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.

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.

Good shows and bad

I've known Jill Liles of Liv'nGood Jewelry for three years. She is one of the co-organizers and chainmaille guru of the Triangle Jewelry Makers. Check out the "Grow your business" section of her blog about using twitter, google analytics, and more.

Q: What kind of jewelry do you make?

Chainmaille, steampunk, semi-precious stone beading, whatever catches my eye.

Q: How long have you been making and selling jewelry?

Making for 3.5 years, selling for 2.5 years. I filled up my jewelry box, my mom's, and my sisters. It was either give up the hobby or start selling the stuff.

Q: Is this a full-time biz or a hobby?

Let's go with "hobby plus." I do try to make money at it, but I have a "real" job too that pays the bills.

Q: How many events do you do a year?

Probably 10 or so. That sounds like a lot more than it feels. Usually April-May my weekends are full and then again in Oct-November. I won't do a show in Jun-Aug (too hot) or Dec-Jan (too cold).

Q: What was your first show or event?

The Fuquay-Varina Celebration of the Arts and it was f****g hot!! It was June 4 and 104 degrees. I was in a side street off the main drag between two brick buildings that bounced the heat back and forth like a pizza oven. And I didn't sell diddly.

Q: What are the best and worst shows you've ever done?

Boylan Heights Art Walk in 2009 is still my #1 show from a sales perspective. I did about double my usual sales at that one event. It's a long established art show, so the people coming are looking for art and don't mind paying for it either.

The worst is a toss up between that first Fuquay show above, my last show in Fuquay where I was situated between a politician and a masseuse, and the show at Duke Homestead where I sold nothing, zip, nada.

Q: How do you feel when you have a bad experience at a show? 

It's tough but I try to go into every show thinking I'm just there to give out biz cards, any sales are "gravy." That makes the duds easier. But so far (knocking on wood) I've at least made back my entry fee at every show I've done (at least the Duke Homestead show was a freebie for me).

Q: What is your set up? How long does it take you to set up? Do you have help or do it alone?

I do it all alone now. My husband helped the first few shows, but then I got it down. It takes me about 45 minutes to an hour if I'm doing the tent and all. Shows where it's just tables and displays are a little faster. But, I'm a "futzer." I'll move pieces around the whole time if I don't like how it looks. My basic set up is three tables in a U shape, with me sitting at the back behind them.

Q: Have you sold through consignment or galleries?

There's one store in Cary that has bought a few of my pieces wholesale, and I was in the Craftland Market at Scrap Exchange last fall. I forced myself to go into all the little cutesy shops in Apex and ask if they sold jewelry, hated every second of it and got nothing out of it, so I've never tried that route again. 

Q: What's your experience with internet selling?

I have my own website (but few sales there so far). I also have stores on the big two (Etsy and Artfire) and have had a few sales on each. The handmade sites are flooded with jewelry makers, so it's tough to stand out.

If you're just starting with the online stuff, I recommend setting up a free storefront on Artfire. Unlike Etsy, there are no listing fees, so this is an inexpensive way to figure out what you'll need to know about every piece you try to sell (good photos from all angles, price, shipping, tags, description, etc).

My philosophy is to promote myself and my site, not anyone else. So you won't see me advertising my Etsy or Artfire sites on my business cards. When it comes to online presence, you really should get your own domain and website. You can buy your domain name for $10 a year, and set up a basic free site using Blogger, WordPress or a similar service. Even if it only contains your links to an Etsy or Artfire store, having your own domain will pay off in the long run. It is the web address you should use on your business cards, show applications, etc. 

If you take the next step and decide to build an online store, test every single aspect of it as if you had never seen a computer before. I skipped that step on my own site and it was months before I realized that not only was there no way to contact me through the site, but the security settings weren't connecting. So even if you did want to buy something, you couldn't. And since there was no contact form.... I had a big time "doh" moment there!

Thanks, Jill! 
~ Jen





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.

Displaying your jewelry

Earth Traditions booth by Christi Cramer.

Your festival booth, craft table or store display is your billboard. It is what people see before they ever get close enough to see your earrings, bracelets, rings and necklaces. It's very important to have a clean, attractive set-up. At a glance, potential buyers should say "Ooh!" and not "Ew!" 

