To a night on the town? Will it snag sweaters, get tangled in hair? Scratch the wearer's skin? Is it too heavy or too bulky? Would it be easily broken by the grabby hands of a baby?

You can certainly make some wild and woolly pieces of wacky adornment, but if you just can't seem to sell anything, you might try adding some more practical and durable jewelry to your offerings.

Creativity

On the other hand, if your jewelry is already very sedate, practical and conservative, maybe you need to mix it up with some unusual color choices, more elaborate pieces, or try using some entirely new technique.

Presentation

Less is more. Don't get too cluttered. The jewelry should be easy to see.

Displays. Are they clean, in good shape? Are they creative? Your presentation says a lot about you and your jewelry.

Pay attention to lighting.

If it's online, revisit your photos. If you shot it on a white background, try re-shooting it on black, or with a prop. Try a different angle, or a better closeup.

Pricing

I've found that it helps to have a wide range of price points, so that there's something for every budget. If everything you have is $15 or less, those with fatter wallets and finer tastes might pass you by. If everything is $60 or more, you might be passed up by 3/4 of the buyers -- the ones who are looking for a small birthday gift or fun memento, the ones with children to feed, the ones hit hard by the economy, etc.

When I say that you should offer some less expensive items, I mean simpler items. Things that cost you less time and money to make. What I DO NOT want you to do is lower your prices on your regular jewelry, nor skimp on quality. In my experience, most jewelry artists are already under-pricing themselves. What does lowering your prices say to your clientele? "I don't value this work, so why should you?"

Have patience

I've heard jewelry-makers say things like "I put up a shop on Etsy, and nothing sold within the first two months, so I closed it."

When you put something on the internet, you have the potential to reach the whole world. But that doesn't mean you will reach the whole world. Or that you will have the world knocking on your virtual door within the first five minutes you appear online, no matter how great your jewelry might be.

As I write this, I've had a website selling my own jewelry online for about a decade. It took me at least three years to build up a customer base and to work my way up in the Google rankings. I do have several pieces that will sell immediately... but I also have pieces that don't sell for 6-8 months or more. Just recently, I had a necklace that hadn't sold for two years. I finally cut it apart to use the beads in other ways, and the very night I'd deconstructed it, someone ordered it on my website before I'd had a chance to remove the listing (and I had to issue them a refund). So, you just never know!




Jen Hilton makes one-of-a-kind jewelry sold through her website JLHJewelry.com. She is the founder of the Triangle Jewelry Makers and is featured in the books "Steampunk Style Jewelry: Victorian, Fantasy, and Mechanical Necklaces, Bracelets, and Earrings" and "1000 Steampunk Creations: Neo-Victorian Fashion, Gear, and Art" available at Amazon and other booksellers.