[Jewelry making - Article 00942] - Re: [Orchid] Show dealer at Tucson

[MillsGem]

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    Dear Susan, When it comes to dealing at shows, bogus cost accounting
    is rampant.Those of us in the jewelry business tend to get carried
    away dreaming about making a killing at a show. The fact is that
    very few people ever expect to make much net profit at shows. By the
    time you have included all the REAL expenses it is likely that you
    will have gone in the hole. On the other hand, many show dealers
    rationalize their efforts and expenses on the basis of future
    business from contacts. There are also the benefits of being current
    with trends and scoping competition. Since you can't quantify these
    latter benefits it is dangerous to make assumptions about their
    future worth. 

    Perhaps the greatest consideration for the potential attendee is to
    get a handle on whether you can effectively compete in an
    environment where there may be hundreds of people carrying the same
    goods. You had better have a gimmick, a killer price ( there go the
    profits ) or be able to charm the undies off your clients or you
    will rapidly come to believe that you are the lonliest person in the
    world inspite of being surrounded by hundreds of people ! 

    I have done dozens of shows of all kinds and I have always found
    them to be worthwhile inspite of seldom being truly profitable. I
    use them to get rid of surplus stock, meet new friends, get a better
    handle on trends and to support my habit ( i.e. buying more stuff
    that I will bring back later as surplus ) What it all boils down to
    is that the best reason for going to a show as a dealer is that it
    is fun and a great way to subsidize your shopping. 

    Actually, when you really think about it, the people who go to the
    major shows have the same dilemna. Most of the buyers are shopping
    for a small business and are on budgets. If any of these buyers
    approached the show with the view in mind of saving money on their
    purchases they would be kidding themselves. The costs of attendance
    suck your savings dry ! The best you can hope for is diversification
    of your stock wherein you score somethiong that might not be
    available over the phone. This latter consideration is THE reason
    for attending a show....you might find a bauble that will freshen up
    your offerings at home and that you couldn't otherwise obtain. Ron
    Mills at Mills Gem Co. Los Osos, Ca.


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