top tips for selling your jewellery at craft fairs and markets
If you would like to sell your jeweller face to face with customers then craft fairs and markets are a great option for you. However, they can be a big investment in terms of time and money so how do you make the most of the opportunity and have a successful fair? Ceramic sculptor and jeweller Suzie Jasper offers some advice.
Suzie Jasper designs and makes a stunning range of handmade ceramic sculptures and jewellery. Her background was in theatre marketing and teaching, however she's always been creative, developing her skills at Putney Art and Design School and the London Jewellery School. She launched Suzie Jasper full-time 15 years ago and exhibits and sells her characterful ceramic dog sculptures and leaf dishes, and her handcrafted jewellery at craft and design fairs across the UK.
Choosing a show
It's important to do your research before investing your time, energy and money in a show. If possible, speak to people who have previously exhibited at the show and asked if your work would fit in there. Find out how the show is going to be marketed.
Do consider smaller local events, especially when you are just starting out. They're a great way to build up exposure and a local following, which could lead to repeat business. even when doing larger events, I keep doing the smaller local events to keep your local customers interested.
consider the costs of a show
Be clear on all costs required to take part in an event and check that the stand price includes VAT. You will also need to consider additional costs - do you need to pay extra for electricity, for hiring tables, display cabinets, shell scheme or lighting? Other costs to consider include petrol, parking, van hire, accommodation, food and assistance.
Display
It's important to create some height on your stand to display your jewellery effectively and attract visitors. take advantage of the space behind you to show images of your work and your brand name. Practise setting up the display before the event so that everything runs smoothly on the day of setup!
I advise making sure that your pricing is clear, as when customers need to ask about prices they often assume they can't afford it and they won't want to ask.
Consider how visitors will remember you after they leave your stand, and ensure that marketing materials such as business cards or postcards and a list of your upcoming event are available.
Do your own marketing
It is not just up to the organisers to promote the event everyone exhibiting is responsible for promoting an event to help make it successful. Send out flyers and tickets, email your friends and previous customers, and regularly posts on social media both leading up to the event and during the event at.
Selling
It's important to look alert and interested when selling at events. I strongly advise against sitting down on a chair as it can make you look disinterested. I often take a high stook to perch on, which allows me to engage with my customers at eye-level while taking the weight off my feet!
However tempting it may be during quite a period of a show, don't have a book or newspaper - it gives the impression that you don't want to be there and will put people off. If there is a lull in customers, use this time productively to do some making or preparation work behind your stand. This way you are demonstrating your skills, which can often attract visitor’s attention.
Greet everyone that approaches the stand but don't feel the need to try to sell to everyone that comes along. With experience you'll be able to gauge those that would like to chat and those that just want to browse or buy without conversation.
it's not just about selling
Of course, your primary focus at an event should be on making sales, but there are other benefits to being involved in a show. Always treat every customer as a potential buyer. Be friendly, give out your business cards if they're interested, mention your website and social media pages as this will hopefully result in post-show sales.
You can also use your time as an opportunity to decide whether to do the show again in the future. This takes a bit of sleuthing! People watch - it may be busy but are customers carrying a lot of shopping bags? Talk to people about their other purchases - are they buying inexpensive or expensive items? Find out where people have travelled from - does the show attract people from a wide area?
Look after yourself
The shows I do can be back-to-back at busy times of the year and 5-days long. Is therefore important to stay healthy to maintain the stamina required for a long run of shows - especially during the busy Christmas period! I ensure that I have plenty of water and healthy snacks behind my stand, and when I have days off from events, I take my gorgeous Tibetan Terrier Jaspar for plenty of long walks!
Check out Suzie’s work and event schedule on her website https://suziejasper.co.uk/
(This article was first written by Jewellers Academy and published for Making Jewellery magazine. It has been edited for the blog and is published with the permission of GMC publications)