Why isn't MY jewelry selling??

by Paula Deem Reynolds - PDR Beaded & Macrame Jewelry Designs
(Palm Harbor, FL)

Everyone comments on how beautiful my jewelry is. Everything is reasonably priced (probably too reasonably low!) but most of the shows I go to have WAY too many jewelry vendors!

Most are not even handmade and very cheap! By the time they get too me it's "oh, more jewelry."

I have started to make other things to attract customers: beaded keychains & key finders, barrettes, zipper pulls & cell phone charms, rear view mirror jewelry, unisex necklaces on leather, earrings 1/$5 or 2/$8, bracelets 1/$15 or 2/$20, ankle bracelets - so, I have a wide variety of items and prices.

I cannot afford the entry fees for juried events so I sell at city events and churches, farmers markets, etc. where the fees are $50 or less.

So why isn't my jewelry selling? (all gemstone and non-nickel findings).

Paula Deem Reynolds
PDR Beaded & Macrame Jewelry Designs

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Why isn't MY jewelry selling??

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Two Main Suggestions for You to Try:
by: Rena

1) It can be difficult to sell jewelry at a show that's overcrowded with other jewelry vendors.

If the only organized shows that are feasible for you have too many jewelers, then I highly recommend thinking about "show" possibilities from a different angle.

For example, you would probably make a lot more sales with zero competition by doing one-person jewelry trunk shows at places like:

coffee shops

cafes

restaurants - during their busiest time of day

lunchtime shows for employees of local businesses

daycare centers at evening "pickup" time

shopping events for the teachers at your children's school

local hotels / resorts during tourist season

These are just a few ideas - you can contact the owner / manager of these types of places, and you'd be surprised at how open they usually are to hosting a trunk show.

Set it up like a jewelry party, offering to reward them with either free jewelry or a percentage of your sales, or a donation to their favorite cause.

Many businesses are very eager to work with you on this type of show because it can be a really big hit with their customers.

Also capitalize on this idea at Christmas and other gift occasions. Helping folks get their gift shopping done easily without going to the mall is a huge relief for them.

2) No matter how you want to sell your jewelry, you MUST develop your own customer list and do your own marketing.

Be sure to do your own promotion for every event you do. Show organizers / hosts don't always do a good enough job of this, and you'll make a ton more sales to your repeat customers if they know where you'll be for them to buy.

Hope this helps, Paula!

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Submitted by: Rena

Title

Comment
1) It can be difficult to sell jewelry at a show that's overcrowded with other jewelry vendors. If the only organized shows that are feasible for you have too many jewelers, then I highly recommend thinking about "show" possibilities from a different angle. For example, you would probably make a lot more sales with zero competition by doing one-person jewelry trunk shows at places like: <UL><LI>coffee shops</LI> <LI>cafes</LI> <LI>restaurants - during their busiest time of day</LI> <LI>lunchtime shows for employees of local businesses</LI> <LI>daycare centers at evening "pickup" time</LI> <LI>shopping events for the teachers at your children's school</LI> <LI>local hotels / resorts during tourist season</LI></UL> These are just a few ideas - you can contact the owner / manager of these types of places, and you'd be surprised at how open they usually are to hosting a trunk show. Set it up like a jewelry party, offering to reward them with either free jewelry or a percentage of your sales, or a donation to their favorite cause. Many businesses are very eager to work with you on this type of show because it can be a really big hit with their customers. Also capitalize on this idea at Christmas and other gift occasions. Helping folks get their gift shopping done easily without going to the mall is a huge relief for them. 2) No matter how you want to sell your jewelry, you MUST develop your own customer list and do your own marketing. Be sure to do your own promotion for every event you do. Show organizers / hosts don't always do a good enough job of this, and you'll make a ton more sales to your repeat customers if they know where you'll be for them to buy. Hope this helps, Paula!

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Need more items
by: Michelle V

I visited your site and see only one thing for sale. If you want to make sales you need more items for sale to attract visitors and buyers.

