What a product line sheet is,
and how to create and use one
by Rena Klingenberg.
What is a jewelry “line sheet”?
Basically, it’s a catalog page or brochure that shows your jewelry line to prospective wholesale customers.
What Your Line Sheet Should Include:
Your jewelry line sheet should show how pieces in your line look together.
- An attractive page layout that doesn’t appear crowded or contain tiny print – and evokes the style and personality of your jewelry.
- The name of the particular jewelry line featured, and the season. (For example, “Jungle Expedition Jewelry Line, Fall 2020 Collection”.)
- Photos showcasing your jewelry line. They should be clear, professional-quality images that are large enough to show details of your products. If you need help with getting good images of your jewelry, see Photographing Jewelry.
- Next to each image on your line sheet:
- The item’s name or order number.
- Any available options such as colors, stones, sizes, etc.
- The item’s measurements, length, etc.
- The price. Because line sheets are typically used in wholesale situations, they usually list wholesale prices instead of retail. But to avoid any confusion, it’s a good idea to print “wholesale pricing” or “retail pricing” on your line sheets, along with the appropriate prices.
- The name of your business.
- Your contact information.
- Your terms of sale:
- Any opening (first) order requirements.
- Any order minimums (either quantity or price) you require.
- What forms of payment you accept.
- Whether you let established wholesale accounts purchase on a “net 30” basis (meaning you expect full payment within 30 days after you deliver the goods to your wholesale customer), and whether you give discounts for early payment.
- How much you charge for shipping, and the shipping methods you use.
- Your warranty policy.
- Your returns policy.
- Whether you accept international orders.
- How long it takes you to fill and ship orders, and whether you ship large orders in smaller batches as they’re ready.
- Other info to consider including:
Some jewelry artists include a short artist’s statement or artist biography as part of their line sheet, or any unusual information about their products. This kind of info isn’t necessary, but if it happens to be unusual, interesting, or related to a timely topic in your case, it can sometimes lead to more sales.
- Make it available on your website, or
- Email the link to interested shops.
- password-protect your line sheet page, and send the password to interested wholesale prospects, or
- email your line sheet link to qualified wholesale buyers who contact you.
Distributing Your Line Sheets
to Prospective Customers
You should have printed copies of your line sheet available to hand out in person at trade shows and when visiting a shop or gallery. You can also mail them to wholesale prospects.
You will probably also want to have an electronic (computerized) version of your jewelry line sheet ready to send out.
The best way to create the electronic version is to save your line sheet file as a .pdf file, and either
You can also make your line sheet page openly available on your website.
If you do make it openly available, there’s a much greater chance it will be found by a shop or gallery that’s interested in carrying your work.
However, some jewelry designers prefer to keep their product lines and prices a secret from their competitors. Others want to prevent their retail customers from seeing their wholesale price list, since these customers often don’t understand why the wholesale prices are so much lower than the price the jewelry artist charges them.
Whether you decide to make your line sheets publicly available or keep them a private part of your website is a matter of individual choice.
To keep your jewelry line sheet page a secret part of your website, you can either
However, if you decide to make your product line sheet available only upon request, you’ll need to be sure to have someone monitoring your email, phone, and mailbox regularly whenever you’ll be absent from your business for more than a day or so. From a prospective customer’s point of view, a jewelry artist who is slow to send out his marketing materials isn’t creating the impression of a business that fills jewelry orders quickly and accurately.
Whatever way you decide to distribute your jewelry line sheet, remember that the more difficult you make it for a potential customer to obtain a copy of it, the more likely that customer is to follow an easier route and buy from a different jewelry designer.