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11 Marketing Tips For Your Handmade Jewellery Business

marketing your handmade jewellery business

It's time to get your jewellery business noticed!

With thousands of jewellers out there, it can be hard to get your business noticed and offer something different than everyone else. Today we are discussing our top tips and advice when it comes to running your own handmade business and simple ways you can get your jewellery in front of the people who matter.

This blog post is a great place to start if you’re just starting out or if you want some extra tips to make your brand even bigger. We chat about using social media to build brand awareness to collaborating with other brands, you can also find out how to be a guest writer right here on this very blog!

Well, let's get stuck in...

Consistency is key

What is it that makes your jewellery business stand out from the rest? Whatever it may be, this is key to promoting your jewellery. It’s crucial that your brand and values are consistent in whatever you do, whether that’s designing a website, creating new designs or advertising. Your business should be recognisable, so ensure that your logo, colour scheme and tone of language is consistent at all times so you customers know what to expect from you.

Resources

  • Moo – great printing company to create business cards, flyers to stickers for your business. 

Get to know your customers

Who is your customer? What’s their age, location and interests? Knowing this information can be truly beneficial to your business. Start by conducting customer surveys and finding out more about your customers. You can also link Google Analytics to your website to analyse your audience and web statistics, you can then use these statistics to understand your audience's behaviour and work on new projects that your customers care about.

Take a second look at your website

If you have a website it can be good to take a step back and rethink the design. Make notes into whether it is current, up to date and providing the best information about your business. Is the website easy to navigate, could the about page be better or could your photos be in need of a refresh? All these little details can make a difference to your customer's experience and could be stopping them from ordering with you.

If you have an Etsy page, ensure this is clear on your website homepage and when it comes to product descriptions, ensure they are clear, detailed and use persuasive language to draw your customer in!

marketing your handmade jewellery business
marketing your handmade jewellery business

Start blogging

A great way for your handmade jewellery business to be found is through starting a blog. With each blog post, you can share this on your social media platforms and bring people to your website and get your website found in Google too. This is your chance to share your news and knowledge with others, whether it’s jewellery making tips or sharing your week at the workbench.

Don’t have a website? Check out Wordpress’ blog post on building your website in 5 easy steps.

Send your first newsletter

Email marketing is brilliant to engage your customers. Whether you have a new product or you want to inform your customers on a new offer, an email is a great way to do this. Aim for short, clear and concise emails and build your subscriber lists by promoting it on your website, social media or at craft fairs.

Run a giveaway

A giveaway on social media or your website is a great way to get your business noticed and have some fun! Select your prize and get your customers engaged – whether it’s offering them a gift voucher or finished piece of jewellery to win! Don’t forget that when you run a giveaway on Facebook, you must agree to Facebook’s terms and conditions.

Resources

Step up your photography game

If the photography on your website or social media isn't up to scratch, this could lead a potential customer running. It makes a huge difference to the overall appearance of your brand. Catch people’s attention with clear, eye catching images that meet your brand and style. Show off your products the best way you can, with cameo shots and lifestyle shots too so that you can share online and get people talking.

Resources

Wear your jewellery

Wearing your own jewellery can be the best way to market your designs. If someone compliments you on your design you can get talking about your handmade business through word of mouth.

Attend craft fairs

Pitching up at a craft fair is a great break away from the computer and talk face to face with potential customers. Look online for crafts fairs in your local area and get planning! Choose your chosen products you would like to sell and make sure you get talking to people about your business.

marketing your handmade jewellery business
marketing your handmade jewellery business

Be active on social media

Facebook and Instagram are both brilliant platforms for your jewellery business because they are so visual. Use photos, text and video to push your products in front of people.

Ensure that if you have a website that you are linking back to your social platforms and keep your profile image (ideally your logo) the same across all platforms so people can recognise your brand more easily when browsing on different sites.

Other platforms to consider are Twitter, Pinterest, YouTube and Linked In.

Facebook: Create a profile with a detailed about section, clear profile, cover photo and contact section. Post on Facebook daily, inform your customers on latest news, collections and behind the scenes fun so your customers can get to know you! It’s all about having fun with your community and connecting with other creatives to support one another.

