Especially at the beginning of their journey, many jewelry designers and stores are so excited to share their products with the world that they fail to identify their “dream” customer. You’re probably thinking: but wouldn’t choosing a dream customer and only marketing to him/her limit my sales? Identifying your ideal customer...
In his book Tribes: We Need You to Lead Us, marketing expert Seth Godin writes, "An individual artist needs only a thousand true fans in her tribe. It's enough." That's right: a jewelry store or jewelry designer needs only 1,000 tried and true fans to help inspire success. How is that possible? Consider your...
Jewelry can be so easy to copy; some swindling entrepreneurs attend trade shows just to peep other designers’ works. Then, they decide how they can manufacture the designs with cheaper materials. Ultimately, they try to sell their knock-off pieces at lower prices. Even worse, many consumers don’t understand the true value of diamonds, precious...
I love Etsy, the online marketplace for handmade goods. When I’m looking for something unique at an affordable price point, I know I’ll be able to find the perfect item, made with love, on Etsy. I’ve purchased lots of jewelry and findings on Etsy: a custom copper pendant that I incorporated...
