How to Market Your Jewelry Line to Retail Stores

Question
Hi Brian -

I have recently started making jewelry - mainly woven beaded jewelry.  I really enjoy it, have set up booths at a couple of fairs/festivals and have done pretty well.  I would like to design some jewelry and see if I can get a chain store (Anthropologie, Nordstroms, etc) to pick it up and carry it.  Can you tell me how one goes about marketing a line of jewelry to a store (would one go to a trade show, is it a appropriate to contact buyer directly, what is protocol?), and on the manufacturing end, is there a way to design a piece and then contract a company to make it in bulk?  Any help or suggestions would be most appreciated.

Thanks-
Mia

Answer
Hello Mia, sounds like you have the makings of a good capitalist, good stuff. Your thinking is quite right first develop your product, prove that it sells and then go to the market. You will need to create a range of designs, this can only come from you, then I suggest that you make at least one of each design, that way you can then show the buyers what the designs look like.

Too get the buyers attention is hard work so the manner in which I used to do it was a 4 point attack. (1)Identify the buyer you need,- use the internet, phone up branches, call some of their existing suppliers. (2) The next time you attend a trade fair send the buyer an invite to come along - make it a good letter, lots of pictures of you, your wares, history of your sales, really promote it- getting their interest is hugely important. (3) Call the buyer a week before the fair but not more than one day after they receive your letter, try gentle persuasion but nothing heavy, let them feel that it would be worth their while to come along - Try to tie their visit to a time. (4) When they are due to arrive arrange for a small crowd to be at your stand (use friends, relatives, any one you can think of)looking popular will make the buyer think that you have something they should be looking at.

If this doesn't work, keep trying, eventually it will.

The last piece of advice I would give, if one of the buyers decides they want your products, you face commercial problems. you have already realised that quantity manufacture is a problem in itself. Seek the advice of a good commercial accountant or lawyer, although they cost money they are worth it to stop you from falling into the pitfalls that will be there.

I hope this goes well for you, should you need any advice on mass production I would be happy to help. I wish you the greatest of good fortune, Regards Brian.