Tag Archives: Jewellery Business

FREE online live masterclass with Jessica Rose – build an online jewellery store that sells

Exciting news if you have a jewellery business or are thinking of starting one. Our award-winning founder and serial entrepreneur Jessica Rose will be running four live FREE masterclass sessions on building an online jewellery store that sells.

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Has it been on your to-do list forever? Or perhaps you have a website but it isn’t performing for you? AKA bringing in sales!

It can be very frustrating trying to try to sell your work online and get no results. The good news is there are lots of solutions! In this FREE Online Masterclass with jewellery business expert and serial entrepreneur Jessica Rose, we will be looking at what actions you can take in your business today to make a difference.

IN THE CLASS WE WILL BE COVERING:

  • How to set up your online jewellery store quickly
  • What platforms to use and how to get started with a DIY approach
  • Key features your jewellery store needs to thrive
  • What actions you can take if your store isn’t getting sales
  • Tools and techniques to save time and get results in your online business

THERE ARE FOUR DATES TO CHOOSE FROM:

For the LIVE masterclass and you will get your chance to ask any questions at the end too. Spaces are limited on each date and it is first come first served so save your spot now on the links below:

Monday 9th July: 1pm (BST) – Book Now

Wednesday 11th July: 8pm (BST) – Book Now

Tuesday 17th July 11am (BST) – Book Now

Thursday 19th July: 8pm (BST) – Book Now

Jess absolutely LOVES talking about websites and as usual, has packed a lot of value into this one! As well as a great chance to learn, we have lots of jewellers on our LIVE webinars so it is a fab opportunity to network with others too.

(Also, if you can’t make any of the times just register for one of the sessions and you’ll receive a link to the recording to watch later).

💸💎How would you like £1000 to spend on your jewellery business? 💎💸

jessica_rose-london-jewellery-schoolHi everyone. In case we haven’t met I’m Jessica Rose the Founder of the London Jewellery School. I wanted to hop onto the blog today to let you know about a great new opportunity and to encourage you to apply…

I have just launched a grant programme called JewelFund. It is specifically designed to support those starting and growing their jewellery businesses.

As you will know our ethos at the London Jewellery School is about supporting everyone to make jewellery. With the online Jewellers Academy, we offer on-going support (in-between classes) in your making and jewellery business needs. Basically, we are here to help support you and want you to succeed!

Whilst training, community and hard work are all important factors to building a successful jewellery business, sometimes what we need to get some momentum is an investment into our business (aka money!) This is where JewelFund comes in. This year we are giving away two £1000 grants. These are grants, not loans so you do not need to pay them back. You can decide what to spend them on. Well, within reason! It needs to be something to develop your business, not just a holiday, even if you deserve one!

You might use the fund to buy new tools and machinery, training or mentoring, stock to fulfil a wholesale order, workspace, rebranding to reach a new audience or a new website –  anything that will make a substantial difference to your business.

Any jeweller can apply who is over the age of 16 and where £1000 will make a real difference to their business. Pre-business jewellers may apply but will need to submit a business plan alongside their application. The deadline for applications is 30th June 2018. To find out more about the fund and to apply visit www.jewellersacademy.com/jewelfund

You can also watch the short video below to hear more about why we are launching the fund and what we are looking for from applicants…

I look forward to receiving your application

Until next time,

Happy Making

Jess x

Grow your jewellery business in 2018 – FREE ONLINE MASTERCLASS

The new year is a brilliant time to look forward to your plans for the year/s ahead and the direction you want to take your jewellery making and… well, your life in general.

If you run or are planning to start a jewellery business there are many things you can do to push yourself forward this year and ensure you reach your goals. Do you want to increase your sales, build more followers on social media, launch that new website work on your pricing, develop a new product range or re-brand your business? Whatever your goals, we want to help you get there.

Our award-winning founder and jewellery business mentor, Jessica Rose is hosting a series of FREE online masterclasses this January on how to ‘Grow your Jewellery Business’. Everyone is welcome and of course LJS students are extra welcome as supporting you to achieve success in your ventures is top on our priority list.

