I am a new metalsmith and make jewelry. I was fortunate to get into several juried shows last year and learned quite a bit. I have applied for juried shows this year as well and have a couple on the books. I realized after the season last year that if I am going to make a living at making and selling jewelry I will need to do more than the 5 shows I did last year. So I began looking into social media, website, etc. for selling year round. I had a robust instagram account and posted every day. I managed to get around 500 followers but did not make one sale. On Etsy I sold one item in a year. On Facebook I sold zero. I have now deleted my Facebook and Instagram account for political reasons. I have tried selling in a couple of galleries with very little success, plus the fee they charge doesn't seem to make it worth it.
Can you make a living making and selling jewelry? By a living I mean 50k plus profit. What if any advice can you give to a newbie regarding marketing channels? I work in sterling silver mostly, but also work with brass and copper.
Thank you in advance.
Bill Noelker
WNDesigns
Replies
Bill,
I did art shows at some of the best Juried Florida shows, selling fabricated mixed metal jewelry for 10 years. I stopped doing shows in 2019. When I began, many long-term artists had the same story... that the heyday was over. According to them, at one time, you could create anything and make a good living. However, as everything related became more expensive, it was much harder, such as show application fees, booth fees, gas, hotel, supplies, etc. I found that this became more true each year in my time. I did between 15- 20 shows a year, even won about a dozen awards, and sold pretty well for my price point, but still, the costs kept rising, and the revenue kept falling off. It's the same story with many artists in all categories, although some keep going.
You have to know where your market is, like what shows/ areas you will sell best in and where you won't. Just because one show is good for you doesn't mean the next one will be. This is only learned by doing shows and finding out. This is a costly way to learn, but it is the only way I learned. What works for one artist may not work for another. That being said, whether it is a poor or good show for you may be influenced by how many other jewelry artists are showing, the weather, your booth location, the quality of the show, whether it is a high-quality art show or more crafty, how many people turned out to the show, and are they buyers or just enjoying a nice day outside looking? etc.
The best shows have the most competition, and show dates may overlap with other good shows. Expect to lose money on applications if you do not get in, not to mention a lost weekend if you do not apply or get in another show on the same weekend.
It's super important to understand what you are selling or are not. I always sold more earrings, followed by necklaces, with bracelets and rings being the least sellers. Again, someone else may have a different result.
It's essential to have a great-looking booth with professional displays to get into shows and attract people to your booth. A bunch of folding tables with velvet displays will likely not attract the best buyers. It's also essential to have good professional photos of your booth and your jewelry to get into the best shows. I learned how to do all my own photography; having a real pro do it is another expense. And I'm creative, so why not?
I never spent my time trying to sell on social media. I did run into a few jewelry artists who did, and there were those with both bad and good results. Usually, low-cost sellers did better than higher-cost cost sellers. You can research Etsy's top jewelry sellers and see what the average price point is. And every time Etsy changes its business practices, artist's revenue falls heavily, almost overnight. It is not an easy way to make a living.
I hope some of this helps. Personally, I'd never try to make a living doing art shows again. At the end of the day, the show promoters are the ones making the most money.
Good luck!
TRM
**Jewelry Business Plan**
While I cannot guarantee an annual income of $50,000, it is crucial to consider factors such as your salesperson skills and the visual appeal of your products.
I strongly recommend creating a comprehensive business plan. This document will force you to analyze your business structure and balance. It is far more important than many individuals realize.
**Unique Selling Proposition (USP)** What is your USP? A USP is a statement which makes YOUR business stand out from competition. Whatever it is, it's usually a singular quality that your company does better than anyone else in your market.
* **Differentiation:** Identify what sets your jewelry designs apart from competitors. Are you offering unique materials, techniques, or a distinctive aesthetic?
* **Customer Descriptions:** Conduct market research to understand how potential customers perceive your products. Are they drawn to your work’s quality, craftsmanship, or specific design elements?
* **Evidence of Superiority:** Provide a numbered list of the aspects of your jewelry that exceed those of others.
**Design Philosophy**
* **Thematic Cohesion:** Determine if your jewelry designs have a cohesive theme or underlying concept. Are there recurring elements or motifs that connect your pieces?
