Trying to break into the competitive jewelry selling market can be a daunting task. There are so many different styles, mediums, and particular types of jewelry to choose from that it can become overwhelming. New jewelry business owners trying to market their lines should take the time to adequately prepare a thorough marketing plan before jumping into marketing your new jewelry line.
Before doing anything, you should consider your personal style of jewelry making. If you are able to identify what makes your particular pieces unique you can more easily target a segment of the market to sell to. Without first defining your personal style it would be really hard to select a segment to approach. Skipping this step can also lead to selecting a wrong market segment to target; this is a huge error that can result in wasted time, money and effort that could be better served marketing to a more receptive segment of the market.
The second step of marketing your new jewelry business is to identify a segment (or segments) of the market that would be most receptive to your product. General marketing approaches utilize techniques such as benchmarking (checking out competitors similar to you and analyzing the tactics they use or looking at who they are marketing to) and research (qualitative or quantitative analyses that provide up to date information on the market and potential customers). There is plenty of information available online to help guide an inexperienced new company owner through the process of selecting a segment of the market.
If you are unwilling or unsure of how to conduct either benchmarking or research on your own there are plenty of smaller companies available online who sell these kinds of services to companies that are just starting out. A key thing to consider before you get started trying to complete this step is to set a budget. It’s very easy for people to go overboard and spend way more than is necessary or available to accomplish this task.
Now that you have determined to whom you want to sell your jewelry to, the next step is to determine how to reach these people. Same as with the last step, it’s really important that you set a budget. A lot of the times your budget will determine what options are available to you for advertising. The media vehicle (the kind of media you will use – like print, tv, online, etc.) should be able to reach the largest part of your market segment as many times as possible. Most professional media services can give you a clear idea of the reach and frequency numbers that they generate for different segments of the market.
All that is left is to develop the message you want to advertise. This relates back to the first step – make sure that your message identifies what it is about your particular jewelry line that makes it unique. In the end it really is the style and personality of the line that will speak the most to your customers. You should really focus on the qualities of your line that make it special when communicating to your segment.