The main display area had three collapsable cardboard columns, with caps on both ends that added stability.  These were set up and then covered with a custom made slip cover and wood boards, covered with the same fabric, were put on top to make a counter height display!

This worked really well as it was relatively light weight and fit in the small car I had at the time.  The company that sold the columns is no longer in business, sadly, or I’d tell you who they were and give you a link.

Now I’m only doing indoor shows.  The one coming up in November provides tables, so that’s pretty simple, all I have to do is style a single table.  I know I’ll want a table skirt that goes all the way to the floor.  Costco and lots of other sellers sell these that go all the way to the floor and are make from an easy care polyester.  With that much fabric, I want something that’s not going to wrinkle.

What else do I need to think about when designing a new display?

While in the past I’ve used black velvet, which silver looks great on, my new bronze jewelry looks better on linen, natural materials and wood.  In fact, linen is interesting, because in a meeting of my local craftsperson-support group, the members looked at my jewelry and helped me figure out who my ideal customer is.

The group feels that my ideal customer is a woman who wears clothes from Eileen Fisher, they make a lot of linen clothing.  Linen display units will connect those ideas and link the idea of clothing and fabric choices with my jewelry.

Looking for ideas for my new display, I turned to my Rio Grande catalog, of course, and I also turned to Pinterest.  Much of what I found on Pinterest was repetitive and there were even some “don’ts” that I came across.

One idea that came up a lot on Pinterest that may be getting tired is using a vintage suitcase to transport your items and then using it as a display. While that might really work for some artists or jewelers, I don’t think it’s a match for my ideal customer.

Here’s my challenge for setting up my new display:  I”ll have lots and lots of necklaces, earrings and bracelets and how do I display that in a way that’s interesting and shop-able?

Necklace busts are nice, but they’re pricey and could look boring if I have a ton of them.

I know that it’s important to raise the height of your table, when selling from a table, to counter height. You can do that by putting PVC pipe leg extenders on the table legs, but then your standard issue table skirt won’t be long enough.

I’m planning to use risers to raise the height of much of the table. Years ago at a bead show, I saw a display that used crates, turned over, open side down, covered with a nice wool felt. Think custom slipcovers for the crates, in wool felt. You wouldn’t have noticed that they were crates unless you were a fellow craft show person who can’t help but see that kind of thing.

What have I figured out so far?

The materials that work well for my line of bronze, steel and stone jewelry are materials that are natural or evoke natural. The fabric should be a cream color, perhaps a textured upholstery fabric – but nothing too interesting! The displays should be natural colored linen (I can get these ready made) and perhaps I can mix in some wrought iron and wood. I’m not sure about the wood, that might be too many textures.

My main take aways from my time on Pinterest are:

Creative people really like making displays! Sometimes their displays are too nice and interesting, and distract from the product.

The best displays are consistent, clean and a little bit boring, but they draw your eye to the product, the jewelry, which is the whole goal here.

How about you? What do you use for your display pieces? Have you made any yourself? Photo sharing and tips are always welcome in the comments!

Tattoo Bracelets Copyright Elaine Luther 2014

I’m building up stock for the craft show I’m in November.  These are my steel wire tattoo bracelets, part of my new bronze and steel line.

I’m also rebuilding my display, having not done a show in a while.  I’ve been researching displays, to find what will work best with this bronze jewelry and will write you a post today about what I’ve been finding.

Anne Fiala in her basement studio.

I’m so excited to bring you this interview with Anne M. Fiala! We’ll be talking creativity, business and there pictures!

Introducing Anne M. Fiala, a long time metalsmith, recent MFA grad, former board member of the Chicago Metal Arts Guild and was also a key organizer for the fabulous Zoom Symposium at the University of Indiana in Blommington.

She recently uprooted herself from snowy Chicago and moved to sunny North Carolina. Q: So what are you up to these days?

Hmmm. Yes, uprooted and moved to sunny NC where I am a jewelry maker and teach art and metals. I teach arts and crafts to kids at UrbanPromise – which is an inner city program that aims to develop children and youth into leaders determined to restore their communities.

Whosiewhatsit Earrings by Anne Fiala, Copyright 2014, reprinted with permission

Q: You have this amazing background in metal and yet you’re working in wood now!  How did that happen?