You need to have a variety of items for sale.

And I would use my front pages to show off whats new in my shop, here is where you can show your newest design, or your hottest selling item with a little bit about the item. Something to draw them in.

I make regular sales online every day, I sell thru Etsy and while it does take a bit to get it going, if you keep at it, it can pay off.

Michelle

Have a bit more confidence
by: Shiny Glass

Hi
I looked at your website, and it seems that you are making wonderful high quality items. However, you are selling yourself short! Looking at the pictures of your stand, there are some basic problems (like the cloths covering your tables not hanging completely straight) which detract from the jewellery.
Also you have a banner, but it doesnt explain why your jewellery is different. I would suggest having the words 'handmade', 'designer' or 'unique' (or similar).
Try visiting some of the more expensive events that you cant afford to exhibit at, and look at the stands there. I found that a simple layout with good lighting is the best.
Your stand has improved so much already, it wont take much to make it brilliant! Your jewellery is worth the effort, so dont give up.
I'd also recommend that you try putting your prices up - I had a range of pendants that sold very slowly when I had them under priced, and when I raised my prices to reasonably cover my time and expenses, they began to move much more quickly as customers perceived them as quality items.
Having said all that, my own online shop is a bit of a shambles - its much easier to give advice than to follow it. So good luck! And get some more lovely stuff on your website for us to admire!
Zoe - Shiny Glass
www.zoemarsh.co.uk

answer
by: Olga

When I read about your problem..I had the impression it's my story not yours - I had the same problems and the same question - why isn't my jewelry selling? And I finally came to some conclusions that I hope will help you too:

1. Respect yourself and your work - put the prices your items deserve, don't make it low!
2. Good pictures of your works! That is very important (read Rena's tips on how to do good pictures, it will help - it helped me!); Make sure you make your jewelry photo on a good background (not on the sofa somewhere...:)
3. Show people you are serious about what you do - have a good website that represents you and your jewelry (the top image on your website...it does not talk about you as an artist and your works...)
4. Have business cards, your brand name, your logo...
5. Display your jewelry at sales in a proper way, and don't forget to beautifully pack the jewelry for your customers
6. Be active in Marketing your works - through different means

Farmers Market Success Tips
by: Rena

Paula,

I forgot to mention above that I have an article on selling your work at farmers' markets:

Selling Jewelry at Farmers' Markets.

Hope this helps with your efforts there!

Thanks for the input!
by: Paula

I'm going to have to replace those photos of my booth! Those were all taken when I first started over a year ago! I have learned so much since. In response to my website: For now, it's free and I can only display 5 products. I'll add more today and add more recent pictures of my booth. I have since opened a booth with another vendor (non-jewelry and only jewelry vendor on this street) at a local flea market. I always considered myself "above" the flea market customers. Not anymore! There are vendors who sell new products - though not many handmade. Starting to get noticed, even though it's slow during the summer. Hoping things to pick up in September. Just so tired of going from place to place with a tent and dealing with the weather! Last outdoor show I did, I had jewelry stolen while I had the sides to my tent down to protect from the rain!

Change of Venue
by: JB

The biggest factor may be what you mentioned yourself - your venue. Flea markets, church fairs, competing with non handmade items, too much jewelry & very low prices - that is a recipe for poor sales. My suggestion is to save up and do juried fairs. In my area, there are many good juried fairs costing $80 - $120 for the weekend. If you skip a few of your current events & save the entry fees, you can afford to try a juried event. Do your homework first - make sure it draws the right crowd, only allows items made by you, screens applicants well and doesn't allow too many of one medium, which is a big problem with jewelry. Good luck!!

