Making Sure Customers Know Your Jewelry’s Quality Features (Video)

Jewelry and Coffee with Rena
Video Episode 19

by Rena Klingenberg.

Some shoppers are wary of buying handmade jewelry. Here’s how to make sure customers know about your jewelry’s quality features:

Transcript of This Video:

You know, one of the main objections many people have when it comes to buying handmade jewelry is that they’ve had a bad experience with a piece of jewelry they’ve bought from another jewelry artist in the past.

Shortly after they bought the piece of jewelry, it quickly broke or fell apart, or they had some other issue with it – and they don’t want to get burned again.

So a lot of times these people are afraid to buy anything from any jewelry artist after that.

So one of the things you can do to get around this issue is to make sure that all of your pieces are always built with durability in mind.

And then not only do you create jewelry with durability in mind – but you need to communicate to your customers your durability features, your high-quality features that make your jewelry built to last.

And these are the kinds of features that make customers feel hugely reassured:

  • wrapped loops
  • soldered jump rings
  • split rings
  • double crimp beads
  • stones that are set tightly
  • clasps that hold securely
  • stringing material that can’t be cut by sharp bead edges
  • any other quality features you design into your jewelry.

It’s a good idea to communicate your commitment to high-quality handmade jewelry at every point where you have customer contact. For example:

  • in person at jewelry shows and parties
  • in your social media posts
  • on your jewelry tags, earring cards, or other packaging
  • on your website or blog
  • in your artist statement
  • on your business card
  • in any other marketing literature you create
  • in your individual jewelry listings wherever you sell your work online.

Here are three other things that are important to cover when you talk to customers about the quality of your jewelry:

First is your quality guarantee, which is your promise that if the jewelry breaks under normal usage, you will repair it for free.

Second is a way for the customer to contact you.

And third is care instructions for the jewelry, which you should include with every piece of jewelry you sell. The customer’s proper care of a piece of jewelry has a huge impact on how well it’s going to last.

A really cool side-effect of educating customers on all these quality features of the jewelry you make is that they’ll realize that handmade jewelry of this caliber is worth paying more to get!

The Jewelry Rena’s Wearing
in This Video:

Amber jewelry by Rena Klingenberg

Amber and 14k gf wire pendant by Rena Klingenberg.

Amber and garnet earrings by Rena Klingenberg.

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Comments

  1. Excellent advice, Rena. I already do most of the things you’ve mentioned and have never had any quality issues with my customers. With copper wire as my main component, I always have to tell customers how to store and clean my jewelry. My jump rings are always 16ga or 14ga so they don’t open easily even if they are not soldered. I make my pieces sturdy and my clasps secure. My pieces should last a lifetime (and more) but I always offer to fix or adjust for free. Sometimes they bring me pieces bought from other jewelry makers to fix or clean and that’s OK as well – they appreciate and remember that.

  2. thank you for these thoughtful, thorough, and helpful tips… beautiful jewelry also!

  3. Thank you so much for sharing your great tips Rena!
    I appreciate it!

  4. Diane Retana says:

    Hi Rena

    One of the talked about in the things customers need to know is “stringing material that can’t be cut by sharp bead edges”. I use Soft Flex stringing material and have still had a problem with it being sheared off by beads. I try to prevent this by filing the holes, but it has still happened to me! If you have any suggestions that could help, I would really appreciate your input.
    Thanks so much! Diane

  5. Thank you for the tips. I need to look at my listings to see where I might add some of these great suggestions!

  6. Thank you so much for the tips.

  7. Excellent advice! My own jewelry tends to be very solid and maybe a little heavy. It is extremely durable so most customers who see it in person are aware of that. I sometimes include a small card or paper with suggestions on cleaning and storing copper jewelry. I should do this all the time. Thanks for reminding me 🙂
    By the way, I love the amber pieces you’re wearing – beautiful!

  8. I include a care card and a little square of super fine still wool in a small ziplock with my bracelets and pendants. If someone’s a return customer I offer them an extra, ” just in case they need it”.

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