Shows parts 1

Festivals, Craft Fairs, Art Walks, and Markets.  These are some of the names my events go by.  At these events is where I make the most of my income.  Today, I'll be talking about what to look for in a successful event and how to ensure returning customers to make a successful event.

When looking for events, it pays to do your research and envision the event before you apply.  In doing research, I recommend visiting the event before applying.  This way, you get a good feel for the customer that will show up and what kind of vendors the event planners are looking for.  Also, take into account juried versus not juried.  I also make sure to read all the information on the application including if food vendors are applying.  All these factors give you clues as to what the event will be like.  For example, if there are food vendors and kid friendly activities, you can bet that the customer base will be families.  I look at the longevity of the event also.  The longer the event has been going on, the more loyal shoppers there will be. 

To ensure returning customers, a few things need to come into play.  First of all, you need to be present, not only physically but mentally also.  Being excited about your product is contagious.  When people walk into your booth, greet them and anticipate any questions they may have.   Secondly, educate your customer.  Be willing to explain your process and why you do what you do. And lastly, even if they don't make a purchase, send them away with at least a business card if not a post card with your information and a place to go to find your future shows. 

Tomorrow I'll be talking about events that weren't worth returning to. 

Pricing

Sigh, this is a touchy subject.  Everyone has their own formulas for pricing that work for them.  Here is a good example of a pricing formula.

At a recent Mompreneurs Meet Up we were doing an ice breaker exercise and the question came up, what business mistake will you never make again?  A very wise woman answered, I will never again undervalue myself.  WOAH! This struck the nail on the head.  I had undervalued myself for a long time and learned the hard way that my time and skill set are valuable and cannot be negotiated. 

Because I'm the one making the pieces, I don't see the skills as anything special.  Let me rephrase, I don't see my skills as outside my creative reach.  But, thinking about my customers, they do not have these skills.  This is why they are shopping with me, because they value my skills and creativity.  That being said I need to value them also.  This gave rise to my pricing formula and the fact that my prices are set and not negotiable. 

Sometimes at shows you will get those people who look at a price and give you the "you want me to pay what?" look.  In the early days of selling, this made me doubt my formula.  Now, I just ignore it and they move on because I know that a customer will come along who loves my work and appreciates the time and skills put into it and will show that appreciation with a purchase.  People are willing to pay for my quality items.  When I thought about it, I am willing to pay for quality items, like tools. So, why shouldn't my customers be willing to pay for quality jewelry.  (More on how to target those customers coming later)

I have found that in order to create a successful business, you need to cover your costs and pay yourself.  The formula helps me to take all of that into account. 

Taking a Time Out

This is very easy for me to write about right now, because I have no shows to get ready for or deadlines to meet.  Actually, I planned on writing this post yesterday, but took time with my family instead.

I cannot stress enough how important it is to take time for yourself.  Whether you take it a little at a time or have slow periods when you can take as much as you want, it is imperative.  Though during my time outs, I may still think about work and business, the processing time helps me to think through ideas and absorb things.  Another big reason I take time outs, is to appreciate going back to work.  I always am grateful to be back at my bench after a time out.

This past weekend, I had all kinds of family visit for my son's baptism.  It was a good time out and I will appreciate going back to the bench next week. 

Support part 3

I have talked about this before, I know, but I really feel it's important.

My husband has always been very supportive of my jewelry / metal smithing endeavors.  In the beginning, he was supportive both financially and emotionally.  Now that the business is self-sustaining, he is supportive emotionally.  Once, the morning of a show I came down with the flu.  I was violently ill and could absolutely not go and man my booth.  My wonderful husband, went for me! He stood at my booth all day and talked to people about jewelry while I stayed home with our son and rested and got over the bug.  Let me tell you, he doesn't know a lot about the technical aspect of what I do but he held his own and made great sales that day.  If that's not support, I don't know what is. 

