How To Start A Jewelry Making Business

Start A Jewelry Making Business

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You've stumbled upon the idea to build a jewelry making business and now you're ready to take the next steps.

There's a lot to think about when building a business, so we put together a guide on how to get started, launch, grow and run your jewelry making business.

We also provide you with real-life case studies and examples of founders running successful jewelry making business (and how much💰 they're making today).

market size
$324B
avg revenue (monthly)
$361K
starting costs
$32K
gross margin
43%
time to build
7 months
growth channels
Word of mouth, Advertising on social media
business model
E-Commerce
best tools
Instagram, Etsy, Shopify
time investment
Side project
tips
14 Tips

💡 Introduction To Starting A Jewelry Making Business

Is the jewelry making business for you?

As long as you're okay with getting your hands a little dirty, the jewelry making business can be a highly profitable venture for you.

Let's look at the pros and cons of starting your own jewelry making business:

Pros:

  • Flexibility One of the biggest advantages of starting a jewelry making business is that you can either offer part-time or full-time services. If you like the work and have some initial experience, you can start small and manage all aspects of the business on your own. Or, if you prefer to manage the books and instead delegate work to someone else, you can build and manage your own team to do so.
  • Ability to start your business from home: It's not necessary to have an office space to get your business started! You can do everything from the comfort of your own home, at least in the beginning!
  • Little overhead + startup costs required: To get started, you only need a few essential items! We will go over this in more detail in the startup section below
  • Rewarding work: If you're someone that truly enjoys this line of work, starting a jewelry making business can be really fun and rewarding.

Cons:

  • The physical work is not easy: No matter how hard you try, this part cannot be downplayed. If you plan to do everything on your own, it's important to ensure that you are in physical and healthy shape to be doing this as supplies can be heavy and movements are not easy on your body.
  • Crowded space: There is a lot of competition when it comes to jewelry making business, so it's important that you spend a good amount of time analyzing the market and demand in your area.
  • Motivation: If you plan to have a team on board, finding creative ways to motivate them can be a challenge. It's important that you're able to offer great incentives and a good work environment for your employees.

Creating a successful jewelry making business means that you will have the ability to sell, provide stellar customer service, communicate with vendors and motivate your team (even if it's down the road)!

Players

Big Players

Small Players (the opportunity)

Types of Jewelry Businesses

There are two main types of jewelry lines you can start:

1.) Fine Jewelry

  • Luxury customer base (ie. weddings, celebrations, special occasions)
  • More expensive + harder to find materials
  • Sold at a much higher price point

2.) Fashion Jewelry:

  • Focuses more on current trends
  • Less expensive materials
  • Sold at a much lower price-point

Here are some examples of each:

Fine Jewelry

We are an award-winning, disruptive e-tailer of custom-designed, ethical engagement rings, wedding rings, and fine jewellery, that capture your story.

Our online platform, processes, and brand democratises bespoke jewellery, allowing us to offer this service at scale. Taylor & Hart's vision is to reconnect customers with the original purpose of jewellery - a personalised product that tells a unique story.

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Nikolay Piriankov, on starting Taylor & Hart ($385,000 revenue/mo) full story

Fashion Jewelry

We’re best known for our bright red LOVE bracelets.

Each LOVE bracelet is carefully crafted using traditional techniques and materials that reference their unique cultures of origin, but still have a worldwide appeal. Since launching as a stand-alone brand two years ago, we’ve generated over $1.2 million in revenue.

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Chrissie Lam, on starting Love Is Project ($65,000 revenue/mo) full story

How To Name Your Jewelry Making Business

It's important to find a catchy name for your jewelry making business so that you can stand out in your space.

Here are some general tips to consider when naming your jewelry making business

  • Avoid hard to spell names: you want something easy to remember and easy to spell for your customers
  • Conduct a search to see if others in the space have the same name
  • Try not to pick a name that limits growth opportunities for your business (ie. if you decide to expand into other product lines)
  • As soon as you have an idea (or ideas) of a few names that you love, register the domain name(s) as soon as possible!

