If you’re a jewelry designer who markets jewelry at craft shows and home parties, it’s important to understand how to make a good impression when interacting with the public. You are the main spokesperson for your jewelry designs and the way you present yourself should be consistent with the quality of the handmade jewelry you offer.
For example, if you sell a line of high end, elegant gold jewelry with gemstones, you wouldn’t want to exhibit your jewelry line wearing jeans and an t-shirt. The reality is when people purchase jewelry, they’re buying into a certain fantasy or perceived lifestyle. When someone purchases a line of jewelry after seeing Cindy Crawford advertise it, subconsciously the buyer hopes the jewelry purchase will give them the glamour and wealth that she has. She is the spokesperson for that particular line of jewelry, just as you’re the spokesperson for your own jewelry designs. Potential customers will make a subconscious decision as to whether they want to buy your jewelry based on the image you present and the story you tell just as they do the designs that Cindy Crawford endorses.
Does this mean you need to wear an evening dress if you sell expensive, gemstone jewelry? Not at all! It means you need to dress in a manner that creates a positive impression and shows the desirable image your buyer can portray when she purchases your jewelry. To give the right image, you want to have your hair neatly combed and be dressed in a manner that plays up the quality and desirability of your jewelry designs.
When I exhibit at a jewelry show, I prefer to wear a simple, elegant black two piece outfit consisting of a well made top and matching black pants. This is ideal since I want the necklace I’m wearing to be the focal point of my presentation. Remember how good jewelry looks when displayed against a black background?
You should also make it your goal to have a pleasant and sincere smile on your face. Do you think anyone will want to buy into a sour, pessimistic image? I know sometimes it’s hard to maintain that smile when you’re trying to do a hundred things at once to meet the needs of your potential customers. But, it’s worth the effort when you see how it can impact your sales.
You present an image by the words you choose to use to promote your jewelry designs. If I were to purchase jewelry from a designer, I would like to hear about how the piece was “elegantly crafted, “exquisite in it’s intricacy” and “crafted of the fines materials”. Not, ” I threw this piece together last night and just barely got it finished in time for the show”. I heard that exact statement coming from a jewelry designer interacting with a customer at a show. Guess what? She didn’t make the sale.
So, if you want to create more customers and expand your jewelry business, give some thought to how you are presenting yourself when you market your jewelry designs. It can make all the difference in the world!