Have you thought of using ...
by: Tina - CreatedWith Fire Studio

other services like Etsy or ArtFire for your website, I have mine set up so that mt gallery goes directly to my Etsy site, I know we all are out for the sale but I found I was spending too much time keeping up with the website and not making products. (that said the website is pretty bare but have a look) ...might allow you to showcase more items at a price you can afford. Good luck ! Tina (createdwithfire.com)

Not selling enough
by: Planet Glitter

I find that selling with other vendors doesn't work for me. I do not sell handmade jewelry, but have made selling jewelry my career for the last 25 years.
I do alot of hospital fundraisers where other jewelry vendors may sell, but not when I am there.
I also sell in Salons, and to private clients.
You will find that as their "Jewelry Lady" if you stay in touch with them and know their tastes you can call them every few months and say things such as "Boy do I have the piece for you". If you are sincere this works. Also hospitals and salons can become part of a "route" that you have.
Hope this helps.
Jennifer

Ideas
by: Diane

I checked out your site and your jewelry is pretty! Now, it is priced too low. The Sodolite especially. I personally started out doing a local flea market the first weekend of every month. It was a GREAT way to start to meet people, sell my early pieces, and get experience! I don't know anyone that picks up wire, gemstones, beads, or metal and instantly became a success (at least not with money!). You need to look at formulas that people have written about. Figure out how much it cost YOU, then you double or even triple that amount. If you don't, you will not make enough to stay in business (at least that was what I was told). The main thing is keep trying and keep having fun.

Ohhh, can I identify!
by: Barbara

Hi, Paula,

Craft shows? Boooo! It's seemed like every weekend this summer there's been a craft show we've been rained on. The first show we found out we had a leaky tent. Canvas, duhhh. Adding insult to injury, hardly anyone comes when it rains.

Two weeks ago my borrowed tent, tied between two others and weighted down with buckets of cement blew away in a sudden storm (nowhere to be found that day in the local weather report), two tents lodged themselves on top of the huge truck next to us, and my heavy-duty metal tent poles snapped in half. My jewellery carousels blew into murky ankle-deep puddles and everything else was soaked in mere seconds. When I got home I had to empty the contents of my bins into a collander to drain, and hand dry every single item. Plus I had to reimburse my friend for her destroyed tent, and I had to buy myself a new one right now. Gack.....

Oh, and along with exorbitant upfront table fees, most "real" craft shows now want vendors to carry $2 million in liability insurance, a separately-written policy which costs $800 per year. Because of the economy, craft shows are now begging for vendors. Hello?

FYI, some craft shows up here in Canada are realising that they're losing potential vendors because of this new insurance requirement (often dictated by the owners of the venue or the city, if it's an outdoor event, not the craft show organisers), and if you ask, they will offer what's called umbrella insurance (i.e. you'll be covered under their insurance), for a nominal fee of $80 to $100 on top of your booth fee.

To be continued...

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Submitted by: Barbara

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Comment
Hi, Paula, Craft shows? Boooo! It's seemed like every weekend this summer there's been a craft show we've been rained on. The first show we found out we had a leaky tent. Canvas, duhhh. Adding insult to injury, hardly anyone comes when it rains. Two weeks ago my borrowed tent, tied between two others and weighted down with buckets of cement blew away in a sudden storm (nowhere to be found that day in the local weather report), two tents lodged themselves on top of the huge truck next to us, and my heavy-duty metal tent poles snapped in half. My jewellery carousels blew into murky ankle-deep puddles and everything else was soaked in mere seconds. When I got home I had to empty the contents of my bins into a collander to drain, and hand dry every single item. Plus I had to reimburse my friend for her destroyed tent, and I had to buy myself a new one right now. Gack..... Oh, and along with exorbitant upfront table fees, most "real" craft shows now want vendors to carry $2 million in liability insurance, a separately-written policy which costs $800 per year. Because of the economy, craft shows are now begging for vendors. Hello? FYI, some craft shows up here in Canada are realising that they're losing potential vendors because of this new insurance requirement (often dictated by the owners of the venue or the city, if it's an outdoor event, not the craft show organisers), and if you ask, they will offer what's called umbrella insurance (i.e. you'll be covered under their insurance), for a nominal fee of $80 to $100 on top of your booth fee. To be continued...