Why is naming your jewelry making business so important?

The name of your business will forever play a role in:

  • Your customers first impression
  • Your businesses identity
  • The power behind the type of customer your brand attracts
  • If you're memorable or not

It's important to verify that the domain name is available for your jewelry making business.

You can search domain availability here:

Find a domain starting at $0.88

powered by Namecheap

Although .com names are the most common and easiest to remember, there are other options if your .com domain name is not available. Depending on your audience, it may not matter as much as you think.

It's also important to thoroughly check if social media handles are available.

As soon as you resonate with a name (or names), secure the domain and SM handles as soon as possible to ensure they don't get taken.

Here's some inspiration for naming your jewelry making business:

  • Jazzy Jewels check availability
  • Added Sparkle check availability
  • Gorgeous Gems check availability
  • Dazzle Dreams check availability
  • Forever Gems check availability
  • Statement Pieces check availability
  • Beaded Beauty check availability
  • Jewels Of Joy check availability
  • Stylish Stringing check availability
  • Crystal Ball Beads check availability
  • Delicate Designs check availability
  • Making Masterpieces check availability
  • Beads And Beyond check availability
  • Something New Jewels check availability
  • Golden Rings Jewelry Store check availability
  • Frozen Jewelers check availability
  • Pieces Of Me check availability
  • Pretty In Jewels check availability
  • Promise Jewelry Store check availability
  • Dripping In Jewels check availability
  • Trinkets Galore Jewelry Store check availability
  • Ice Stone Jewelry Store check availability
  • Sparkler’S Stones check availability
  • Magic Jewels check availability
  • Jewelry Magic check availability
  • Jewelry Jones check availability
  • Jewelry Haven check availability
  • Delicate Diamonds check availability
  • Glistening Diamonds check availability
  • Deluxe Jewels check availability
  • Extreme Jewels check availability
  • Diamond Delight check availability
  • Dazzled Diamonds check availability
  • Jewelz check availability
  • Diamond Extreme check availability
  • Shine On check availability
  • Blingy Beach check availability
  • Glittering Stones check availability
  • Precious Stones check availability
  • Happy Gold check availability
  • Jewelry Hub check availability
  • Jewelry Collections check availability
  • Studs And Dangles check availability
  • Oge Square check availability
  • Princesses And Princes check availability
  • Exquisite Stores check availability
  • Gems For Her check availability
  • The Carats check availability
  • Designs And Fits check availability
  • Smiles And Sparkles check availability
  • Eyes Blings check availability
  • Pingbling check availability
  • Zeetreasures check availability
  • Premium Store check availability
  • Ultimate Look check availability
  • Sophin check availability
  • World’S Trinket check availability
  • Hidden Treasures check availability
  • Precious Pendants Pot check availability
  • Best Bijoux check availability
  • Gems For Her check availability
  • Star Light check availability
  • Gorgeous Gems check availability
  • Pot of Gold check availability
  • Jewel Cycle check availability
  • Greater than Gold check availability
  • Luscious Jewelry check availability
  • Reclaim Artsy check availability
  • Craft Surprise check availability
  • Redex Chic check availability
  • Phoenix Baby check availability
  • Gems For Him check availability
  • X-Treme Shine check availability
  • Dripping In Jewels check availability
  • Fine Designs check availability
  • jewelry store check availability
  • Jumpstart Jewelry check availability
  • Gorgeous Gems check availability
  • Elegant Layers check availability
  • Glitter Me check availability
  • Pieces Of Bling check availability
  • Glistening Diamonds check availability
  • Blinging Beach check availability
  • Belle Metal check availability
  • Pile On Pearls check availability
  • Goodness Gems check availability
  • New Aged Jewelers check availability
  • Outer Space Gems check availability
  • Dazzled Diamonds check availability
  • Grace Collections check availability
  • Gem Collection check availability
  • Fashioned Pretty check availability
  • Gage Group check availability
  • Jeweller Chronicles check availability
  • Pin & Company check availability
  • Brooch Designs check availability
  • Marcasite Group check availability
  • Goldsmith Designs check availability
  • Lap Group check availability
  • Gold Designs check availability
  • Amber International check availability
  • Display International check availability
  • Locket & Company check availability
  • Broach Chronicles check availability
  • Goldsmith Works check availability
  • Gage Designs check availability
  • Nicker Nut Co check availability
  • Silver Designs check availability
  • Foil & Company check availability
  • Jewel International check availability
  • Lap Collective check availability
  • Band Works check availability
  • Tombac Chronicles check availability
  • Gage Collective check availability
  • Gage Works check availability
  • Necklace Collective check availability
  • Boutique International check availability
  • Rings & Company check availability
  • Jeweler Collective check availability
  • Piercing & Company check availability
  • Stud Group check availability
  • Carat Collective check availability
  • Piercing Designs check availability
  • Hair Group check availability
  • Intaglio Chronicles check availability
  • Blowpipe Works check availability
  • Filigree Group check availability
  • Onyx International check availability
  • Onyx & Company check availability
  • Pinchbeck & Company check availability
  • Stoned International check availability
