Creative Ways to Promote Your Jewelry
The gift-giving season is right around the corner and this is an excellent opportunity for handmade artists to sell their wares and provide the gifts needed for family gatherings, parties, surprise guests and all the rest. The beauty of a handmade item is that it uniquely conveys the heart and thoughtfulness of the maker. When it comes to promoting your handmade items there are many options. In this post, the focus is on a few of the free or inexpensive ways to:
showcase your jewelry
increase your local exposure
make contact with potential customers
WHAT: Wear your own jewelry! This is truly a no-brainer and when people compliment you or ask “where did you get that necklace?”, you will be able to answer with pride and expound on the time, energy and love behind your work of art. Most importantly, you can direct them to your online shop where they can find more items of similar quality and style.
I personally have a separate stash of jewelry that I make for myself to wear just for promotion purposes. Allow family and friends to wear/borrow your designs, it is a great way to spread the word.
HOW: Give potential customers a business card and invite them to browse your online shop and to contact you personally. Supply your family and friends with your business cards as well. Let them know of any upcoming events or shows.
WHY: The key to promoting your designs this way is to be prepared. Make an effort to wear your jewelry each time you leave your home and always have business cards on your person. Keep a small box in the trunk of your car that contains packaging/wrapping materials, tools needed to make minor repairs and anything else needed to make an impromptu sale.
WHAT: Social media is a great place to promote your handmade items.
The International Beadweavers Facebook page, is a great platform. Also, I personally encourage you to have your shop featured on The INBW Blog. The feature includes a behind-the-scenes look and interview that gives your potential customers a sense of the “heart behind the art”. Submit your shop's name by sending me an email: msbusyhands@gmail.com, you will be contacted when your name is chosen. Pinterest, YouTube Channels, and your own personal blog are other popular to create interest.
HOW: Pick a platform(s) and regularly add to it. It will take time to see results but stick with it!
WHY: It’s free, you can use as many as you can juggle. The key is to have a plan.
WHERE: Your local newspaper: Does your local newspaper have an art or fashion column?
HOW: Submit an article or pitch an idea to the features editor for a guest submission.
WHY: You are a local artisan and it’s a great way to introduce yourself and your designs to your community. People love to buy local and to support their local neighbors.
WHERE: The Public Library
HOW: Call or visit your local public library and ask to speak with the librarian who schedules the display cases.
WHY: The public library is an excellent way to showcase your designs because it is free and it is an opportunity to make contact with potential customers in your community. Most libraries allow you to display your designs for up to 4 weeks. During this time library patrons come in and marvel at your work, and feverishly try to contact you to purchase that one-of-a-kind item. Public libraries are a community resource and they are happy to have local artisans share their work.
KEEP IN MIND: The Exhibit and Display Policy differs for each library. You may not be allowed to directly sell your pieces from the library, so having your business cards near the display case is very important. Discuss all the details with the library employee, including setup and takedown days and times. These display cases usually have a lock and key closure and every effort is made to assure the safety of displayed materials, but the library will assume no responsibility for the security of items on display. You display your pieces at your own risk. I have been doing this for years with no problems.
Other places you may be able to promote your handmade items include local banks, hotels, airports and tourist information centers. Many of these businesses have empty windows or unused spaces. Contact them to see if you can display your jewelry designs, and then decide if it is a good fit for you. Remember to include a card with your display describing how your jewelry is made and what makes your designs unique and special.
Promoting your designs can be a full-time job that requires effort and persistence. Be creative, think outside the box and happy promoting! If you have ideas or comments about inexpensive ways to promote online shops please feel free to share with us!
Patrice T.