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“ I would love to visit every LJS student who wants to run a jewellery business and give them personal mentoring! However, it’s just not possible with over 15,000 students so an online session that everyone can attend is the perfect solution’ Jessica Rose

The session will last around an hour  and is suitable for beginners as well as experienced business owners and Jessica will take you through:

  • 3 things you can do today to grow your jewellery business this year
  • An 8-step roadmap that will guide you on exactly how to grow any jewellery business
  • – The key reasons jewellery businesses fail and how to avoid them in your business
  • – Plus a free downloadable worksheet and checklist for growth to work alongside Jessica in the session

Jess has run 5 different jewellery businesses over the past 10 years and has won 6 business awards for the growth and success of some of those businesses. As well as making plenty of mistakes (which she will tell you about herself!) so there is a wealth of knowledge to learn from, not to mention her wonderful team of tutors and experts who also offer business support through our classes and online programmes.

There are only two live sessions left, with limited spaces and they end next week, so do get in quick if you would like to join. Pick your date and click on the link below to sign up:

 

Monday 15th January 11am (GMT)- Sign-up – https://www.crowdcast.io/e/growyourjewellerybusiness3

Thursday 18th January 8pm (GMT)- Sign-up – https://www.crowdcast.io/e/growyourjewellerybusiness4

 

Of course, this is not only a great opportunity to learn about building an amazing jewellery business but is also a great chance to network with other jewellers (we usually have lots of them in each session) and you can ask Jess any questions about your business in the Q&A section at the end of the live Masterclass.

We will also be sharing a very special offer for the upcoming online Jewellery Business Bootcamp course which you can find more details about here: https://learn.jewelleryschoolonline.com/p/the-jewellery-business-bootcamp-2018

 

We look forward to seeing you there

Until next time,
Happy Making x

 

 

 

Planning in Your Jewellery Business: FREE Download ‘My Jewellery Business Planner’ with Jessica Rose

Hooray! We’re entering week 2 of our FREE ‘starting your jewellery business’ online course all about helping you to start your own successful jewellery business. It was wonderful to have so many of you join us last week, over 600 budding jewellers and we can’t wait to get going on this weeks content with you. If you haven’t signed up yet there’s still time to join us! Just register here
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Week 2 is all about creating a plan for your business. We know you are busy and it’s Christmas so we don’t expect you to write a 20-page document! In the course, Jessica shares a simple 1-page plan for mapping out the key activities and areas of operation in your jewellery business. It is perfect for getting a snapshot of your business now and to identify any gaps to work on in the year ahead. 
‘If you fail to plan, you are planning to fail’ – Benjamin Franklin
– We agree with him!
A business plan is crucial to help you plan your focus and actions in your business to ensure you are moving forward strategically rather than being caught up in busy-work. It helps identify the difference between the important and the urgent.
The course features video lessons, downloadable notes AND we’ll be providing support and answering your questions in our facebook group so do join us there now if you haven’t already!
As an added bonus Jessica Rose will be answering your jewellery business questions on a facebook live video each week. The next facebook live will be on Wednesday 13th December at 12 noon GMT so do add your questions here.
You can also watch her answering questions on last week’s facebook live here
The course includes our jewellery business planner, a tool adapted especially for use for this type of business. The planning tool is available for you to download for free here in the course notes.
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Watch the video for week 2 where Jess talks you through all the sections of the planner and the questions you need to ask yourself.
Any questions for Jessica? Ask them here now so she can answer them live for you on Wednesday at 12 noon GMT on our Jewellery School Online facebook page. And don’t worry if you can’t watch live, the video will be available to watch on facebook after the recording.
Happy planning and have a great week!

Five alternatives to selling at a craft fair

Selling at a craft market or fair is just one way to sell to the public. Think laterally; what other opportunities might there be in your local area?  Here are some ideas about alternative places you could sell your work!

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  1. Gallery or jeweller

The most traditional route is to approach relevant galleries or jewellers. Research your options carefully by visiting the shop on more than one occasion to see how busy it gets. Also look at the types of jewellery they currently sell and their price range. You want to ensure your pieces will fit in with the products they already stock but still stand out.

 

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  1. Rent a shelf

Check out local options to rent a shelf in a cafe, hair salon etc. If they don’t have the option available why not make an appointment to speak to the manager about trying it out?