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continued...
by: Barbara

Personally, for now I'm sticking to my $16 a day farmer's markets. Beginning next week, I'll be doing three a week this summer. Two are outdoors and run until the end of October, but I can cherry-pick the sunny days and choose not show up, or maybe show up but delay setting up on iffy/dodgy rainy days. One market is indoors and goes year-round. There I'm located between the coffee pot and, in season, the chocolate guy. Location is everything. ;-p

The advice to go every week and become a regular wherever you vend is spot-on. It'll maybe take a few weeks to make your first sales, especially if you're in a cash-only venue like a farmer's market. But I have regular customers now and I've become the go-to person in each town for small repairs, made while people are shopping. For example, I bring with me different earring findings so if someone wants clip-ons or closed backs, which I carry in both silver and gold, I can swap 'em for the fishhooks, again while the person is shopping. I bring all my tools and findings, extra matching links for the hammered sterling, etc., and can adjust a new purchase on the spot while people shop.

When I started, I too thought so little of my jewellery and my design ability that I underpriced everything. But not anymore. I've found comfortable formulas for the different things I make. I might occasionally round up or down a few dollars, but so far people are quite happy with my prices, quality and materials. I also give a little discount for multiple purchases or frequent buyers. I've even had people give me MORE money than I'm asking!
Continued...

Another venue to look into that can be extremely lucrative are rock and gem shows. Increasingly they're opening up to finished jewellery vendors, especially if you utilise semi-precious stones. It's a great way to meet a wide variety of people of all ages, and at the same time source stones, often directly from the mine owners themselves.

I do like the improvement in your booth design. Mine still needs a LOT of work.

Barbara
www.fuocodeldrago.com
www.artefaccio.blogspot.com

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Submitted by: Barbara

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Personally, for now I'm sticking to my $16 a day farmer's markets. Beginning next week, I'll be doing three a week this summer. Two are outdoors and run until the end of October, but I can cherry-pick the sunny days and choose not show up, or maybe show up but delay setting up on iffy/dodgy rainy days. One market is indoors and goes year-round. There I'm located between the coffee pot and, in season, the chocolate guy. Location is everything. ;-p The advice to go every week and become a regular wherever you vend is spot-on. It'll maybe take a few weeks to make your first sales, especially if you're in a cash-only venue like a farmer's market. But I have regular customers now and I've become the go-to person in each town for small repairs, made while people are shopping. For example, I bring with me different earring findings so if someone wants clip-ons or closed backs, which I carry in both silver and gold, I can swap 'em for the fishhooks, again while the person is shopping. I bring all my tools and findings, extra matching links for the hammered sterling, etc., and can adjust a new purchase on the spot while people shop. When I started, I too thought so little of my jewellery and my design ability that I underpriced everything. But not anymore. I've found comfortable formulas for the different things I make. I might occasionally round up or down a few dollars, but so far people are quite happy with my prices, quality and materials. I also give a little discount for multiple purchases or frequent buyers. I've even had people give me MORE money than I'm asking! Continued... Another venue to look into that can be extremely lucrative are rock and gem shows. Increasingly they're opening up to finished jewellery vendors, especially if you utilise semi-precious stones. It's a great way to meet a wide variety of people of all ages, and at the same time source stones, often directly from the mine owners themselves. I do like the improvement in your booth design. Mine still needs a LOT of work. Barbara www.fuocodeldrago.com www.artefaccio.blogspot.com

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thanks everybody!
by: Paula

Yes, I have been doing the same farmers market every week! (Now down to once per month)The booth fee is just $10!

Maybe I should raise those prices (everybody else does) - When people ask prices, I tell them they aren't "set in stone" so they have room to negotiate. I just don't want to frighten people away and not get anyone looking!

pricing formulae
by: Barbara

Hi, Paula,

If it helps, the pricing formula I use for basic jewellery is cost of findings plus labour (an hourly rate prorated out to include my time and cost of gas to go buy materials, my rent for the portion of my residence I use as a studio, vendor fees, etc. over the course of a year) times 2 for wholesale, and times 2 again for retail. Then there's a wiggle factor and I will always ask a few of my steady customers what they think of the price, separate from whether or not they like the design.

