So, you studied jewelry design and now you’re looking to start a business in this field. Or maybe you’re just passionate about jewelry, have lots of ideas and would like to start your own brand? If so, then read on. We’ve put together a list of steps to help you achieve your dream.
The jewelry world is a very competitive environment, but if you offer a quality product and manage to catch people’s attention with something extra, you’ll definitely have a better chance of success.
Why is it important to build your brand?
Customers today are not only looking for the product itself, but they are looking for some value add such as a story behind the brand, to learn about the personality of the maker (or author) or the passion behind it. If you communicate well, consistently and without sounding too forced, all of the elements that make your jewelry special and what you excel at, you will be much more likely to reach your potential customers.
Define your unique selling proposition
The first step to building a successful brand is finding out what sets you apart from your competitors. In marketing, this is called the USP (Unique Selling Proposition). This is your unique selling point which should become the pillar of your strategy. At the outset, it’s important to ask yourself one question. What value add does my jewelry bring to my customers? For example, if you make jewelry from environmentally sustainable materials, it could then be the good feeling that customers get when they buy your jewelry, knowing that they won’t be putting additional strain on the environment. You could also focus on the tradition of handcrafted, original design or exclusive limited collections.
An example of this is the Czech designer brand KLENOTA that customers seek out for its original designs and quality jewelry made in its Prague studio. “Our customers know that they will always find jewelry that comes in the latest styles, but that is also timeless and pairs beautifully with our other pieces,” explains Jarmila Slívová, the owner of the brand.
Create your visual identity
Customers choose with their eyes, and visually presenting your brand in a quality way can make all the difference in their decision-making. So be sure not to underestimate the style that you present your jewelry in. Your visual identity should reflect your brand’s values and be easily recognizable amongst the multitude of competitors. It is also important that all of the elements of the identity are uniform. The visual identity of a brand includes the logo, photos of your jewelry, its packaging, website design, the look of your brick-and-mortar store if you have one, your social media presence and all advertising materials.
Be transparent
Sometimes we buy jewelry impulsively and the only reason we buy is because we just like it. At other times, we choose a piece of jewelry carefully. This is mostly true for lux or designer jewelry that is in a higher price range. In this case, customers are likely to be interested in who you are, how your jewelry is made, as well as other relevant details about your jewelry. So make sure you include all the information on your website that could tell your customers the story behind your jewelry and to get them to trust you. For instance, you could also share with them the process of how you create the jewelry and moments that have inspired you when designing it.
Know your customer
Be clear about who you create your jewelry for and what type of customer you want to target. This needs to be reflected in both the design of the jewelry and the way you communicate. Avoid trying to appeal to everyone. Who might like your jewelry? Who can afford your jewelry? Defining your target audience can be difficult in the beginning, but with your first orders or pieces sold, you’ll begin to gather your first valuable insights about your customers. Try to keep in touch with them as much as possible. Find out what they value about your jewelry and what they want. This is the only way to tune into their wavelength and to stay one step ahead of the competition.
Conclusion
Finally, we’ll add one last piece of advice, which is perhaps the most important. Do your work with passion and joy. Authenticity and personal commitment are what will help you build a truly strong brand that will win loyal customers.
