Learn all the tips and tricks to successful jewelry branding. Tap to know more!
Starting a jewelry business is a nerve-wracking process on its own so when it comes to building a brand, it gives us another reason to be stressed. However, one thing that people confusing business with is branding. A brand is something that you should decide before you start the business but implement it after you have started the business. Keep reading to find out how to do successful jewelry branding!
It’s about making something glittering and beautiful. It’s about creating a sparkling necklace or a pair of stunning earrings. It’s designing and manufacturing jewelry to your heart’s content while making profits at the same time. Think you can handle the glamour of running a jewelry business and seeing your creations adorn hundreds of people?
Who are you?
In the handmade marketplace, what ultimately sells your work is you!
People who buy handmade are fundamentally interested in how you as a craftsperson are able to magically transform everyday objects with your creativity, instinct, life experiences, and hand skills into something that will enhance their lives on a practical, aesthetic, and emotional level.
They want to get a glimpse of how you see the world, and they get that by buying your necklaces, bracelets, and earrings.
hat makes you stand out visually from other jewelry designers?
Most people often think of visual identity as a logo that is stamped all over the place, but a good visual identity goes beyond just logos.
You may also want to think about the materials and colors that you use to design, present, and promote your necklaces, bracelets, and earrings. Do your jewelry photographs have a vintage feel to them or are they modern and crisp?
Maybe you are an environmentally conscious company and use this to guide designs and presentation of goods, down to, say, your upcycled packaging and business cards printed on recycled paper?
The key here is not to have one or two things like a logo and color to identify your company, but rather to come up with a visual language from which you can present and promote your business to the world.
One way to start is by doing craft shows so you can get direct customer feedback. It’s not just about setting up shop with your wares and expecting people to buy them. It’s about researching the styles people buy, the prices they’re willing to pay, and what works in a particular geographic area. A key to success in the jewelry business is making sure your designs are unique, it should not something one can buy everywhere.
Once you set yourself apart as a hot jewelry designer, you’ll be ready to approach trendy boutiques to carry your wares. First, create a catalog of your designs or sell sheets with your designs and wholesale pricing information. Send the packet to the buyer from a particular shop, and then make an appointment to meet. Many buyers have specified days and times to meet with new jewelry vendors.
What do you want people to remember and think about your company?
Diamonds, for instance, are never literally sold as diamonds.
A crystal composed entirely of carbon, diamonds aren’t the rarest gemstones in the world and they certainly weren’t always the most popular. That however, changed just before the start of the Second World War. You can thank the clever advertising agency of N.W. Ayer and Son (with generous funding from Harry Oppenheimer of De Beers fame) for their clever jewelry branding strategy.
If you think about it, diamonds aren’t exactly something your body needs in order to function properly. They are, for the most part, sparkly rocks. Diamonds will not save your marriage, potty train the kids, walk the dog, cook dinner, massage your achy feet, or remind you to call your mum every weekend.
And yet, this advertising agency was able to turn that around through creative jewelry branding and associate in people’s minds that diamonds are the ultimate expression of love, self-worth (two months’ salary, anyone?), and a basic human entitlement. All of which was crowned with what Advertising Age Magazine awarded the best slogan of the 20th century: “A Diamond is Forever.”
Your market differentiation strategy could involve your finishing skills, for example. The way you finish off the ends of necklaces or make an extra clean wrap on loops, or the care in which you polish all your metal components. Or you could be known as the jewelry designer that will customize any design with any stone, metal, and clasp the customer wishes.
These may seem like small details, but they add up to a bigger picture of how your jewelry company is different from other companies. You could also take care to package all jewelry a certain way, greet and thank people with a warm smile, perhaps a hug to your more loyal customers…whatever you are comfortable with and comes naturally to you.