 Selling Your Jewelry & Beadwork: Tips to Get Started
A few weeks ago I posted an article called Selling Your Jewelry and Beadwork: the Professional Designer, and since it posted I’ve had a slew of e-mails from readers asking more specifically how to get a beading business up and going smoothly. I guess the turn of the new year has made bead business resolutions become a top priority… fantastic! So here’s some sound advice on how to fine tune your professional bead endeavor.
Get in the right frame of mind
The importance of moving your mind set from ‘hobby’ to ‘profession’ is detrimental to your success. All the things you do for you business constitute a real job and not merely a pastime. If you carry yourself with respect for the work that you do, then others will be more likely to give you that same respect. If you don’t have the confidence in your work, it will show, and its bound to leak out in your presentation to the world. Self promoting isn’t boasting, its advocating for your business. But how?
Getting the word out
As an entrepreneur, you’re going to self promote in acceptable and effective ways. The goal is to be an ambassador of creativity and art, not just a shameless pitchman. Remember (especially if you wear your beadwork) that you’re an artist promoting your beading and you’re on duty whenever you go out and about in the world. You never know who may cross your path. A potential customer, a shop owner looking for jewelry to carry, or who knows who? Because we make wearable art, we’re in the fortunate position to advertise without saying a word. And actions speak louder than words, keep that in mind, too.
 Tools to get you out there
Business cards are essential. In talking with other designers who sell their work professionally, I noticed that the majority had a fantastic photograph of their work on one side of the card, with simple contact information on the other: business name, your name, phone number, e-mail and web address . If you work from home and you don’t want to give out your street address, get a P.O. box to use as a business address. By the way, you don’t have to have a physical listing for an address unless you have a store front or gallery and want people to locate it. The rule should be short and simple. Your business card promotes your corporate identity, and can be used in places to make your business more memorable to the public.
Keeping the cost dowm
Its easy to utilize your home office to create much of your business advertising. Your home computer, printer and scanner can assist you in obtaining quality business cards, brochures and more for a fraction of the cost of outside printing. And you're able to do them on a much smaller scale, say 25 at a time, instead of ordering a box of 1000 to get the best price. Also, if you keep a master copy of your labels, packaging, display materials, and cards, you can print them in house for a minimal amount.
Ready to conquer the world
Once you’re equipped with advertising tools, you’re going to go out there and be heard! Make it a rule to wear your jewelry. At the very least, wear earrings because they’re so noticeable. Anyone who comments on your jewelry get a business card, so keep them in your pocket. You’ll be surprised at how many you’ll give to people.
 The dreaded cold call
I’ll tell you from first hand experience: shop owners hate it when you stop in without an appointment with high hopes to show them your work. Their extremely busy running their business and they don’t have time to wedge you in. I advise you to visit shops to scope them out. Then you’ll know if the environment is right to carry your jewelry. If you believe it is, then take one of their business cards and plan to call them for a future appointment. If you get turned down when you call, then re-visit the store and give them one of your business cards. Let it speak for itself. And then once a season has passed, try again.
Your client list
Once you establish a client, keep a record of their info in a file so you have a record of their history. Make notes about what they bought, who bought it and what kinds of preferences they have. Then you can bring them more tailored stock at your next visit. The more you know about them, the more you can prepare ahead to bring them what will appeal to them.
Making it official
If you want to be “on the books” so to speak, you’ve got to make your business legal. That means registering with the state, getting your wholesale credentials and more. Depending on where you live, there may be different requirements. My best advice is to contact your local better business bureau and inquire about becoming an official small business. Is it necessary? Well, that depends on how far you want to take it. Better to know how it works and then make a decision.
Tip of the iceberg
The truth is that this article could go on for millennia. There are so many ways to set your business up for success… you’ve got to try new things, put yourself out there and be persistent. Its work, no doubt about it. But very rewarding work. Hope this helps to get your beady ducks in a row. To all the readers who have e-mailed me about this, and to anyone else… feel free to contact me again if this doesn’t answer your questions.
“There is something very rewarding about being on the front lines as this medium goes from the kitchen table to some of the finest galleries, museums and collections in the world. In my work, I endeavor to push the boundaries of what we traditionally think of as beadwork. I want to do the unexpected, the best of which I am capable.” ~David Chatt
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