One shop that works on a rent a shelf basis is Things British who sell items (not just jewellery) designed and made in the UK. The company currently has three shops – in St Pancras station, London, Greenwich market, London and Chatham, Kent. You pay a weekly shelf rental charge and anything you sell is yours (minus any card transaction fees). You don’t need to be based in London to sell at Things British, you can send items in by post.

 

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  1. Pop up shops

A pop up shop is an empty shop that is used as a short term sales space. You can do this alone or share with other designers. Search for these in your area or check out We are Pop Up or Appear here which lists opportunities to rent and share.

 

  1. Hotels

Hotels have a lobby area where a display cabinet of jewellery for sale could be successful as they have a steady stream of different customers through their doors. Find out who the decision maker at the hotel is (by asking at reception) and make an appointment to see them.

 

  1. Museums

Many of the larger museums have a competitive application process for selling your work but a first step could be to consider smaller, local museums especially if you have a range that would fit in with an exhibition they have. They are often receptive to work from local artists and makers.

 

Have a think about where in your local area to approach and start doing some research. What other ideas can you share with us? Let us know in the comments below

Look out for a coming blog post ‘Step by step guide to successfully selling your jewellery range to a retailer’

If you’d like to be kept informed of our jewellery business courses, free articles and offers subscribe to our jewellery business list

Author: Anna Campbell

LJG Guest Blogger - Anna Campbell of Campbell Hall Designs

Step by step guide to successfully selling your jewellery range to a retailer

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In a previous blog post business tutor Anna Campbell outlined some places you can sell your jewellery. In this post she gives you a step by step guide to success when approaching retailers

Selling in your local area or for prestigious retailers can boost your income and ensure more potential customers know about your business. This step by step guide has been designed to make approaching retailers feel less daunting. The secret? Do your research and be prepared!

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Research

It’s really important before you approach any retailers to do your research. Identifying retail outlets you think might be good for your products is your first step. Visit the retailer at different times of day to see how busy they get, the clientele type, types of jewellery they currently sell and their price range. You want to ensure your pieces will fit in with the products they already stock but still stand out. Be honest with yourself about whether you feel your jewellery will fit in and do well. There’s no point wasting your or the retailer’s time. If you think your work is a good fit then your next step is to find out who you need to speak to – the manager, buyer etc (just ask!).

 

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Prepare

Before you approach the retailer you need to be fully prepared. Practice giving a short explanation of your business and get some samples of jewellery ready to take. Taking samples is best but if you can’t, do ensure you bring some good quality photos of your work (colour printed or on a smartphone/tablet/laptop).

 

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Pricing

You will need to be ready to discuss pricing at your first meeting and the retailer will expect you to have done the number crunching already. For this you will need your wholesale item price and your retail item price. Check out this previous blog post by Melissa Hyland that goes into detail about how to calculate your prices and what percentage retailers will expect to make.

 

Get in touch

When you have done all your research and preparation contact them (either by phone or by going into the location) and ask if you can make an appointment. Some may be prepared to speak to you immediately so ensure you are ready to explain what you want and to show some example pieces of jewellery. If you can’t speak to someone immediately agree an appointment time and show up promptly. Prepare a brief few sentences about your business and get to the point. They are likely to be busy people and will appreciate this.

Show your prepared samples of jewellery and ask them to talk honestly about whether they will appeal to their customers. There’s no point in wasting your time if the location isn’t the right ‘fit’ for your products.

 

Contracts

If you both agree to give it a try ensure you check the arrangements for your work e.g. is it sale or return (where you take in the items and only make money from sales), is it insured or do you need to cover it on your policy, how to invoice for your sales etc. Get it all in writing and preferably agree a contract (many retailers will already have a standard contract and terms, smaller retailers may not).

Deliver the pieces agreed and get a signed delivery note of the pieces you have delivered to ensure there’s no argument later about what was received.

If you need to invoice for sales do so promptly in the correct format; you don’t want delays in payment because you haven’t followed the retailer’s procedure.

 

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Regular reviews

Review how well your sales are going in the location periodically to ensure it is worth your while, whether you should change what you are selling, change your pricing etc.