  • Semiprecious & Company check availability
  • Jewels Group check availability
  • Silversmith Chronicles check availability
  • Amber Collective check availability
  • Case Group check availability
  • Gild & Company check availability
  • Pinning Collective check availability
  • Setting International check availability
  • Safe Chronicles check availability
  • Ring Designs check availability
  • Rings Co check availability
  • Bezel Works check availability
  • Guinea Gold Group check availability
  • Platinum Group check availability
  • Stud Works check availability
  • Pasting Works check availability
  • Locket Collective check availability
  • Gold Worker International check availability
  • Jess Co check availability
  • Pearl Designs check availability
  • Pinchbeck Works check availability
  • Band International check availability
  • Lap Works check availability
  • Necklace & Company check availability
  • Locket Works check availability
  • Bauble Designs check availability
  • Pinning & Company check availability
  • Pasting & Company check availability
  • Tombac Collective check availability
  • Filigree & Company check availability
  • Rings Works check availability
  • Carat Group check availability
  • Ice Co check availability
  • Stoning Co check availability
  • Opal & Company check availability
  • Nicker Seed Designs check availability
  • Gold Collective check availability
  • Gold Worker & Company check availability
  • Lap & Company check availability
  • CoralDecoration check availability
  • Silver check availability
  • FabulousChronicles check availability
  • Silver Jewellery check availability
  • Enough Necklace Designs check availability
  • Heavy Diamond Designs check availability
  • PearlGold check availability
  • Jewels International check availability
  • Cheap check availability
  • The Egyptian check availability
  • Ornate Adornment International check availability
  • AntiquePro check availability
  • Personal Adornment Co check availability
  • Heavy Ornament Group check availability
  • Fake Diamond Trading Co check availability
  • ShinyCo check availability
  • HandcraftedDecoration check availability
  • Costly Jeweler check availability
  • The Old Necklace Designs check availability
  • Personal Jewellery check availability
  • OldJeweler check availability
  • Golden Gold check availability
  • MetalJewels check availability
  • Flashy Ornament Chronicles check availability
  • CrystalDesigns check availability
  • More Gold Chronicles check availability
  • PearlAdornment check availability
  • The Fine check availability
  • The Roman check availability
  • Only Gold check availability
  • Intricate Decoration Designs check availability
  • Unique Gemstone Group check availability
  • Bling Trading Co check availability
  • EgyptianAdornment check availability
  • Personal Jewellery & Company check availability
  • Massive Necklace check availability
  • EnoughDesigns check availability
  • The Delicate Gold Chronicles check availability
  • The Pearl Ornament Designs check availability
  • Bling Co check availability
  • The Coral check availability
  • Metal Jeweler Co check availability
  • Decorative Ornament Collective check availability
  • The Turquoise check availability
  • Nice Bling check availability
  • The Inexpensive check availability
  • Paste Diamond Works check availability
  • Flashy Jeweler Group check availability
  • WroughtGold check availability
  • Indian Ornament Works check availability
  • The Intricate Gemstone International check availability
  • Necklace Works check availability
  • Gold Co check availability
  • Diamond Spot check availability
  • Exquisite Ornament Co check availability
  • The Rich Necklace Pro check availability
  • Massive Gold check availability
  • The Victorian check availability
  • Handcrafted Bling Group check availability
  • The Personal check availability
  • The Roman Jeweler Works check availability
  • Indian Gemstone & Company check availability
  • The Beaded Gemstone Trading Co check availability
  • OldDesigns check availability
  • The Indian Adornment Pro check availability
  • Fine Gemstone Co check availability
  • Unique Diamond Works check availability
  • Golden Jewellery Works check availability
  • Expensive check availability
  • Chunky Jeweler & Company check availability
  • StolenPro check availability
  • Only Decoration Pro check availability
  • The Indian check availability
  • Chunky Jewels Place check availability
  • The Golden Bling & Company check availability
  • The Cheap Adornment Place check availability
  • The Exquisite check availability
  • AttractiveJewels check availability
  • CrystalPlace check availability
  • Rare Jewels Works check availability
  • BeadedAdornment check availability
  • TurquoiseCollective check availability
  • Gold Works check availability
  • The Metal check availability
  • Cheap Adornment Co check availability
  • Decoration International check availability
  • TraditionalCo check availability
  • MuchGroup check availability
  • WearBling check availability
  • The Elegant Jeweler & Company check availability
  • Intricate Jewels check availability
  • Elaborate Diamond check availability
  • Adornment Chronicles check availability
  • PlasticInternational check availability
  • Plated Necklace Collective check availability
  • Nice Gemstone Pro check availability
  • Egyptian Jeweler Spot check availability
  • The Plastic Diamond Works check availability
  • Heavy Gold Works check availability
  • The Old Jeweler Designs check availability
  • The Cheap Bling Place check availability
  • Egyptian Gold Designs check availability
  • Decorative Jewels Group check availability
  • The Decorative Ornament Place check availability
  • Adornment & Company check availability
  • The Greek check availability
  • Decoration Place check availability
  • False Adornment Collective check availability