As I've gotten faster at making things, and also if I make a number of similar items in one sitting, I can cut way back on the labour -- this is also opposed to the time it actually takes to design a piece.

For my PMC pieces, I calculate 20 times the weight of an individual piece. I sell my PMC silver leaf pendants with a black leather adjustable cord unless the buyer tells me they've already got a silver chain at home they want to use, and the price includes sales tax (13% up here). So if a PMC silver leaf weighs 2 grams, the cost will be $40, $8 of which is purely the cost of the silver, no labour, no time/gas driving to the next town to use the kiln where I buy my silver accounted for. So, in the end, maybe it's still slightly under what it should cost based on the first formula above, but I can rationalise it a bit because I make 20 to 30 pieces at one time. So far, it's a pricing formula that people seem comfortable with.

I've also discovered that people will pay almost anything for earrings if they like them, but they won't pay the same -- or less! -- for a matching or similar necklace or bracelet. Here's the irony: I don't wear jewellery myself! I was told that earrings are much "easier to wear" and they're more visible so people perceive it as a bigger bang for their buck, and I've since been noticing the truth of that: Virtually everyone who walks by my booth is wearing earrings, even if it's just a pair of plain studs. So I've started spending a much greater percentage of time making earrings, and now that I have a much greater selection, they're really starting to sell well.

Hope this helps,
Barbara

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Submitted by: Barbara

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Hi, Paula, If it helps, the pricing formula I use for basic jewellery is cost of findings plus labour (an hourly rate prorated out to include my time and cost of gas to go buy materials, my rent for the portion of my residence I use as a studio, vendor fees, etc. over the course of a year) times 2 for wholesale, and times 2 again for retail. Then there's a wiggle factor and I will always ask a few of my steady customers what they think of the price, separate from whether or not they like the design. As I've gotten faster at making things, and also if I make a number of similar items in one sitting, I can cut way back on the labour -- this is also opposed to the time it actually takes to design a piece. For my PMC pieces, I calculate 20 times the weight of an individual piece. I sell my PMC silver leaf pendants with a black leather adjustable cord unless the buyer tells me they've already got a silver chain at home they want to use, and the price includes sales tax (13% up here). So if a PMC silver leaf weighs 2 grams, the cost will be $40, $8 of which is purely the cost of the silver, no labour, no time/gas driving to the next town to use the kiln where I buy my silver accounted for. So, in the end, maybe it's still slightly under what it should cost based on the first formula above, but I can rationalise it a bit because I make 20 to 30 pieces at one time. So far, it's a pricing formula that people seem comfortable with. I've also discovered that people will pay almost anything for earrings if they like them, but they won't pay the same -- or less! -- for a matching or similar necklace or bracelet. Here's the irony: I don't wear jewellery myself! I was told that earrings are much "easier to wear" and they're more visible so people perceive it as a bigger bang for their buck, and I've since been noticing the truth of that: Virtually everyone who walks by my booth is wearing earrings, even if it's just a pair of plain studs. So I've started spending a much greater percentage of time making earrings, and now that I have a much greater selection, they're really starting to sell well. Hope this helps, Barbara

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Two suggestions
by: Lynn

Hi - a couple of suggestions for selling in person that have worked for me.

1. My work needs to stand out from everyone else's. Simple strung jewelry is a dime a dozen (sorry guys) and EVERYONE does it. When I started getting stagnant in sales, I walked around craft shows and looked at the other jewelry - it all looked the same, and mine fit right in with it! So I started finding and perfecting new techniques and niches that no one else did in my area...and it's working. I constantly get comments that my booth is the best jewelry at the fair, and that it's unique. I usually have lots and lots of people at my table - even if they are not buying, they are looking!

