SPOTLIGHT ON ... ARTICLE
May 2007
Why Buy Indie?
Written by: Mary Ann Springer
When I was first approached by Soft Flex to write and article for their website, I knew immediately I wanted to do something to promote the Indie jewelry market. As an Indie seller and a long time Indie buyer, I thought that this would be a fantastic forum to help bring about more of an awareness of the wonderful Indie jewelry designers that I have met since embarking on this business of mine. I am extremely happy to have the opportunity to do so.
Back in 2003, I fell into my business quite by accident. I had absolutely no idea about the Indie market. I knew nothing about it, or anything really about selling on the internet for that matter. My only selling experiences on the web were through my foray into that large scale auction site most of us start out in. I was very naive about things when I decided to start up a website. "Put up a website, and the customers will come" was pretty much what I thought was going to happen. It didn't. I learned quickly that in the vast world that is the internet, you have to "help" the customers to find you. I had no idea how to do that. My first efforts led me to exchange links with fellow designers. In the process of doing this, I began to notice various buttons on the homepage of many of these sites. They said things like, "Indie Friendly", or "Indie Approved Site". What was this "Indie" and why wasn't I a part of it? Was it some sort of secret design group? Did I need an invitation to join? Where did I sign up? What were the benefits? I was dying to know!
Starting with the dictionary, I found the basic definition of "Indie" is "independent", usually involving music or design. These designers and musicians are not affiliated with any large business or company. Therefore, the literal definition of an Indie business would be any small business or designer working independently of a large corporation. But it's really not that simple. I've come to learn that the term really means so much more than that definition. For many, the word "Indie" symbolizes unique and creative thinking in music, as well as design. It has become synonymous with originality, innovation, and free thinking. To me, all of these characteristics sound wonderful for a business, but why should a consumer support these small Indie businesses instead of the large scale, well-known retail stores? Should these smaller shops that are found mostly online be trusted? In respect to the jewelry designers, are their pieces quality work? Are they really worth the price? The answer to all of these questions is a resounding yes.
One very important difference between buying Indie and buying through the mass market is that Indie designers are artists. Indie jewelry designers tend to offer pieces that are completely unique and different from what you would find in any mainstream retail location. Many times our pieces are one of a kind or in limited quantity. I find more often than not Indie designers do what they do because they love it, and the money they receive as a result of their efforts is just a nice bonus. The joy of creating a piece that someone will wear and love for many years to come far outweighs any monetary value it may bring. Many consumers are under the impression that a high price tag in a large scale retail store automatically equals a quality piece. More often than not, this is not the case. It's interesting to note that in the Indie market, high value does not always mean a high price tag. I know I personally would rather see a special piece I've created go to a "good home" for a fair price than try to sell it for an exorbitant amount, or try to mass produce it just to make some extra dollars. Indie designers value their work and you can rest assured you will receive a piece that you will be able to enjoy for years to come. Each piece is personal, and I know I tend to remember my customers by the pieces they have purchased. They are always pleasantly surprised when I say something like, "Oh yes, last year you bought the amethyst and Bali silver bangle". I have had more than one customer comment that they thought it was incredible that I not only remembered them, but the piece they purchased!
In most cases, you do not receive this level of personalized service in the large scale retail store. Due to the volume of customers, it would be nearly impossible to achieve. While I am sure most of these larger establishments strive to meet the needs of their customers, it would obviously be very difficult to give each one that walks through the door their undivided attention. Personally, this is one of the reasons why I love to buy Indie. I have yet to meet the Indie jewelry designer that does not want to work with a client to create for them a beautiful piece of artisan jewelry. In fact, many of these designers often state that they have a love of this type of custom work. Indie designers are all about the people! More often than not you can work directly with the actual artisan to help create a piece that is unique to you. This may seem like it goes above any type of "normal" level of customer service, but in the Indie market it is the norm.
Indie designers truly are the gurus of outstanding customer service. I know that when I started my own business I had very specific things in mind that I wanted to do for my customers to make them feel very respected and valued. Little things like free gift wrapping, adding a card to a package, and follow up calls to make sure the piece arrived on time and in good condition are all services that many Indie designers offer to their customers free of charge. The odd hours that many of us keep are really a benefit to the client, too. Often working on weekends and late into the night, we are accessible to help you even after the local mall has closed for the evening. In the unlikely event that you do have a problem, you have the luxury of speaking directly to the designer/owner of the shop, rather than follow a lengthy chain of command to resolve your issue. This direct one-on-one interaction brings about quick responses and action, which I find is always very much appreciated in times of stress! The Indie designer knows the value of a customer and most will go to extreme lengths to make sure their customers are happy. Word of mouth advertising is a powerful tool and these little touches are things that customers appreciate and pass on to their friends and family members, creating a wonderful reputation for you as a designer.
Indie Designers:
The benefits of buying Indie? In a nutshell, you can expect a quality piece of art designed by an actual artist that cares about their work and most importantly, cares about you. Throw in some outstanding one-on-one customer service and a few nice "extras", and you have the total Indie shopping experience. Give it a try. I guarantee you will not be sorry!
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Mary Ann Springer
www.pinkpapillon.com
maryann@pinkpapillon.com
Former third grade teacher extraordinaire becomes jewelry designer quite by accident. Always known as the "crafty type", her friends are not surprised when her jewels are quickly picked up by many upscale stores in the northeast. Along with making exquisite jewels, this Indie designer also loves drinking coffee, surfing the net, running to stay in shape, her killer Yorkie, and Mr. Jon Bon Jovi. She also loves to make her customers completely happy with their purchases. Please visit her website at www.pinkpapillon.com
"Mom always says, 'Don't play ball in the house.'" ~ Bobby Brady |
