Age Specific Target Marketing for Jewelry Artisans

To many of us jewelry artists the term ‘target market’ simply goes in one ear and out the other. I can’t speak for all of us… but I create for the sake of creation first and then look to share and sell my creations. Therefore I hadn’t put thought into my ‘target market’… it was more a blind than targeted thing.

However it is a good idea to evaluate who is the largest consumer of your jewelry so you know how to best market it. My style seems to appeal largely to women who are 39+… I have noticed this from my time at fairs and through some of the regular customers I have acquired. Yes plenty of younger women like my jewelry as well, but my main demographic is 39+. Now you may ask how can this knowledge benefit me? There are many ways.

Once I have identified my ‘target market’ I can decide if this is whom I want to keep marketing too. I can focus my creations to continue to appeal to this clientele… or I can move to make my designs different and wilder to draw a younger clientele. This decision can be based on who I think is more likely to purchase more of my work at the price it is available.

I myself haven’t changed any designs in order to focus on one group or another. I throw this concept out for all the handmade jewelry artists looking to start a business, as it is a good starting point. After evaluating my audience I personally am confident in the clientele I already have as they have purchasing power and a willingness to spend.

Now what audience do you have? And how do you best appeal to them. Here is the best way to find out. Attend a few craft fairs… I recommend this anyhow as it is a good way to get exposure. Also you can get a feel for your customers by seeing who spends the most time admiring your designs, and who is purchasing your jewelry.

If you are attracting a younger clientele you can still sell a lot of jewelry. However from personal experience your price points must be lower for a younger audience. I believe they are more likely to purchase with less thought… if an item is inexpensive. If you make costume beaded jewelry and easy inexpensive designs than this is your audience. Make your work bold and flashy and you will do well. However if you find that the younger crown ‘oh and ah’ at your work without purchase and the older crowd completely passes it over you should probably rethink your strategy. Make it less expensive by changing the materials you use… or rethink your designs to appeal to a different crowd.

This area can take a bit of trial an error… but knowing to be aware is a little bit of knowledge that goes a long way. You don’t really need to change your art for your clientele as I understand we all create our passion. However knowing will help you decide if your best method of advertising is at craft fairs or in social media… would you do better to make a bright hip website, or a classic uncluttered one. Yes small differences, but when you step back and look they are important ones to consider… and target marketing will make your decisions all the easier.

Artisan Jewelry and Your Creative Wedding

So much beautiful mass-produced jewelry exists, and it can create wonderful accessory pieces for both the bride and bridesmaids. Since this production jewelry is so available, why would a bride opt for artisan jewelry for her wedding party?

Artisan jewelry is jewelry designed and created by the artisan. Artisan jewelry can be can be either fine jewelry made with precious metals and precious stones or bridge jewelry made of semi-precious stones and semi-precious metals such as sterling silver and gold-filled wire. Each piece is either one-of-a kind or limited edition. The jewelry can be created just for the bride or for the entire wedding party.

A bride spends a lot of time planning every phase of wedding and gives infinite attention to detail with the gown. Jewelry is essential to the entire presentation and should enhance, but not overpower the gown. Uniquely designed artisan jewelry will give the bride a unique opportunity to present herself and her wedding party beautifully. The artisan can create jewelry to match the colors and theme of the wedding and the gowns and hairstyles of those in the wedding party.

When you meet with your jewelry artisan, take pictures of your gown and the gowns of your attendants. You will also need some samples of your colors. It is also a good idea to give the jewelry artisan an idea of the size and coloring of each person who will be wearing the jewelry. You will also need a description of the hairstyles that will be worn by the members of the wedding party.

The jewelry can be custom made for each individual with unique shapes and colors, with an eye to later wear ability. The entire ensemble of jewelry worn in the wedding can be well coordinated so each person has something unique but not clashing with the other members of the wedding party.

To be sure that you and your jewelry artisan are both envisioning the same thing, you may want to ask for some sketches of the planned jewelry before you proceed. You will probably have to pay for this because design and sketching are a huge part of the job and your artisan will have spent a good bit of time working on your behalf.

In choosing the materials to be used in the jewelry, you will want to consider the individuals and the clothing they will be wearing, but you will also want to plan the jewelry to look best with the lighting you are using in the wedding. If it is a candle light wedding, you might find crystal to be the perfect accessory, as it will reflect the flickering light from the candles.

Crystals come in dozens of colors and some are subtle enough so that each piece of jewelry can be a little bit different from the others and blend. A bridesmaid with blonde hair and blue eyes might look best in the palest of blue crystals while your red haired bride’s maid would look wonderful in the light peach crystal.

If your wedding is in natural daylight, freshwater pearls will be a beautiful choice. These can be accented with crystals for a little sparkle. Freshwater pearls come in a subtle range of colors that can be matched to the coloring of your attendants.

Just as a general guideline, you really need only one piece of statement jewelry; the other pieces can accessorize that piece. If you have huge earrings, your necklace should be simpler and if you have a large cuff bracelet, you probably don’t want a heavy necklace. Sets of two pieces are nice and you might even get away with three matching pieces, but matching earrings, necklace, bracelet, ring and tiara is just a little too much. Working with common techniques and materials should help the pieces coordinate nicely.

If you are wearing your hair down, you will want a larger earring. Hoops are usually a little too casual for such an event, but a stylish pair of chandelier earrings will look beautiful. If you are wearing your hair up, you might plan for a smaller earring, but still have a bit of a dangle so it will have movement. If your hair is worn up and you have a small earring, you may want to use a larger necklace if the neckline of your dress will accommodate it. Your jewelry artisan can create a tiara to suit your hairstyle and also to hold your chosen veil.

Consider the neckline and sleeve of your dress. If the dress has a high neck, you would more ornate earrings with maybe a fine chain with a small pearl pendant on it or if the dress has a V-neck or square neck, you can use a heavier necklace. If the dress has long sleeves, a wide bracelet isn’t your best choice, but if you have short sleeves or your gown is sleeveless, you might want to wear either a wide cuff bracelet or a series of fine pearl and chain or crystal and chain bracelets together on one arm. If your dress is simple, your jewelry can be more ornate, but if your dress is beaded, ruffled or heavily textured, you may want to use jewelry with a cleaner line.