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What Are Your Best Tips for Running a Successful Crafts Business?
by Kirsten Coughlin |
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WHAT'S YOUR OPINION? |
| Each month, The Crafts Report invites readers to respond to the Public Opinion question. Responses are published in the magazine.
The question for the February 2000 issue is:
How have you generated publicity for your business?
Please respond by Dec. 8, 1999.
Send responses to:
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When I was a single mother, I supported my girls and myself with the art and jewelry I made at home.
My best tips are:
- The library is a vast source of ideas and design tips, as well as technique manuals. I thoroughly research what I want to make, and adapt these into my own medium and style.
- Make sure your product is tested by friends who will accept the pieces as gifts and will report to you any dislikes or problems before you sell them to the public. It is important not to be in a hurry to sell things; a bad product, once sold, could forever ruin you as a reputable craftsperson.
- Correct any design flaws or material defects that your friends report, even if it means throwing out or donating the pieces to charity. Do not sell these flawed items!
- Make enough of the new inventory to show, and begin to give pieces to friends for every gift-giving occasion, as well as donating to church, civic organizations and school groups. Get known for your giving, then do exhibitions at libraries and local functions. When the locals come to the craft shows, they will begin to recognize and seek you out (this takes time, but the reputation you build lasts a lifetime).
- Watch people at malls -- what they wear, how they dress, etc. Sketch the interesting things; it will give you ideas and variations for your own line. I also like to go shopping to see what people want but don't have available to them locally. Develop your own style, don't duplicate popular things, because then it isn't art.
- I do local shows a few times a year, and I write down all ideas given to me by customers. They often return the next year to buy the pieces they suggested.
- I run three price lines:
a) pieces for the children whose parents give them a buck to buy something;
b) low-priced, quality jewelry for the people who really like my designs and just can't afford the art pieces; and
c) the pieces that command the prices I'd like to get for all of my work. (People often want to trade things that I may want for my work. I always do this, as it benefits us both, and they often will barter with me again in the future or pay cash for subsequent items.) - I love wearing jewelry from all sources, but I make it a point to wear an eye-catching piece of my own work everywhere I go. It is great advertising and a conversation starter.
- Frequent customers are allowed to come to my workplace to visit or shop by appointment. Discounts to the circle of ladies who helped me get started are discreetly done, and I never forget a birthday of one of them!
- I no longer do commission work, because at times, the vision of the customer didn't translate into the piece I made. It ended up costing me too much time for the financial return. Now, I let people buy what I have already made and make pieces based on their suggestions. I keep a wide inventory base, so it takes the pressure off not having to create on demand.
- I have enough items to be several years ahead so I don't have to spend all of my time making production pieces, and I am able to do the art pieces I love.
- It helps to have a financial cushion to start out with to back you up in the slow times, and to put materials and excess inventory away for future projects. Customers don't like to feel you will starve if they don't buy from you. Nothing kills sales faster than desperation.
- As you prosper, return the wealth into your craft, as well as into the lives of other's in your community, teach others and don't forget to fund your favorite charities.
- Remember that true prosperity and success aren't always measured by the bottom line. Good will fostered today is good seed for the future, and good deeds will make the world a better place for our youth.
Susie Gibson
Mixed-media artist and jewelry designer
Silver Ring Enterprises
Aberdeen, Washington
- I always "trial" a new item before making any more.
- We keep up-to-date records and save all receipts and sales slips.
- I have a guest sign-up book for free drawings and use this information to send potential customers flyers about our next shows.
- I have flyers available to customers listing upcoming shows and information about the malls where we sell.
- I rotate the stock on a frequent basis to give the craft booth a fresh new look and add new items monthly. I bring a lot of atmosphere and warmth into my booth by using vintage linens, old barrels, wooden boxes, fencing, etc.
Robert Boyenga
via e-mail
Kirsten Coughlin is editorial assistant of The Crafts Report.