If you are just starting out, the thought of filling that first 10x10 space can be overwhelming. Even the prospect of filling a table at a craft show can send a new maker-turned-seller into a fit of panic. Here are some tips.

* Message. Think hard about your jewelry display and ask yourself what you want it to tell your customers. Hanging necklaces across the booth on a string might say "flea market" or "inexpensive." Black velvet might look professional, but black velvet covered with dust and pet hair says "unprofessional." Using a broken toy box as a display says "whimsical" and "unusual" to some people. "Cheap" and "weird" to others. Be aware that every aspect of your display is sending a message to your customers.

* Keep it simple. If you are buying busts and bracelet bars, be consistent. All white, all black, all wood, that sort of thing. If you are going for eclectic or unusual, you should still have a basic theme or guiding principle which ties it all together -- "the color pink," "ocean," "Victorian," "retro," etc. Bonus points if your displays, signs, logo, business cards and website all coordinate. 

Get your jewelry up
and off of the table...

* Height. I've seen many jewelry sellers who, very neatly and in very nice patterns, lay their wares out over a pretty cloth. I've also seen street vendors in Tijuana do the same thing. You really should get your jewelry up off of the table. Putting it closer to the eyes not only makes it easier to see but elevates the perception of value, as well. It can be as simple as sticking a few boxes under a cloth, to raise it up. If you don't want to invest in busts, stands and necklace bars, you might make a tall, free-standing display out of accordion doors, or take some old picture frames and turn them into lovely jewelry displays.

... like this!

* Avoid clutter. In their rush to "fill" the space, some sellers make tons and tons of jewelry, and shove it all out there on cheap metal racks stuffed with necklaces or baskets full of bracelets. "You can't sell it if it's not out," I've heard them say. And you won't sell it if your booth is a mess. Again, this is where elevation pays off because it maximizes space. Get the earrings out of a bowl and up into the air.

* Clean, neat and tidy. Along similar lines as avoiding clutter, don't leave your half-eaten lunch or drippy Starbucks cup on the table with your jewelry. Step out from behind your table periodically and wipe down the glass of your display cases with paper towels and spray. Check to make sure that things are arranged in a pleasing way and that someone hasn't tangled up your necklaces or left a candy wrapper in your ring tray.

* Light. Whether you are outside or indoors, jewelry should sparkle and shine. Supplementary lights are a plus. There are many different options, from expensive display lights and magnifying lamps to cheap battery-operated clip-on bulbs and strings of tiny fairy lights.

* Mirrors are an essential part of your display if you are selling jewelry. People want to see the necklace or earrings ON themselves. Mirrors also help reflect more LIGHT and can attract attention. I have table top mirrors and hand mirrors. I also use mirrors underneath some jewelry items, to enhance their sparkle and draw the eye. 

My friend Linda Searcy, wearing
her own creations and a handmade
name tag while selling jewelry.

* Identify yourself. Have a sign telling people who you are, preferably visible from a distance. Wear a name tag or lanyard identifying you as the artist. Welcome visitors and introduce yourself. This is especially important if you are selling handmade jewelry. Unless you are at an art show (and even then), many people will assume you are just a seller, not the designer and creator. I have a picture frame with a brief description of who I am and what I do, just in case I get busy and can't talk to everyone. Consider having an "artists statement" available on a sign or giveaway postcards. Business cards should be located within easy reach of wherever a customer is standing.

* The lure. This can take many forms, but basically it's something designed to attract attention. It might be a $1,500 prizewinning necklace on a marble bust under a spotlight. Even if you think "no one will ever buy this," that's not the point. They will ooh and aww and then buy something less expensive. The lure might also take the form of a bowl of complimentary candy or a free drawing -- which can also be a great way to build your mailing list, just make sure to give people the choice to opt out because spam will drive customers away. At family-friendly events where I know many children will be present, I put crayons and free coloring pages at the end of a table. This attracts attention and helps keep little booger fingers busy so mom can shop and I don't have to rearrange everything again in 10 minutes.

Other considerations

When I was doing a lot of outdoor shows, I invested in glass cases in order to reduce dust and theft. I packaged my jewelry in clearview boxes with see-through lids, so that the jewelry was visible but protected. This also made them easy to transport, set up, and pack away at the end of the day. Speed and ease of set up, take down, and storage are important considerations when choosing your displays.

