Occasionally, someone will contact me about a piece they want to buy from my website, but say they don't like the color of one of the stones, or they want a different kind of clasp. Should I tell them the piece is "as is," or should I offer to customize it? I don't want to take things apart I already made, but I don't want to lose a sale, either!
Customizing a piece of jewelry is a great way to provide superior service and show prospects and customers you are eager to do what it takes to make them happy. The engagement of the customer in the "creative" process (even if it's just picking a clasp) also connects them more deeply with the jewelry and you. For pieces on which you can more easily swap out beads or gems, consider stating on your website and story cards that those items can be customized with the buyer's favorite colored stone or colored bead. In fact, the new trend of making convertible jewelry would make changing out strands and components much easier. And depending on the design and convertible components you use, it may not even require you to remake the piece. When the person who buys her customized jewelry from you shows it to her friends, she will point out the parts she hand-picked, and her story will inspire others to buy from you.
- 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.