* **Symbolism and Inspiration:** Consider the symbolic meanings or inspirations behind your designs. How do these elements translate into the physical appearance of the jewelry?
* **Contrast and Emphasis:** Explore the use of contrast to highlight specific design elements. This technique can be employed to emphasize the strength, grace, lightness, or flow of the inspiration.
**Design Proficiency** How proficient are you at creating interesting and arresting designs? Do you get outside input on what other people think on these designs? What does each piece say to them? Perhaps posting in a design forum would be helpful to get feedback from your peers. Perhaps you could speak with other jewelry makers you respect and pick their brains on what they see as the strengths and weaknesses of your inventory. Do you keep a list of those pieces which sell, and then figure out why they sold? What does each piece have in common with other pieces . See if you can find the underlying themes which sell and then try to distill those design ideas into new pieces.
* **Technical Skills:** Assess your proficiency in jewelry design techniques. Are you skilled in creating powerful, graceful, or contrasting designs?
* **Enhancing Design Elements:** Identify the specific design elements that you want to emphasize and develop techniques to enhance their visual impact.
* **Articulating Design Concepts:** Clearly articulate the underlying design concepts and how they are manifested in your jewelry pieces.
By developing a well-crafted business plan and honing your design skills, you can increase your chances of success in the jewelry industry.
How do you allocate your time effectively between creative pursuits, sales, marketing, planning, networking, product design, and research? What marketing materials do you utilize? When showcasing your work, are potential customers able to gain further insights into your brand? What social media platforms do you actively engage with? It is generally unwise to eliminate social media presence as a small business owner, as you never know where your next customer may originate from. Removing yourself from a platform can be short-sighted, even if it diverges from your political beliefs. You risk losing a portion of the population that may have utilized that platform and is actively seeking your products.
Do you maintain a professional website? Ensure it is regularly updated with in-progress photos and includes a link to the creation process of each piece.
Do you create videos? Consider producing short clips, reels, and other relevant content. As a small business owner, it is crucial to leverage various marketing channels.
How do you project an engaging and professional image? Are you approachable, enthusiastic, and well-presented? Do you possess a knack for storytelling and can articulate the unique qualities of each piece? If not, take the initiative to develop compelling narratives for each creation. Explain the inspiration, motivation, and personal impact behind each piece.
Communicate effectively by demonstrating your expertise and knowledge. Are you articulate and well-groomed? Can you clearly photograph your products? Ensure that your displays showcase your work in the best possible light. Clearly indicate the prices of your products. Provide sincere compliments to customers on how your pieces complement their appearance.
Build an email marketing list by encouraging customers to sign up for your newsletter. This will allow you to stay connected with previous buyers and promote your products effectively.
Primarily, consider how to attract attention to your designs. Your designs should be distinctive and meaningful to the target audience. They should stand out from existing designs, either through superior craftsmanship or lower production costs. The goal is to establish repeat customers who are deeply impressed by your work and actively seek out your products. These are the most valuable customers for your business.
Have you conducted research on the types of jewelry that are popular at art fairs? How does your booth effectively draw in potential customers? Do you generate more traffic to your booth compared to other jewelry designers? What strategies can you implement to increase foot traffic?
It is crucial to recognize that you are a small business owner, and no one else can replicate your unique skills and expertise. You will be responsible for all aspects of your business, including inventory creation, design development, marketing initiatives, social media management, advertising, newsletters, business cards, catalogs, brochures, and classes. These tasks will often require long hours, typically 12-16 hours per day.
Success in this field demands unwavering focus and a relentless pursuit of excellence. You must work harder and smarter than your competitors. By following a single course of action and dedicating yourself fully to your craft, you can achieve your goals.
Success happens to those who study the underpinnings of their industry, understand the theories which drive the design of their products, are technically advanced with construction, and learn how to market themselves and their products. It doesn't happen overnight, and is amazingly difficult to be a success in any industry. It doesn't happen accidentally, or just fall into ones lap. No one just walks into a booth or gets found on-line without a LOT of work behind the scenes. Figuring out how to get noticed with whatever skills you have and those which can be developed is very important .
All the best,
Mark