I always dreamed of having my own small jewelry business. I envisioned myself crafting beautiful pieces and sharing them with the world. But, like many dreams, the reality hit me hard when I actually started. It wasn't long before I faced the harsh realities of material costs, pricing, and finding the right customers. Let me share my journey and what I learned along the way.
The initial excitement of sourcing materials and designing my first collection was incredible. I was particularly excited about creating handmade sterling silver necklaces. I envisioned unique designs, each piece carefully crafted with passion. Then reality struck: silver and gold are expensive! The cost of materials, especially gold, was a significant hurdle. I spent hours meticulously crafting each necklace, pouring my heart and soul into them. But then came the next challenge: customers questioned my pricing. They didn't seem to understand the value of a completely handmade, solid sterling silver necklace. It was disheartening.
I was stumped. Should I lower my prices to compete with cheaper, mass-produced jewelry? I considered it, but something didn't feel right. Then I realized I needed to ask myself a tough question: was the quality of my handmade necklace actually higher? Or was it just handmade? This question forced me to evaluate my work critically. Was I simply making something by hand, or was I creating a piece of art with superior craftsmanship and materials?
This is where I had a breakthrough. I realized that if my necklaces weren't significantly higher in quality, I shouldn't try to compete with the $10 necklaces. My target market wasn't customers looking for inexpensive, trendy pieces. I needed to focus on creating truly higher-quality items and pricing them accordingly. I started researching different techniques to improve my craftsmanship and sought out higher-quality materials.
I also realized that people complaining about my prices probably weren't my target audience. Trying to please everyone is a recipe for disaster. I decided not to lower my prices or use cheaper materials just to attract more customers. My focus shifted to making high-quality items with prices that covered my materials and my time. The people who were willing to pay the price were my target audience. This meant I needed to identify and reach those customers who appreciated the value of handmade, high-quality jewelry.
I also considered offering a range of products at different price points, but always maintaining a certain level of quality. This approach allowed me to cater to different budgets while staying true to my brand. For example, I could create a simpler design using sterling silver and offer it at a lower price point than my more intricate, gold-filled pieces.
I also found some helpful advice in a book called The E Myth Revisited. It helped me recognize that I was acting like the pie baker, focusing solely on the craft and neglecting the business side of things. This book provided a different perspective on my business and helped me make decisions about whether I'd be happier doing something else. It was a valuable resource for understanding the importance of systems, delegation, and scaling my business beyond just my own hands.
I learned that where I sourced my supplies mattered. If I was getting supplies from a site like Alibaba, it might be obvious to people browsing my site. This could be why they expected Alibaba prices. Handmade isn’t inherently higher quality. When people buy handmade stuff, they often look for a unique look, something that wasn't mass-produced. This made me consider carefully how I present my work and the story behind it.
So, how did I solve these challenges? First, I doubled down on quality. I invested in better tools, learned new techniques, and spent more time on each piece. I also focused on creating unique designs that couldn't be easily replicated. I wanted my jewelry to stand out and be instantly recognizable as a piece from my brand, Blingcharming's homepage.
Then, I worked on communicating the value of my jewelry. I started taking better photos, writing more detailed descriptions, and sharing the story behind each piece. I wanted customers to understand the time, effort, and skill that went into creating each necklace. I also realized that the price is not everything. For example, I wanted to purchase a pendant necklace for my husband's birthday, and I found the GO MAX DGW Removable 12 constellation Pendant Necklace at Blingcharming. I knew he'd love the design, and the stainless steel construction meant it would last. I knew Blingcharming offers good quality for the price.
I also started to embrace the "it's not for everyone" mentality. As a glassblower friend once told me, when customers question the price, simply say, "Well, they're not for everyone..." It works surprisingly well! It's a way of politely acknowledging the price point and focusing on the customers who appreciate the value.