Haha, I know! Well, it kind of happened in a roundabout way. After my first year of graduate school I was really frustrated in the studio. I had been spending a lot of time making super detailed and technical pieces, but wasn’t really satisfied with the outcomes. So, I started to study my creative habit.

In doing this I did 3 things; I began to question, I made one piece every day for a month, and I traveled to Netherlands to take a conceptual workshop.

During the month of “a piece a day” there was a huge storm in Bloomington and I started picking up fallen branches. The branches made their way onto my bench and into my jewelry. I found that I really enjoyed working with the branches for a variety of reasons; they took away some of my control over the outcome, they reminded me of my family who have been woodworkers through the ages, and they offered a nice contrast to my often meticulous metal work (both visually and physically).

The branches evolved into scrap wood, which evolved into high quality plywood. I have now become so interested in small scale woodworking that last summer I traveled to Haystack in Maine to take a workshop with Katie Hudnall, who makes all sorts of amazing small scale wood pieces.

Whosiewhatsit Necklace by Anne Fiala, Copyright 2014, reprinted with permission

Q: Your wood jewelry looks so light and easy to wear is it?  The pieces are all so fun and colorful and fashionable, what was your inspiration for this line?  

It is light and easy to wear! Though I love jewelry, I have weak ears and am awfully clumsy. I want to make things that I would and could wear!

My inspiration stems from a few sources, but mostly my family and my travels. I spent a lot of the last four years driving through the Midwest and admiring the weathered farmhouses and empty billboards. I see a lot of that inspiration in my necklaces.

My wooden dangles evolved from my love of the lobster buoys in Deer Isle, Maine, which are bright, colorful, and timeworn.

Elaine interjects – I’m attracted to those kinds of things too, and what I love is how you’ve taken that and make it so fresh and bright and timeworn at the same time!

I have a variety of flowered designs which stem from memories of my grandmother. My grandmother kept a beautiful garden full of every kind of flower – from irises to poppies, I think it’s where I got my love of flowers. Her daisies had actually been moved from house to house for generations.

The Fine Arts Building at U of Indiana

Q: What was the most useful class that you took in undergrad or grad school that you’re really using now, in your business?

I would have to say the overall experience of grad school is what I am really using now.

During grad school I was involved with a few nonprofit organizations on top of teaching and my coursework. Pair that with a mostly independent curriculum I really learned how to balance working and making.

Grad school also gave me the opportunity to just make and study my creative habit. In doing so, I learned a lot about what makes me tick. Now I know how to get out of ruts, use inspiration, and where to start.

Q: What’s your “desert island” metalsmithing book?  A favorite that you couldn’t live without?

It’s probably The Complete Metalsmith by Tim McCreight. I wouldn’t be surprised if he had a chapter hidden in there somewhere called “Making Tools and Jewelry on a Desert Island”.

I also really like Silversmithing by Rupert Finegold. But more often than not, if I’m looking for a solution these days I’m searching the web on my phone. Outside of metalsmithing I really enjoyed The Creative Habit by Twyla Tharp and Kitchen Confidential by Anthony Bourdain. Great reads that are not strictly jewelry or business related but really relate to our practice.

Whoosiewhatsit Hoops in wood and steel, copyright 2014, reprinted with permission

Q: I see that you’re selling on Etsy, another online platform and to some retail stores.  How did you choose that other platform?  Since this is a jewelry – business blog, we’d love to hear about your business goals, what’s your ideal that you’re going for?  Mostly wholesale?  Mostly retail?  Do you do in person shows?

I chose the other platform, Square Market, out of convenience for my shoppers. Because I do in person shows, I wanted a card reader that allowed checkout to be quick, easy, and trusted. I chose Square because so many retailers are using it – from food trucks to retail stores – that most people have Square accounts and are familiar with the transaction process.

I was surprised to learn one of the perks of Square is Square Market – a free online marketplace similar to Etsy. Creating an online store was as simple as creating an inventory – you just have to take the extra step of adding descriptions and pictures!

An Anne Fiala necklace in process, on the soldering surface.

The ideal that I am going for is simple – I want to be an artist.