We’d love to hear from you if you are selling in local retailers. Let us know how it’s going in the comments below.

Special Business Week offers

 

And don’t forget our special offers on business courses for this week only we are offering 25% off business day classes held here at the School using the code 23011701*.  This code can only be used over the phone so please call on 020 3176 0546 to book your place.   This discount is only available on bookings made during Jewellery Business Week 21-27 January 2016 inclusive.

Click here for more details of all the business courses included in this offer.

If you’d like to be kept informed of our jewellery business courses, free articles and offers subscribe to our jewellery business list

And our New 8-week Online Jewellery Business Bootcamp will be starting on 27th January so if you would like more help with your jewellery business we would love you to join us!  

Author: Anna Campbell

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Mini-Adventures in Selling Jewellery on Etsy with Jessica Rose

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Our Founder, Jessica Rose, has sold jewellery for many years in boutiques and galleries, but recently set up her first Etsy Shop and started selling online in the name of research.  And today she shares with you everything she has learned about successfully selling on Etsy! 

 

Having sold my jewellery on and off for the past 9 years, alongside setting up the London Jewellery School, Jewellery School Online and various other, yes you guessed it, jewellery related ventures! I decided to have a go at setting up my own Etsy shop.  One thing I love about running a jewellery business is there are always new things to try, new things to learn about and new mini-adventures to go on. Here is what I have learnt so far from my mini-Etsy adventure. To anyone who has an Etsy shop or is considering starting one – I highly recommend it, there is so much opportunity there, once you know how to access it…

I started out by quizzing everyone I know at the jewellery school about the pros and cons of selling on Etsy and learnt that it is really important to have a strong and extensive collection…

Tip 1: Aim for 100 items! 

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Ok, maybe not all in one go, but a few colleagues mentioned that their shop really increased in activity once they had passed this magic 100 mark.  I would not have guessed that.  Traditionally when selling jewellery, less is more and we don’t want to over-crowd our stalls or fill our collections up with ‘jumble-sale approach’ pieces.  However it does make sense that more-is-more from a ‘being seen’ point-of-view in the Etsy Search Engine.  The more items we have, the more pages we have and the more chance of showing up in the Etsy search results. So build your collections as you go.

The next lesson shared with me, which is one I’m always banging on about anyway, is of course, the importance of killer images.

Tip 2: Images that make customers fall in love! 

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Photo credit: Karen Young Jewellery 

If you want some examples of this, look no further than our very own Karen Young’s lovely etsy page. It is not enough anymore to just have beautiful jewellery on a white background (although of course that is nice). We need ‘lifestyle’ pictures, showing customers how the jewellery looks in relation to other things, be it a nice piece of wood, shells, teacups, vintage books, a pretty flower, some gemstones – the world is your oyster.  The important thing is to show different angles and, through your images, speak to the customer about how this jewellery will make them feel inside.

What about the process of setting up an Etsy shop? – Well its pretty straight forward but I would dedicate some time to it.  A day or two for photography and writing descriptions and a day or two to upload everything, depending on how large your collection is. Make sure you have at least one item, photographed and ready to go as you are creating your shop. You can’t activate your shop without an active listing.

And Etsy offer a lot of help!  They are actually running a special email series to help you get your shop up and running called the Etsy Resolution which starts on 27th Jan – you can find out more here.

That brings us on to product descriptions…

Tip 3: Informative, engaging and compelling product descriptions

Whether you are new to Etsy/ selling online or have done it for many years, we can always do with improving our descriptions. Of course they need to be informative – to include all the info a customer needs to buy, exact materials, lengths, any variations such as different gemstones, gold or silver, is it plated, filled or solid?  The more you can say the better. Alongside the information don’t forget your brands tone-of-voice. Let your personality come across.

Tip 4: The people want to know about YOU Yup, it took me a while when starting my business to work this one out, that anyone buying handmade wants to know about the designer behind the work, the entrepreneur behind the business. And why not? You are awesome after all….

Jokes aside, it is important to fill out all of the sections in your etsy shop with a little about you, your values, why you are selling your jewellery, your process, what materials you work with etc…

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All of that is well and good but what about some practical action we can take to improve sales in our etsy shop today? 

