Once upon a time, long ago and far away, I decided that I would like to develop my own look as a designer, and promote it wholesale, to stores and shops.
I hadn't really been making jewelry that long; I started back in the late 80's when I was actively dealing in vintage costume jewelry. A few people who were instrumental as mentors in my life encouraged me to make jewelry....I'm really not sure what made me think I could. But having already a love for vintage pieces, it seemed like the natural next thing to do.
So I did it. By 1993 I was doing trade shows and by 1995 I had a 300 piece line, seven assistants and around 500 store accounts.
One thing I realized when I was pulling my line together to offer for sale, is that I would have to choose a style that was not only true to myself, but could be reproduced.
From the few crafts shows I had done, I saw that people liked to buy things that said something about who THEY were....for friends and relatives, that said something about who THEY were. So I developed a line based on themes, with a Victorian look using brass stampings and charms (I could get more), bisque ceramic roses (ditto) glue (plenty of that) and old pearl shirt buttons (VERY plentiful at the time, I used to advertise and people would sell them to me by the pound!)
The central part of my line, besides all of those aforesaid things, was that I could engrave short words in pretty script, freehand, using my Dremel. The shops loved that personal touch. I got a lot of custom orders and ideas from the shops and businesses I worked with, as well. So I could still stay true to my look----and keep it cohesive---yet make it their way, too.
I continued to produce that line until around the year 2000, and I quit wholesaling it all together in 2001. Shops had come away from selling jewelry for awhile (most of my clientele were gift shops and florists) and it just seemed it had run its course.
After that I went back to vintage jewelry for a bit as well as began to make large, one of a kind, over the top glitz collage/assemblage pieces which I sold on Ebay, in its earlier days. It worked out very well. I had a certain look about my pieces, but something I lost was the cohesive element.
I've noted that many artists today who are self-supporting do quite well BECAUSE they maintain a cohesive element. They are not trying out every new technique that comes around the bend. They may incorporate a new finding or change size or style a little, but the look remains theirs. I have also noted that they have a specific way of showing/staging their photos that draws the eye and just MAKES you want to buy the item.
Another amazing element is that I sometimes see is that very simple designs that are marketed this way.... sell for higher prices than the norm.
Gotta tell ya....it's because it all goes together. The style identifies the artist, and the artist has been clever about branding, packaging, marketing. The jewelry is 'in line'......you can buy it a piece at a time and collect the artist's work. The pieces are signed, either by hand or by special tag.
It's really the same thing I did, once upon a time. And it's the same schtick that large, commercially successful fashion designers have employed. They come up with something that speaks to the customer. Love it or hate it, think Pandora, Troll, Alex and Ani, Brighton.....why do people buy it?
It's attractive.
It's all a certain style.
You can add to it.
It makes an easy gift when you know people collect it.
The branding is impeccable.
Pieces can be added or taken away.
Hmmmm.
At the B'sue Boutiques Creative Group we're planning our biggest challenge so far. Myself and my Design Team are brainstorming a THREE MONTH JUDGED CHALLENGE, where participants will develop their own line in a cohesive way....a way that stays true to form, has low and higher pricepoints, can be added to both by the buyer as well as the designer, and that can be marketed in a practical way.
The challenge is called BUILD YOUR OWN LINE.
To participate:
1. You must be a member of the B'sue Boutiques Creative Group at Facebook
2. You must have a typical, standard blog where you can make entries. We will be sharing what we are doing via blog hops at intervals during the challenge.
3. Pieces from the B'sue Boutiques product line must be visible and prominent in the participants' lines. Because I have done this already and have maintained a line that sold thousands of pieces over a decent period of time, I feel I am qualified to offer guidance and advice. At the same time, there is no administration or class fee to enter the challenge.
It will increase my workload, however, so help me out a bit, use some things from the website. When you do, I freely promote them and will be promoting this challenge on my website, here at my blog, in my newsletter and via Pinterest boards.
