Selling Your Handmade Jewelry to Jewelry Shops

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I have my first appointment to show my jewelry to a buyer on Monday. I have my line sheets prepared and have assembled a selection of my work to show the buyer. Here are the steps I took to get the appointment:

I scouted out the different stores that I would like to have sell my work, act like a customer. I browsed through each one comparing the quality of my work to that in the shop. Make mental notes on why my products would sell well in their stores, I can also use these notes to mention during my sales presentation.

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Before you approach a clothing boutique also check them out first. What styles and colors are they selling this season? Make some samples of my jewelry that would match great with the clothes the shop is selling. A shop owner will most likely want jewelry and accessories that match their current inventory.

I try to remember that gift shops and clothing boutiques aren't the only places to sell my handmade jewelry, I am creative and look for unusual shops to sell to.

I browsed through different specialty stores and let my imagination grow in how I can incorporate different themes into my jewelry designs.

As I'm scanning out the stores, I ask the person running it how long the shop has been in business. On my way out I pick up a business card, or try to find out the name of the owner or buyer.

Appointments

I try to never just drop in without an appointment and expect the owner to drop everything to look at my merchandise. Shop owners and managers are very busy people; popping in unannounced will lesson my chances of being interviewed in a calm, unhurried atmosphere — that's if they'll even see me at all. My chances of success are much higher if I approach them when they are free to listen to me. It really pays to be professional in my business dealings, therefore, I ALWAYS make an appointment.

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I drop into the shop wearing examples of my jewelry of course, ask to speak with the owner or manager, then express my interest in making a sales presentation. If the shop owner has time they may wish to see my presentation right away. So I am prepared! But if they are busy I may need to make an appointment.

If I decide to make my first contact with the store via phone I get myself organized, I've got to get enough solid information across in a minute or so in order to get the owner's interest for an interview. An unexpected phone call can be just another interruption in the owner's busy day so it is important to make my conversation brief yet my items must sound interesting enough to give me an appointment.

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The buyer is going to want to know who I am and what it is that I do and of course about of the products I want to show. Once I have defined my skill area and described the product line I would like to show them, request for an appointment at the buyer's convenience. If an appointment is made over the phone and is not in the immediate future, remember to send a letter or email confirming the agreed upon interview at the given date and time.

It is a good idea to write a letter first, introducing myself and giving them an idea of what it is that I am selling, this way I have the time to carefully plan what I want to tell them. I include in my letter a resume or a brief bio about myself: education, exhibits, awards, etc. I describe my work and an indication of the price I would like to get for it, also include a few professional-quality photos. I have a small catalogue or brochure to enclose as well. If I don't hear back from them in a reasonable amount of time, I follow-up with a phone call, asking if they received my package and when they would like to arrange for an appointment.

The Sales Presentation

After I have the appointment set up spend a little time getting my line ready for an easy presentation. I made a brief list of what I felt are the selling points of everything I plan to show the buyer.

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I put a label or tag indicating its wholesale price, different colors or sizes, any special care factors or finishes that are important, what my minimum or maximum order quantity is for that item, and any other important selling information. Having this complete data on each design written out on my samples and attached to my samples ensures that I won't forget or skip over any important information. This will also make it easier for the buyer if they want to look more closely again at my jewelry line after my presentation or wants to show it to somebody else in the store.

Now that I have everything tagged and ready to go I have to decide what you are going to carry it all in. Whether it's an attaché case, large basket with a handle, a professionally made display container, or simply even a cardboard box makes no difference as long as it works easily for me and appears to be neat and clean. My carrying case must work for you in a way that I can easily and rapidly take the products out, place them in front of the buyer, and then get them back into the case in a short amount of time. If my items are fragile I ensure that they are properly wrapped and packed so that they won't get broken or damaged on your way to the shop — it's hard to convince the buyer to want my product if its damaged in any way. I handle my items carefully so that the buyer will see that I have respect for my work.

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If I want to make a sale I must make a good impression on the store owner or buyer. Be prompt — not early, not late. I greet the owner or buyer by name, introduce myself and add that I have an appointment. I am friendly, relaxed and confident about my work. My job now is to convince the buyer that I have a unique and quality product and that my items will fit into the shop well.

As well as describing special production techniques or any other interesting selling points, state all available options, such as different colors, textures, finishes, sizes, etc. I describe how my pieces will fit well with the theme of the shop. I also suggest alternate uses—functions other than the obvious—for my products. I Listen attentively to what the buyer has to say about my product and am prepared to answer any questions.

I also have with me a portfolio with photographs, slides, samples, newspaper clippings, exhibits, awards, and anything else which makes me look professional and credible. And of course, a wholesale price list.

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If I have done my homework properly my presentation should be short, simple and effective. Usually the whole thing lasts only a few minutes—just enough to let the buyer get a quick look at what I've made and why he or she should carry my products.

I listen to the buyer's questions and concerns carefully, and wait to offer advice, only if and when asked. The buyer or shop owner will know what type, sizes and colour will work best in their shop, I should therefore, always respect the buyer's decisions. I'm never pushy and never tell them what I think they should buy.

Supporting Literature

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If a buyer makes an order now and everything sells quickly, he or she may want to contact me to place another order. On the other hand, the buyer may not want to place any orders right now as he or she may have too much stock on hand already, or I may have come at the wrong time of the year (remember--shops buy seasonal items months in advance), but they may want to place an order in the future.

I leave behind a business card and a brochure about myself and my work. People want to know who made the work they are buying and how it was made. Also I leave behind a printed price list with a brief description of each item, including size, color, and the wholesale price.

If you're interested in purchasing my jewelry on a wholesale basis, get in touch with ChelseaRainbow.