| If you're a jewelry designer, you're probably | | | | phone call. This is a very simple and effective |
| already aware of the amount of competition | | | | marketing technique. |
| there is for the handmade jewelry dollar. It can | | | | This lady has found a powerful niche market for |
| be frustrating when you exhibit at a jewelry or | | | | her jewelry. Wouldn't you think most people who |
| craft show and find you're one of many jewelry | | | | shop in a tea store for teapots and tea |
| exhibitors. What's the best way to overcome this | | | | accessories would be interested in what this lady |
| problem? Your answer may lie in harnessing the | | | | has to offer? Teapot collecting has become a |
| power of niche marketing for your jewelry | | | | popular hobby and what better way to express a |
| business. Why? It's easier and less costly to reach | | | | love for a hobby than by wearing teapot jewelry? |
| your market if you're a specialist in your jewelry | | | | In addition, people know they can't find teapot |
| niche. Being a specialist also gives you added | | | | jewelry just anywhere so they're more inclined to |
| credibility. | | | | buy it when they see it. |
| Let me illustrate by telling you about a business | | | | Is there a niche market for your handmade |
| that has found a unique little niche that has made | | | | jewelry you may have been overlooking? Could |
| them quite a success. | | | | you adapt your jewelry to meet the demands of |
| One day at our bead store, a lady walked in with | | | | particular niche market? |
| an interesting line of handmade jewelry. Her | | | | A few ideas might be: |
| jewelry consisted of little teapots in all shapes and | | | | 1. Cat jewelry for a veterinarian's office who |
| sizes cast in sterling silver. Some of the teapots | | | | specializes in the care of cats. |
| had beads as the body of the teapot, while | | | | 2. Dog jewelry for veterinarian's offices, doggie |
| others were composed of hollow sterling with | | | | day care facilities, boarding and grooming centers, |
| intricate patterns on their surface. She had made | | | | pet stores etc. |
| these little teapots into earrings, Victorian looking | | | | 3. Ballet themed jewelry for dance studios and |
| necklaces, bracelets, and pins. According to her, | | | | dancing supply stores. |
| she had the teapots cast by a silver casting | | | | 4. Plant and flower themed jewelry for gardening |
| company in Providence, Rhode Island. Once | | | | centers and gardening gift shops. |
| casted, they were sent to her to make into | | | | 5. Food themed jewelry for gourmet supply and |
| completed designs. | | | | gourmet foods stores. |
| Although she had a great deal of success | | | | 6. Bicycle themed jewelry for bicycle supply |
| marketing her teapot jewelry at craft and | | | | stores. |
| jewelry shows, her biggest source of sales has | | | | The list could go on and on. Sometimes making |
| been tea stores across the country. It seems | | | | jewelry for these markets can be as simple as |
| these stores can't get enough of her tea themed | | | | adding a sterling silver charm to one of your |
| jewelry. She has a beautiful color brochure that | | | | current designs with the appropriate theme. Just |
| really plays up the beauty and uniqueness of her | | | | imagine of all the hobbies and occupations you |
| designs. To reach her market, she simply sends | | | | could target with your handmade jewelry designs. |
| out mailings of her color brochure to tea stores | | | | Give niche designing and marketing a try and see |
| across the country and then follows up with a | | | | if it can help YOUR jewelry business. |