4. Those who sign up need to be ready to put on their thinking caps and dig in. Life happens, I understand: yet if you sign up to this challenge, I'd like for you to be serious about seeing it through, even IF it doesn't go easy, even IF it's a stretch, even IF you have trouble with the deadlines. IT'S A DISCIPLINE. Those who join us and use this discipline will re-route their thinking as designers, will grow, and will learn things about their process that they never realized before. And, they'll probably make changes to the way they approach getting work done---positive ones.
5. Each line must be at least five pieces. You may choose a style, a palette, a theme. The pieces in the line should be able to be swapped out for other metal colors.
FOR EX: Some folks may want silver metal, some may want antique brass. Can you make your line so that it can be changed up?
Also, you must be able to reproduce your line. Repurposing won't work here....repurposing is for one of a kinds or is offered as a re-design service. You need to be able to make repeat pieces that, while being handmade may have subtle differences, will still look much the same.
These are just the beginning basics. At this time there are no sign-ups, but to keep things manageable, I think I will limit it this time to 60 participants. My hope is that we can get that many! Yet if we only had 20 who were dead-dog serious about doing this, it would also be enough to keep it interesting, worthwhile and something from which others who are not participating, can still learn.
Signups will begin first week of January after the holidays are over. There will be a limited window to sign up and you will have to sign up at the beginning; it won't work out for you to join us 'in progress'.
Feel free to comment or ask questions here or at the Creative Group We still have two challenges to complete before we do this challenge; this month we are doing Cameo Jewelry......next month we are doing anything you want that is Metallic/Pearl/Crystal combination.
For now, ruminate on the possibilites. Make lists, take notes....and get yourself a blog and get yourself in the habit of using it.
This is gonna be a BIG one!
I am very interested in participating, have a blog, am sketching items, and pinning like crazy. I still have not found a definite style and would love this challenge to help me find where I need to go. This is a huge jumping off the board for me! I so appreciate the opportunity!
Posted by: Nike Bottalico | November 18, 2014 at 10:44 PM
I'm also looking forward to this challenge! I've wanted to have a blog for awhile, and while setting one up scares me a little, I think once it is ready, I'll be fine! I have ideas for lines ... now just to finesse it to something workable. Thank you for this opportunity to help us grow as artists!
Posted by: Pamela Anger, Novegatti Designs | November 19, 2014 at 06:22 AM
I am so excited about this challenge. I too feel like I need to define my "style". So appreciative of your time, expertise, and generosity to help us work towards that self-supporting goal. This is such an important growth step towards that goal.
Posted by: Gina Hockett | November 19, 2014 at 08:54 AM
As someone who has just stuck a toe into the jewelry making world, and hasn't a clue how far I might want to go with it, this is a challenge I will watch with interest.Sharing on my FB page for you. Best of luck to all the challengers!
Posted by: Gail | November 19, 2014 at 10:25 AM
What a great opportunity! Although Ive been making jewelry for quiet some time, its been mostly Swarovski crystal beaded items. Since joining the creative design group my mind is definetly expanding to styles I have always wanted to make using metals. The only thing is its has come at a time when funds are limited...I did start collecting Antique jewelry and glass in 2009. I havent got my niche yet but Im still watching and learning...Thank You for your video's and I will look forward to see what others do in this challenge! Good Luck all!
Posted by: frances grisafi forestier | November 19, 2014 at 11:32 AM
I'm really looking forward to this. I really need to focus more.
Posted by: Lori | November 19, 2014 at 05:18 PM
I am making beads to get redy for January
Posted by: Cindy Peterson | November 19, 2014 at 10:31 PM
I've been playing around with creating jewelry for 20+ years, but it wasn't until I came across Brenda Sue that I discovered a type of jewelry that really makes my heart sing when I create it.
I think I may be part way there in terms of discovering my true style: at an art show I participated in last week, a friend of mine said, "All this jewelry is so Valerie." But I love trying out all different things and having to stick to a line feels confining.
I am not into blogging at all, but will comply with a hidden blog on my website just for this challenge.
I must admit, this challenge feels ... very challenging! Looking forward.
