by Kim Riedel.
(Kim Riedel Design)
Getting consumers to pay attention to what you have to offer is crucial in establishing a successful jewelry business. There are so many interesting lines and collections already competing for the attention of your potential customers.
How do you distinguish yourself from the other brands and attract your clients? Here are a few personal tips that have helped me get more recognition in the marketplace.
Offer a collection
as opposed to individual pieces
Take one idea and build a collection around it.
A well thought out collection captivates potential customers with a singular idea rather than a group of pieces that are not linked together.
A collection should also have something for everyone. Keep in mind the various needs of multiple customers and offer options.
All of these considerations should be addressed in a single collection. If not, you stand to lose potential clients.
Stick to a few techniques
that become your signature
Rather than jump across the spectrum of never ending techniques, choose a few that will become your signature and use them in every collection in unexpected ways.
It is important to develop a style that clients will begin to associate with your work.
Perhaps it is a particular way you combine colors, or the way you connect your pieces or package them. This becomes a part of your branding.
Over time, you will develop a distinctive look that will separate you from the others.
Present a line that inspires you
It is obvious to a client when you have enjoyed putting a collection together. Choose interesting themes and allow yourself to have fun while still being focused.
Naming a collection or a body of work helps in the developing of the line as well and keeps the pieces connected and concise.
If a client chose one individual piece from your collection, that piece should reflect the feeling of the entire collection.
Themes or names for a collection are also easier to market and help streamline the production process.
In an increasingly competitive market, presenting a well thought out collection makes it easier for potential customers to buy into your idea.
Sticking to a few techniques helps to articulate your individual style and distinguishes your line from others.
Finally, presenting themed collections keeps a line focused and above all inspiring to work on as well as view.
Employing these tactics can help to put you on track to a successful business.
Kim Riedel Design
Fantastic tips on developing a jewelry line
Thank you so much, Kim, for this inspiring writeup on developing a cohesive, attention-getting jewelry line.
Also, your gorgeous jewelry pieces shown here are perfect examples of what you’re talking about!
An excellent, do-able strategy. . . you’ve given me some great ideas to work on.
Thank You and Very Beautiful
Your jewelry lines are beautiful. Thank you for the tip. To make yourself stand out, I think you should be a market leadership.
Great jewelry and ideas
by: Marilyn Davenport
Thank you for your article about finding your on niche in the jewelry world. So much lovely jewelry out there , but one has got to find their own style. I am still searching. I make a lot of different jewelry pieces using Precious Matal Clay and polymer clay.
AND, your jewelry is lovely.
by: Patricia C Vener
Great advice. Except my favorite masterworks don’t really nor readily lend themselves to collections. And it is one of my signatures that I utilize many techniques even on a single work.
I’ll have to think about this some more.
Thanks for your tips. I never thought of having a collection. I tend to make separate designs. I will develop a collection now after reading your article. It make since. Your designs are lovely. They are attractive. I hope that you will right another article soon.
Thank you for your tips
I really like what you have suggested and will definately consider it.
P.S. your Jewelry is banging
Thanks for the reminder!
by: Dreams by Milan
Kim, your jewlery is beautiful and unique. Thanks for the reminder about making a collection and delivering something that inspires you. At times I get caught up in surrounding myself with so many ideas that the good ones go out of my head. Creating a collection keeps you focused.
How do you display the titles?
by: Joanne Stow Boyington
What do you use to display the titles for the collection and its pieces at a show? What kind of sign do you display?
Computer written, of course, unless your hand writing is perfect- Mine is NOT!
But do you use a special kind of paper and make “tents” of it… or do you use frames and what kind, please. Also how large do you think the signs should be on a jewelry display at a show?
I like to name the gemstones used, and make small,, paper tents, but they get distroyed so easily that I am constantly remaking them for each show.
Some tips please? Thanx!
Joanne – Signs
Hi Joanne, for all signs in my booth I use those clear acrylic photo frames that are usually in Walmart, Walgreens, Target, etc. – the ones that look L-shaped from the side, because they have a little built-in “base”.
(I know I just described them very poorly – you’ll find a photo of one of them here, showing how I use them: Acrylic Sign Holder.)
These frames are weatherproof and come in all sorts of sizes. And because they’re completely clear, my computer-printed signs stand out nicely and are easy to read.
Also it’s easy to change your signs whenever you wish, and keep using the same frames.
If this frame style feels too “contemporary” for the mood and style of your jewelry and display, there are all sorts of other photo frame styles that should work well, while being a lovely addition to your booth! :o)
That’s Exactly What I use!
by: Joanne Stow Boyington
Thanx for answering me.
I get those frames at Walmart and they are great! The only problem I have had with them is they scratch up pretty easily.
I suppose I could put them in bags like my velvet pads, but who has the time after a show? LOL It takes me the longest now, to pack up!
I have to put each piece in it’s own “snack bag” because, of course, the tags would tangle!
How do you pack your pieces up?
