When selling your jewellery, it is a great idea to have some sort of catalogue so that people know what you sell and from where do you sell it. Selling jewellery offline as well as online is a very popular pastime therefore your competition is everywhere as well so you need to be just that little bit different in order to stand out from the crowd.
In all of my businesses, it has always been suggested to me that standing out from the crowd is how you get noticed. It is no good just sitting quietly back and hoping that someone will see you. They need to be informed of your presence in the industry and this is what should always be in your mind when you decide to get into business – particularly here in the jewellery business. This of course, depends on how serious you are about being in business.
Making a catalogue is not really too hard when you come to think of it. Some planning needs to go into the process, however, if you are smart enough to make beautiful pieces of jewellery with your hands, then I am quite sure that your imagination will also not fail you when putting something together to show off your wares to your potential customers.
You have two options that I see – that of an offline print catalogue and that of an online catalogue. Whichever choice you feel is better suited to you will be the one that you will pursue.
I know when I first started out with actual real live products, the need for a catalogue was first and foremost in my mind as I had to get people to know what “Debbie Nicholson” was all about. And so I made a very beautiful catalogue that unfortunately took up a lot of space in that it fitted those lovely 80 A4 page size brochure folders. While it looked wonderful, it was an impossible size to send out anywhere or to just leave somewhere. So I didn’t find that too gratifying.
The next best choice is something that you can get printed up professionally and sent out in bulk to mailing addresses. This is if you are only working offline.
Making a beautiful online catalogue is the best decision cost-wise, however, there are so many of them that you need to really be different with your catalogue as I stated at the beginning of this article. A catalogue needs professional looking photos – if you are doing them yourself then camera angles are important as well as the black or dark blue velvet layout that you lay your pieces against. Doing things yourself saves you heaps of money but really – do you know what you are doing?
You will soon see your results once you load up your pictures to your computer. What publishing software will you be using? That is also important to the design and layout of the catalogue that shows the world what you have to sell. Having a professional do it for you of course will cost you money. It is all depends on your entrepreneurial thinking in the end.
When doing something offline, then save your catalogue to a flash drive and take that to your printer because ultimately you will need thousands of printed catalogues. Pages need to be printed in colour and in a glossy print for the best effects as well as some sort of binding choice. Mass direct mailing is, I presume where you are headed, therefore these initial costs will be worth the effort in the end as you can get reprints done just through a telephone call.
A mailing list is the next requirement, therefore you need to find a reputable mailing list company who usually will also send out for you if you want to go this way. Another alternative would be for you to request a mailing list through a purchase of same and do the sending yourself. Whichever way you go, the catalogues will go out to the people who have expressed an interest in purchasing wholesale jewellery because these are the lists with which you will be dealing.
If it were me, I would probably opt to have the marketing company do it as they always will get better postage rates, having been in the business for many years. The choice is always yours.
So you need in essence
- Reliable professional photograph,
- A reputable printer,
- A reputable direct mail company,
- And heaps of resolve!
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