The Necklace Guy

Blogged under Crafty Biz,Jewelry Designers/Artists by Tammy on Friday 25 April 2008 at 5:59 pm

I guess I’m on a jewelry business kick, so bare with me (or some of you can bear with me). Yesterday, I talked about branding, and today, I’m touching on that and the idea of focusing on a niche area in your crafting career.

Now, I point a finger at you and three fingers point back at me because I’m all over the road when it comes to jewelry techniques. I can’t think of too many I have not at least attempted. Luckily, for me, this has worked out well because my focus has been writing craft how-to’s. Thus, knowing a little about a lot turned out to be a good thing for me.

However, if I had continued on my original jewelry business path where I was making and selling my jewelry, I would have had a heck of a time with branding, let alone trying to figure out exactly what I was trying to do with my jewelry business. And, if I didn’t know what I was trying to present to my customers, how were they supposed to know? Ya know?

If this is something you are struggling with now, then I suggest looking around and seeing how other jewelry designers manage to define their niche. I’m not saying to copy them, but I am saying to study what they do and figure out how you can sculpt your own unique niche.

Here’s one example to get you started: Kenneth Fron. Kenneth makes beaded necklaces, just necklaces, but lots and lots of them and all different. So, he concentrates on creating one-of-a-kind pieces that he sells only through his web site, no stores, no art shows. He also has a growing celebrity clientele (like Sela Ward, Cindy Margolis, and Ann Lopez) as well as other promotional tools, such as his buzz page on his web site.

His niche is pretty narrow and well-defined. Notice how I was able to explain it in just a few sentences? Okay, so now, try to do this for your own jewelry business. In three to five sentences (tops), describe your jewelry business niche.

Ready, set, go….

1 Comment »

  1. Comment by Eri Attebery — May 28, 2008 @ 9:23 pm


    I cracked up when I read your comment about “being all over the road” when it comes to making jewelry! I’ve often felt that’s my problem. With jewelry making, there just seems to be too much that one can do. I’ve managed to stay relatively focused on my niche of bead weaving, but recently I’ve really wanted to try clay, resin, and wire working as well. Thanks for reminding me that it’s better to stay focused!

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