Preventing scratches on jewelry sign frames
I noticed that scratching was going to be an issue too, so I made little bubble-wrap “sleeves” to quickly slip over my frames when I pack up.
We keep a stash of used bubble-wrap that comes with various packages we receive in the mail, and it comes in handy for things like this!
I just cut it to the size I needed, and taped all but one of the cut edges together, making a perfectly sized cushioned “pillowcase” to slip over each frame. It really extends their lifespan!
Then, because of their L-shape, each size of frame nests nicely together for storage and transport.
by: terri Wlaschin
Your article really got me thinking about the direction I want to go. Continue eclectic or develop a collection. I love your collection -how each piece is unique yet clearly ties into the others. Outstanding eye and job on making that work. My problem is I just want to go off and make whatever pleases me and sometimes that is bead weaved items, sometimes bead crochet, sometimes wirework, sometimes stringing, sometimes dressy, sometimes funky and well, you get the picture. It would be awesome in some ways to tame the undisciplined beast and create a collection to die for like yours.
Building a Collection
by: Shirley ~ BellaBeads
Kim, thanks for the great idea! I tend toward eclectic styles using a lot of turquoise and copper. That could be the built-in beginning of my “signature collection”since I never tire of working with those elements. It’s the obvious solution to setting my favorites apart from everything else! Also, having a “collection” kinda identifies your work to others. Genius!
From Collection to Brand
by: Maryanne Murphy
I think making a collection is a wonderful idea. I enjoy using a stone in many different styles and price points.
One of my most successful collections turned into its own brand. Biker Chic(tm). Biker Chic is sold on my Biker Chic Jewelry Facebook site, where their you can create a FREE store. The interaction with our clients is wonderful. Biker Chic is also sold in my ArtFire shop.
You can never tell where jewelry will take you. For me its been an eye opening surprise!
Thanks so much for sharing. Your jewelry is lovely and the photos are amazing! Do you use a light box?
I use the “L” frames too, love that you can lay them down in wind, and easily change off PrintShop created signs to suit any show.
Rena – great idea re the bubble wrap – I sell vintage online, so always have a big honkin’ roll of bubble wrap handy!
I agree with the idea of “collections” and though I do often offer several matching pieces, I could do better in my displaying of them as a “set”. really like the neckform 3-D displays, but so pricey – I might invest in just a couple though, for higher end sets. I have the easel type, but they are very lightweight and don’t do well at all in the wind.
Display Diverse Styles at Shows
So much good advice in this article, it pointed out how I can improve my table.
One of my weaknesses (also maybe a strength) is that I LOVE trying new design ideas and techniques, which helps me grow, but also results in a pretty eclectic mix, rather than one set style. Beading, metalwork, wire weaving, its’ all there, in a range of colors/styles.
Better showcasing of a few matching item “collections” might at least give my table a sense of some creative organization! I have some flocked easels, but really love to use neckforms as they are more stable – but they are SO pricey! Any tips on affordable vendors? Think I’ll check out ebay!
What about finding the common “threads” in the eclectic pieces you’ve created? Such as a theme, a color, a material, a length, an historical era, a mood, or ….?
Or even by purpose – such as bridal, formal, casual, rustic, spiritual, etc.
Once you find a commonality among some of your pieces, you might display them in groupings, with either a sign or your displays signifying that they’re a group.
For example, a grouping of spiritual pieces might have a purple cloth under it, next to a grouping of formal pieces on a black cloth.
Or a grouping of rustic pieces might be displayed on natural elements like branches, rocks, and shells, next to a grouping of copper pieces displayed on denim.
Anyway, that’s just a thought. I think it could be a lot of creative fun coming up with ways to display your eclectic jewelry inventory in groupings!
And I agree, your eclectic-ness isn’t a weakness; it’s a strength, because it’s part of what makes you unique and appealing to your customers!
Displaying and Packing Pieces
I sure enjoy reading all the comments and articles. Thanks so much Rena for providing this for all of us. Anyway, I too need some help when it comes to displaying. Since I’m a Gemini I get “bored” very easily with my set up but also like the ease of setting up the same way each time. I would like to use more color in my display but I’m afraid it will distract from my jewelry. I currently use the velvet stands but as you all know, they are not “wind” friendly at all! I once read an article and this type of display was described as looking like “tombstones”. Ever since I’ve read that, it has stuck in my mind. I’ve looked through your articles about display ideas but can use some additional help.
Responding to Joanne about packing ideas. I have a system that works really well for me. I was at Marshall’s and they had those jewelry bags (the hanging kind with several individual pockets). Each row zippers up and contains 3 individual pockets (front and back). It rolls up and travels well. I believe there are 28 pockets on each side so it allows for quite a bit of inventory.
Great ideas! This is so helpful!
Kim you have really given good advice. I have found that over time my work has developed into a signature style. I think that when you find what you love to do, and work at it with passion your love for the process shows in the work. My unique customers appreciate that look and always want to know the story of the collection as well as the individual piece they are considering.