For my cohorts in and around Raleigh, I suggest a visit to A & B Fixtures on Capital Boulevard. They have many different display options for jewelry sellers.

Check out my guest interviews to see how other jewelry sellers are doing things!





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.

Do what you love

This is an interview with Vicky Brown of Shore Debris. She is a jewelry maker who also sells beads and findings through her shop Purple Fuzzy Feet. I met her a year ago after she joined Triangle Jewelry Makers (formerly the Raleigh Jewelry Meetup Group). Find her on Facebook.

Q: What kind of jewelry do you make?

Right now my concentration is wire-wrapped sea shells, starfish, beach stones, sea glass, etc., that I have collected (or someone in my family has collected) on North Carolina, Florida, or Cuba beaches.  I do buy some shells, but that's because there are beautiful ones in the Pacific and I don't have any family living in Thailand or the Philippines. I like to be able to tell you exactly where each shell comes from. You should really see my husband's eyes when I try to explain to him what my numbering system on my bags of shells mean.

Q: How long have you been making jewelry?

I think I was in 4th grade when I got my original bead loom. It has always been a hobby in the background. My friends and family got jewelry for Christmas, birthdays, or for no reason at all. I moved beyond hobbyist after I had a knee replacement in December of 2008. I had a period of non-weight bearing and no active motion of my leg after the surgery for eight weeks (picture wonderful contraption from hip to ankle holding leg out straight). By week two, I was lucid enough to be bored out of my mind. Lucky for me, I have a laptop with wireless internet and began to buy jewelry kits, beads, wire, books, magazines, etc. I would be salivating waiting for each new shipment and spent close to eight hours a day making jewelry. This intense period was great for me. I finally perfected simple items like wrapped loops. Prior to then, I would destroy three headpins just to get one wrapped loop that I liked. And I was able to considerably build up my inventory.

Q: How long have you been selling jewelry?

I officially opened up business in June 2009. My mother and grandmother began doing craft shows when I was in college, and I thought this would all be very easy to turn a profit.  Keyword: "thought."

Q: What made you decide to start selling?

It was mainly a career change.  I had just ended my contract with the Marine Corps and took one life lesson with me: Life is too short to be miserable. You need to be doing what you love in order to be happy. I love making jewelry so it was an almost natural transition.

Q: What was your first show?

My very first show was the Fort Bragg Fair, an 18-day-long carnival-like fair in May 2009. There had been an ad in the paper calling for crafters to put their wares before more than 1 million guests over 18 days for the low price of $350. I was one of four crafters who answered the ad. We were in a large 40' x 60' tent and were given three 6' long tables in a 10' x 10' space. The other spaces were given to vendors from a local flea market.

This was the absolute worst craft show I have ever experienced. Anytime I am having a bad craft show day, I remember it is not near as bad as this one. At this show, I experienced unsupervised children who broke my items (including two who jumped on my table on day two when it started raining and destroyed both my mirror and an expensive wall hanging). I had five items stolen, including one person who was caught by the security and forced to come back and pay for it. I had a flea market vendor buy something from me for $1, immediately put it on her table, and tried to sell it 15 minutes later for $20. I even had a man try to hit on me (although I was too dense to realize it when it happened). 

These things do not happen at my other shows. And not everything about this show ended up terrible. One of the crafters turned me on to etsy for selling my jewelry. I had quite a few laughs with the woman next to me who was painting faces. She even had it worse than me. She paid $350 for her booth to paint faces.  There were three other face painters at the fair who were painting faces for tips only.]  She had a wonderful southern accent and when the guy I mentioned above brought me an unopened bottle of Smirnoff (Me - a person who cannot handle any alcohol and is unable to open twist off beer tops with bare hands), she had the most wonderful comment, "Nah honey, he was sure lookin' to buy, but you ain' selling wha' he's lookin' to buy"  Little experiences like that let me laugh off the whole big event.

Bad craft shows always have lessons learned.  Here, I learned:  Never, ever do a carnival show to sell jewelry.  90% of carnival goers are 16 or younger and definitely not my market.  (And lesson 2:  Stay away from Army bases.)