Posted by: Valerie Taloni | November 20, 2014 at 06:54 AM
This is such a great idea, Miss Brenda, and a wonderful way for you to be a mentor and share your expertise with the larger community! I have always struggled with a cohesive style because I get bored and I like to do too many things. Time is always a factor for me and what I want to do and what I can do never seem to get in sync. I am intrigued and will give it some thought and if nothing else I will look forward to seeing what all your crazy talented participants will do with this challenge. Thank you for sharing your talents with the world! Enjoy the day. Erin
Posted by: Erin Prais-Hintz | November 20, 2014 at 09:23 AM
This is such a fabulous idea. It will stretch me beyond anything I am comfortable with doing. But I want to try to see where I can get to with this challenge. Success for me will be judged by what I learn and how I grow. Thank you B'sue for the Challenge.
Posted by: Sue Shade | November 20, 2014 at 11:53 AM
I've been making jewelry in a haphazard way for years, following various shiny distractions here and there. I've spent a lot of time this year trying to figure out what to call my style. I think part of the reason I can't figure it out is because I haven't focused on a cohesive theme. This sounds like the kind of "boot camp" experience I need to finally find my voice.
Posted by: Tammy Adams | November 20, 2014 at 01:38 PM
Looking forward to the challenge. I am a more one of a kind designer so this will be new for me to try to create something unique but cohesive.
Posted by: Ingrid Anderson | November 20, 2014 at 07:20 PM
I'm in! I am looking forward to it, and will get a blog set up soon. Thanks for doing this, BSue!
Posted by: Amy Jorgensen | December 07, 2014 at 05:20 PM
What a great challenge.
I have questions. I hope this is the place for them. These are just to start, I'm sure I will have more.......
Are we allowed to use vintage? Could we use it as a "limited edition" maybe with the colors traveling through lots of 'special edition' 5 piece lines?
Are we allowed to use polymer clay? or resin? would resin be considered a prominent, visible piece from your site? would polymer clay even though you don't carry it? If you have a certain piece but it isn't normally available would that be ok to use....what if all people want the same items but you only can get a few or we find out at some point that the item is no longer available?
How many colors do you recommend in a palette for making a cohesive line? Do you have suggestions about those colors..say..a anchoring color or colors or a one off color? What if a color just isn't working? What if the line is just not working?
Any suggestions for what the 5 piece line should be? Five necklaces, five bracelets vs. one necklace, one bracelet and 3 earrings etc.
Thanks so much for your time,
Diana
Posted by: Diana Redlin | December 19, 2014 at 01:29 AM
Diana....if you are a member of the B'sue Boutiques Creative Group we have been discussing many of your concerns there and you can ask questions there. Also there are two more posts about the challenge in this blog that answer even more of your questions. You can use anything you want along w a focal from our place. All participants should have an alternate idea in case some one already has theirs. Sign up is Jan 8 to 12 only. You should be thinking...who will buy this line? Who would be my key customer? How hard would it be to reproduce? Because that's what a line is. It's not one of a kinds, it would be things that not only help to establish your look as an artist but would be things you could repeat if you wanted to. You can use vintage but you would have to be careful how, since you might not be able to get that look in a second piece. In the long run its your choice what you do....I will provide limited guidance there as I want you to take the basics and think it out. So I won't be telling any individual that your idea won't work. I will say the less fussy and complicated your design, the more on track you'll be. The challenge was announced some time ago so many have been gathering parts and checking what they have already. But what makes it easy is that this is also a prototype line, five pieces, only one of each piece. Needs to be made even if you would like to make more later. Keys to remember are reproductivity, customer appeal, and a look that is cohesive and unique to you.
Posted by: Brenda Sue | December 19, 2014 at 07:27 AM
Thank you Brenda Sue for answering my questions :}
I knew the answers may have been answered in the facebook pages but I have not become a member of fb. It is a very, very confusing place for me. So I will only be a onlooker for your challenge. And that is so nice of you to allow people to do that.
All the best,
Diana
Posted by: Diana Redlin | December 22, 2014 at 06:09 PM