#307 From Seasonal In Person Events to Daily Sales All Year Round with Erin Heydenreich

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Did you build your jewelry brand on sales from in-person events?

Then you probably have a lot in common with Erin Herdenreich of Betina Roza.

Erin designs bright beachy jewelry for the rare brave soul. She sells her jewelry during the summer months out of her studio on San Juan Island. The rest of the time she is reaching her customers online while hanging on the beach in Mexico. 

Sounds like the dream, right? But she wasn’t always able to operate that way.

Erin joined our Momentum coaching program in 2019 because she felt like a “deer in headlights.” Her in-person sales were off to a good start, but she wasn’t sure what the next big step was.

In the year since joining, her overall sales have nearly doubled, and her website sales are up 400%. She’s making more money for the same amount of work she was doing before.

But the way she tells it, Erin’s favorite result from the program is the way she feels about her business. She’s able to relax and live the life she loves while making a living on her passion.

Here are just a few of the steps she took to skyrocket her brand to where it is today…

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Website Upgrade

For her first year or so in business, Erin’s website was more of an afterthought than anything.

She had no cohesive branding, no email list, and 95% of her sales were coming from her in-person artist booth on San Juan island. 

It wasn’t until she moved from Wix to Shopify and started taking her online marketing seriously that she was able to boost her web sales by 400%. 

In-Person Audience Conversion

There’s nothing inherently wrong with building a brand on in-person sales, but smart designers know how to leverage their in-person audience to drive online sales.

Erin began encouraging her regular art booth customers to join her email list, and got consistent with her email marketing.

“Before [Momentum], I would have been terrified to ask for emails,” Erin relates. Once she learned how important email list building is, she overcame her fear and jumped at the opportunity.

Supportive Community

Erin believes having a supportive community of fellow jewelry designers is a highly underrated part of the Momentum coaching program.

From the one-on-one coaching calls, to the private Facebook group, someone had her back every step of the way.

These are just the big steps Erin took to propel her brand forward. Listen to the full episode above to hear more of her journey.

xo, Tracy


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