Allyson Gernandt

a jewelry business success story

© by Allyson Gernandt; all rights reserved

North Carolina silversmith and gemstone jewelry artist Allyson Gernandt has operated her studio/workshop as an at-home business since 1993. Nestled on a mountainside near the Great Smoky Mountains, Allyson designs jewelry and uses energetic stones mainly for one-of-a-kind earrings, pendants, rings, bracelets, and brooches. Everything is made by fabrication - she doesn't do casting.

Allyson's goal is to "lightly embellish the stones so they are made wearable yet still 'speak' for themselves." One of her favorite fabrication techniques is overlay, using designs she hand-cuts from a sheet of silver.

She enjoys selling her jewelry to the public at craft shows, art shows, and music festivals. "I get to see how delighted people are to 'find' their special gemstone necklace or earrings; to see their face light up; to see them a year later and hear that my jewelry is their Very Favorite," she says. "It lets me know that what I do enhances peoples lives."

Many of Allyson's customers return year after year, looking for gifts or more of her unique pieces for themselves.

1) How did you get into making jewelry?

My father-in-law gave me a two-hour silversmithing lesson one Christmas, in his basement. After melting solder and making a ring bezel and shank, I was hooked. He took me to my first gem shows, also. In addition, I took a beginner four-day silversmithing class at John C. Campbell Folk School. I learned enough tricks to keep going. The loving support of my husband got me through the tough early self-learning times. It really took determination to not give up when things didn't go right.

2) How did you first begin selling your jewelry, and how did you evolve into your current way(s) of selling it?

The place I worked held a staff art show. My work sold well there, so I began toying with the idea of making it a business.

3) At what point in your jewelry career did you decide to leave your "real" job and concentrate on your jewelry business?

After about a year of trying to make and sell jewelry AND hold a full time job (plus care for my two young children), I quit my job.

4) How do your customers influence your jewelry line?

I knew from the beginning that I wanted to offer gemstones, instead of glass jewelry, because of the positive reaction to the energies of the stones people have.

5) How many hours do you put into your jewelry business in an average week?

30 to 40.

6) Do you do everything yourself, or do you have help - such as with your jewelry production, your website, shows, packaging, filling orders, etc.?

I do most everything myself. I do have a person who makes the changes on my website for me, but I do the design, production, shows, and sending out orders myself.

7) You display your jewelry at several shows and festivals during the year. How has your booth display evolved over time to make it easier to do so many shows in a year, and what do you like best about your current display?

The main thing was changing from heavy banquet 6-foot tables, to lighter tables that I can lift myself. The latest good change was developing a bamboo slat display for the earring cards that people really comment about how good they look. Heavy wind and rain are still a problem in outdoor shows. Getting a folding garden cart has been a life saver for moving my tables, EZ up, and display items, even short distances.

8) Many artists say their jewelry sales at shows have not been as good over the past few years, due to lower attendance and the presence of cheap imported jewelry in other booths. Have you made any changes to stay successful in this environment?

I mainly do shows that don't allow imported jewelry. When I have room, I set up my little stand that has a bench vise, and I use my jeweler's saw, hammer and hand drill as a demonstration. Most shows don't allow "fire", so I don't demonstrate soldering. (And there would not be room in a 10 x 10 booth anyway for that.)

I have increased my prices, and made more pieces that use unique, beautiful stones (like Andean Opals). All my earwires are handmade, and that is one thing that sets my earrings apart. My sales dollars have increased every year, with 2004 being my best year yet.

I get more sales when I interact with the customer who is looking over the jewelry at the booth. I look at their hair/eyes/skin color. Then say ... "have you noticed these earrings?" "They would go so well with your hair" ... OR, "these would really bring out your eyes." I show them a pair that I think enhances any one of their features.

People like the personal attention. I used to think that the customer would just find what they wanted without me. But of course, it's obvious they don't know what I have in my stock as well as I do, and usually there are so many pairs of earrings being displayed at the same time, they don't focus on each one.

9) What's one thing you've experimented with in your jewelry business thatyou would NOT do again?

Advertising in a design book, and advertising in boating magazine.

10) What's the best thing you've ever done for your jewelry business?

Stayed true to using gemstones, and not branched out into glass, PMC, etc. I want to be known as a Gemstone Jewelry Artist.

11) Do you have any other advice for jewelry artists?

Treat your customers well. Guarantee your work.

Note from Rena:
Allyson, thank you so much for sharing your insights with us. Your dedication to your art and your customers are very inspiring. I've enjoyed visiting with you and seeing your silversmith gemstone jewelry.

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