STOP doing this if you want to get your collection into MORE stores!

5-26-15

Are you having a hard time getting your designs into stores?

Or maybe you’ve been selling to stores for awhile, but are struggling to to attract your DREAM stores?

You might be making THIS big mistake and you must STOP!

Wholesale is my thing! I love the process of building relationships with buyers but I hear the same stories time and time again from buyers.

In fact, one of my favorite stories about frustrated wholesale efforts comes from Tracy. She spent many years barking up the wrong tree with stores like Barney’s because she was making the EXACT same mistake.

That’s why I am here today to share with you some of my wholesale jewelry business insights.

Watch the video and learn what to STOP doing if you want to get your collection into more stores.

Click to tweet: STOP doing this if you want to get your collection into MORE stores via @Flourish_Thrive http://bit.ly/1FcdUkH

Now it’s your turn, in the comments below, tell us the following:

  1. How are you doing research on stores currently?
  2. What were your biggest takeaways from this video?

If you are interested in maximizing your wholesale efforts, make sure you sign up for our FREE training the 3 Secrets of Wholesale Success.

You’ll learn how to attract more of your DREAM stores, the #1 mistake designers make in wholesale and our sales maximization blueprint.

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9 Responses to STOP doing this if you want to get your collection into MORE stores!

  1. I am not researching any stores why? I am not following any designers so I have no idea where my line fits and from what I see I am not doing any of the things that are recommended for a successful business so now I am felling more lost then before. I never really have been one of those women who had to have what others have or what they create I know that sounds like I am full of myself but I am not (old school) now I am in MYP lost there as well took Dream Client haven’t put that together either as I type this out I see I am to blame here for lack of research & trying finding myself saying I am too busy my own worst enemy. HELP

    • Lorri,
      Love having you in MYP! Good for you for recognizing where you are holding yourself back. Start today and create a plan for reaching out to stores! If you don;t know which designers merchandise well / compliment your line then look at other lines that you feel have the same aesthetic. For example if you sell beach inspired jewelry, maybe look at where a particular bathing suit line is selling to. See if those stores feel like the right place for your DREAM Client. Let us know how it goes and remember – knowledge is power!!
      xo

  2. I take a look at other jewellers websites who create jewellery in a similar price range and aesthetic as mine. I skim over the “stockists” sections on their websites. It gives me a good idea of what galleries or jewellery stores might be interested in my work. My biggest takeaway from this video is to adopt the idea “quality is going to be better for me than quantity” when it comes to finding representation for my work and to start seeking representation closer to home.

    Hey Lori! Every bit of time you can manage to do this work will pay off in the end. Step by step will get us to where we want to be. Go for it sista!!!

    • Hey Jeanette,

      Awesome game plan! Totally agree with “quality vs. quantity”!!
      I would much rather have 30 accounts who purchased larger more thoughtful orders than 300 one hit wonders!

      Way to go Jeanette!

      xo Robin

  3. I am currently doing my research on stores by recommendations from peers and from stores placing ads , usually start ups.

    After watching the video I have scrapped that idea and I am now going to actively visit and qualify potential stores in which to place my merchandise.

  4. I research stores by going into the store to see what type of jewelry they carry. Yes, I go online to shop (probably too much), and that is important, but putting my hands on what they actually carry is even more important. It tells me how much of similar items they sell, whether they have high-end, low-end, or both, and how big an area is used for jewelry. It also tells me whether they are selling accessories close to the jewelry, whether they have a sales person assigned to jewelry or the area, and how the customer service will be for my jewelry. It helps to know someone will be involved with knowing what my jewelry actually is, as sometimes explanations help.

    As for high-end, low-end, I am asking whether they lean toward sterling/gold and precious stones, semi-precious and plated metals, or, even, “costume jewlery.” I also look at whether they include complicated, time-consuming pieces (and what prices these are pulling) or if they are sticking with simpler jewelry. This makes a difference for me in time involved in production. I’m a one-woman production team right now, so I have to balance my high-end work with paying the bills. If an original headband takes me four hours to complete but doesn’t pay well, as much as I like to be original, it would have been easier to slap some bows and beads on, rather than to embellish with great effort. This could get into a discussion of sourcing components for product in order to be competitive, but for me, again, I want to balance paying bills with sending out some original designs.

    And, yes, sometimes I just make simple jewelry for stores that do not require much originality. Earrings and necklaces are sold all over and it would be impossible to claim originality on every one of them so we know we can “string” some jewelry without the fear of anyone claiming we stole their design.

    So, I also look at what is the store’s price-range factor. Is it a $, $$, or $$$ store? Can I sell $70 (or better) items there or do I need to keep everything closer to $20 and what sells the most in these lower dollar categories? What are the customers actually spending for jewelry in this store and does that fit in with what I am willing to sell? Think price margin – will I make enough to cover my expenses, labor, and shipping? In quantity, that could be a yes, but I do not like to give up quality, hence, the original thread of what store is right for my jewelry.

    Wouldn’t it be great to look at the store’s past history for a year to see what they sell the most of then just plug my stuff into those places? Doesn’t quite work that way and may not be the same the following year. In fact, jewelry/fashion changes so fast we might be passé before the month is out, God forbid.

    One thing I got from this video was about the store’s aesthetic. Does the store’s aesthetic align with my own? Would I feel good about seeing my jewelry in that store, I ask? Does my jewelry “fit” in that store, not just do I want to see my jewelry in there? If it doesn’t fit, customers will see that, too, and most likely won’t buy my product.

    Biggest takeaway from the video for me was the jog to my public speech mechanism. I can talk about jewelry all day long, but to have a forum to give my opinions in public is even better (yes, someday I will get my blog going). You guys, uh, gals really can ask some good questions. I know these discussions will help you to build greater classes in the future, so it is a win-win for anyone who participates. I, personally, appreciate the free videos that get our minds thinking. KUDOS!

  5. I previously took an online course where the instructor was scattered and focused on areas that really confused me. I have a strong sales background, but the effects of that course left me feeling more confused than ever. It actually froze me in the creative area for over a year! After 6 years learning and exploring avenues in this field, I have finally narrowed down my specialty.
    I am a sales rep for a luxury eyewear line. So I have decided to focus on eyeglass leashes, ID card leashes and expansions in those areas. I can relate to the comments Lorrie made. Oftentimes, creative people are wonderful at design, but marketing isn’t a familiar area. Lorrie, don’t let that hamper your creativity!
    I have a readymade list of clients, but many are hampered by the sales tax thing and the staff can’t envision their clients being interested. Thanks for this video! I pointed out what I already knew but needed to refocus on: Willing buyer/willing seller means repeat sales. Even though my field is focused, my list is more random. Thanks for the laser beam, Robin!

  6. It would be hard to imagine not researching designers whose work you admire and seeing who they sell to. It’s the easiest way to discover the gems of galleries or boutiques in the far corners of the U.S. A Google search won’t usually do that.

    Not everyone can travel but there is nothing quite like going to a place in person. Whenever I go somewhere, I research places I think would be a good fit for my work now or in the future (mostly places I aspire to!) and I visit them. Then I follow their social media accounts so I can see what their day-to-day thinking is.

    Many places can look different online than in person. I want to have an idea of what my work would be surrounded by.

    I think it’s important to be able to articulate your ideal customer. Who is this woman or man you imagine being drawn to your work? Even though a gallery or store should be able to tell by looking, it doesn’t hurt to be very clear yourself.

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