Q: What is the best show you've ever done, and why?

My favorite show would have to be the Western Wake Farmers' Market.  It occurs only once per year (the farmers' market is year round, but crafts are only invited one saturday per year).  This is a cheap show - last year only $35 for a 10' x 10' space and there is a small jurying process.  The set up is first come/first serve on the day of the event.  The organizers file each person into a parking spot as you arrive and your booth set up is directly behind your vehicle.  In the end, it looks like someone spend time laying out the booth orders (unlike other shows where 2 people just don't show up and you end up with awkward spaces).  It is one of those small shows in the absolute perfect location.  Most of the people there expect great quality and are willing to pay for that quality.  They also seem to enjoy the farmers' market that is walking distance from their homes and arrive prepared to shop.

Q: How many shows do you do a year?

I did 19 in 2009 and 9 in 2010.  My plan for this year is to stick to hopefully 4 or 5 only.

Q: Is this a full-time biz or a hobby?

I would call it a part-time business.  At the end of 2009, I decided I did not particularly enjoy the life of starving artist (reminded me too much of college and ramen is as bad now as it was then). I looked for a part time job to ensure I had grocery money every week, so I work at my job up to 24 hours a week and spend 20-30 hours per week on my jewelry business.

Q: I heard that you did a show back in December and it didn't go so well? What happened?

It ran very smoothly, and organizers were very, very nice and extremely well organized. Holiday music the whole time at a pretty nice level, booth sitters available, etc, etc.

Problems: there was more "as seen on TV" stuff than crafts. And some of the vendors were horrible - like the stereotypical flea market heckler. I was next to a woman who would tell people they have to try her cookies while knocking over my display and trying to get to them in my booth (when she would turn around to grab a cookie, they would run the other direction and about 1/2 would give me a pitying glance on their way out). The guy on the other side was selling signed sports photos and magazine covers - he had a tall display that the 1st day he had hung the pictures on the outside of his display so that they looked like they were part of my booth. I had quite a few people complain that they couldn't shop in my booth if I was a Carolina fan and ask how do Carolina sports photos go with shells, etc, etc.  I am so not into sports that I didn't know what team the pictures portrayed until after the complaints.

Not all of the vendors were that bad and chasing people away. The girl across from me had done the show four times and said that one day in previous years was better than all four days this year. She thought the main problem was that the show used to be before Thanksgiving and that moving it 2 weeks later made it seem like people were already done or almost done their Christmas shopping (besides the fact that some shoppers stated they had been there 2 weeks earlier looking for us and were disappointed to find the doors locked).

I sold almost 80 items priced at $5 and 2 items that cost more than $10.  Nobody was looking at anything priced over $25. I had a couple of friends show up - who love craft shows and can stay all day at good ones... they went though the entire place in < 1 hour which is very bad for a show in a large convention center.  In the end for this show, I broke even with my expenses, material costs, etc, but it is disheartening when you realize how many hours you spent at the show and how many hours you spent in labor but have nothing to show for that time.

Q: How do you feel when you have a bad experience at a show?

I see bad shows as a learning experience for me. So far, I've learned carnivals, small churches where I am not a member, elementary school benefits, and venues that allow non-handmade items are some places I don't sell well.

My theories:

1. Kids are not my market and are the main carnival goers.

2. Church benefits tend to have shoppers that want to support their members, so tend to shop with their members only and would feel bad buying from an outsider.

3. Elementary school mothers are not generally my market. Generally, mothers with young kids are tight on money, feel bad spending money on themselves instead of their kids, or are worried their child might break something in your booth so don't want to approach you.

4. If a person is willing to pay $30 for a lint roller or $45 for a mop (neither handmade), they feel $7.50 for a pair earrings is just too expensive (and have no problem telling you that as they stand in front of you with lint roller and mop in hand). Therefore, stick to handmade-only venues.

My big changes in shows this year is that I'm cutting my show budget in half and spending the other half of the money printing wholesale brochures. Over the last year, my wholesale and consignment items show a 40% greater profit at the end everything over my craft shows and the expenses they entail.

Q: What is your set up?

