How to Sell Jewellery at Craft Fairs and Markets: 35 Tips for a Successful Event
Craft fairs and markets are a great way to test your design ideas and grow your jewellery business. They give customers the chance to see your work in person, try pieces on, hear the story behind your jewellery and connect with you as the maker.
Whether you're preparing for your very first craft fair or you're a seasoned exhibitor looking to improve your results, every event is an opportunity to learn.
At Jewellers Academy we've supported thousands of jewellers over the years, and we recently asked our wonderful community to share the tips they wish they'd known when they first started selling at markets. Their advice is practical, honest and packed with experience.
Here are 35 tips to help make your next jewellery market your best yet.
1. Choose the Right Event
Not every craft fair attracts the same audience. Before booking, research the event carefully. Look at visitor numbers, the type of customer who attends, the other exhibitors, the average price point and whether the event is indoors or outdoors. It can also be worth asking other makers about their experiences.
Sometimes a smaller specialist event will be far more successful than a huge general market.
2. Understand the True Cost
It's easy to focus on the stall fee, but make sure you calculate the full cost of attending. Include travel, parking, accommodation if needed, food, card payment fees and any table or gazebo hire.
Knowing your costs helps you understand how many sales you need to make for the event to be worthwhile.
3. Check Exactly What's Included
Before the event, check with the organisers what is provided. Will there be a table? Do you need to bring a gazebo? Is electricity available? Is there WiFi? Can you unload nearby? Is parking available for exhibitors?
Knowing these details in advance will help everything run much more smoothly.
4. Test Your Display at Home
Set up your entire stall before the event. Experiment with different layouts until you're happy, then take photographs from several angles so you can recreate it quickly on the day.
This also helps you spot anything you've forgotten before you leave home.
5. Add Height to Your Display
Jewellery displays look far more interesting when everything isn't on one level. Use display stands, risers or boxes hidden beneath table coverings to create different heights that naturally guide customers around your stall.
6. Raise Your Table
One brilliant tip from our community is to use table leg extenders, which are available online. Raising a standard trestle table creates a more comfortable browsing height and makes your display look more professional.
7. Invest in Good Lighting
Venue lighting isn't always your friend. USB-powered display lights can completely transform how gemstones and polished metal sparkle. If you're exhibiting indoors or during winter, lighting can make a huge difference.
Don't forget to bring a power bank so your lights stay on all day.
8. Make Your Branding Visible
People should immediately understand who you are and what you make. A large banner behind your stall helps you stand out from across the room and makes your business look established and professional.
9. Display Clear Signage
Clear signage makes customers feel more comfortable approaching your stall. Make sure your business name is visible and include any useful information, such as accepted payment methods or bespoke commissions.
10. Use Clear Price Tags
Customers are much more likely to browse when prices are clearly displayed. Visible pricing removes awkwardness and encourages people to engage with your work.
11. Tell Your Story
People love buying directly from the maker. Display a few photographs of yourself in your workshop or studio so customers can see the person behind the jewellery.
Sharing the story of how your jewellery is made often creates much stronger connections than simply displaying finished pieces.
12. Show Your Commission Work
If you create bespoke jewellery, run a slideshow of previous commissions on an iPad or digital photo frame. It's a fantastic conversation starter and helps customers imagine what you could create especially for them.
13. Bring a Mirror
Customers want to see how jewellery looks when worn. A simple mirror encourages people to try pieces on and often leads to more sales.
14. Have a Ring Sizer and Tape Measure
Many customers don't know their ring size or preferred necklace length. Having a ring sizer and tape measure available makes it much easier for people to buy with confidence.
15. Package Your Jewellery Beautifully
Thoughtful packaging enhances the customer experience and makes every purchase feel like a gift. It's also an important part of presenting your jewellery professionally.
16. Display Your Assay Office Dealer's Notice
If you're selling precious metal jewellery in the UK, remember to display your Dealer's Notice from your Assay Office where required. It's a legal requirement and demonstrates your professionalism.
17. Offer Easy Payment Options
Be prepared for however your customers prefer to pay. Most people expect card payments, so make sure your card reader is fully charged and that you have a cash float as a backup.
It's also worth checking whether you'll have reliable WiFi or mobile signal at the venue.
18. Build Your Email List
Not everyone buys on the day. Consider running a giveaway or prize draw in exchange for joining your newsletter.