Tip 5: Be sure to post regularly;

  • On Facebook, and it may be a good idea to ‘boost’ posts relating to selling your jewellery on Etsy so that a wider audience can see it. Or set up a Facebook ad for yourself in Ads Manager.
  • Post on Etsy itself in the ‘Updates section’ it helps communicate with your customers and helps your shop to look up-to-date and active.
  • Also you can post on your blog if you have one, start one if you don’t; or select your favourite social platforms, such as instagram, twitter, pinterest… the list goes on.

And another practical tip for those more technically minded…

Tip 6: Match your Tags, Titles and Materials 

SEO, search engine optimisation, is key on Etsy to get your items seen. We can help that along a bit by;

  1. Listing items regularly (each time you list an item it goes towards the top of the results)
  2. Using all the characters in your product titles, include keywords in there
  3. Match your tags to the titles, include all those words in the ‘tag’ section too
  4. And be as detailed as you can on the ‘materials’ section. List every material used to make that piece

Phew! That’s quite a lot to get through. Like anything that is worthwhile, in business (and in life) building a strong sales base and following on Etsy takes time. And effort. No uploading a bunch of items and then leaving it and hoping for the best (that is how we get disheartened!). But what Etsy has shown to me over the past few weeks of experimenting, is that it can work, and it can work really well. If you are prepared to put the time and effort in. Which of course we are ☺

On to my final tip (for now)

Tip 7: Quality is essential 

It goes without saying, but building your skills as a jeweller and business owner so that you are confident in the quality of your work, your processes and your business knowledge is essential. None of us are perfect but we usually want our jewellery to be, so investing in your training and your skills, in my opinion, is always a worthwhile investment. Make sure each piece you send out is of the highest quality and is something you would love to receive.

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If you would like to learn more about setting up and running your own successful, profitable and sustainable jewellery business then it’s not too late to join me for our brand new comprehensive 8-week online intensive course: The Jewellery Business Bootcamp, find out more and enrol for a spot here > (http://learn.jewelleryschoolonline.com/p/the-jewellery-business-bootcamp

We start this Friday 27th January and I would love to have you join me and our lovely community of budding and growing jewellers. Everyone is welcome. 

All that is left to say is best of luck for anyone trying out Etsy for the first time, I’m with ya! And for all the Etsy old-timers, we would love to hear more of your knowledge and wisdom, so do share a comment or two below about what works for you.

Until next time, Happy Making

Jessica x

 

Author: Jessica Rose

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Special Business Week offers

Our founder, Jessica Rose is hosting a FREE webinar masterclass on 26th January at 6.30pm on Boosting your Online Sales.  Grab your spot on the webinar here.

And don’t forget our special offers on business courses for this week only we are offering 25% off business day classes held here at the School using the code 23011701.  This code can only be used over the phone so please call on 020 3176 0546 to book your place.   This discount is only available on bookings made during Jewellery Business Week 21-27 January 2016 inclusive.

Click here for more details of all the business courses included in this offer.

If you’d like to be kept informed of our jewellery business courses, free articles and offers subscribe to our jewellery business list

Creating a marketing and PR strategy for your business

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Whether you’re just starting out or your business is established it’s important to invest some time into planning your business focus and actions. Business people often prioritise writing a business plan, but for success a marketing plan should also be a priority. Business tutor Anna Campbell gives you a step by step guide to help you write your marketing strategy.

A marketing plan or pr strategy is a blueprint for your marketing and advertising goals within a timeframe. It is helpful to spend some focussed time working on this as it will help direct your marketing actions for the year.

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Identify your current situation

Your first step is to honestly identify your current situation in terms of sales and marketing. What activities have you done up until now to promote sales? What has worked well? What hasn’t worked? Why do you think it worked or didn’t work?

Block out half a day to work on your plan and start with a SWOT analysis and look at:

Strengths – what is working well for your business? What advantages do you have e.g. contacts that have been helpful, social media following etc

Weaknesses – what hasn’t worked so well? What gaps do you have? What do you want to prioritise?