My booth includes one 6-foot table, two 3-foot tables, a DVD shelf (that I steal out of my living room the day before a show), and/or an easel. The minimum amount of time I need to set up (including the 10' x 10' foot easy-up tent) is 45 minutes.  I prefer to take 1-1/2 hours to sort of putz and go slow, so I regularly show up as one of the first vendors at an event to give me my putz-around time. 

I've cut white sheets and made custom table drapes that fit like a box over my tables and go to the ground.  I use various batik fabrics for color on top and try to put as much height differences with boxes/crates/etc around my tables.  It looks a bit different every time, and I enjoy making a picturesque display almost as much as making the jewelry.

Q: Do you have any advice for beginning jewelry sellers?

Do what you love and don't worry about everyone else. There will always be someone underselling you; and everytime you think you find a brand new, interesting idea that no one else is doing, you'll find the same theme somewhere else online. I thought wire-wrapped sea shells were the coolest thing, and people kept telling me what an original idea it was. It was quite a shock to my ego when I got my etsy account and six months later searched for "wire wrapped sea shell pendant" and saw how many items popped up. But I love what I do and don't let the peripheral stuff bother me.

Thanks, Vicky! 
~ Jen



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.

Observations over the years...

How women buy jewelry:

"Look at that! That's really nice. It's all handmade. Isn't that amazing? Oh, this one here. It has a little cat charm that looks just like my Mr. Squiggles. It's so cute. And look at this one! My sister would love that. She loves blue. But, oh, look there. That's like the bracelet I had when I was in college, and it broke on the night I was studying for exams with my friend Suzanne, and I never found all the pieces, and you know later that night I ended up going over to my cousin's for a party and I met Max. I should get this one. Can I try it on? Hm... I don't know, maybe, yeah I should get it. No, I guess I'll wait. It doesn't really match anything I wear now. OK. Thank you. Oh, look at this pendant. That's really interesting. How do think they made that? My Aunt Emily used to wear things like that. My mom would love this. Yes, that looks good on you. I don't know, they're all nice. Do you have one like this, but red? Do you have it in brown? Oh, really? OK. Maybe I'll come back and get it after I've looked at all the other booths."

How men buy jewelry:

"I want to spend about $50. Is that $50? Great. I'll take it. You got a box?"

Selling at large shows and events

I've known Christi Cramer, aka the "Gem Gypsy," owner of Earth Traditions, for 10 years. She was my first jewelry selling mentor. Christi is also a licensed gemologist and consultant. Find her on Facebook or email. 

Q: How long have you been selling jewelry? What was your first event?

Earth Traditions has been in business since July 1999. Our first festival was "The Brightleaf Festival" the first Saturday of October 1999 in Wendell. My first official Celtic Festival was the Savannah Irish Festival in February 2001.

Q: How many shows/events do you do a year?

This year is the first I have done them full time. I have done seven so far and expect to do six or seven more before the end of this year. I would like to average two per month next year.

Q: What's the largest show/event you've ever done?

Attendance-wise, about 35,000 people. This would include some of the larger Highland Games/Celtic Festivals -- generally 2-day events, generally 10x20 foot booth, almost always outdoors.

Q: What's your basic set up when you do a show/event?

A 10x10 booth is: One easy-up tent, four tables, table coverings, two signs, two chairs, mats if necessary, weights for tents if necessary, five glass cases for the jewelry, two spinners (one for jewelry, one for window clings) and, of course, the merchandise.

A 10x20 is: Two tents, six tables, sometimes a TV table, table coverings, two signs, two chairs, mats, weights, usually six glass cases, three spinners and lots more merchandise!

Q: I've met a lot of jewelry makers who are intimidated by the thought of selling at a big venue. Do you have any tips for them?

EVERYONE is intimidated -- ESPECIALLY if you've never done any festivals or if you're doing a particular festival for the first time. One thing to remember is everyone is in the same boat and in it together. Here's a few more suggestions:

* Be nice to your neighbors, be nice to your potential customers, which is pretty much everyone who comes to the festival, including your fellow vendors & festival staff.

* Keep in mind that the festival staff is usually made up of volunteers who don't get paid to do this -- be PATIENT.

* Make notes for the next time around on things like display tactics, merchandise, what you forgot, etc.