2. I found that "Craft Shows" don't bring in the right audience for my higher end work. If the other booths are selling $1 potholders or plywood cutouts, chances are the buyers are not my target audience. I still do a couple of local craft shows because people look for me at them, but for the most part, I've moved on to higher end art shows or festivals. The increase in booth fees is really worth it, because the folks who are attending are looking for my type of work!

Good luck...it's a tough business, but a lot of fun and challenging.

you might try...
by: Fannya

Hi Paula, i love making jewelry, and i'm in the middle of researching how to start my own jewelry business and gettin myself onto a website. during my research i came across a site which you might want to look into.its called Winkelf and it is similar to Esty. You can list as many items you want for free. you have the option of having a branded or unbranded url. which means if your customer goes to your unbranded site they wont have the option of being tempted to see the compition. there is a 2.5% fee on sold items only.... anyway its worth at least checking it out.

thanks
Fannya

Keep the Faith
by: Anita

We can all empathize ... we've all been there. I think a lot has to do with the economy, but things will get better. In the meantime, as Lynn mentioned above, try to have a "signature line" or something different that no other jewelry vendors have (my Berry Collection is very popular at shows and home parties). Also, to differentiate myself at craft shows, I sell my "Cardjoodles" (handmade cards with jewelry attached). I make them the focus on my table, that way I don't look like just another jewelry vendor. Then, when people are done looking thru the Cardjoodles, I point out the other jewelry! Good luck, keep the faith, and hang in there.

Anita
DiamondGirlCrafts.com

Best of Luck!
by: Janine

One suggestion I have that I didn't see on your booth pictures are lights on the jewelry. Your booths are beautiful and I myself am saving up for a full setup for shows such as a tent and tables. But one thing I plan to buy are true light or bright lamps. Showcase those beautiful gems!! Also raise your prices--I had to do so on all jewelry I created this year since I had more costs. If someone complains *which may happen) tell them "cost of goods went up-so sorry, but let's look into something similar or a custom order with less pricey beads".

lights and price
by: Barbara

Hi, everyone,

Absolutely true about lights. It's something I'm on the lookout for myself. They are critical. And best to try to find small battery-operated ones as many if not most venues don't have hydro hookups, especially outdoor venues, or you have to pay extra for them.

Re pricing, even though most of the jewellery I make is PMC silver and semi-precious, I get a lot of kids and younger teens coming through who really want something, especially now for the first day of school, and they don't have a lot of money. This is a hard-hit area economically, and a lot parents have lost their jobs, and there's very little cash to spare. I try to have a range of simple $10 chokers and $5 to $10 earrings and bracelets for the kids, even if I don't make much money on them. If even one parent remembers me when it comes time to buy Christmas gifts, then I've come out ahead.

ttyl
Barbara

How do I do marketing and develope Customer
by:

I read your comments and they are very good and also an eye opener. My question to you is How do I do my own Marketing and how do I develope a customer list. I'm afrid I may ran into the same problem,when I start my jewelry business.

Selling ideas
by: Anonymous

I too, get tired of the "shows", and all of the jewelry vendor competition. Try making jewelry during your shows...if it's possible. People are always interested in how things are made, and will linger at your booth longer if you are creating something. Taking Visa/Mastercard also increses your sales power.
You might also try placing your jewelry in places women shop..beauty salons, nail salons, local boutiques. You may have to pay 15-20% or so for comission, but just mark up the price, or ask the owner if they will barter for some of your merchandise. It gets your stuff out there, and increases the shops business as well.

Thanks everybody!
by: PPaula Deem Reynolds

Well, I'm about to add two more lines to my jewelry! (March & April shows were good - have 3 lined up for May!) STEAMPUNK and Pandora Style in addition to my gemstone jewelry. Not at Flea Market! I also have a brand new look to my booth! Going to put new jewelry on etsy and my website! I'll post pictures of my booth soon! Stay Tuned....