Do You REALLY Know How to Sell Your Jewelry?
If you sell your jewelry at craft and jewelry shows, you need to do more than just blindly take up on money. The fact of the matter is there’s a skill to selling your jewelry. How well do you measure up to the challenge?
When you sell handmade jewelry, the majority of your customers will be women. Yes, you’ll have some men who will buy jewelry for their significant others as gift items, but they probably won’t comprise the majority of your customers.
In most cases, the target customers for your jewelry will be a female and a woman has a very different style of shopping than does a man. Once you understand what she wants from her jewelry shopping experience, you’ll be better able to meet her needs.
What do you need to know to successfully sell jewelry to women?
1. Women want to know who they’re buying from.
Before women make a purchase of your handmade jewelry, they want to know who you are. They generally don’t feel as comfortable purchasing from a large, faceless entity such as an impersonal corporation. This gives you an advantage being a handmade jewelry artist. You can let your customers know that you, the artisan, made their special jewelry piece, not a factory located overseas.
When you exhibit at craft and jewelry shows you can reinforce who you are by giving your customers access to a porfolio of your work. Include a brief biography that describes who you are and your philosophies on jewelry making and on life. When the customer read this brief bio, bring it to life for them so they feel like they know you. Also, when you exhibit at a show, wear a name tag and a short quote that lets people know you are the jewelry artisan. An example might be:
“I’m Jane Doe” followed by “I love making beautiful handmade jewelry for you”.
2. Women want to think their jewelry purchase is making a difference.
If you donate a portion of your profits to a particular charity, this is a big marketing point. Let you customers know that with appropriate signage and by telling them directly. When they purchase, let them know that a certain percentage of the money they spent today will go to help _______. Your customer will leave with a feeling of having done a little something to make the world a better place.
3. Women want you to listen to them.
When a female customer comes to your booth and starts talking, don’t immediately interrupt her and redirect the conversation to your jewelry line. Take the time to truly listen for a few minutes and express your empathy and concern. You’re building a relationship with your customer by showing you care about her needs and thoughts.
Though she may not say so, she’ll remember your kindness. Women are not only more inclined to purchase from someone they know, they also have more long term loyalty than male customers. The few minutes you spend genuinely listening to her thoughts can mean purchases from you for years to come.
4. Women want convenience and simplicity.
Women lead complicated lives these days, balancing children, pets, and a job. They want their jewelry purchases to be simple, convenient, and hassle free. You can make decisions easier for them by grouping jewelry into attractive sets of matching necklace, bracelet, and earrings and by making helpful suggestions about how to wear your jewelry.
Help her choose a set she can wear with a variety of outfits, both casual and dressy. Have mirrors conveniently displayed so she can quickly see how your jewelry looks on her. Consider offering gift wrapping for the busy woman who needs to quickly find a special gift. She’ll remember the convenience you offer her. When she checks out, let her know how easy it is to order your designs online.
This will give you a few ideas on how to become a better sales person for your handmade jewelry. If you’d like to read a fantastic book on how to sell to women, I would suggest getting a copy ofthis book.
By reading this book, you’ll learn dozens of new approaches that can be directly applied to selling your jewelry to women. This will translate into more jewelry sales for you. The more you know about your target jewelry buyer, the more successful you’ll be in this business.
I hope you enjoyed the article. Thanks for reading. 🙂