Dear Jeweler,

With everyone looking to economize, craft and jewelry shows have seen a dramatic decrease in attendance. Buyers are cutting back on travel to shows and that naturally leads to the question, “How will they see new work and find new vendors?”

The answer is: be pro-active. This year, it’s more important than ever to reach out to your customers and to any retailer who has shown an interest in your work. One of the most cost-effective ways to reach those stay-at-home shoppers is through the pages of the Designer Jewelry Showcase 2011.

With the two added benefits of beautifully produced post cards and a professionally run website, you can maximize your own promotional dollars, also without leaving home as often as you did in the past.

This is the time to be preparing for a major shift in your business plan. Focus on ways to reach out to buyers who, more than ever, need fresh work to tempt their customers. Those customers, of course, are also staying closer to home, so while they’re passing the same shop every day, it’s crucial that they see new work from time to time.

This may also be the time to think about consignment, if you’re not already doing it. A store may be able to sell your work, but not able to commit funds for it upfront. Be flexible in your minimums while making sure you cover every transaction with a clear, fully detailed contract or memorandum if the goods are on consignment.

With the beautiful Designer Jewelry Showcase as your prime marketing tool, you’re making a bold statement: I’m here, I have the goods you want, and we’re going to be successful together.

DJS Editor
Ettagale Blauer

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Ettagale Blauer is a well-known writer in the jewelry field. She contributes to Lapidary Journal, Jewelry Connoisseur, New York Diamonds and Art & Auction magazine. Author of the landmark book, Contemporary American Jewelry Design, Ettagale has been awarded the Women's Jewelry Association editorial award and a lifetime achievement award from the American Jewelry Design Group.