Marketing Smarter Not Harder

copyright by Rena Klingenberg

If you sell your handcrafted jewelry at shows, fairs, or festivals, it may be a target for thieves. You should know how prevent shoplifters from stealing your jewelry right out of your booth.

I don’t mean to imply that shoplifting is rampant at every show, or that you can’t trust your customers. But it’s an unfortunate fact that jewelry is an increasingly frequent target for theft. It’s attractive, relatively small, easy to slip away with, and has a high perceived value.

After an onyx and opalite bracelet was shoplifted from my booth, I decided to learn how I could prevent my jewelry from “evaporating” at shows.

I discovered that you can greatly reduce your risk of becoming a victim of shoplifting in your jewelry booth – simply by being aware of how jewelry thieves operate, and learning a few simple prevention measures.

Tactics of Experienced Jewelry Shoplifters

Awareness of how thieves operate can help you keep your jewelry safe. Here are common shoplifting ploys used by thieves at art and craft shows:

1) Some thieves work in pairs. One thief poses as an interested customer, distracting you by pretending they want to purchase jewelry, while the other thief unobtrusively slips some jewelry into a pocket, tote bag, shopping bag, or purse.

2) A shoplifter working alone pretends to browse your displays, and the moment you’re distracted, he or she easily brushes jewelry that’s displayed near the table-edge right into an open bag, purse, or baggy pocket that’s just below the table level.

3) A thief sets a personal item (such as a purse, shopping bag, or jacket) on your jewelry table while pretending to shop. When the thief picks up her personal item, she neatly lifts some of your jewelry along with it.

4) Experienced jewelry thieves know the most vulnerable times for an artist at a show, and wait for an opportune moment to take advantage of your situation during these critical times: Read more…

Jewelry Artist Profile

By Christine Gierer

Handcrafted Jewelry Designer Rachel Morgan Kalina of Adorned by Morgan is one busy lady! Living in Astoria, New York, 23 year-old Kalina juggles “parronting” (Rachel’s word) her 14year-old Quaker Parrot, working as an assistant editor of a magazine in Manhattan, and creates handmade jewelry in her spare time. She sells her jewelry on the now very busy and well-known handmade selling site ‘Etsy’, at various New York boutiques, and has also been recently featured as DIYer on the Cheap Thrills DIY Blog.

Rachel was kind enough to answer my questions by email and she writes so eloquently that I think I’ll just let her tell you everything in her own words. Take it away Rachel!

About Rachel Morgan Kalina, Handcrafted Jewelry Designer, Parront, and Regular 9-5′er

I am Rachel Morgan Kalina, 23, Astoria, New York. I’m a parront of one Quaker Parrot, 14, and girlfriend of one amazing guy. My 9-5 is as an assistant editor at a magazine in Manhattan. I’ve also worked as a reporter, held many journalism/publishing internships, worked in retail and created jewelry for a company based on Long Island.

Adorned by Morgan is my part-time career/hobby, although I often wish I had more time to create jewelry and try other artistic endeavors.

A note about the origin of my business name: Morgan is my middle name, and I used it in my business title instead of Rachel because I wanted to separate my literary identity from my crafting one. My occupation involves writing, but my craft involves flexing a different type of creativity. Also, I think “Adorned” captures an idea of elegance and really goes hand-in-hand with images of jewelry.

Handcrafted Jewelry Designer Training?

Although there have been classes and workshops throughout my high school and college experiences, I haven’t had any formal jewelry training. Most of what I’ve learned has come from observation of design and reading magazines/books on the subject. Working a full-time job, it is hard to find the time to create. But once I get that yen to craft, I find a way to get my hands moving as soon as possible— whether it be by banging out a pair of earrings or even just sorting my extensive bead collection. Sometimes the anticipation of crafting and the immediate denial of being able to do so just increases my creativity and productivity once I do have the time and materials in front of me. Read more…

Have you ever wondered how those cool soldered art glass pendants are made? You know, the ones with the black or silver stuff all around with the glob of glass or piece of stained glass in the middle.

I found a couple of cool links that show you how to make them.

Link #1

Stained Glass Cosmic Pendant Video tutorial by Artist Poppy Adams

(http://etsyglass.com/blog/index.php/2007/09/19/stained-glass-cosmic-pendant/ )

This is a cool video tutorial I found on the Etsy Glass Artists Blog.

Artist Poppy Adams of Groovy Glass Girl (http://www.groovyglassgirl.etsy.com) shows how she makes cool pendants like the one on the right.

The music playing during the tutorial is really soothing too. Sort of jazzy and lazy.

There are no words or instructions so if you are absolutely new to soldering and need some instruction, check out link #2 to learn how to make a similar pendant in a more detailed way.

Link #2

Step by Step Picture Book Earrings

http://www.lapidaryjournal.com/stepbystep/apr05.cfm

A neat step by step project on the old Lapidary Journal, now Jewelry Artist Magazine website.

For beginner level jewelry makers, this tutorial has detailed instructions and pictures.

How did you like this article? Do you want more like this? Let me know by commenting below!

What’s a good jewelry torch for a beginner?  If you are interested in metalworking but aren’t ready to invest in an oxy-actylene torch, read on.

I just received an email from Teresa of Carolina-Treasures.com. She asked me about torches and I thought I would share it here for any of you that are curious but confused about torches.

Here’s the message I received:

I stumbled across you while ‘googling’ for copper sheets. I admit up front I don’t understand blogging, so I hope I’m reaching the right person. The page I found was:

I loved what I saw (the copper earrings) and it made me more determined than ever to give it a try.

I’ve been beading and doing wire wrap for a while now and I’ve begun acquiring tools to try my hand @ metal work. After hours of searching, I’ve finally found liver of sulfur and stainless steel shot, but I’m lost about which torch to start out with. A jeweler friend is telling me propane and oxygen tanks, etc. and that totally intimidates me. If you have time, any suggestions would be much appreciated.

Here was my response:

Selling handcrafted jewelry is a competitive business in a relatively saturated market, so how do you make yourself stand out from the sea of other jewelry makers? One great marketing strategy is to have a mailing list and to actively send out mailings.

Here are 9 great reasons any jewelry artist should build and nurture a mailing list.

1. To remind people that you exist.

People are very busy these days, have a lot on their plate. They are very easily distracted and sidetracked. I know I am, despite my best efforts! I receive a number of newsletters by email, and I am much more likely to return to these companies websites than the ones I bookmark and mean to go back to. Enough said.

2. To make it easy for people to find you and contact you

Sometimes people need help. Even if they mean to call you or order online from you, they may forget, become distracted, or may forget your business name. They may make a mental note to contact you but never get around to it. Make it easy for them by sending them regular mailings.

3. To build trust

This is a very timely concept. People have been scammed, let down, and underserviced so many times that they are naturally wary and suspicious of anyone trying to sell them anything. Getting your name in front of people on a regular basis and sending them quality information with their needs in mind goes a long way towards building trust.

4. To build relationships

In our fast-paced world where everyone is bombarded constantly with advertising from huge impersonal businesses, people seek a connection. If you can make that connection and allow people into your world, they begin to feel they know you. This is of course positive for you and your business. Read more…