How to Market Jewelry at Craft Shows
Publisher: Monique Littlejohn
In the current business environment, marketing and advertising can be even more important than the product itself. People form their perceptions about the product based on the surroundings, price compared to competition, and how the item is promoted. If you are selling your handmade jewelry in a booth directly adjacent to someone whose jewelry was made overseas, it could appear that your product is overpriced, but the customer would not take into account the different living wages in your country vs. Asia.
I have a Marketing Degree with an emphasis on Retail Marketing with several years of experience working in management at retail stores that are renowned for their visual merchandising training, such as Pier 1 Imports, Robinson's May, Petite Sophisticate and Casual Corner. I have been selling my jewelry, hair accessories, and aromatherapy products at craft and holiday fairs for over 6 years.
When I first starting selling at craft fairs, I made every mistake that was possible….over pricing, under pricing, putting out the wrong product for the wrong consumer, creating very flat displays, not grouping my designs by color or style, and even not using card displays for earrings. Initially, I was lucky if I could sell $100 of jewelry over a long weekend.
Thankfully, through trial and error and coaching from seasoned professionals, I have refined my marketing skills for craft fairs enough to make a respectable income from these ventures. I am so glad that you have chosen to follow this path rather than taking the tedious road of making the mistakes that I did.
In this book, I will go through the tools and techniques that you can use to market your jewelry at craft fairs.