[Jewelry making - Article 00179] - Re: [Orchid] Wholesale catalog frustration

[Mark Shipman]

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Hi All,

    I'm one of the Business Coaches at Rio. I've been a long-time reader
    of the Forum. I haven't posted before, but I've met quite a few of
    you at Orchid Dinners, Catalog in Motion and Clasp. I hope you'll
    allow me some cyberspace to try to address this topic. In his post,
    Walt points to an issue that's very difficult to solve. I'll try to
    explain Rio Grande's approach on this tricky subject. 

    We spent a great deal of time trying to figure out how to screen our
    various catalog requesters, to understand who is really making
    jewelry and who is looking for wholesale prices on consumer level
    purchases. This is the reason we charge for catalogs on our website,
    but offer them free of charge to requesters who call and qualify as
    customers. We hope that the charge will discourage the casual jewelry
    shopper. Admittedly, our approach is still not perfect. 

    Our challenge is that we DO sell to students, designers, and jewelry
    repair and craftspeople. It's our mission to continue developing
    jewelry makers wherever they are. This category of makers needs
    reliable access to professional jewelry supplies. Students of jewelry
    making frequently do not have a business license or tax ID, nor are
    they listed (or capable of getting listed) in JBT. We do our best to
    distinguish who is serious about making jewelry and who is not, but
    there's a small percentage of the time that we fail in both
    directions. 

    The fact is, we more often fail on the side of caution, sometimes
    screening out someone who is a legitimate student, whose teacher has
    told them to call Rio for their supplies, and who gets turned away.
    We hate that this happens, and we keep trying to find better ways to
    prevent it. When those students are persistent enough to try again,
    or complain, we are able to turn it around, but it's certainly at the
    cost of their time and trust in the relationship. 

    Yes, Stuller has a different approach from Rio, and they are an
    excellent supplier to the industry (in fact, we buy from them and
    they buy from Rio - we have huge respect for our estimable
    competitor). But there is not only room for both approaches, it's
    essential that we continue to provide both approaches, for the
    health of our industry. 

    Let's not forget that even Orchid promotes itself, on the front page,
    as "open to the public, free of charge." Savvy buyers in every
    industry know that it's not difficult to find out who the suppliers
    are and what their wholesale prices are. There is no perfect
    solution, but we're always glad to get your feedback. 

Best,
Mark Shipman
Business Coach
Rio Grande
7500 Bluewater Road NW
Albuquerque, NM 87121
505.839.3143
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