Collections display nicely too and sales will be better for it.
Rena your upside down sign frame idea is killer! I currently use small Victorian looking photo frames as the style complements my jewelry but I like the clean look of the plastic sleeves.
by: Marilyn Davenport
This Jewelry collection is right on top. I adore the collection. So different and so interesting!
Creating a Collection
I am never disappointed in your advice and ideas. Those who add their wisdom in the comment section just complete the circle of inspiration. Thank you all for getting some of us off the “high center” mark we sometimes hit.
Great article & ideas!
I am eclectic, too, but this is a great idea!
To the acrylic frames idea – now why didn’t I think of that?! I have been toying with the idea of getting some signs laminated, but I like the frame idea MUCH better. Only issue is, I do jewelry and other crafts/art, so I am constantly short on table space. I am seeking ways to do displays more vertically, yet also have the wind issues.
Rena, I LOVE your website! Thank you so much for doing this all!
I do love this idea. I need to think more on it as I tend to be a little random in what I create. Awesome advise!
collections up the sales!
by: Darlene ~ LacyTreasures Tatting
I so appreciate Rena and all the creative and helpful input. Thanks for this article!
I have used the acrylic frames and found they can be attached back to back for a 2-sided sign and then attached together on top of a revolving rack.
I also make my own computer generated signs but upload them to Walgreens photo and actually have them printed out as a photo print. That way they are waterproof and a little heavier. They can be slipped into the matching-sized photo frames.
I am looking for ideas to add tiny prices to my gift shop display board. I have thought about using the foam spacer dots used in scrapbooking to make them stand out a bit. Any more ideas?
The collection idea is great. I started selling more snowflake jewelry when I offered several styles of snowflakes and also offered matching earrings with necklaces. Ups the sales!!
more great solutions…thanks!
Typing on phone so please bear with…lacy, I love the idea if jjoining clear frames togethr! Been looking for a way to put sign atop rotating rack! Great idea! Thanx so much!
Just wanted to take a moment to say how much I’m loving everyone’s great additional ideas and tips – for example, the back to back acrylic frames – genius!
Thanks so much also for everyone’s lovely feedback; it’s wonderful to hear how putting our heads together like this is resulting in such great ideas for all!
And an extra special thank-you to Kim for starting this great discussion with her awesome article and pictures!
I appreciate all of you! 🙂
Thank you for putting me on the right track!
These tips were great reminders! I do some collections usually based on the stone/s used. I needed a reminder or gentle push to break out of my box and use other themes for my collections.
I also love the idea of laying the acrylic frames down – mine kept falling down in the wind. Such a simple solution that you wonder “Why didn’t I think of that?”
all over the place
by: Hope Made
love this advice. I’m trying my hand in selling my jewelry(1st year) and I’m lucky to have a place to sell BUT its not very cohesive. My stuff was all over the place with all kinds of techniques, Lets see what next year will bring.Thank you
Thanks for the wonderful and thoughtful post. And your work is lovely.
Thank you so much ,your jewelry is beautiful.I adore the collection
Thank you.I currently have a collection that was assembled for a show.The show went “westside” and so I still have about 60 pieces from it.I will now take those and make proper collection around them.I am sure with the main pieces as focals and smaller, less expensive pieces as accents we will be able to move them more readily.
Thanks for the tips
Good advice and nice pictures! Do you find that you finally establish a set of rules by which your work is defined? I know that M Haskell’s unsigned pieces are identified with a very finite set of rules about what she did and did not use in her work.
I enjoy this newsletter so much and have learned a lot. I have recently started doing more beadweaving and showcase those pieces on a folding fireplace screen covered in white felt and use drapery hooks through the mesh to hold my pieces. It elevates to eye level and keeps all the pieces I make with needle and thread. People seem to respond to my “unique” line.
Displays that create a distinctive impression
Thanks for your lovely words, Bedazzled!
An unusual, distinctive display element like your fireplace screen with white felt can really enhance the unique experience / feeling customers have with your jewelry.
The display itself can also become sort of an iconic branding element that people recognize after seeing you in a couple of shows.
Love All the Ideas!
My daughter and I are just starting out and we’ve been experimenting with different styles that may inspire us. We’re hoping to have our lines ready for the Fall craft festival held in our town.
I love all the ideas that I find here and hope to incorporate some of them when we’re ready with whatever line we decide on.
I was wondering what kind of computer program has been the most helpful in making your signage and/or labels?
Making Signs / Labels
I’ve always used my computer’s word-processing program for making my signs and labels. (Word or OpenOffice when I had a PC. The Pages program now that I have a Mac).
Word-processing programs let you choose readable fonts that are compatible with your business branding, add judicious amounts of color to your text, and make everything in a visible size.
Also, when printing cards / tags / stickers, most word-processors have a feature that sets up your page for standard card and sticker (label) sizes and page configurations.
what ever you told thats perfect and your collection