So you’ve been making jewelry for a little while now. Your friends, family, even friends of friends, buy pieces from you. You’re working on setting up your Etsy store, but you’re looking for more ways to sell your jewelry.
Many jewelry designers get their start selling to the public at craft fairs or swap meets. These two types of venues share quite a few characteristics: you will usually have to pay for your 'booth' or 'table' space. Some places may actually demand a percentage of sale in addition, though this is not really a sign of a quality setup (unless, of course, the percentage goes to a charity).
You will also have to provide your own displays and table cloth, at the very least. I used to use black microfiber stretch velvet as a table cloth, as I could purchase whatever yardage I chose, it folded up easily without ever wrinkling, and dust could easily be shaken out of it.
When you purchase jewelry displays be mindful of whether you are at indoor or outdoor fairs, and of how difficult the displays are to transport, assemble, and keep clean with repeated uses. Thin cardboard displays will not last long, and velvet displays will get dusty. You may prefer 'leatherette' covered displays, or wooden ones, since you can wipe them clean. You can make some stunning displays using old picture frames -- fill them with stretch velvet-covered foam core board (use jeweler's u-pins to attach jewelry), or with chicken wire.
Many fairs will require that you bring your own folding tables, and chairs too. Make sure you get items that will fit in your vehicle, and that you can lift and set up yourself. If you attend outdoor fairs on a regular basis, you may need to get yourself a collapsible canopy to protect you and your customers from the sun and rain. I would also strongly advise getting a really good sun-blocking hat, and using sun-block generously. Keep plenty of water and food on hand for yourself - even if you have an opportunity to leave your booth (doubtful!), fair food will be overpriced and probably junky.
Once you start filling your schedule with selling opportunities, don't forget to leave time for making more jewelry! It might be hard to imagine now, but you will sell jewelry at one fair, and then you will need more to sell, possibly only a day or a week later. This will be especially true in Fall and Winter, during the gift-buying season. Many jewelry sellers start ramping up their materials-purchasing and jewelry-making in August and September so that they will have enough goods for the holidays.
All of the above are common considerations for both art fairs and swap meets. However, there are differences between the two, and you may find that one is better for you than the other depending on a few factors.
Art/Gift/Craft fairs can be a great venue, because the buying public is already looking for what you're selling, and are prepared to pay a fair price for hand crafted items. However, craft fairs are usually put on only once or twice a year by any given organization. They also tend to come in seasonal clusters. Summer is a good time for these, due to weather, but the canny seller will find many more of them in the winter holiday gift
buying season.
You will have to search out lots of different craft fairs to fill your calendar. Check community newsletters, and check with local organizations such as neighborhood councils, schools, churches and youth groups to see if they are holding art or gift fairs. If you have a friend who works for a large company in an office building, ask them if their company puts on a gift fair before the winter holidays. Your friend can contact their Human Resources department for information to pass along to you. Companies will usually invite vendors into the lobby or some other common area for one day, so that employees can easily shop for holiday gifts on their break.
In general, the organizers of art or gift fairs may ask for photos of your work, and a typical price range, before they grant approval. Apply early, before too many other jewelry makers do. Fair organizers will be looking for a variety of quality goods at their fair and will not want too many jewelry vendors.
For those of you in the Los Angeles/South Bay area today, you can check out the "largest arts & crafts festival in Southern California" at Hermosa Beach pier. Details here.
Swap meets are another venue for jewelry makers. They have a different customer profile and a different kind of scheduling than gift fairs.
People who go to swap meets are either looking for antiques, inexpensive goods like tube socks, or fun fashion that is cheap cheap cheap. Keep in mind that most people do not head out to a swap meet thinking, “Today I’m going to buy myself a brand new $100 necklace.” Must of us go to swap meets thinking, "Today I'm going to look for some deals!"
Given this lower price expectation at swap meets, you will need to consider if they are an appropriate venue for your work. If your work is labor-intensive, and/or made from costly materials, you may not be able to get anyone to pay you a fair price at a swap meet.