Read our full guide on naming your jewelry making business ➜

🎬 How To Start A Jewelry Making Business

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Write a Business Plan

Writing a business plan from the start is critical for the success of your jewelry making business.

Why?

Because this allows you to roadmap exactly what you do, what your overall structure will look like, and where you want to be in the future.

For many entrepreneurs, writing out the business plan helps validate their idea and decide whether or not they should move forward with starting the business.

You may want to consider expanding upon these sections in your business plan:

  • Executive Summary: Brief outline of your product, the market, and growth opportunities
  • Overviews and Objectives: Overview of your business, target customers, and what you need to run your business
  • Products and Services: Specifics on the products and services your business will provide
  • Market Opportunities: Analysis of customer demographics, buyer habits and if your product is in demand
  • Marketing: Outline of your marketing plan and how you plan to differentiate yourself from other customers
  • Competitive analysis: Analysis of your competition and the strengths and weaknesses therein
  • Operations: Hierarchal structure of the company and what it will take to run the business on the day-to-day
  • Leadership Team: Detailing roles and responsibilities of each manager based on their specific skill-set
  • Financial Analysis Understanding of all expenses, operating budgets, and projections for the future.

Learn more about how to write a business plan here

When it comes to setting up your business, you may find yourself in a place where you have to make some financial and legal decisions.

The first thing you'll want to decide on is whether you want to be an LLC, S-Corp, or C-Corp.

These three options are found to be the most common when starting a small business, and all serve to protect your personal assets and also provide you with certain tax benefits.