Instagram: Post daily and use appropriate hashtags so people can find your business easily. It is also a good idea to keep your Instagram feed consistent with a certain style, to bring more followers in as they know what to expect from your future content. Don’t forget to write a simple yet informative bio and explain what your business is all about with a clear contact button or email address.

Don't forget - the secret to running successful social media accounts? Be social! It's that easy.

Follow Kernowcraft on Facebook and Instagram

What our customers say...

We asked on the Kernowcraft Facebook page what our customers find the best way to promote their jewellery business and social media came out on top!

Anna from Anna Ancell Jewellery said:

I find Instagram is the most effective platform for promoting and directing customers to your website. A hugely supportive community filled with lots of amazing makers (Not just Jewellery) I also use Facebook and Twitter with varying degrees of success.

Sam from Lilly Alexandra Silver said:

Definitely Instagram, I love how quick and easy it is to use and promote.

Alisa from AWR Jewellery said:

I love Insta too! It's perfect for showing customers behind-the-scenes snaps as well as finished pieces.

Raddy, from Jewellery By Juna said:

Unfortunately, I am part of the Facebook generation and Instagram is not really my thing - as much as I try. Facebook is great but we love to meet our customers face to face, fairs, markets and pop up shows.

Alda, from Gemi Precious Jewellery said:

I use Facebook but I also have a space in a local artisan hub. I have the shop name on my Facebook page and my Facebook page on my banner in the shop. I have also built my own website which is linked to Facebook.
little joy jewellery

Read the post: Little Joy Jewellery's Kernowcraft Opal Project

Advertise and collaborate

By advertising online and on print, you are reaching out to potential customers and increasing your brand awareness. When doing so, be sure that you are tracking how well these adverts are doing for your business, whether that is click through rates or a number of sales using a particular discount code. Alternatively, ask your customers where they found you and keep a record of what works and what doesn’t.

You can also team up with your favourite creatives to shout about your jewellery business whether that's contacting magazines, jewellers, bloggers, shops or companies with an interest in collaborating on something special such as editorials or projects.

Also in this section:

What Our Customers Say...

