Relationship Marketing
for Jewelry Business

Relationship marketing is one the most valuable tools any jewelry artist can develop. Landing the sale is only half the battle. Keeping your customers coming back is the other half.

Returning customers spend more money, are more loyal to your brand, and will often provide word-of-mouth advertising for your jewelry business - which could result in even more customers for you.

Healing Hand Chakra Bookmark
by Helena Zappolino-Feser

What jewelry business couldn't use free advertising and increased sales?

Relationship marketing emphasizes the importance of providing excellent customer service and a quality product, as well as remaining in contact with your past and present customers.

Maintaining contact with your customers during the holiday season can be as easy as sending out a note of appreciation for their purchases during the previous year, or mailing holiday cards, magnets or calendars. Your communications don't have to be expensive - just a subtle reminder that your jewelry business is out there.

Black Beauty Beaded Scarf
by Helena Zappolino-Feser

If you choose to market your wares at home parties or trunk shows, find ways to keep in contact with your customers in between events. One good way to do this is to send out occasional postcards or emails advertising your new shows or sales events.

If your jewelry shows are slow, consider hosting a "customer appreciation day" and offering incentives like a percentage off for booking the show, and an additional incentive the day of the show.

How you keep in contact with your customers is limited only by your imagination. Consider ways to make your marketing efforts as unique as the jewelry you create.

Author Helena Zappolino-Feser is a jewelry artist and owner of Beaded Adornment. She is also a print journalist who also has her own jewelry newsletter and publishes newsletters for a number of online and brick and mortar businesses.

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