My family, like my parents and sister, were a little skeptical at first.  I think they saw it as a glorified hobby.   I don't think they ever saw me making a successful business out of it.  Once they saw my set-up and heard me talk about the different shows I was getting into, they began to take it a little more seriously.  Now, for Christmas and my birthday, I get metal smithing tools. 

The most important part of my support system is my husband.  His mantra is if it makes me happy, life is good.  He has been there since the beginning and will support me in whichever direction I choose to go.  This is beyond invaluable! I attribute a part of my success to him, because without him, I wouldn't have had the courage and confidence to go forward and grow my business and skill set. 

Time Management

With most artists, time management is tricky.  When the muses move you, you're on a roll and creating things left and right.  But when you're not so inspired, how do you stay on track? 

I have found that flexibility is really the key.  I tend to drive myself too hard in preparing for shows or to drop things off at a store.  I don't want to be doing nothing either.  I think there is a nice balance in between.  When I'm inspired and excited about a piece, I have to make it.  I spend most of my time on the new piece.  The trick I've learned is to write down what I'm doing, so that if that piece is a good seller, I have a formula to make it again and I don't have to reinvent the wheel.  When I'm not inspired or I have an event coming up, I focus on production pieces.  Pieces that I know will sell well that I have tried-and-true formulas for.  Making these in multiples helps also so that I can have some out on display at my stores as well as having a few for shows. 

Because I focus my selling energy into craft shows, I have two dead times during the year, January to March and June to August.  These are times when I prefer to take classes and take on other projects that may not be related to jewelry.  For example, I just spent this past week refinishing a table and bench for our dining room.  I have not had time between that, my son and getting ready for guests to even touch my workbench.  For this time of year, that's ok.  I have a lot more flexability right now.  Come August though, I have to buckle down and focus on work. 

I call it work but it's not, I love what I do.  When it starts feeling like work, I'll slow down to where it's enjoyable.  That is another thing about making your own schedule in a business like this.  My goal is not to become a corporate business, I am in this to create beautiful things and bring joy to my customers.  As long as I can continue to do that, I'm happy.  This was something I determined a long time ago, when I first got into selling my jewelry.  It has kept me sane and in balance with family and work. 

Photography

Photography is a sore subject for me.  I have struggled with photography for some time and after many failed attempts, I gave up and have someone else shoot my items for me.  I take the point of view that I can only be good at so many things, photography isn't one of them.  Instead of spending time trying to learn how to take a great product shot or use editing software, I am spending my time perfecting my metal smithing and enameling skills.  Here are some examples of my failed attempts at photography.  In looking through my horrible pictures, I also noticed a progression in my work.  It's nice to see how far I've come :)

Bad background choice and not all in focus

bad lighting

too dark

This was my first enameled piece.  It's a great piece but the picture is way too dark

I started taking pictures outside, good light but too much shadow

the contrast on this one is way too high, black was not a good background choice

I then tried a photo box, still too much shadow

Ahh, that's better.  Yes, this is one done by a professional

So, the moral of today's post is, when you struggle with something that is not your craft, admit defeat.  It's better to pay someone who will do a great job, than spend time away from what you do to learn it. 

Inspiration

Because I am responsible for my creation from conception to fabrication, I often find myself needing a little inspiration.  When I'm in an inspiration slump, I usually work on production items, things that I have a formula for that I know will sell and I can make multiples of.  This keeps me in touch with my craft as well as doing something useful. 

Places I find inspiration, like all artists, is the world around me.  I have always been awed by the natural world and how so much diversity flourishes.  Each plant and animal have their unique characteristics that help them to survive, yet they are all so different.  Lately, I have been focusing on plant forms but I have done some insect pieces also.  Creating animals is very difficult in metal because they need to portray the animals likeness and be recognizable as that animal.  This is harder than you think for metal smiths. 

When I am inspired to create a piece, it is often all I can think about until it is finished.  This is very helpful because I work out a lot of the technical problems in my head before I even start the piece.  Also, once a piece is finished and I have worked out a formula, it goes into my little black book of designs for when I'm in an inspiration slump.  This process has worked for me so far, so if it's not broke, don't fix it!