However, if you can turn out some inexpensive jewelry without sacrificing your standards or aesthetic, you may be able to move a lot of it at a swap meet. Remember, inexpensive does not mean 'unprofitable!' Charge enough money to cover *all* of your costs and pay for your labor. People will try to bargain with you. Make sure you have your 'lowest' price fixed firmly in your mind and don't be afraid to say 'no.' One good trick is to tell people they can have a discount if they buy more than one, or more than two, items.
I sold my jewelry for years at a major swap meet, competing for shoppers' attention with hundreds and hundreds of sellers selling a myriad of second-hand and bargain items. I found that the best way to attract people to my booth was with prominently signed deals, such as “$5 Earrings!” displayed in an attention-getting way, such as in a decorative picture frame. Impulse buyers couldn’t resist this kind of signage. In between the bargains, I displayed higher priced items, such as necklaces and bracelets, and more expensive earrings. Shoppers who came for the deals often stayed to peruse everything else on the table.
Besides lower price points, swap meets usually require dedication and hard work. You may have to get on a waiting list for a booth. Swap meets are grueling - you will have to show up early in the morning, and do a complete set up before customers arrive. After a full day, possibly spent outdoors in sun or rain, you will have to break everything down, repack your vehicle, drive home and then unpack. You will have to repeat this schedule every month, or even every week, lest you lose your spot. Some months will be profitable, and some months you may not recoup your booth fees. But you will have to hang in there to keep your booth space.
When I started out at the swap meet, I actually sublet a part of a friend's clothing booth, and placed my jewelry on a piece of cloth on a tiny folding table (a tv snack table!) in a back corner of the booth. That first month, I didn't sell a single item! The next month, I convinced my friend with the booth to allow me a little more 'frontage', and I put up two tiny tables, and invested in some cheap necklace displays, so some of the jewelry was hanging upright and visible. I even pinned earrings to the necklace displays.
Over the next few months, I started selling a few items, and learned what stopped people in their tracks, and what people liked to buy. I worked on making better jewelry, sourcing better and lower-priced materials, and I slowly purchased more jewelry displays and a bigger table. Thanks to my friend, I was able to ease into the swap meet world at a relatively low cost.
When I eventually got my own large booth, my jewelry was better, and my merchandising and pricing were better. I was ready to be a profitable seller of my own hand-made jewelry. Some months I did very well indeed!
I strongly recommend trying one or both of kinds of fairs for selling your jewelry, if you can. It’s a great way to expose your work to a wider audience. And, importantly enough, it is a great way for you to get really useful feedback about your jewelry.
Maintain a pleasant demeanor at your booth, and do not take people’s remarks personally. You may make a sale by educating people about your jewelry (”That’s real
amethyst, and
vermeil, which is made of...” --you get the picture), or you may get educated by your customers.
When the third person puts your favorite necklace back down on the table after trying it on and saying it’s too short, or they wish it was a different color, engage them in a friendly chat about jewelry. Ask them how long they like their necklaces to be, or what colors/gemstones they like. Take mental note of their age and personal dress style. If people tell you they're looking for a certain kind of jewelry that they saw on an actress on a tv show, or something that 'everyone' is wearing, do your research. Can you make something you like that fits in with current fashions? Bring this information back into your jewelry designs.
I learned some good lessons at the swap meet, even some embarrassing ones (is anything worse than when a beaded piece breaks in the hands of someone who is simply trying to put it on?). There are always people who will sniff and say they only wear 'real' jewelry (translation: gold and diamonds). Just smile! There are always people who will say right in front of you that they (or their best friend) could make the same thing easily. Just smile and agree, "It's fun to do, isn't it?"
People will pick up your beloved jewelry and toss it down again in a messy pile. Just smile, and straighten your display as soon as it is polite to do so. Keep a 'beady' eye on your table to prevent theft. If you look alert and meet people's eyes, casual shoplifters usually won't try anything. Oh, and never ever ever tell somebody where you get your materials, or how to make jewelry. You worked hard for your knowledge. Don't give it away!
If any of you have tips on ways to sell your jewelry, please share by commenting below!!
-Sarah
