Craft fairs - are they worth it?
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If you are selling your jewellery chances are you’ve tried selling at craft fairs and markets. But are they worth it? We asked members of Jewellers Academy for their views.
(This article was written by Anna Campbell and was first published in Making Jewellery magazine issue 125. Copyright GMC Publications)
I’ve just got back from exhibiting at the Creative Craft Show at the SEC in Glasgow. It was a four-day show, five when you count travelling the day before to set up. Selling at fairs and markets can vary from small school fairs to large events that cost thousands of pounds for a stall. I have also sold at craft markets in London and Edinburgh and have experienced those long long days where you stand there and get very little interest in what you’re selling as well as those magic days where you get sale after sale. Unfortunately, even for those with experience, it can be difficult to predict which is which! So, on the whole, are they worth it?
As with all of these things it depends! But there are ways to prepare for a positive fair experience.
Choose the right fair
There are things you can do to ensure you have chosen the right fair. Do your research - this can save you from making a costly mistake. Visit the fair in advance of agreeing to have a stall to see if your jewellery will fit with the other items on offer, the types of items sold, the price points etc. Also look at footfall - are people visiting? Are they shopping or just browsing? I’ve sold at Camden handmade market in London which I had hoped would be good. It was very busy and buzzing but it was clear that people were mostly browsing and weren’t buying. Camden is a tourist attraction and the market areas are so large it’s easy to get lost among all the stalls.
When you visit for research take advantage of seeing how other stall holders interact with customers as it’s important that the whole environment is welcoming.
Look for opportunities to sell in your area on local Facebook groups and on www.stallfinder.com
It’s about more than sales
Jackie Moore said ‘For me, it's about interacting with people and customers having the opportunity to touch things and get an idea of what they look like being worn’ (make sure you have a mirror on your stall).
You can also use it as market research as you get to see the types of items that customers are attracted to. If you sell online this gives you the opportunity to see which items to feature and add front and centre on your website. Talk to customers and ask them what they’re looking for as this will also aid your research. And remember, people may still buy later so have some business cards available and a mailing list that people can sign up to.
Take along some making that you can easily do at your stall. This means you can use the time effectively if the market is quiet and also draws people to you and gets some interaction with customers that is not just about selling.
Be consistent
With some fairs - local and annual, you get the same customers visiting regularly. Nina Wood said ‘I don't sell online so I maintain a presence at my local market so I can be found by customers who don't use the internet for anything. About 50% of my customers are repeat customers.’ It can take some time to establish yourself at a market or event so you may need some patience.
It always takes longer than you think!
Susan Rowley said ‘I've only done a few fairs but my biggest "con" which always takes me by surprise is time. I always massively underestimate it: the time it takes to decide which pieces to take given the likely customers; the time it takes to decide how to set the table up better than last time; (take several photographs once you have it right!); the time it takes to re-do the props which are perfect when treated with the care and attention you give them but you realise can easily be knocked over by curious children; the time it takes to pack it all away carefully ready to grab and run in the morning; and afterwards, once you're home the time it takes to re-pack everything into protective bags so the next time you take it out it's not covered in tarnish!’ I agree with Susan, if you are realistic about the amount of time this will take it is fine. And remember that selling online takes a lot of time too. There’s so much that goes into it from making the item, photographing, writing a description, putting it on the website and promoting it on social media etc and we can often forget that. Having a fair to work towards gives you a specific deadline which can be very helpful.
Be comfortable
Craft fairs in the run up to Christmas can be lucrative but they tend to be cold! If it is outdoors (or even in a drafty hall!) you need to dress appropriately for the weather with lots of layers. If it’s a really cold one consider bringing a hot water bottle! If you’re on your own on the stall you need to make sure you bring food that you can eat in between customers, a flask of tea or coffee and lots of water. Standing on cardboard helps to insulate the floor.
Smile
Nina Mason said ‘My most important tip - believe in yourself and your products and share your joy with your potential customers, even if your back hurts and you wore the wrong shoes, and you can’t feel your fingers and toes from the cold SMILE, relax and enjoy, or at least SMILE and count down the minutes to the end of the fair.’
On the whole, my advice would be to try selling at fairs and markets. Remember that the amount of money you take on the day is not your only measure of success. If you can collect email addresses for your mailing list, get your name known in the local area and make connections with customers and other businesses it will pay off in the long run.
Anna Campbell is the Community Manager for Jewellers Academy.
With grateful thanks to jewellers Jackie Moore, Nina Wood and Susan Rowley for their thoughtful contributions to this article.
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