My Bad Turned Good

I’m looking at the end of a very unsuccessful marketing strategy and will seriously have to remember the way I originally started my business so that I can create a marketing strategy that works. As much as I would like to expose people to my true creative vision, it looks like I’m going to have to build my clients up to being ready for it.

I did start my original jewelry business with earrings at super-low prices. Mind you, these are not prices I would heavily consider today – 16 years later – but I've decided that I can go with low-priced earrings again. I will have to change the materials I work with to something much less expensive and, fortunately, I do know how to do that.

My goal is to use an “earring explosion” to get my name out there and to expose lots of people to jewelry that is tempting and creative. I will still continue to do the work that is near and dear to my heart and I will still continue to price them the way I have been pricing them. I want new clients to realize that I offer “something for everyone” with quality and creativity no matter the price.

Additionally, I would like to entice a broad range of people to become clients by continuing toward my goal of creating some very sexy, very expensive pieces.

It is very important to me that I not become known as the “discount merchant”. I would much rather be known as someone who makes creative jewelry, or even, artistic jewelry.

Another part of my new marketing strategy involves becoming more visible. I have added some new pictures to my blog (see left) and I will be working with my daughter to get some pictures of myself on my blog and on my MySpace page. I will pay more attention to MySpace and to my blogs and to my Etsy pages so that I can attract the clients that I want to attract.