Wednesday, February 05, 2014

My First Forays into Mass Marketing

Many readers have inquired about the results from my participation in the BMAC show last month. The answer is simple: it's too soon to tell.

I was warned repeatedly that breaking into the wholesale end of selling jewelry is a matter of persistence. Many repetitions of retailers seeing my work will be needed to generate a sense of familiarity and recognition that will lead to success. To increase my exposure, I have sent three separate rounds of postcards to an ever-expanding mailing list (generated laboriously by me, searching the internet for potential matches).

I have placed my very first print advertisement into the ACC Baltimore show preview edition of American Craft Magazine.

I have printed that same image on the ad onto a notecard that I used to send handwritten thank you notes to buyers that I visited with at BMAC. I'm debating more advertising and more direct contacts to galleries, along with my upcoming trip to the American Craft Council Show (wholesale only) in Baltimore in a few weeks. So far, this is all a very expensive proposition, in terms of both money and time. And only time will tell what works and what does not.


  1. Go Vickie! I'm sure all the expense will pay off for you. Your jewelry is so beautiful and different. My fingers are crossed that you will have many orders from the Baltimore show. It has been an eye opener to read about how much work goes into getting ready for a wholesale show. Thanks for sharing your progress!

  2. I was also wondering about your American Craft Mag ad. I'd be interested in hearing how it works out for you. You know I admire your work and marketing so much. I love to see artists with a real handle on the business end of things. You really do a great job.

  3. Vickie, thank you so much for sharing your experiences! I am working on developing my first jewelry collection, and I also gravitate towards a lot of hand-worked details. Usually the stuff I see wholesaling is much simpler (and cheaper, of course). I've simplified my designs, but I do not want to give up hand-forging. I wish you the best of success, not just because you're one of my heroes, but because your work is breathtakingly gorgeous and deeply speaks to my heart's aesthetic.