To me that means earning a living from the combination of creating and selling my work and teaching my craft.

In selling my work I wouldn’t mind a bit of everything! It’s nice having my work in shops and galleries, it allows people to “discover” my work and experience it in person.

Having an online store has allowed me to reach new audiences, too, and has given me the opportunity to make some custom work. At the end of the day I don’t have dreams of being a multimillionaire and I don’t want my business to get so big that I am removed from the making process.

I think a lot of jewelry makers like Megan Auman and Amy Tavern have been successful in that. They create really beautiful jewelry that jewelry makers and everyday people alike love.

Q: What’s one piece of advice you’d give to others just starting out in the jewelry business?

“Action is best; start anywhere” and “Be rooted”.

There is so much information out there of how to run your business and what to do to be successful – it seems like the best advice is to know your brand (i.e. YOU) and take action.

The things that work really well for other people, may not work for you or not seem genuine coming from you. The same goes for your work.

Staying true to yourself and your roots will help keep your work authentic, help you naturally progress to the next step, and help you find answers to your questions.

Such great advice, thanks Anne!

Follow Anne Fiala Jewelry Objects on Facebook: https://www.facebook.com/annefialajewelry where she shares her process and show announcements.

Visit her etsy shop here: https://www.etsy.com/shop/AnneFialaJewelry

Visit her Square Market shop here: https://squareup.com/market/anne-fiala

I love the look of the Square Market shop!

She writes:

“People have asked me… Why the new name for the Buyers Market of American Craft? Here’s my feeling about the change:”

Read the rest here: http://www.facebook.com/WendyRosenArt

Why should we care about what one company owner does with her trade shows? I think it’s part of the larger trend – The American Craft Museum taking out the word craft and putting in the words Art and Design. This is part of a fascinating shift that’s happening all around us in the contemporary crafts world.

and here, she writes about myths of wholesaling: http://www.facebook.com/WendyWRosen

If you’re just getting started in selling jewelry, what are your choices?

Etsy is in some ways the easiest — the barrier to entry is low — you just have to be able to take pictures and do some simple uploading and typing.  On the other hand, you do have to be able to ship your orders one by one.

How to Make Money Using Etsy: A Guide to the Online Marketplace for Crafts and Handmade Products by the blogger at Handmadeology is a terrific book on the subject of Etsy selling.

Local craft shows are another popular option.  The barriers to entry there are that booth rental can be expensive, and you’ll need a tent, a booth and to jury into the show.  It’s helpful to have a friend or partner to help you work the show and helpful if you’re friendly and outgoing.

Home shows are indoors and don’t require a tent!  I wrote about those here and here.

Consignment sales, where you consign, or lend your work to a shop, and they pay you only when they sell a piece, or pieces.  While some argue that it’s not a good deal for craftspeople, and there are risks that are greater than with wholesaling and retailing, many artists and craftspeople include consignment as part of their mix.  Low barrier to entry here – you just need good product and to find a shop that’s a good match for what you have.

The downside to consignment is that you put in a lot of investment into your product and then you “carry” that inventory for however long it takes to sell.  Some argue that the retailer has less incentive to push your product if it’s consignment, because they don’t have cash in it.

There have been cases when artists have lost their work when a gallery went out of business while holding their goods on consignment.  Recommendations are to visit the stores or gallery and see how things are going, as well as excellent documentation and contracts.  See The Law (In Plain English for Craftspeople) for help.  And your local law school may be able to help you as well.  Or the Volunteer Lawyers for the Creative Arts, see if they have an office near you.

Trade shows are an option if your goal is to sell wholesale to galleries and shops.  The barriers to entry are even higher with trade shows than with local craft shows.  The booth rental will be more expensive and your booth design may also be expensive.  But, if you meet lots of retailers and take lots of orders, it could definitely pay off.  Then you only make what’s already been ordered — no guessing!  There’s the possibility of doing fewer shows by doing trade shows than doing retail shows.  Read more about booth design at the blog of Luann Udell.

