6 Ways to Find Your Uniqueness in Jewelry

by Judy Ellis

Today I want to borrow a concept that marketing professionals talk about all the time; they call it a USP. It's not a shipping method: it's called a Unique Selling Proposition, and a lot of successful small businesses have it clearly defined when they start making money - or they think they do.

Your USP is what makes your business unique and you, to your customer. It's what makes you, you, as a jewelry designer. Here are 6 ways you can identify what makes your jewelry unique.

Do you pay attention to customer details? Are you the jeweler who always remembers your clients' birthdays, special occasions, favorite stones, and preferred styles?

It's a great idea to keep a customer card on file not just for custom orders or ring sizes, but also for important dates. Even if your August-born client is shopping for Christmas gifts, she may be tempted by a peridot ring you show her near her birthday.

Do you have a unique product?In your area, you may be the only wire artist for miles. Online, however, competition is much tougher.

Marie of SuperiorAgates is an example of a unique wire artist online. She creates jewelry from agates she cabs herself, found in her own backyard! If you cut your own stones or make your own lampwork glass, that uniqueness is appealing to customers.

Consider what makes your business stand out. Are you dedicatedly nickel-free? Do you offer a lifetime guarantee? Do you specialize in remaking clients' old jewelry into new, wearable pieces? There are many unique products and services even within wire jewelry that you can explore.

What do you do with your proceeds? Several of our customers donate a portion of their profits to charities, such as animal rescue organizations, children's charities, local organizations, and medical research.

Do you make donations through your wire jewelry business? Your customers may value knowing how you contribute to groups you believe in.

Do you have a unique style? Are you a weaving-and-coiling, sculpting, or traditional wire jewelry artist? Even if you're the only wire artist in your area, you're still unique within the wire jewelry world.

As an artist, express yourself through your jewelry, then take a step back. What connects your pieces? Is it the way you finish wire ends in spirals, rosettes, trimmed close, or swooped away? Is it the top-of-the-line gold-filled or Argentium wire polished to match sparkling druzies? Or the liver-of-sulfur antique finish you give each piece?

Make sure it's something you love. If you hate antiquing, don't become known for it. Discover the common threads in your work and emphasize them.

This can also include style Modern, Art Deco, Steampunk, Victorian, Asian, or Southwestern. Share what draws you to that style. Including details about the time period or culture you're honoring gives your customer the feeling of stepping into another world, providing both a piece of jewelry and a unique experience.

Similarly - do you use stories to sell your wire jewelry? While this works well online, when you can tell a story for much more time than at a crowded craft fair, you can try it anytime you sell your work. I found this quote especially inspiring after looking upon a blister pearl: "All art is autobiographical: the pearl is the oyster's autobiography." (Frederico Fellini) What a story in a nutshell!

Do you know your stones inside and out?Being an authority on the materials you use is a unique treasure not every artist has. You may read Gem Profiles with interest, have a few gem books on your shelf, or even know the history, location, or metaphysical uses of stones by heart.

From my own experience, I sold my first pair of earrings to my yoga teacher. She picked a pair featuring purple fluorite and asked what the stone was. I replied, "Fluorite," and there was an awkward pause.

One of my classmates quickly added, "Fluorite! That's perfect for you. It's great for concentration and making decisions." Sold!

After that, I resolved to always have a story or some knowledge to share about each piece I make.

While you may not have officially defined your Unique Selling Proposition, it's important to explore it and stay open-minded.

Discovering what you truly offer your customers is an ongoing process, and it will pay off in the long run.

Don't leave it up to your customers to decide what kind of jewelry artist you are.

Decide for yourself, then present your work. One customer's opinion may not reflect the image you want to convey.

When you identify the unique qualities of your jewelry and business, you can build on those strengths.

This helps establish your style, enhance your skills, and attract the customers who truly appreciate your work.

Happy Jewelry Making!

6 Ways to Find Your Uniqueness in Jewelry

Materials

Tools

Reviews

Other Articles by Judy Ellis

Supplies

Resources

About Us

Connect With Us