How to Market Your Handcrafted Jewelry as Collectible Art
Designing and creating handmade jewelry can provide a rewarding business opportunity -- but taking the business further relies on a number of factors. Collectible handmade jewelry combines quality materials, such as silver, gold, Swarovski crystal, woods, glass or feathers with durability and beauty. Handmade jewelry designed with an artist's eye adds even more inspiration to buy -- for customers and selling partners alike. But marketing techniques and collateral, presentation and approach make a difference in the customer's perception of the product -- and ultimately a successful artistic marketing campaign.
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Instructions
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Select a theme for your new line of jewelry. Marketing your jewelry using the "line" approach will enhance your customer's view of your product. For example, create a line inspired by a region in the world or a group of items for each season.
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Collect your current items and review them for quality and durability. Select only the most memorable and durable designs that sell well from your current stock. Round out your collection with at least six to seven pieces, which helps to create an enticing display at retail stores or galleries.
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Create new designs based on the theme or design of your top sellers. Experiment with shapes, sizes and other attributes to create additional pieces for your line, if necessary. Avoid using common materials or use them in an artistic way. For example, use glass beads to create natural designs, such as trees or flowers on bracelets. Customers will want jewelry that stands apart from mass-produced retail items.
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Select a name for each piece of jewelry and limit your quantities. Select fun names that convey the spirit of each piece. Names impart meaning to each of your pieces, which helps your customers connect with each piece. Limiting quantities inspires customers to purchase before they run out and makes customers feel that they own something unique.
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Design a short catalog or brochure for each season or theme. The brochure should include high-quality photographs of each piece, a short description and pricing information. The brochure should also use the words "collectible," "collectible art" and "limited quantities" throughout the copy. Contact a graphic designer for assistance.
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Contact galleries, museums and craft shows in your area to discuss selling your brand. The Association for the Study of Jewelry and Related Arts provides a resource listing of jewelry museum exhibitions and other resources. Request an appointment to discuss your products and provide a brief viewing. Display your items at craft shows to gain recognition, test the market and your pricing strategy and network.
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Establish yourself as an expert on jewelry as art. Gaining expert status will set you apart. Teach short courses at your local library or write a short book on a specific jewelry item, such as necklaces or rings. Include vivid photographs of your jewelry along with the names and other relevant information.
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