Very important aspects of the wholesale/retail jewelry process that many artisans may not focus on are presentation, branding and packaging. When you are starting out or have been in business for years,a new logo or package design will call attention to your brand. How many times have you gone to a craft show where the artist gives you their work in a plastic or paper bag? As unbelievable as this seems, it’s happened to me on more than one occasion.
A well designed logo is the basis for your brand identity. It should be printed on your business cards, order sheets, gift boxes, jewelry display cards and labels, shipping boxes and packing slips, and your artist cards. These small touches will provide an organized look for your beautiful handmade jewelry and spread brand awareness. Get the design right the first time and you will save yourself time and effort by being able to print all these components up front. If you are new- trust me, they are all necessary. If you use Quickbooks you can even upload your digital logo so that your invoices, statements and emails generated by the system will include your logo. Needless to say you want it displayed on your website and included in advertising as well. This is an inexpensive way to tell the world about your existence!
Your personal emails should also include (in your signature) a logo or tag line and perhaps a miniature picture of your work. Follow through on your banners and signage that you use for retail and trade shows.
Although there are many resources my gift boxes and pouches are produced at Packaging Specialties in Newburyport, MA. I love their service, quality, product design and print capabilities as well as the low minimum requirements for ordering. My new boxes have a two line version of my logo (I have two versions for spatial design problems that arise), a silver foil box and a magenta metallic imprint. It’s a simple design but is looks “SPECIAL”. I am sure someone that gets a gift that includes my jewelry, a pretty artist card telling them about the jewelry designer and the box tied up in a silver bow will remember Pam Older Designs and return to buy more! For many years I had ordinary packaging- an uncoated box with a label affixed to it. It was fine for someone just starting out, but it was ordinary and not professional and certainly did not convey “SPECIAL”. Recently I got a package from India in an uncoated kraft box with leaf pattern printed on the top. It was all wrapped with hemp and a little wooden elephant charm. It was memorable, but there was no logo and no personalized packing slip- I have no idea what company sent it! This company took the time to come up with an adorable package but missed the opportunity to sell to me again.
Neatness counts- buy plastic bags of all sizes to protect your jewelry when shipping out orders to your wholesale accounts and always include artist cards for the galleries and boutiques that want them. Try not to reuse old boxes, even your wholesale packages should be SPECIAL and to convey quality.
What have you done to spruce up your packaging and to spread brand awareness? I would love to hear from you!