How to Prepare a Marketing Plan for a Bead Jewelry Business

June 9, 2002 | By | 5 Replies More

QUESTION ON Marketing Plan For Bead Jewelry Business

I am disabled but still want to work. I started designing my own bead jewelry. I sell to people that know me, but I would like to make a real business out of it. I have many beautiful designs and come up with more every week. This is what I am meant to be doing. The problem is I don’t know the best way to get the word out, and I can’t find information on how much to sell it for to stores. I have seen other bead jewelry in stores, but they are usually just a strand of a few colors or the same color. Mine has charms and many designs and colors. Can you help me. Thank you for your time

– Laura




ANSWER

Advice by Yvonne Buchanan

Dear Laura:

It’s so great to hear of someone who has found their calling. You are sure to be a success if you keep this attitude and outlook. Here are a few suggestions for marketing and pricing your jewelry:

Try to get hooked into the local artist’s community in your area. You’ll meet people who can give you ideas for where to display your jewelry. Consider giving a few of your best pieces to other artists and notable local celebs. They will become walking advertisements for you.

Before you do this, though, you need to have one regular place where everyone can find you. Try to find a shop that will commit to showing your wares. You might offer them a deep discount as an incentive. If you’d like to go global, get an e-commerce web site and include photos of your jewelry. Put your URL on your jewelry cards so people know where they can find more. Put a brief bio of yourself on each card with perhaps a statement of what art means to you.

Consider asking a local museum or coffee house to let you have a “showing” of your work. Be sure to send a press release in advance letting the local media know about your showing. With all of your jewelry, have nice cards printed up with your name, “Laura’s Designs,” or whatever you decide to call your business.

As to pricing, pricing art is very subjective. It’s worth what you say it’s worth. If your jewelry is especially nice (as it sounds like it is), price it accordingly. This shouldn’t deter your market. People are willing to pay more for something that’s a cut above.

Also consider selling your bead jewelry online. Etsy http://www.etsy.com is an online marketplace for hand made items, including bead jewelry. The seller fees are lower than eBay, and the site attracts a targeted audience of lovers of handcrafted and unique items.

To generate buzz about your bead jewelry business, consider social media. Social media has grown significantly in recent years, and sites such as Twitter or Facebook can be your venues for engaging with potential customers. Make sure that you create a strong presence in Pinterest.com, a social sharing of photos and items people love. You may be able to win loads of audiences on the Pinterest site.

Best of luck, Laura. It sounds like you’ve got a winning business on your hands. (I can almost hear your future customers now: “My necklace? Oh, thank you … it’s a Laura Jenkins original.”

Yvonne Buchanan

Recommended Resources on Marketing Plan for Bead Jewelry Business


Article originally published in June 2002. Updated March 9, 2012

Yvonne Buchanan is a 20-year veteran of public relations, marketing and advertising. She teaches public relations courses online for career changers, freelancers and students through The PR Academy www.learnpr.com and is co-founder of Real-World PR www.realworldpr.com , a public relations information provider for small businesses. Real-World PR offers public relations toolkits (manual/CD combinations) that allow small business owners to create and maintain their own public relations programs.

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