| Your Jewelry Artist's Profile is an invaluable marketing | | | | -What specific shows? |
| tool. You can use it to promote yourself on your | | | | What will you call your business? |
| website, get it printed up on promotional postcards for | | | | (Set your timer for 5 minutes, write the question at the |
| customer mail-outs and for introducing yourself to shop | | | | top of a fresh piece of paper, and start writing) |
| or gallery owners, and for applying to juried craft | | | | There are many different ways of choosing a name. |
| shows. Use this quickstart exercise to make writing | | | | You can use your own name, pick a business name |
| your artist's profile a breeze. | | | | that portrays what you make or what you are about |
| The following exercise is a great one for fleshing out | | | | like "Metalworks" or "Eco-Jewels", or choose |
| who you are as a jewelry designer and for organizing | | | | something that describes the emotion you want to |
| your ideas before you write up your profile Your | | | | express like "Romancing the Stone" or "Melancholy". |
| answers will also be an invaluable resource for you | | | | (disclaimer: I made these up. I have no idea if there are |
| when you write up (or rewrite) your Artist's Bio and | | | | real businesses out there with these names. If this is |
| your Business Plan (yes, you really should have a | | | | your business name, I had no intention of referring to |
| business plan, even as an artist). | | | | your business.) |
| How to complete this exercise: Use a separate piece | | | | **It is always wise to research your chosen business |
| of paper for each item. Set a timer for 5 minutes for | | | | name, and of course register it with your province or |
| each question, and write down as many things as you | | | | state. You can contact your local government |
| can think of on each topic including thoughts, examples, | | | | business registration office for more information. |
| things you have seen others doing that you like or | | | | Tip: Choose an easy to remember and easy to spell |
| dislike. Write things down even if they seem 'not | | | | name. I initially made a mistake in choosing my business |
| exactly right' because the more you write, the more | | | | name. It is costing me an additional $80 to re-register |
| you will think of. This exercise is meant to get you | | | | under my new business name, an extra domain name |
| thinking, and none of your answers are set in stone. | | | | registration and hosting fee because I had to get a |
| You can narrow down your thoughts at the end of | | | | new website name, hosting, and new business cards. |
| each brainstorming exercise. As an artist and | | | | For me it was a costly mistake. Initially I was calling my |
| businessperson, you will change and grow as you | | | | business by my name "Christine Gierer". My own |
| become more experienced. Keep your lists in a binder | | | | friends have difficulty spelling and pronouncing my last |
| to add to as you progress in your business. Review | | | | name so probably not the best choice, especially for |
| them from time to time to refresh your focus and your | | | | online sales. I think my new business name, "CG |
| enthusiasm. | | | | Handmade" is easier to remember. |
| Here is my quick and dirty list of things any new | | | | Who is your target market? |
| jewelry-making businessperson needs to start | | | | (Set your timer for 5 minutes, write the question at the |
| brainstorming about. | | | | top of a fresh piece of paper, and start writing) |
| What will you make? | | | | -What age, gender, socio-economic status do they |
| Hold it! This may seem like the logical thing to do first, | | | | belong to? |
| but please read on. You will find it much easier to | | | | -What is their religious and political bent? |
| answer this question in a thoughtful, in-depth sort of | | | | -What type of lifestyle do they lead? |
| way after completing your brainstorming lists for the | | | | -Where do they work? |
| rest of the questions article. | | | | -What do they do for recreation? |
| How you will you make your jewelry? | | | | -Where do they live? In a city, small-town, suburbs, |
| (Set your timer for 5 minutes, write the question at the | | | | rural? |
| top of a fresh piece of paper, and start writing) | | | | -What type of family structure do they have (kids, |
| Here are some ideas: | | | | single, divorced, etc.) |
| -one-of-a-kind | | | | -Where do they shop? |
| -develop/design a line and production line it yourself or | | | | Tip: Try to get as specific as possible because when |
| outsource production | | | | you can really narrow it down, it makes it easier to |
| -seek custom and/or commission orders | | | | decide how to promote and who exactly to promote |
| What is your business philosophy? | | | | to. |
| (Set your timer for 5 minutes, write the question at the | | | | How does your jewelry style fit the needs or desires |
| top of a fresh piece of paper, and start writing) | | | | of your target market? |
| Here are some examples: | | | | (Set your timer for 5 minutes, write the question at the |
| -"Right-minded or good actions will bring unexpected | | | | top of a fresh piece of paper, and start writing) |
| reward."(This is one of mine) | | | | -Are they active or do they have small children? |
| -Someone else's might be "get all you can while you | | | | -Will your jewelry need to sturdy or can it be more |
| can", "hope for the best, prepare for the worst", | | | | delicate? |
| "planning is key", "business is dog eat dog so you have | | | | How will you price your jewelry? |
| to be the biggest, meanest, smartest dog" (I'm just | | | | You don't need to brainstorm this one, although you |
| making these up, but you get my meaning) | | | | can if you want to. Otherwise, just keep it in mind for |
| What is your philosophy about design? | | | | future researching. |
| (Set your timer for 5 minutes, write the question at the | | | | There are lots of different viewpoints on this. This is a |
| top of a fresh piece of paper, and start writing) | | | | much discussed topic on the web so if you do a |
| -Are you trying to explore something specific? | | | | search you should be able to find dozens of articles on |
| -Do you have a message in your work, like a social | | | | this subject. |
| commentary or political view? | | | | How will you differentiate yourself from the multitude |
| -Is your work about the interplay of design elements | | | | of other jewelry designers out there? |
| like contrasting textures and colours, or inspired by | | | | (Set your timer for 5 minutes, write the question at the |
| something like nature or machines? | | | | top of a fresh piece of paper, and start writing) |
| Where/ How will you sell your work? | | | | -Do you have a very specific niche you target? |
| (Set your timer for 5 minutes, write the question at the | | | | -Do you use unusual materials or techniques? |
| top of a fresh piece of paper, and start writing) | | | | -What other ways can you think of to differentiate |
| Here are some of the many ways jewelry artists sell | | | | yourself? |
| their work: | | | | What will you make? |
| -Online | | | | This was the first item on the list that I asked you to |
| -Retail directly (in-person) from the artist like at craft | | | | wait on answering. You should find it much easier to |
| shows, home jewelry parties,or person to person out | | | | do this in detail now that you have brainstormed each |
| of your studio | | | | item in my list. |
| -Wholesale and/or consignment to shops, wholesale | | | | List as many things as you can think of, keeping in |
| via gift or trade shows | | | | mind your answers to the questions above. |
| Specifically where will you sell? | | | | A Final Word |
| (Set your timer for 5 minutes, write the question at the | | | | Now that you have brainstormed all these questions, |
| top of a fresh piece of paper, and start writing) | | | | write an Artist's Profile of yourself. Edit and Re-edit |
| -Which specific shops would you like to see your work | | | | until it makes you sound wonderful, then have |
| in? | | | | someone proofread and edit it for you. A final tip: Write |
| -What types of shops (gallery, gift, clothing shops, | | | | your profile as if you are describing yourself and your |
| accessories shops)? | | | | business to a specific person from your target market. |
| -Which websites (own site, etsy, mint'd, lov'li, | | | | This keeps your bio sounding conversational and |
| shopify,ruby lane, ebay etc)? | | | | interesting rather than bland and boring. |