2/28/2011

Using the power of Niche Marketing to boost your company Jewelry Design


If you are a jewelry designer, you're probably already aware of the amount of competition for the handmade jewelry dollar. It can be frustrating when you press a jewelry exhibit or craft show and you're one of the many jewellery exhibitors. What is the best way to remedy this problem? Your answer may lie in harnessing the power of niche marketing for your jewelry business. Why? It is easier and cheaper to reach your market if you are a specialist in your jewelry niche. As a specialist also gives you added credibility.

Let me illustrate by telling you about a company that has found a unique small niche that them has made quite a success.

A day in our beads shop, ran a dame in with an interesting line of handmade jewelry. Hair jewelry consisted of small teapots in all shapes and sizes cast in sterling silver. Some of the tea pots had beads as the body of the tea pot, while others were composed of hollow sterling with intricate patterns on their surface. She had created this little teapots in earrings, Victorian looking necklaces, bracelets and pins. According to her, she had poured the tea pots by a silver casting company in Providence, Rhode Island. Once molded, they were sent to make her in completed designs.

Although they had much success with its marketing shows teapot jewelry at craft and jewelry, her greatest source of sales is the tea houses across the country. It seems that these stores not enough of her tea themed jewelry. She has a beautiful color brochure that really the beauty and uniqueness of her designs plays. To its market, they simply send mailings of hair color brochure tea houses across the country and then follows with a phone call. This is a very simple and effective marketing technique.

This lady has a powerful niche in the market for its jewelry found. Wouldn't you that most people who shop in a tea shop for tea pots and tea accessories would be interested in what this lady has to offer? Tea pot collection has become a popular hobby and what better way to a love of a hobby than express by wearing teapot jewelry? In addition, people know that they not teapot jewelry just find anywhere so that they are more inclined to buy when they see it.

Is there a niche market for your handmade jewelry that you may have about? Would you adapt your jewelry to meet the requirements of specific niche market?

A few ideas might be:

1. The cat jewelry for Office of a veterinarian who specializes in the care of cats.

2. The dog jewelry for the veterinarian offices, doggie day care facilities, denied boarding and grooming centers, pet shops etc.

3. Ballet themed jewelry for dance studios and dance supply stores.

4. Plant and flower themed jewelry for gardening centres and gardening gift shops.

5. Food themed jewelry for gastronomic offer and gourmet food shops.

6. Bicycle themed jewelry for bicycle supply stores.

The list can go on and op. Sometimes making jewelry for these markets can be as simple as a sterling silver charm add to one of your current design with the right theme. Just imagine all the hobbies and occupations that you with your handcrafted jewelry designs focus can. Enter niche designing and marketing a try and see if it can help your jewelry business.








Kristie Leong M.D. specializes in helping new markets for their jewelry handmade jewelry designers. They publish a blog and website full of information about jewelry marketing http://www.jewelry-marketing.com has at


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