Does it feel like the whole world is shopping only during sales times? Given that sales are now happening every week, it is almost impossible to curb shopping isn’t it? While discount sales are great as a buyer, there are terrifying for a seller. For, if you can only make a sale giving discounts, then how do you achieve a profit? In my initial years in the jewellery business I actively refrained from giving discounts. Instead I ensured fair and affordable pricing and it all went on well. However, in the aftermath of huge online retail sites offering discounts for all sorts of reasons, I had to reconsider my decision. I started to offer EOSS (End of season sale) like every other brand. I am sure that many of you jewellery makers out there offer discounts atleast twice a year. But discounts doesn’t mean that you offer drab and boring pieces. Having a successful EOSS means that you create new pieces for your sale. Yes! you read right – create new pieces. This post right here has my seven secret tips on Creating jewellery for discount sales.
My secret tips on Creating jewellery for discount sales
In the last year, I have been busy with my day job and haven’t had much time to either create or to sell. This naturally means that I have to rely on EOSS to balance my books. Consequently, I need a volume of pieces get to break even. However, it is not creatively compelling to create for a sale. That’s when I decided to write this post on Creating jewellery for discount sales for many of you might face a similar situation as well.
Old items being “cleared off” in a sale is a myth. It does not work that way in the era of smart phone shopping. You need to create specifically for a sale inorder to benefit from it.
1. Think of quick and dirty designs
Don’t spend too much time on your EOSS creations as time equals making charges. Add a pendant to a strand of beads, add a decorative clasp to beads to make a bracelet or pair beads with nice studs to make simple earrings. Do you have a best seller stringing or looping pattern? Then use it to create new necklaces or bracelets but in colours different than your usual style. Viola! you have a whole new design.
2. Make use of Ready material
One of the important things I learned working in a fashion brand is that you use RM – Ready material to create new products for EOSS. For you jewellery makers that means using existing beads and findings. Do not order anything new. Use this as a challenge to put your creativity in overdrive. Use your beadsoups to make looped bead chains that can go with pendants. Create pendants using scrap metal or larger beads. The sky is your limit. Just remember – Do not buy anything new – not even a clasp.
3. Explore UFO’s as starting points
In my posts on the Luna Moth necklace and Recycled and Repurposed jewellery I wrote about incorporating UFOs in your latest work. Use your UFO’s to create stunning pieces and let them make money rather than gathering dust. You have lots of motivators here to help your finish your designs. I used a form folded copper dome to create the stunning necklace that you see above. I feel that it has turned out even better than my original idea for the copper dome. This Orange glory necklace is currently available for sale. It uses an array of glass beads in oranges and browns interspersed by yellow crystals.
4.Keep to a budget
It is important to use quality findings in your work. However, you cannot use that one of a kind sterling silver clasp or those fancy pave set studs to create pieces for discount sales. Focus on economical findings; making your own hooks will be cheaper if you already have wire and the required tools.
5. Re-imagine old unsold pieces
If a piece remains unsold for more than 3 months I restring it (if its strung). If its unsold for more than 6 months it is heavily discounted (still restrung) and if its unsold for a year, I cut it apart. Ornamentation and adornment are intrinsic to the fashion industry and as such we need to follow trends. We need to offer our clients something new and original atleast twice a year. However, that means old pieces languishing in the dark corners of a cupboards.
In such cases, it makes sense to me to rescue usable beads and pendants and discard what doesn’t work. It helps me re-imagine my pieces as well. The butterfly that you see above is my mom’s favourite. In its previous avatar, 3 years ago, as a statement pendant on a thick cord it didnt work. Now I have re-imagined it with some beautiful beads as the pendant is handmade and still has its polish intact. I love how it looks now. What do you think? This blue butterfly necklace is now available for sale.
6. Keep your clientele in mind
Just because I told you to use your UFOs or simplify designs doesn’t mean that you ignore your audience. Whether your are selling your items at full price or at a discounted rate, your clients are similar. They might even be the same clients. So keep in your what your audience wants before you start to create for a sale? Maybe client liked a piece for its beads and colour but could not afford it due to an artisan component on it. Remaking the piece without it could make it much cheaper and the art bead can go on a new piece all together.
7.Keep your sales channel in mind
Its crucial to keep your sales channel in mind when Creating jewellery for discount sales. Firstly – will it be online or offline? If it is online will it be across platforms – website and social media channels or only at one place? If its offline then is it at your own store, an exhibition/trunk show or at a jewellery party.
There are many ways in which you can increase your jewellery sales. You can even earn from your own blog. There are several strategies to adopt if your sale is focussed on social media. Post new pieces a day or two after your sale begins to create a renewed interest. Also remember to post them one by one on Social media to garner maximum attention. Check out my six tips to sell out at craft shows if your sales channel comprises of shows and exhibitions.
I hope that the tips listed above will help you get the most out of your EOSS. I would love to hear tips and advice from you on working a sale. Please share them in the comments. Before you go, check out my post on How not to sell jewellery (if you have not already done so) to avoid common mistakes.
I hope you found it interesting
Cheers
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