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 and 14k gf wire pendant by Rena Klingenberg.
Amber and garnet earrings by Rena Klingenberg.