In the October 2008 issue of Jewelry Selling Insights, my paid-subscription newsletter, I wrote a brief editorial about why being a jewelry maker is so noble during a tough economy.
It's essential to keep in mind the value and service you provide, and to recognize why that's so important to consumers in general and your customers in particular.
I received quite a bit of positive feedback about the editorial, so I am reprinting it here:
Be Proud: You MAKE Something!
Jack Bogle, founder and former CEO of the Vanguard Group, an investment company, was interviewed several weeks ago on the Michael Smerconish radio show here in Philadelphia. In discussing the current economic situation, Bogle was asked how to improve the economy. To paraphrase, Bogle said that it’s important for people to make things that have real value. By “things,” he meant tangible things that people can buy and possess, as opposed to intangible things, like internet access, where there is no physical product.
Your jewelry has tremendous value beyond the esthetics. The piece you sell will last for generations. I can’t find a toaster that lasts three months, but for the same price I can buy a ring that may last forever. Think about (and promote) the extraordinary value that jewelry possesses.
Also, if you make a piece that doesn’t sell, you can take it apart and re-use the components to make something else. Think a baker would like that option? “Hey, let’s take apart that cheesecake – it didn’t sell today.”
Feel great about your ability to make and sell things of beauty and value. You’re way ahead of the curve.