[Jewelry making - Article 00971] - Re: [Orchid] Negotiating with retailers

[Gerry]

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    All, There was a time, and not too long ago, when I was of the mind
    that all galleries and retailers were out to rip off everyone. Now my
    thoughts are that there are some who are and some who are not.  Most
    are just business people trying to win in a very competitive market. 
    It most often is not a case of here comes a newby let's rip them off.
     The case is - here comes a newby - how do I explain to this person
    the difficulty of running this business for a profit without
    offending them. 

    As a gemstone cutter it was unfortunate that for 20 years most of my
    customers were very profitable jewelers who squeezed every penny
    they could get their hands on.  For the last 10 years I am dealing
    more with the whole spectrum of customers and I see a different
    light. For me now it is not nearly so personal just business.  Take
    the emotion out and what is left is two business entities trying to
    make a profit.  If you can not make a deal then shake hands and walk
    away. Do not have bad feelings as it is a business deal that you are
    better off not being a part of if the deal did not fit your business
    plan. 

    Artists - Do you have a business plan? Does your plan specify what
    percentage of the selling price should go in your pocket.  My plan
    says that I need at least 25% of the selling price to go into my
    pocket.  I calculate this after I take into consideration all the
    cost associated with selling the product.  If my show costs, booth
    rent plus travel, lodging, food, and anything else associated with
    selling, goes over 25% of the total show gross then it is not a
    worthwhile business investment.  The same goes for selling at a
    gallery.  No gallery I know can accept consignment at 25%, therefore
    I do not look at galleries for marketing. 

    One of the hardest points I have had to overcome is that an artist
    must learn to market or they will be forever locked into a second
    class existence.  Marketing is the key to success.  I now put at
    least 30% of my time into marketing.  I am being more successful with
    less production and enjoying the process a lot more. 

Gerry Galarneau


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