[Jewelry making - Article 00228] - Re: [Orchid] Is white gold really hot?

[Daniel Spirer]

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Brian,

>     Go to any mall and all of the commercial jewelers have cases chock
>     full of wedding items. Why try to compete with that ? I want to
>     create one-off "art jewelry", 

    If you are doing one-off art jewelry you aren't competing with the
    malls. They have commercial stuff. There is nothing wrong with
    selling "one-off art wedding bands". And there is a lot of money to
    be made at it as well. Our business got off the ground 25 years ago
    specifically because we offered wedding bands/jewelry that didn't
    look like anything commercially available at the time. Not all
    wedding jewelry incorporates diamonds either. (However while
    "diamonds may be as common as coal" it takes a whole lot more to get
    them out of the ground than it does coal.) 

>     Problem is, most weddings don't hold up over time ! 

    Oh hooey! While the divorce rate has skyrocketed in this country,
    over time "most" weddings don't end that way. And I've got news for
    you. If you sell someone a wedding band when you're just starting out
    it may not seem like much. But when they come back in for their 5th,
    10th, 25th anniversaries for presents that often have absolutely
    nothing to do with wedding jewelry you begin to realize how important
    it is to start creating these relationships with customers when they
    are beginning their own new lives. Sure some of those bands you sell
    may end up part of a divorce settlement but the number that lead to
    more of your "art jewelry" sales are going to be far larger. 

>     Everywhere you go there are cases and cases full of
>     wedding/engagement pieces. Who would look at mine ? 

    The same people who would look at your art jewelry of course! If you
    are driving people to your website to look at your other stuff they
    would see the wedding bands too. Do you think you can't sell
    something interesting for a wedding band too? I sell unique wedding
    bands every week. Sure I sell some basic stuff too (it sure helps pay
    the rent) but my whole business is based on the fact that I offer a
    unique product. 

    As an aside, I have just done a web search on both Yahoo and Google
    under "Vassar Jewelers" and you aren't showing up anywhere. You might
    want to look at how you're marketing yourself a little. 

Daniel R. Spirer, G.G.
Daniel R. Spirer Jewelers, LLC
1780 Massachusetts Ave.
Cambridge, MA 02140
www.spirerjewelers.com
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