Where Should I Sell My Jewelry?

By Lenna Green

As a home-based entrepreneur, you can’t afford to conduct surveys and market analysis the way major corporations do, but you should develop a solid idea of who and where your customers are and what they’re looking for. The problem is, too many artisans get it backward. They manufacture products first and then try to find buyers for them. It has to be the other way around: Research the marketplace; then develop products that will sell there. In the home-based jewelry business, the key to successful market analysis is observation. You have to pay close attention to how and where jewelry products are sold, what prices other artisans charge for their products, and who buys them.

Find the Right Outlets

In order to determine who will buy your products, you must first decide where your best sales outlets exist. Here are some possibilities:

Wholesale trade shows
Retail trade shows
Festivals and bazaars
Sidewalk arts and crafts exhibits
Farmers’ markets
Flea markets and swap meets
Wine festivals
Open houses and craft parties
The internet
Gift and souvenir shops
Arts-and-crafts galleries
Specialty shops
Chain stores
Craft malls
Mail-order outlets
Arts and crafts co-ops
Museum gift shops
Craft fairs

Start Small and Market Locally

Learn about every possible nearby outlet. Determine what’s available in your town, in your county, and within easy driving distance of your home. Find out where and when all the craft fairs and related exhibits are in your community and in nearby towns. Similarly, identify and locate all the shops and galleries that might handle your products. These should be your primary marketing targets.Gradually extend your research to include potential sales outlets throughout your state and region. Take some scouting trips and check out all the shops and galleries.In every town you visit, your first stop should be the local chamber of commerce or visitor center. Collect general descriptive literature about the community and find out about all the local events that offer opportunities for jewelry sales. Most chambers and visitor centers have brochures and other publications that provide all the details you need. Be sure to get literature about shopping, restaurants, and lodging, and ask for a complimentary copy of the local phone directory. Back home, file this material for later reference and trip planning. Tell the person at the visitor center what you’re up to and ask for recommendations. Sometimes potential outlets exist in the least likely places.

During your scouting trips you’ll learn about many other places you might not normally consider possible sales outlets. In my travels, I’ve found gift shops and galleries at hotels, motels, and lodges. I’ve been surprised to find artworks and jewelry on sale at many restaurants, marinas, and even campgrounds and RV parks. Make the most of your trips. Ask the locals lots of questions. Take notes. And observe, observe, observe.