Opportunities – look to your strengths and weaknesses and consider how you can capitalise on the strengths and overcome the weaknesses

Threats – threats can be external issues that you have little control over e.g. economic issues, amount of time you have to work on your business etc. Think creatively about how these can be turned into opportunities for example, if there is an economic downturn in the area you sell in consider the types of product you are selling and work on a more affordable range.

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For your SWOTs think about the ‘w’ questions to give you as many ideas as possible. These are –

Who – about you, your business, your customers, your outlets

Where – online, markets, craft fairs, shops, galleries etc

Why – what is your focus? Why are you building your business?

What – focussing on product, packaging etc

When – set targets and goals (see below)

How – think about how you are going to prioritise your time in your business

Goal setting

Once you have spent some time thinking about the status quo your focus should move to what you want to achieve with your marketing. Is it to create sales, build awareness of your brand, get repeat sales, sell at prestigious locations? This may sound obvious to you but your goals may be different to someone else.

Be specific about your goals and set a time limit to help you focus.

Your customers

You also need to consider carefully your current customers and your ideal customer. When deciding where to market your product – online or offline – you need to ensure you are targeting sites and publications that your customer will read.

Also, you will have different types of customers – some that don’t know about you yet, some that know about you but haven’t bought, some that have bought once and some that are regular customers. Have a look at this previous blog post for more detail on how to address these different types of customer with your marketing.

Restrictions

You may have restrictions such as the amount of time you have to devote to marketing in your working week or financial restrictions on paying for advertising. Plan a budget for both your time and money and try to ensure you focus your marketing actions on those things that will bring you closer to your goal.

Also ensure you set some time limits on your goals e.g. I’d like to be selling in three different shops by December 2017. This helps you focus on the important goals when you are caught up in the day to day.

It may seem like a big task to plan your Marketing and PR but it will save you time in the long run as it will be clear what activities do and fit within the plan which can save you both time and money.

What other tips do you have for making the most out of your time dedicated to Marketing and PR?  Tell us in the comments below!

Author: Anna Campbell

LJG Guest Blogger - Anna Campbell of Campbell Hall Designs

Special Business Week offers

Our founder, Jessica Rose is hosting a FREE webinar masterclass on 26th January at 6.30pm on Boosting your Online Sales.  Grab your spot on the webinar here.

And don’t forget our special offers on business courses for this week only we are offering 25% off business day classes held here at the School using the code 23011701.  This code can only be used over the phone so please call on 020 3176 0546 to book your place.   This discount is only available on bookings made during Jewellery Business Week 21-27 January 2016 inclusive.

Click here for more details of all the business courses included in this offer.

And our New 8-week Online Jewellery Business Bootcamp will be starting on 27th January so if you would like more help with your jewellery business we would love you to join us!  

If you’d like to be kept informed of our jewellery business courses, free articles and offers subscribe to our jewellery business list

Author: Anna Campbell

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Building a jewellery brand

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Launching a strong brand is easier said than done and requires a little bit of planning, soul searching and research.  Jeweller, Karen Young, outlines the four key elements you need to consider when developing your jewellery brand. 

A good way of approaching the development of your brand is to come from the point of view that everything is connected, and you need to work on the entire brand experience if you want to build a brand that grows your business.

Your branding is a visual indicator of what your company offers as a whole, and goes beyond just your jewellery. It is just as much about your design process and materials used, customer service, perceived value, visual identity, and market differentiation as it is about the necklaces, bracelets, and earrings that you sell.

Your branding can be broken down into 4 areas that you can work on to develop your jewellery branding ‘package’:

  1. Your Story
  2. Your Visual Identity
  3. Customer Perception, and
  4. Your Market Differentiation.

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The four key elements to build a powerful jewellery brand

 

1. Your Story

Your story is almost as important as the jewellery itself in terms of creating a connection with customers.  In the handmade marketplace, you and your story is what encourages customers to buy. By making that connection, they’ll be more likely to remember your work and return.

Your customers and potential customers are interested in how you craft your pieces and how you transform raw materials into something creative and unique.  They want to know about you, your skills, the tools you use, the reason you started on your creative journey and ultimately why you do what you do.  There is an emotional connection and when they buy a piece of your jewellery they purchase a little bit of the ‘magic’ that is you and your creations.

