How to Stand Out from the Crowd
Q: As a jewelry artist, I’m finding our market saturated at shows. What are some things I can do to stand out from the crowd?
-Evelyn via e-mail
We all want to be a part of the crowd and at the same time stand out from that crowd. Have you tried inviting your customers/buyers to a special event in your booth, perhaps a demonstration of a new technique you are using?
Since shopping/buying is exhausting, you might offer a snack and something to drink at a particular time each day; we all know nothing draws a crowd like a crowd. Market researcher Paco Underhill, author of Why We Buy: The Science of Shopping, tells us the longer a person stays in your store/booth, the more they will spend. So the longer you keep the shopper sipping and looking, the more likely you are to make a sale.
It’s also good to remember that jewelry is all about fashion and what’s in fashion changes. I would suggest you change part of your line, your booth color, display props and the layout of your displays for each season.
Donald Clark is the author of Making a Living in Crafts and was a partner in Ferrin Gallery for 25 years. In addition to writing, he is currently a consultant to artists, a personal property appraiser, and a collection manager. He also continues to create his constructions that have been shown extensively and collected internationally.