Making the Most of Jewelry Shows-wholesale & retail
I always try to make the most of every retail market show that I do by really engaging with not only my customers but vendors too!
I always try to engage my customers by asking them what drew them to a particular piece so I can share the inspiration behind the design, color or technique I used to create that particular piece. One of my most popular limited edition designs is the ring pictured above...Three Pebbles, Three Wishes; I designed it to honor my grandfather who would patiently tell me bed time stories . My favorite was about a princess who had 3 extraordinary pebbles that could become magical wishes. This ring is a way for customers to share a thoughtful sentiment with someone they care about.....by giving them 3 wishes.
I often end up taking orders for these rings at shows because each Three Pebbles, Three Wishes is unique because the three silver pebbles are fabricated by hand with love and little help from my torch! ;)
The other thing I do is always ask my customers for referrals; when they say, I just love your work. I don't just say thank you. I ask them to tell their friends and family as well as their favorite shopping spots. A valued customer telling a boutique owner about a new jewelry artist will mean more than a cold call from me!
I always try to network with other vendors at the show by asking what shows they have done in the recent past, what shows they are doing in the future, and getting their feedback on the quality/target customer of the shows they have done. It is critical to know about shows well in advance to be able to participate....some shows need up to 1 year for your application because of the juried process!! More often than not, they will tell me what shows they think might be best for me after viewing my jewelry line and sometimes I even get referrals from them to boutique owners!!
As a result of my engaging not only customers but vendors, I have the opportunity to be referred to other customers, business owners and learn about new shows that may be of interest! More often than not, I get business up to 4 weeks after a show through the online jewelry boutique, with comments when they check out...." I spoke to you at XYZ show or my friend bought a necklace and told me about your designs....etc"....So, I know that engaging and asking for referrals does work for me!
Do you have any comments/suggestions for making the most of the jewelry shows that you do?
Please post a comment so we can all learn something new!
