How to Sell More Jewelry With Presentation Packaging
by Kristie Leong on January 14th, 2008
If you’re a serious jewelry designer, you need to find ways to expand the market for your handmade jewelry designs. How you package your handmade jewelry at the time the customer purchases it can have a major impact on the customer’s impression of your jewelry business, and may influence whether your customer chooses to purchase from you again. Many of your customers are giving your handmade jewelry pieces as gifts and expect to have it presented in an elegant and appealing manner. Plus, a customer subconsciously forms an impression regarding the value of your jewelry designs based on how you handle them and package them.
Men who are purchasing jewelry for their wives or significant other are particularly likely to expect "presentation packaging" and will likely not purchase from you again if you send your jewelry out in a plastic bag. They simply don’t want to go through the hassle of finding an appropriate box and having the item gift wrapped. Plus, jewelry has a very strong emotional appeal and the packaging can in many cases make or break that appeal. How would you feel about purchasing a beautiful piece of handmade jewelry and having it carelessly thrown into a plastic zip lock bag?
Packaging also gives you an additional opportunity to market and brand your jewelry line. You can strategically place your name and logo on the jewelry packaging, as well as on the outside bag that the customer carries around with her as she walks through the craft or jewelry show. This is a moving billboard for your jewelry business.
How can you go about packaging your jewelry at craft shows and home parties without breaking the bank? You shouldn’t have to spend a fortune to make an impression with your packaging.
One simple and effective presentation is to purchase nice quality boxes of the appropriate size and have a custom sticker printed up with your business name, web address, email address, phone number, and logo. This sticker can be attached to the top of the box and placed in the bag along with any other promotional material you may have for your customer. This makes it easy for customers to contact you after the show with repeat orders.
It’s also recommended that you have a high quality bag printed up with the name of your jewelry business and logo. This is not as costly as you might imagine, particularly if you order in quantity. You can get a variety of types of bags, including paper merchandise bags and paper, foil, or plastic totes. Plastic totes make a very nice impression. Every customer who leaves your booth with one of those bags will be indirectly advertising for you. If the bag is particularly pretty, other show attendees will ask your customer where they got their bag and the customer can point to your booth. More free advertising for your jewelry business!
You should also invest in some pretty tissue paper to put into each bag. You only need a small amount to add a touch of elegance. These little touches let people know that you are indeed a jewelry design professional and not just a weekend crafter. Make it a point to have a small display showing your packaging so that customers will know how their final purchase will look.
You also may want to consider having a few velvet boxes available in the event that a customer purchases one of your more expensive items. Other additional perks you might want to consider include providing a small, free gift card if the customer is giving an item as a gift, or providing free gift wrapping.
All of these extras will make your customers feel special and will help to reinforce your name in their minds. A customer who feels special after they leave your booth will be a happy repeat customer for your handmade jewelry business. Use the power of presentation packaging to market your jewelry and watch your sales explode.
