[Jewelry making - Article 00859] - Re: [Orchid] Alternatives to Consignment

[Gerry]

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    All, To answer this I will have to make several assumptions.  #1 The
    individual looking to sell thier product is also the individual
    manufacturing thier product. #2 The individual has very little
    marketing experience.  #3 The individual desires to make a living
    selling the products that the individual makes themselves. 

    I have been in this business since 1978.  Until 1994 I functioned
    mostly as as a commercial repair stone cutter, jewelry inlay repair
    shop, and replacement stone cutter.  In 1994 I made the change from
    commercial work to selling my products.  Consignment did not work for
    me.  Too much money and labor were tied up at one time to make it
    profitable. Sales were dismal at best. Next I tried a retail store
    front.  Quickly I ran into the same problems I had as a commercial
    cutter.  I took on repair jobs at higher dollar than commercially,
    but could not work fast enough to do all the repairs and still run a
    store.  Again I was against a ceiling of how much work I could
    accomplish in a certain amount of time to make money.  I tried hiring
    someone to cut stones.  Trained stone cutters are impossible to find
    leave alone get one to work with you while you build a business. So
    here I was with a product that would sell if only I could get the
    time to market the product.  I had to separate the production phase
    from the marketing phase.  My solution is still in the works, but
    here is what is working.  We are using a two pronged sales approach. 
    One is using the Internet and the other is using shows.  I will use
    any show the is workable. 

    From a home and garden show to a club show, to a large wholesale
    show, to whatever works.  We are constantly upgrading our display to
    make it more unique and into our store at the show.  We take the time
    to explain to all our customers how we operate.  We are not a
    traditional jewelry store.  We do not repair jewelry that we do not
    manufacture.  We do repair jewelry that we manufacture.  We offer
    true custom stones and custom jewelry.along with much cheaper
    manufactured mounts and mass manufactured stones.  I show each
    customer the difference in quality and price. All our shows are tied
    in with our Internet presence. Iinternet operation is a weak spot
    because it still takes a lot of time to update our website Still the
    internet is viable.  We also use Ebay to sell items. It all works
    together. 

    To summarize - You have to work hard at marketing and separate your
    marketing from production. Survival depends upon selling a finished
    product for maximum profit.  A loose gemstone is not a finished
    product.  A piece of jewelry is a finished product. Educate your
    customers to what your business can and cannot do for them. Do not
    waste your time on customers that do not understand your business.
    Focus on the customers that understand your business and have shown a
    desire to have your products. Much too wordy. 

    Gerry Galarneau,  Working hard to build up inventory after a
    moderate sales season. Training two young cutters and having a blast
    in sunny, hot Arizona, USA. 


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