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SPOTLIGHT ON ... ARTICLE
February 2009
Do you want to turn your jewelry hobby into a Full-Time business?
Three important steps to take.
Written by: Carla Vaughn-Mead
I don't profess to be an expert but I'd like to share what we've learned since we've been in business full-time with our Art Jewelry Company. We've both been involved with the jewelry industry for many years and full-time with our business for a little over three years now.
If you are serious about turning your passionate hobby into a full-time business there are three important things you should focus on - testing the market for your product, writing your Business Plan and Public Relations.
Great ways to test the market for your product could include at home jewelry parties, local gallery exhibits or craft shows. The key is to find venues that cost the least but get you the greatest exposure. Etsy.com is a good way to get on-line exposure without the time and expense of your own website. From my experience, Craft Shows are a great way to start out. The one to one, face to face feedback from potential customers is invaluable - and it can be great for the ego too! Shows can get very expensive between jury fees, booth fees, gas, food & lodging - and all shows are NOT created equal! The better shows require product images that they will judge you on - don't underestimate the importance of the quality of your images. They will mean the difference between show acceptance and rejection. You need good digital images of your jewelry. There are photography kits and how-to books on jewelry photography out there - or maybe you're lucky enough to have a photographer friend.
We started out at a local Public Market in Phoenix, AZ. It cost virtually nothing to be a part of, it was four hours every Saturday morning, five minutes from home and it was bustling with people buying their organic produce, gourmet goodies and gifts. They provided tables and tents if needed and also had a credit card machine so you didn't have to have your own. (You may have Public Markets or Farmer's Markets in your area - please check them out!)
As you start out at your local shows it's a good time to work on your display - bigger shows require a booth image. Things to invest in are 1 - 2 banquet tables (we are still using our original Lifetime™ banquet tables), nice table covers - preferably fire retardant, display stands and a tabletop mirror. Now's the time to start building your mailing list too. Have a book or cards for future customers to sign up for your mailing list - this way you can stay in contact with those interested in your jewelry as your company grows.
Your booth will evolve over time - check out how ours has developed!
So, you've tried your local venue and WOW - people LOVE your work! You want to try bigger shows. There is a great on-line resource the Art Fair Source Book which acts like a consumer reports for artists by rating different shows around the country. It's not inexpensive but will save you a lot of money in the long run as you determine which shows are right for your products. They also offer a service that helps you improve your booth and application images.
Back to your digital images - some shows require photographs, some slides, but most are leaning towards digital images now. Armed with your show reviews you can join Zapplication - a free on-line show alert and application center.
It e-mails you as show deadlines approach (some are due 6 months in advance!), allows you to store your images and upload your applications as needed.
You've tried out local shows - there is definitely a market for your jewelry and you want more than anything to go full-time with it. It's time to draft a Business Plan. It's time consuming and it's not easy but it's so crucial because it forces you to ask questions of yourself to determine
what you want and need out of your company - and it's ongoing - businesses usually revise this
every year. (I'm getting ready for that fun task right now!) All successful businesses have one. You know how you set personal life goals? Business plans are the same thing - it's hard to reach a goal if you don't have a clear goal. A great free resource for drafting your plan is SCORE®. You'll have access to advisors that will help you with any questions and guide you along. If you are seeking funding for your business you will not get it without a sound business plan.
You've found that people love your jewelry and you've planned where you want to go with your company. Now you need to find your voice. Promoting yourself is one of the hardest yet most important things. (You'll address this in the Marketing section of your Business Plan too.) You could have the most innovative and beautiful creations out there but if people don't know about them and why they "need" them you've the lost the opportunity to sell them. Hiring companies for PR is very expensive ($3-5000 per 3 month campaign - trust me - I've talked to agencies and had to say "Thanks for your time - just can't afford that.") You need to find your authentic voice to talk about yourself and your products.
I enlisted the help of a copywriter to put together our first press release, and then I purchased a media list. From there I sent out 60+ press releases to National Publications - two replied and featured us in their Christmas 2008 gift guides! It created a lot of web orders for us. Please see our press page. You want publications to talk about you - potential customers view this as more of an endorsement. It's much more effective than a paid for ad! You don't have to go for national publications to start - you can contact your local newspapers or TV stations. Local coverage snowballs - and you should keep every article in a portfolio and/or your website. You have to toot your own horn because no one else will do it for you! There are two ezines I receive and occasionally take a free or paid for teleclass from www.beheardsolutions.com and www.parlancetraining.com I know I have so much more to learn and these two resources have been great support.
I hope I was helpful and not discouraging. It can be daunting - when you're a creative person the business end isn't the fun part - but it needs to be nurtured as much as the creative process. It is so rewarding to do what you love and bring your passion to the world.
"Don't ask yourself what the world needs. Ask yourself what makes you come alive, and then go do that because what the world needs is people who have come alive."
- Harold Thurman Whitman
I wish you the best with your business endeavors. Keep the faith on this rollercoaster ride and believe in yourself. I send you positive energy for amazing financial success and fulfillment as a professional artist!
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Carla Vaughn-Mead
I have a BFA in Fine Arts but became a “non-practicing” artist until my husband and I started our business in 2005. I’ve worked for other artists as an assistant and office manager and even worked 8 years as the buyer for an international mail order bead catalog. I love what I’m doing now! I get inspiration from where I live - immersed in nature - I have so many new jewelry ideas I want to create.
Contact Information:
info@blackmountainjewelry.com
Website:
www.blackmountainjewelry.com
Twitter:
http://twitter.com/BlkMtnJewelryCo |
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