OK, I know I'm in Australia and things are different here, but I would like to get your take on how to meet a couple of criteria for a show that I would like to do.
The show is being run by an established promoter. I applied to their large show a few years ago but the organiser contacted me personally and said sorry, there are just too many jewellery booths already but reapply later. I ended up not reapplying as it would require a few nights away from home which I'm not comfortable with still having kids at home. The organiser has just announced a new show that is much closer and only a single day and I would like to apply.
Looking at their application whilst I can answer most of their criteria quite happily, there are a couple I think I may need some help or at least clarity with. Here are a couple that worry me...
- Depth and cohesiveness of product range
I feel my range is a little all over the place -, sometimes pieces are smaller and delicate , sometimes they're big and bold statement pieces (probably more of the latter). I string, do a little wirework, make my own components, buy some components etc., so my pieces vary in look quite a lot. The one thing in common I guess is that they are all made with gemstones/pearls and there isn't much around like it down here. But , I'm concerned about my "cohesiveness". And while I'm at it probably my "depth" too!
I note that a lot of artists on here have a definite theme - eg. nature shots, ariel photography, landscapes, etched metalwork, chainmaille, etc. and it looks great. But how do you bring various styles/ things together?
I usually deal with it at other shows by displaying by collection or even colour which seems to work, but I'm not sure how to present it in an application. Perhaps I even need to drop some styles but I find that everything I do appeals to my demographic and they like the variety? Or maybe I concentrate on one style and not take the rest?
(You may want to have a look at my website where a good proportion of my work can be seen www.annettepiper.com )
(This may well all be basic stuff to you who have to apply and be juried all the time, but down here, this is a rare thing indeed - organisers here just usually have a look at your website or a couple of pics of your work and say "OK" LOL ... or they ask you to come along having seen you eleswhere.)
- Professionalism of presentation of the business/concept (including visual merchandising and marketing material to be used at the event)
I'm going through a period of change with my display (inspired by you all down here), trying to get it simpler to carry and faster to erect but still having appeal - and this is a single day show so I don't have hours and hours to do it - I'm assuming they want it reflect reality!? My basic display colour and equipment however won't change, just the skeleton and layout.
Do you think they want a booth shot? Or would this be where my collection shots would be useful? Or both? What do you think they mean by "marketing material to be used at the event" ?
Thanks in advance for any advice you can give - I'll take it all on board !!
Replies
Thanks Ruth and Lynn.
I took your advice and:
AND I've written a draft of the application. In the first difficult one "depth and cohesiveness of range" - I've emphasised the materials I work with, said I make necklaces, bracelets etc., and outlined the collections.
In the second difficult one "presentation/professionalism" - I've detailed the booth presentation and what I'm trying to achieve with it (feel/mood), the method of displaying in collections and the type of display equipment, tagging of each piece and the information I include on materials for each piece etc., marketing materials and packaging.
Now I'll leave it till tomorrow and have a look at it with fresh eyes before sending it off.
That's taken me all day (about 14 hours so far) - WITH the children's help setting up and then pulling down the booth. I don't know how you guys do this mega times a year. I'd be a wreck!!!
In contrast, I expressed an interest in a show I've never done before a couple of days ago. Within 24 hours the organiser emailed me, said she'd had a look at my website and would love to have me. See, that's how it usually works down here!!!
Since the promoter personally contacted you before, it sounds like he/she is an approachable type. You might want to call and ask about the photos that he/she would like if it's not spelled out in the app.
Your work looks like it focuses on gemstones, I'd use that as your cohesive glue. For me, while most of my work is in chainmaille, I do a lot of wire wrapping, a fair amount of silversmithing...so I focus on the metal component when asked to describe my work.
BTW, very nice website, and your work is beautiful. You have some stunning stones!
Annette - not sure if this is the right answer or not, but I'll take a guess.
Depth and cohesiveness of product range: I would think here they are looking for similar styles but perhaps a range of prices and everything from earrings, bracelets, necklaces, etc. Depth in my experience means they want to know that you sell more than just earrings, cohesiveness can imply matched or coordinated/complementary pieces. For example, if you use a lot of pearls, do you have a full set that might have slightly different designs but are all still the same gemstone or pearl? It almost sounds like they are looking for collections that demonstrate your style.
Regarding the presentation of the business / concept, it sounds like a booth shot with your signage and maybe if you have postcards or business cards you use regularly should be included with your application.
Just my best guess.