With selling jewelry in mind, should I focus my designs into a theme or collection?
Creating themes, collections or lines are terrific for three reasons. First, a collection helps you market your work, because it gives you a ''hook'' for writing copy and designing your marketing materials. Consider the possibilities if you created a collection around the colors or texture of coral, for example. Your marketing theme would be easy to create and would create a visual impact, too. Another reason collections are effective is because they help prospects and current customers create a ''mental shortcut'' as they look at your jewelry, seeing how each piece ''fits'' into the theme. You can organize themes around colors, textures, materials and more. Finally, collections make cross-selling easier. When someone buys a pair of earrings from the ''coral collection'' for example, showing them how the other pieces complement the one they bought can lead to additional sales.
- Dr. David Weiman
Dr. David Weiman is a respected expert in the field of marketing and selling handcrafted jewelry and a well-read contributor to Fire Mountain Gems and Beads "Ask the Experts". He is the author of Introduction to Marketing and Selling Jewelry, The Jewelry Selling Answer Book and The 5 Keys to Selling Handcrafted Jewelry. A free newsletter on selling handmade jewelry is available at his website: www.marketingjewelry.com.