Jewelry designers are always asking about how to boost gallery sales. So here are a few of my favorite tips:
1. Train the sellers! Offer “free training” to the store staff who will be selling your jewelry. I recently bought a necklace at a store where only the manager knew that the “glass beads” in a necklace were actually Swarovski crystals. This made a big difference in my decision to buy. Create a written outline of what you plan to present and leave it with those who attend the training.
2. Make sure a story card is attached to every piece. A “story card” is a business‐card sized printed piece that explains who you are, what inspires your jewelry and how you make it. Attaching one to every piece ensures customers will be able to learn about you in your own words.
3. Promote a “meet the artist” event. Offer to co‐market an event where you appear in a store or gallery to discuss your jewelry, how it’s made, what influences your designs and more.
4. Provide “sell sheets” to the gallery staff. If the gallery owner or manager has reasons why they can’t do a live training with you, offer to provide sell sheets that explain all about you and your jewelry so that gallery staff will be well‐prepared to sell it effectively.
5. Record any trainings you do. If you do succeed at getting the opportunity to do a live training with the gallery’s staff, offer to videotape or audiotape it for the gallery owner. The primary goal is to make a resource that others can use who can’t make it to the training. The secondary goal is that it gives you something you can review to see how you can improve and “standardize” your trainings. Once you have a good audio or video “in the can,” you can offer them to anyone who carries your work. Although you may find few takers, the fact that you went to the trouble to offer audio or video training will increase the perception of you as a solid professional.
What are some other things you do to increase sales at galleries?