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PR Distribution Tips for Success
In order for the world to know about you ... you have to do some public relations.
Luckily, the jewelry trade press is an easy audience. They're eager to receive your new photos and business information. BUT you have to send them the right stuff. . . .
If You're Thinking About Opening a Retail Store of Your Own . . .
The perils, pitfalls and rewards facing designers who open a retail space of their own. Originally written for AJM magazine in 2001, this article turns out to just as relevant today. It has been expanded to provide more information that what appeared in print. . . .
Notes from a Trade Show Novice
Words of wisdom from a new designer as she navigates the first year of trade showing -- and what she's learned to buy, make, rent and bring along the way! . . .
Tough Question From Marketing Expert David Knies: Are You Really "Branding" Your Business Or Merely "Labeling" It?
The branding phenomenonhas hit the diamond & jewelry industry with dramatic force in the past few years. All links in the value chain ~ retailers, designers, sightholders, brokers, manufacturers ~ have responded differently. Some have embraced branding, completely transforming themselves and approaching the market with innovative new products, services, business models and training programs. Others have designed a logo, bought some print advertising, and continued with business as usual. And others, of course, have responded by saying branding, schmanding. . . .
How Designers Can Comply with the Patriot Act (it's mandatory!)
Patriot Act Now In Force
After four years of tinkering, the US government has finalized the rules applicable to the jewelry trade under the Patriot . . .
Museum Association Trade Show - An Alternative Venue with Possibilities
Should you try and sell to museum stores? Are they just for ancient-inspired looks? Read about their world and decide for yourself. . . .
A Look at Where the Designer Jewelry Market is Headed in the New Millennium (1999)
The following is based on a presentation by Cindy Edelstein to the GIA Symposium held in San Diego in June of 1999
I was asked here today to shed . . .
Designers, Popularity and Eternity
There is something special about the last decade of a century. It often becomes a creative era, a time when both artists and patrons are suffused with . . .
So now that you have some things to sell, how much should you charge for them? What factors are part of pricing? How much is your time worth? How much should you add for the materials which you purchased? What about the lost metal filings? Should you really add in something for the rent, the tools you use, the postage paid to send it to your customer, the fee your accountant charges each year, the paper towels and the light bulbs? . . .
The Varieties of Licensing
What would it be like if you could stock your shelves with items that combine the exclusiveness of a name like Jose Hess with the wide-ranging appeal . . .
How To Navigate the Changing Tides of Business
What are the current biggest challenges related to running a successful business as a jewelry artist right now?
Obviously the fallout from the downturn in the economy has been the biggest challenge of the past five years. . . .
Marketing the Product
There are many ways to sell your work, which is what marketing is about. There is an assortment of markets to consider and several different methods for bringing your work into the correct venues to be successful. You have to do homework on this one. Research the relative costs and expectations of each, weigh all factors and decide which to try and which to pass on. . . .
Trunk Shows & PA's: How They Actually Work
Trunk shows Sometimes retail jewelry stores make an arrangement with a supplier to come and sell directly to their customers. If you . . .
Staying Ahead of Thieves When Shipping
In the last several bulletins regarding theft of shipped goods, the Jewelers' Security Alliance reported that thieves are catching up with commonly-us . . .
Memoing -- The Pros and Cons of Consigning Goods
Should you or shouldn't you? It's a prolific tool but is it the most eficient way to make money? And is memoing any different from consignment? . . .
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