How to Have a £20K Christmas in Your Jewellery Business: Your 6-Month Sales Plan (Podcast Episode)
Christmas might feel a long way off, but now is the perfect time to start preparing if you want your strongest sales season yet. In this episode, Jessica Rose shares a simple six-month roadmap to help handmade jewellers plan, make, market and sell with confidence. Learn how to set realistic sales goals, create enough stock, market without overwhelm and maximise your Christmas sales while avoiding last-minute panic.
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For many handmade jewellers, Christmas isn't just another busy season - it's the biggest opportunity of the year. Some jewellery businesses generate more than half of their annual income between late September and December, making preparation essential rather than optional.
The mistake many makers make is waiting until autumn to start thinking about Christmas. By then they're still making jewellery, trying to photograph it, updating their website, posting on social media and packing orders all at the same time. It's a recipe for stress.
In this episode of the Jewellers Academy Podcast, Jessica Rose shares a practical six-month roadmap to help you spread the workload, stay organised and give yourself the best chance of achieving your biggest Christmas sales yet.
Start with your sales goal
Rather than hoping for a busy Christmas, begin by deciding what success looks like for your business.
Jessica uses the example of a £20,000 Christmas because it's an ambitious but achievable goal for many established jewellery businesses. The important part isn't the exact figure - it's having a target that helps shape your decisions.
Once you know your income goal, work backwards.
Ask yourself:
How many pieces do I need to sell?
What is my average selling price?
Do I need higher-priced pieces alongside lower-priced gifts?
Is my current collection enough to reach that target?
Breaking your goal down into individual sales makes it much easier to see what needs to happen over the coming months.
July: Plan your Christmas strategy
July is all about creating your roadmap.
Answer three simple questions:
What will I sell?
Where will I sell it?
How will I market it?
Whether you're focusing on collections, commissions, Christmas markets or your own website, clarity now makes every decision easier later.
Jessica also recommends keeping your marketing simple. Rather than trying every platform available, focus on one primary social media platform, regular email marketing, your website and a handful of carefully chosen events.
August: Make your jewellery
Once the planning is complete, it's time to make.
Many jewellers underestimate how much time comes after making. Hallmarking, photography, editing images, writing product descriptions and marketing all take time, so your jewellery needs to be ready long before customers start buying.
Start by making one finished sample of every design for photography, then build your stock.
This is also the perfect time to:
Batch make components
Prepare findings and materials
Order packaging
Send work for hallmarking
Organise your workshop
The more you prepare now, the more time you'll have to focus on selling later.
September: Photograph your collection
Beautiful photography sells jewellery.
September is the ideal time to capture:
Product photography
Lifestyle images
Model photography where possible
Behind-the-scenes content
Seasonal Christmas imagery
High-quality photographs not only improve your website but also give you months of marketing content across email and social media.
Towards the end of September, begin gently warming up your audience by sharing sneak peeks, new collections and upcoming events without launching into full Christmas marketing just yet.
October: Prepare your website
By October your shop should be ready to welcome Christmas customers.
This means:
Uploading product photographs
Writing product descriptions
Adding SEO-friendly copy
Checking your online shop works smoothly
Displaying shipping information
Sharing commission deadlines
October is also the time to increase your email marketing and encourage new subscribers, perhaps with a welcome offer for first-time customers.
November: Focus on selling
November is when all your preparation pays off.
Rather than spending your time making jewellery, your focus should shift almost entirely to marketing and sales.
Jess recommends:
Posting consistently on social media
Sending regular emails
Sharing videos and stories
Showing available pieces
Creating urgency around deadlines
Remember that customers rarely buy the first time they discover your business. Repeated, genuine visibility helps build trust and keeps your jewellery front of mind when they're ready to purchase.
December: Finish strong
December becomes about fulfilling orders, promoting gift vouchers, communicating final posting dates and making those last Christmas sales.
Then comes one final job that's just as important: taking a well-earned break.
After months of preparation and a busy selling season, allowing yourself time to rest helps you recharge before planning for the year ahead.
Your Christmas roadmap at a glance
Jessica's six-month plan is simple:
July: Plan
August: Make
September: Photograph
October: Build your website and increase marketing
November: Sell
December: Wrap up and fulfil orders
By giving each month a clear focus, you avoid trying to do everything at once and create a far more sustainable approach to your busiest season.
Listen to the full episode
If you're hoping to make this your strongest Christmas yet, this episode is packed with practical advice that you can start putting into action today. Whether your goal is £3,000 or £100,000, the same principles apply: plan ahead, prepare well and give yourself plenty of time to market your beautiful work.
If you're ready to make this your best Christmas sales season yet, we'd love to help. Join our free 20K Christmas in Your Jewellery Business course, where Jessica takes you through the strategy in more detail with bite-sized video lessons and a downloadable Christmas Sales Planner to help you map out your own six-month plan. It's completely free and will help you stay focused, organised and ready for your busiest time of year.
Don't just hope for a busy Christmas - plan for one.
Download your free Christmas Sales Planner on the button above and start turning your sales goal into an achievable action plan.