In addition to Etsy, there are lots of other ways to sell online, including your own e-commerce website.  This is the way to go, because then you control the entire experience for the customer, you build your own traffic, and the whole thing is branded to your company.  Read more about that on the blog Smallerbox.net.  Is it okay to do both?  Sell on your own site and Etsy?  I say sure, why not?  But be clear, have clear goals and possibly sell a slightly different mix on Etsy vs. your own site.  E-commerce sites are just not that hard any more.  Square Space and Big Cartel are just two easy to use, attractive looking options.  Big Cartel can integrate easily into your already existing website.  Square Space is more of a total solution, if you’re starting from scratch.  And you can even sell using WordPress.

Okay, so which one do I choose?

The bad news is you probably can’t pick just one.  A successful crafts business most likely needs to have multiple approaches to sales.  Some combination of selling wholesale, selling retail online, selling via in-person shows, either wholesale or retail and possibly some consignment.  And shipping internationally is also a smart idea.  It’s a big world out there, why not sell to everyone?  Start with one or two and focus on those, especially in your first year.

What’s my mix?  Right now, I’m selling jewelry and supplies on Etsy, and selling my Kindle book, Jewelry Photography, You Can Do it! on amazon.  I also have jewelry on consignment at the Illinois Artisans Shop in downtown Chicago.  Next up: approaching stores with a pitch to buy my jewelry wholesale.  (Plus some other exciting projects I can’t talk about just yet!)

Speaking of my my ebook, having a digital information product or two is a very smart addition to your product line up.  Digital products — it could be a book, could be a downloadable pattern or color printable transfer sheet — are wonderful because you create them just once, but you sell them again and again.

See if there’s a complementary digital information product that you could sell.  Having a diverse range of products and price points is smart in any business.

The other terrific thing about digital information product is that you don’t have to go to the post office to mail them!  Whatever service you use to sell your digital product — whether it’s amazon or Etsy or a solution hosted on your own site — the service generally handles the money and the hosting and handing over to the customer, the file.

Many of the smartest and most successful craftspeople I know have at least one digital information product in their line up.

 
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http://askharriete.typepad.com

This morning on twitter, someone posted a link to this post:

http://askharriete.typepad.com/ask_harriete/2012/09/the-white-tents-credibility-context-does-matter.html

(I haven’t had time to read them, but there’s a whole string of posts after that, on the same theme of craft shows and trends…)

In the comments section, James Binnon mentions this article:

http://art224.files.wordpress.com/2011/09/clark_envy001.pdf

It’s a little hard to read online, so I tracked it down in other forms. It’s available (a related version) on Lulu.com, here:

http://www.lulu.com/us/en/shop/garth-clark/how-envy-killed-the-crafts-movement-an-autopsy-in-two-parts/paperback/product-5573509.html

or as an iBook on iTunes

http://itunes.apple.com/us/book/how-envy-killed-crafts-movement/id478957699?mt=11

Anyway, fascinating reading about the big changes going on in the crafts movement and I thought you’d all be interested.

Photo credit: Bill Davenport on sxc.hu

I get a lot of rejection letters — emails really — since I apply for a lot of things, some of them long shots. I’d already gotten the rejection email on this one — to paint a mural — so definitely a long shot for me. So I was surprised to get a letter in the mail saying the same thing.

But look at that nice handwritten note of encouragement, how thoughtful, to encourage the artist. Even if they wrote that on everyone’s letter, I still appreciate it.

The other useful thing about rejection notices (my favorite are the computer generated ones from one of the big websites that says “Status: Not Invited,” somehow that stings more) is that sometimes they give you information about how many people applied. This is very useful for next time around. Were there hundreds or thousands of applications? Or just 59, as in one recent show I applied to.

Good to know for next time, as I keep plugging away!

Short of using a lucky horseshoe, what are some strategies for getting into shows?

Here’s a note from my own sketchbook/notebook:

Keep up the pace of lots and lots of applications.

Keys to success:

1. Don’t care about rejection. Have so many applications in that you’re always waiting to hear about the next one.

2. Have enough work to apply for lots of opportunities.

3. Don’t limit yourself to certain categories, such as just fine craft.

When I saw Vickie Hallmarks’s post on her 2011 Year in Review, I thought it was interesting that she got into seven shows last year, and in different categories — not just jewelry, but also quilting.

http://fiberartglass.blogspot.com/2012/01/energize-yourself-for-new-year-list.html