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A great way of starting to build the customer connection is by writing an artist statement.  Your artist statement will summarise your story, what your values are, what drives you, and why you make jewellery.  You can then weave the essence your of artist statement into your branding including your tag line, your website and your about page, your business cards and other printed marketing materials, social media and your face to face sales pitch.

2. Your Visual Identity

A strong visual identity goes far beyond a snazzy logo (which is a great start by the way!).  You need to really understand your customers and what their motivations and needs are in order to start building a powerful visual identify.  It demonstrates that you are able to relate to your customers lives and their style on a personal level.  You will do this through many elements such as colour, fonts, vectors, your tag line, and by keeping these consistent across every touchpoint with your customer.  Each of these things should ‘speak’ to your target customer and create an emotional connection over time.

Your photography is another critical aspect of your visual identity – you want to really show off the detail of your beautifully handcrafted pieces.  If you don’t have clear photos that make your customer believe they are seeing the piece in person, then no amount of social media, Facebook ads or email promotion will sell your jewellery.

Also think about the style of photography that best represents your brand.  Do you want to create a vintage feel to your photographs or does a simple, modern and sharp photographic style represent your brand best?  You will want to keep your signature photography ‘style’ consistent across your website, social media and printed materials.

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An example of a lifestyle photograph incorporating jewellery

A key area where your visual identity really comes together is through your printed materials such as tags, jewellery boxes, business cards, other inserts for your packages and even your jewellery displays at craft fairs and events. Your branding should be consistent across every touchpoint with the customer both virtually and in person.

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By creating a strong visual identify you effectively create a visual language that you use to present and promote your jewellery brand to the world that will create a connection and will be remembered.

3. Customer Perception

What do you want your customers to think of you, feel about you and remember about you?

Remember no one needs jewellery!  And so perception of you and how your brand makes them feel is essential in motivating people to buy.  Those thoughts and feelings are directly influenced by the way you communicate your business message, and how you treat prospects and customers.

You can create a beautiful logo and sophisticated marketing materials, but if your customer service is inconsistent and below parr, your brand will not have the best  reputation it could do, and will put people off buying.

If customers perceive your jewellery to indicate a certain lifestyle, emotion or ideal, then they will be willing to pay for a little piece of it.  A diamond for example is essentially a lump of carbon!  But through clever marketing people see them as a luxury item that will last forever and will pay a lot of money for it.  So it is worth spending a little bit of time brainstorming how you want your customers to ‘feel’ about you and your jewellery as this will underpin all of your branding decisions including your photography and product descriptions.

4. Your Market Differentiation

Why should people buy from you and not another designer? 

What makes you and your brand different from the competition?  Is your finish better?  Do you make particular use of a technique or material?  Do you package your jewellery more beautifully that the competition?  Do you offer an extra personal touch with your customer service? It is these small details that create differentiation between you and the next designer so really try and drill down into quite a low level about these little details so that you can succinctly articulate the end-to-end customer experience to your customers and how you will meet their needs better than anyone else.  Buying jewellery is a considered purchase for most people and an experience, so it is your job to make sure it is a good one, as this is what encourages people not only to buy but to come back again and again.

Building a strong and memorable brand does take time and patience, but by considering these four elements of your brand from the outset you can start creating emotional connections with your customers that mean you will be seen and remembered in a busy marketplace.

What are your top tips when it comes to branding your business – tell us in the comments below!

Special Business Week offers

Our founder, Jessica Rose is hosting a FREE webinar masterclass on 26th January at 6.30pm on Boosting your Online Sales.  Grab your spot on the webinar here.

And don’t forget our special offers on business courses for this week only we are offering 25% off business day classes held here at the School using the code 23011701.  This code can only be used over the phone so please call on 020 3176 0546 to book your place.   This discount is only available on bookings made during Jewellery Business Week 21-27 January 2016 inclusive.

Click here for more details of all the business courses included in this offer.

And our New 8-week Online Jewellery Business Bootcamp will be starting on 27th January so if you would like more help with your jewellery business we would love you to join us!  

 

Author: Karen Young

London Jewellery School Blog_Karen Young Bio