Your mailing list gives you the opportunity to stay in touch with potential customers long after the event has finished.
19. Encourage Social Media Follows
Display a QR code linking directly to your Instagram or other social media platforms. Many visitors prefer following you first before making a purchase later.
20. Have Business Cards and Flyers
People often come back weeks or even months after meeting you at a craft fair. Make it easy for them to remember you by having business cards or flyers available.
21. Promote Your Craft Fair Before the Event
Don't rely on the organiser's marketing alone. Tell your audience you'll be there by sharing behind-the-scenes preparation, your stall location, new collections and any exclusive pieces you'll be bringing.
The more people who know you're attending, the more likely they are to visit.
22. Be Yourself
You don't need to become a salesperson to be successful at craft fairs.
The best conversations are genuine ones. Ask people about their personal style, whether they're buying for themselves or someone else, or what draws them to a particular piece.
Customers buy from people they connect with.
23. Demonstrate Your Jewellery Making Skills
During quieter moments, resist the temptation to scroll on your phone. Instead, polish jewellery, tidy your display or work on a simple making task.
Watching a jeweller at work often attracts attention and naturally starts conversations.
24. Dress for the Day
You'll spend hours standing, smiling and chatting. Comfortable shoes are essential. If you're exhibiting outdoors or during colder months, wear layers or thermals so you stay comfortable throughout the day.
25. Keep Warm at Outdoor Markets
One clever tip from our community is to stand on a small piece of carpet or cardboard if you're outside. It helps insulate your feet from the cold ground and makes long days much more comfortable.
26. Bring a Folding Stool
A tall folding stool allows you to rest between customers while remaining approachable and at eye level. It can make a huge difference during long events.
27. Bring Food and Drink
Busy events don't always allow time for breaks. Pack plenty of water, snacks and lunch so you can keep your energy up throughout the day.
28. Pack an Event Essentials Kit
Many jewellers keep a dedicated plastic tote filled with everything they might need. Useful items include tape, scissors, plasters, mounting putty, hand sanitiser, pens, spare price tags, clips, jewellery pliers, side cutters, charging cables and batteries.
Having everything together makes setting up and solving little problems much easier.
29. Think About Accessibility
If you're transporting lots of stock or display equipment, think about how you'll move everything safely. A folding trolley can save your back, and it's worth checking venue access in advance so there are no surprises on the day.
30. Bring a Backup Power Supply
Power banks are incredibly useful for keeping your card reader, phone, lights or tablet running throughout the event.
It's always better to have more power than you think you'll need.
31. Look After Yourself
Selling at craft fairs is more tiring than many people expect. One of our community members recommends bringing paracetamol because hours of smiling and chatting can leave you with a headache by the end of the day!
Looking after yourself means you'll enjoy the experience much more.
32. Pack Away Carefully
At the end of a long day it's tempting to throw everything into boxes as quickly as possible. Resist the urge.
Careful packing prevents tangled chains, damaged jewellery and missing stock, and makes setting up at your next event much easier.
33. Learn from Every Event
After each market, spend a few minutes reflecting. Which products sold best? What questions did customers ask? Which displays attracted attention? What would you do differently next time?
Small improvements made consistently soon add up.
34. Remember That Not Every Sale Happens on the Day
Some of your best customers won't buy immediately. They may visit your website later, follow you on social media, join your mailing list or commission a bespoke piece months afterwards.
Every conversation is planting a seed for the future.
35. Enjoy the Experience
One of the greatest joys of selling at craft fairs is watching people connect with your jewellery in person. Seeing someone light up when they find the perfect piece reminds us why we make jewellery in the first place.
Every event builds your confidence, develops your skills and helps your jewellery business grow.
Ready to Grow Your Jewellery Business?
Learning to make beautiful jewellery is only part of building a successful jewellery business. Knowing how to present your work, connect with customers and sell confidently can make just as much difference.
At Jewellers Academy, we support jewellers at every stage of their journey through online jewellery courses, business training and a welcoming community of makers who are always willing to share their experience.
Check out the Jewellery Business Academy for ongoing jewellery-specific training and support.
https://www.jewellersacademy.com/the-jewellery-business-academy
Whether you're preparing for your first craft fair or your fiftieth, every event teaches you something new and every conversation helps you build a stronger jewellery business.