* Get out of your booth if you can during the festival and talk to fellow vendors, look at displays, observe the crowd, observe the layout of the festival. You may want a different spot if you do that festival again. Sometimes, even when the sales aren't good, the info and contacts I've gleaned from an event may be worth it!

Q: In your case, not everything you sell is handmade, or handmade by you yourself. Do you think it helps to have "retail" merchandise as well as handmade items, when selling at a large festival or event?

Technically, I am a commercial vendor, but 90% of the items I carry are either handmade by myself or other artists because I admire creativity and the unique, and I like variety.  And I really don't think I have enough of my own items to fill a booth, but I'm getting there. Most artists don't want to carry anything except what they make, and I don't blame them. You're there to do what YOU want to do. Commercial vendors also generally pay higher booth rental.

Q: I've heard the phrase, "The more you have, the more you sell." Do you think this is true?

Absolutely. People like a variety of items to pick from, even if the items are all similar, having different sizes, colors, and slightly different styles and a range of prices are a distinct advantage. In my experience customers do like CHOICE. When selling handmade pieces, they do like the idea that pieces are "one of a kind" especially, if they are buying from the artist who made it.

Q: How much jewelry inventory would a person need in order to fill a 10x10 booth for a one-day festival? A weekend festival?

As much as you can possible have.  If you feel like you don't have much, fill in with really nice displays, information about the pieces, pictures ... and sell, sell, sell! 

How much you have for sale needs to be in direct correlation to your expenses: Cost of goods sold, booth rental, food, travel (gas & hotel stay). My general rule of thumb is to have for sale, at least three times (retail) what my booth rental, food and travel costs are. In other words, if your booth costs you $100, your food $50, your gas $25 and your hotel stay $125 ($300 total)  you need to have at least $900 for sale in your booth (based on a 2X+ mark-up on your costs). This gives the customers choice, and if you have more items than this, then YOU have a chance at higher profits. So, yes, as much merchandise as you possibly can display!

Q: Some jewelry makers balk at the idea of spending $200-$600 for a booth space at a show or festival. Is there any way to know, ahead of time, if it's worth paying that much? How will they know they're prepared for an event that size?

We have a saying in the event business: "You pays your money, you takes your chances." You just never know for sure. You are at the mercy of Mother Nature (since most festivals are outdoors) and the advertising of the event committee. The absolute best thing is to be able to talk to other vendors that have done an event before, and talk to more than one, better to get a consensus of three or four if you can. Visiting or helping a fellow vendor at a festival before you choose to do it is another good way. There are also a lot of Festival Networks that help with statistics such as attendance, number of vendors, juried events, etc. Sometimes, unfortunately, you just have to take the plunge and hold your breath. Studying the demographics of the area the festival is taking place is also not a bad idea. For example, a festival in or near a larger city is usually better than one held out in the middle of nowhere.

Q: Any other topics or suggestions about doing large event, that were not covered above?

Event selling is one topic that needs it's own blog. There is so much information on marketing your business that the very fundamental skill of actual selling is almost forgotten. Here are some tips:

* Be on your feet. Greet people. Be engaged with your potentials.

* Be yourself, be genuine, be a person first.

* Talk passionately about your craft.

* Get items in peoples hands to try things on.

* Make yourself and the visit to your booth something people will remember.

* Give out business cards, websites, other tangible info.

* Follow-up! Send thank-you emails or notes.

* Sell yourself! You'll find your profits and friends more numerous!

Also make every festival a LEARNING experience for yourself. Write down the good and bad. Learn, learn, learn! Business owners who don't learn, don't grow. Those who do learn, move ahead!

Thanks, Christi! 
~ Jen



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.

Tips on pricing your handmade jewelry

When talking to other handmade jewelry artists, it seems that pricing one's work is as painful as keeping records, paying taxes or filling out forms. Maybe even more so, because it involves the psychological and sometimes very emotional element of putting a value on your time, creativity and joy.

But if you want to sell your work, it must be done. There are several variations, but the general formula goes something like this:

* The total cost of your materials (beads, wire, thread, clasps, etc)
* PLUS the total cost of your overhead (travel, vendor or web fees, etc)
* PLUS $10 per hour for the time it took to make the item
* MULTIPLIED x2 EQUALS the wholesale price.
* MULTIPLIED x2 again EQUALS the retail price.