Helen
Just wanted to say thank you for picking such beautiful stones for my order. I'm halfway through making a ring for my daughter and the rose cut rainbow moonstones are particularly yummy. Thank you!
Dorota Todd
I just wanted to say how impressed I am with the quality of pearls in my recent order! Thank you so much for taking time and matching them into pairs, it's very appreciated. Thank you and I am definitely going to buy at your store in the future.
Claire Hall
Kernowcraft is my go to for all my gemstones! Their stones are the first ones I show when offering my clients stone choices and I can't recommend their customer service enough! This is a company that cares!
Jenny Kirkwood
Love the service you get and appreciate the range of products on offer. I just used the alligator tape for the first time and found myself asking - where have you been all my life?
Frank Wilson
It is always a joy to deal with your Company and your hints and tips always help me to improve my skills and encourage my interests. Thank you for caring about us small enthusiastic silversmiths!
Lauren Jodie Piercy
Beautiful gemstones and a lot of choice. Running competitions and being interactive as well really sets them apart. Keep up the interesting content.
Deborah Roberts-Barter
I have sent a couple of email enquiries today, which have been really quickly answered. This customer service is what made me order with you straight away!
Gloria Williams
I just came across your online shop and my first reaction was wow! It has everything i need to carry on with my jewellery making. I've seen things that i have been looking for and couldn't find in so many other shops!
Claire
I just wanted to say a big thank you for the beautiful sapphires that arrived today. Hannah picked out just what I wanted and I’m over the moon with them.
Lenna
Hi, just a quick email to thank you for my cross and chain - I love it. What a speedy service - ordered it yesterday and wearing it tonight. Thank you very much.
Daniel Coe
The customer service I have received from you and the help has been second to none. If only all companies were so helpful and understanding that i am a complete newbie. The retail world would be a better place.
Jaquie
It can be difficult to order gemstones online - no such worries with Kernowcraft - you really do care about your products & clients and it shows.
Helen Bowles
I felt compelled to write to you, as I'm so impressed with your quick service! I've been a Kernowcraft customer for years and have never had anything but reliable, efficient service from you.
Maggi Henman
I’ve just had my first order from you and I am so pleased with the fast delivery and the quality of the products. The satin cords and the findings really finished off my ceramic jewellery.
Catherine Warwick
Just received my order that I placed only yesterday. I wanted to say thank you! I am delighted with the choice of cabochon, setting and books. Now I have to read up on how to set it! FABULOUS SERVICE - Thank you!
Janice Scragg
Your website is easy to use, your products excellent, nice friendly service on the phone and delivery quick, excellent. Thank you and well done Kernowcraft. Gold star!
Julia Schofield
I’ve used Kernowcraft as a supplier for findings and pearls since beginning my business 8 years ago, because I know I can absolutely rely on the quality I get. The service is pretty impeccable too.
Catriona
Thank you for my recent order as I'm blown away by all the lovely pieces. I don't really know what to start work on first. Thank you for supplying top quality items on a easy to use website. 
Hayley Meredith
I just wanted to say thank you for the amazing service from Kernowcraft.  I find your website easy to navigate, products good quality and the delivery is second to none!
Eve
The stones are excellent quality, and the special request I put in for dark citrines and paired malachites has been met perfectly. I am delighted with Kernowcraft, and will be back!
Lydia Farrow
Just to say that I have always had the best possible results for every order - however small and all your products are of excellent quality.
Denise Mountain Pike
I recently ordered a couple of replacement stones from you and I'd just like to say how happy I am with my purchase and very impressed with the friendly helpful service you gave. Thank you very much.
Joel Martin
Great, easy to navigate website with wonderful clear photographs. I look forward to receiving my order... it's going to be like Christmas!
Vivienne Sadler
Always too many temptations, but a joy to look through. Thank you for such good service. I have to be very strict with myself when I visit your website!
Marshal
Thank you to the lady who went to a great deal of trouble to find a very small opal that fitted a bezel cup. The work is now complete and looks very nice - my wife is delighted with the result.
Christine Wood
Just want to say a very big thank you for your quick delivery and excellent service. The stones I ordered arrived this morning, the quality and price are second to none. I was delighted with my purchase. Thank you so much.
George Inglis
Great looking website, one of the best I've seen and used. Good search function, good range of products, good prices and great advice for jewellery makers of all abilities. All-in-all a great site and one I'll use again and again.
Kim Thomson
I have been using Kernowcraft since 1997 and still regularly recommend them to all my students.
April Luescher
Beautiful quality and colours - I rarely buy semi-precious stones anywhere else these days. Very helpful, superb service, speedy delivery. What more could anyone want?
Frank Wilson
I have grown as a jewellery maker over the last year or so due to the encouragement the team have given me - they are all experienced jewellery makers or keen crafters. They have helped to guide me through my inventory, offered helpful tips and advice on all manner of silver working.
A
I added a special request for moonstones with strong blue/green flashes and received 3 briolettes which were exactly that - some of the prettiest moonstones I’ve seen. Thank you!
Jill Hammersely
I just wanted to say a massive thank you to the team, particularly the ladies that helped me yesterday. Delivery took less than 24hrs, that's amazing. The quality of both cabochons and settings are stunning.
Sarah Tiley
Whenever I feel unsure as to where to purchase any stones or jewellery requirements I always go back to what is familiar. Thank you Kernowcraft for being true to your customers.
Lynn Carson
I bought the sand dollar charm to make a holiday bracelet. It’s really lovely, subtle and pretty detail. Perfect piece and exactly as described.
Rhiannon Piper
The opal I received is absolutely amazing and just perfect. Its such a beautiful stone and I tried it with my wedding dress yesterday and its just set it off so well.
Mihaela Ciubotaru
I am very happy with my products... it is wonderful to have a reliable source of materials and gems with a fast delivery and a lot of tips on how to use the tools we buy.