Eight ways to build your customer base…

1. Offering fun interesting classes focused around the basics.

• Wire working
• Bead stringing
• Provide an affordable cost list for materials
• Offer one price that includes all material needed

2. Give wholesale designers special discounts, make sure to post signs about your discounts.

3. Make connections with local scout troops and kid friendly organizations to learn how to make homemade jewelry where parents and kids enjoy quality time together. This is why the Hobby Crafts Chain Stores are realizing continued growth, they are focused on family crafts. When times become difficult people stay home, when they stay home they create together.

4. Moderate Retail discounts are good but why loose margins. Most bead stores cannot compete in a pricing war against Michaels and Hobby Lobby. During the holidays they were offering 50-75 percent off.

What you can do is focus on quality and specialized service. Offer pampered conveniences, such as coffee, tea, water, and cookies while they shop. Provide a place to sit while they look through beads. Good lighting is always important and cannot be emphasized enough. The longer you have them in the store the better opportunity you have to sell them products.

5. Specialize in a small unique assortment of your favorites. Keep a stash of your favorite items behind the counter or in a special place in the store. Make it fun for the customers to ask quietly to see your current favs - they will always ask! It makes them feel very special. It also develops a nice bond with each designer.

6. Stay tuned into what the customers are asking for, order it for them if you can.

7. Develop a working relationship with other store owners in your area. Work towards stocking each store with unique items to make it necessary for designers to make the rounds to see the quality for themselves. A strong advantage brick and mortar stores have over online stores is the ability to see and touch the inventory. It gives customers a physical connection with the stones or glass beads.

8. Bulk bins of mixed beads to scoop or hand sort is a fun way for the customers to connect with the beads.

I will routinely post other considerations and ideas.

Thank You,

Mike Sherman
Soft Flex Company Owner
Mike@SoftFlexCompany.com