But "formulas" don't take into account things like marketability, venues, or learning curve.

"I set an hourly rate of $10 since this is mostly still a hobby - some people who do this for a living use $20+ but it's really up to you." - Jill Liles, Liv'ngood Jewelry

MARKETABILITY

It can be a balancing act... If you price your work too low, it won't be valued by your customers. But if you price it too high, they won't buy it -- unless you're absolutely brilliant and you create things that people can't live without. Genius trumps all pricing rules.

"While I'm sure it makes sense to you that the more time you put in the more valuable it is, that is only true if the final product is something that people will pay much more for. Focus on making beautiful woven-bead designs, and charge as much for them as you think people will pay. If you find that customers are not willing to pay more for the designs that take you more time to make, you may consider focusing on items that you can charge more yet which take less of your time and labor." - Dr. David Weiman

Bead weavers spend several hours -- even days -- making one piece, and their skills are incredibly admirable. But, from what I've heard, they are rarely able to sell their jewelry for the $10 to $20 hourly rate in the formula. There just isn't much of a market for $500 to $1,000 artfully arranged beads.

I've found that the value of a particular piece of jewelry can be as much about supply and demand as it is about the cost of materials and time. This is when it helps to stand out, to have a reputation, a client base, well-developed style and skills. With jewelry, as with other arts and crafts, customers are buying a particular theme, style or artist's name, and will be willing to pay more for something in high demand or of high personal value to them.

In addition to supply and demand, I've found that earrings in general tend to support much higher markups than bracelets, and bracelets more than necklaces, even though it takes much longer to make a necklace (usually) than to make a bracelet or a pair of earrings.

CONSIDER: VENUE

The same pair of earrings might sell in a boutique in upscale Cameron Village for $25. Put them on a pretty display, under a light that makes them sparkle, and you might even get $35. But hang them with 20 other pairs on a cheap wire rack at the flea market, and you can't sell them for $5.

Consider your venue, and the buyers it brings in contact with your work. If you're putting your work in a beach-resort boutique, you are reaching people with a lot of money to spend on $200 glass fish and seashell jewelry. If you are putting your work on a card table at a church bazaar, you are reaching an entirely different group of people, perhaps those who want inexpensive lanyards for their eyeglasses, or a $10 pair of earrings for a niece. These are two entirely different markets. Some market out there is YOUR market, and you should know what it is.

Venue is also part of your presentation, and presentation can add $ to your prices. This works online, too. You'll get away with charging more, and be more likely to sell your higher priced items, if you have your own gorgeous website with clear pictures and a user-friendly ordering system, rather than just an Etsy store or some lousy-looking website your cousin threw together.

CONSIDER: LEARNING CURVE

Following the jewelry pricing formula, a beginner who takes a long time to make something would charge more than a skilled artist who can make it better and faster. Of course, that makes no sense at all.

Don't let yourself be pressured by other jewelry artists. "You should charge more" is a common refrain that can sometimes mean, "I feel like you're underselling me." Keep in mind that jewelry makers who are just beginning to sell are not going to charge as much as established, in-demand artists. And those who make jewelry as a hobby typically are not going to charge as much as those who are doing it for a living, offering wholesale, and working with boutiques.

BUT DON'T UNDERVALUE YOUR WORK

"I took an intermediate forging class and my instructor, Michael David Sturlin, was full of stories. We briefly discussed the subject of pricing jewelry and he told the class this: 'A jeweler colleague was asked at an artisan show how long it took him to make a particular ring. He responded “30 years and 15 minutes.' - Jodi L. Bombardier, Jewels By Jules

This is a common mistake made by handmade jewelry artists. Remember that customers are not only buying the materials in a piece of jewelry, and the time you spent making it, they're buying your unique vision and expertise. They're buying the hours you spent in metal-smithing classes, and the beadweaving books you read, and the 20 broken necklaces you had to restring before you perfected your technique. They're buying your life-long love of the Victorian Era, and the visit you took to the Louvre, and all the doodles you made as a child. All of this is contained in each piece you make, and it lends value to your work.




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.