  • LLC: All income and expenses from the business are reported on the LLC personal income tax return.
  • S corp: Owners pay themselves salaries + receive dividends from profits.
  • C Corp: C Corps are separately taxable entities that file a corporate tax return (Form 1120). No income tax is paid at the corporate level and any tax due is paid at the owners individual expense.

Depending on where you're conducting business, you'll also want to consider securing the proper permits, licenses and liability insurance.

Learn more about securing the right permits and licenses ➜

Need to start an LLC? Create an LLC in minutes with ZenBusiness.

Revenue Expectations

We've interviewed several different founders in the jewelry making business and asked them how much $ they're making today.

Aziza Jewelry

  • $60K/year in revenue
  • Sells custom necklaces
  • Solo founder
  • 1 employee

Inspiranza Designs

  • $4.8M/year in revenue
  • Sells sterling silver jewelry
  • 2 founders
  • 8 employees

Ann + Joy

  • $48K/year in revenue
  • Sells handmade flower & resin jewelry
  • 2 founders
  • 2 employees

QALO

  • $24M/year in revenue
  • Sells silicone rings
  • 2 founders
  • 45 employees

Quirksmith

  • $479K/year in revenue
  • Sells handcrafted jewelry
  • 2 founders
  • 5 employees

Gold Pan Pete Design

  • $30K/year in revenue
  • Sells handcrafted jewelry.
  • Solo founder
  • 0 employees

Equipment and Supplies

Depending on the type of jewelry business you plan to start, the equipment and production process will vary greatly.

For example, fashion jewelry often requires wires, beads, chains, glue, and wire cutters which you can easily purchase in bulk. It's not necessary to get certified or have any special training.

Whereas with fine jewelry, the equipment + production process can be much more complex - you may need to consider purchasing a 3D printer and other higher priced gems in order to create your ideal product and reach your target customer.

Here are a few resources that will provide the necessary tools, equipment and supplies for your custom jewelry making business:

Manufacturing Process

Keep in mind that if you plan to go the manufacturer route instead of creating the jewelry yourself, you may not need to invest in equipment/supplies upfront - however, there will be other costs and research associated with this.

The manufacturer route is typically more common for fashion jewelry when large quantities of the product are needed.

One of the most important pieces to finding the right manufacturer is having an initial idea of what your design will look like.

Most jewelry makers suggest simply drawing out the design on paper in order to find someone that can truly bring your product to life.

Pragya Batra, founder of Quirksmith explains their design and manufacturing process:

The first step to creating a piece of jewelry is sketching the idea on a piece of paper.

Based on these broad outlines, Divya sketches a few rough ideas over the next few days. Once a collection of 10-15 rough ideas is ready, we go through them together, discussing every idea in a little bit more detail (on wearability, production constraints, uniqueness, etc.). During this process, we select the ones that move to production.

At the production stage, every design sketch is converted into the first sample by a master craftsman. Divya engages in every stage of this sample creation process to ensure the first sample is good to go.

Once the first samples are ready, each design is tested out. It is worn for a few weeks to test for comfort, breakage, or any other issues. Once the sample clears its quality test, the specific design is then produced in small batches, to launch on our website

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Pragya Batra, on starting Quirksmith ($39,956 revenue/mo) full story

Startup Costs For Your Jewelry Making Business

If you are planning to start a jewelry making business, the costs are relatively low. This, of course, depends on if you decide to start the business with lean expenses or bringing in a large team and spending more money.

We’ve outlined two common scenarios for “pre-opening” costs of a jewelry making business and outline the costs you should expect for each:

  • The estimated minimum starting cost = $1,415
  • The estimated maximum starting cost = $59,100
Startup Expenses: Average expenses incurred when starting a jewelry making business. Min Startup Costs: You plan to execute on your own. You’re able to work from home with minimal costs. Max Startup Costs: You have started with 1+ other team members.
Employee & Freelancer Expenses
Payroll: This number depends on if you decide to pay yourself a salary upfront and how many employees you have on payroll. At first, many founders take on all responsibilities until the business is up and running. You can always hire down the road when you understand where you need help. Keep in mind, if you do plan to pay yourself, the average salary founders make is $50K. $0 $4,000
Total Employee & Freelancer Expenses $0 (min) $4,000 (max)
Equipment & Supply Expenses
Technology Office Equipment: This includes (but is not limited to) physical items such as: laptops, cameras, monitors, microphones, speakers, headsets. Technology needs grow as your company evolves, so to minimize costs, try and only purchase what is needed for you to run your business at the time. $500 $5,000
Total Equipment & Supply Expenses $500 (min) $5,000 (max)
Website Costs
Website builder: The cost of your website will vary depending on which platform you choose. There are many website builders on the market, so it's important you choose the right one for your business and overall goals. To learn more about your options + how to build a great website, check out this article. $15 $100
Web Designer: If you have the necessary skills to design your website, then it may not be necessary for you to hire someone. However, if you do decide to go that route, make sure you establish an understanding of upfront cost, design and what the ongoing costs will be to manage the site. Here is what to expect when hiring a web designer. $0 $6,000
Total Website Costs $15 (min) $6,100 (max)
Office Space Expenses
Rent: This refers to the office space you rent out for your business. To minimize costs, you may want to consider starting your business from home or renting an office in a coworking space. $0 $2,000
Total Office Space Expenses $0 (min) $2,000 (max)
Business Formation Fees
Small Business Insurance: Depending on which state you live in and the business you're operating, the costs and requirements for small business insurance vary. You can learn more here. $500 $2,000
Total Business Formation Fees $500 (min) $2,000 (max)
Retail Business Expenses
Shop Decor: If you plan to operate a physical store, you may want to consider decorating the place with wall decor, furniture, plants etc. $0 $5,000
Total Retail Business Expenses $0 (min) $5,000 (max)
Inventory Expenses
Upfront Costs For Inventory: This includes all upfront inventory you will need in order to launch. Be sure to compare prices of wholesalers to ensure you're getting the best deal and margins remain high. $300 $5,000
Total Inventory Expenses $300 (min) $5,000 (max)
Specific Industry Expenses
Jewelry Equipment: Minimum cost = fashion jewelry (wires, beads, wire cutters and other basic tools). Maximum cost = custom fine jewelry equipment (3D printer, engraving tools, stone setting equipment etc). $100 $30,000
Total Specific Industry Expenses $100 (min) $30,000 (max)
Total Starting Costs $1,415 (min) $59,100 (max)

Starting Cost Examples

Let's look at two examples of jewelry businesses and how much $ it cost them to get started.

Alex Moore, founder of Gold Pan Pete Design started his business with one set of tools and has grown it to over $2,500/month:

I don’t have a flagship product per se but I make rustic-styled, outdoor and nature-themed handcrafted jewelry for men and women and other gifts for men.

When I first started the business, I started with a basic set of jeweler’s tools which cost approx. $100.

Over time, I’ve continued to grow my collection of more specific and advanced tools. Currently, I have approx $3000 worth of tools that I regularly use.

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Alex Moore, on starting Gold Pan Pete Design ($2,500 revenue/mo) full story

This couple started their business with $10K and are now making $400K/month in revenue:

Start-up costs amounted to approx $10,000, financed with our savings.

All profits were completely re-invested back into the business to help it grow.

All the legal side was easy with the UK sole trader & self-employed status. The legal entity Merci Maman Ltd was created in 2010 when Beatrice had her first employees.

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Arnaud de Montille, on starting Merci Maman ($400,000 revenue/mo) full story

Raising Money

Since the startup costs to start jewelry making business range between $1,415 - $59,100, there are ways you can raise money to cover these costs.

Here are a few ways you can secure additional funding:

🚀 How To Launch Your Jewelry Making Business

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Marketplaces

There are various different marketplaces that you can effectively sell and promote your jewelry making business, whether that's local or online!

Here are some of the most common ones:

  • Your own website! Shopify is known to be the best for e-commerce stores
  • Local places! Gift shops, farmers markets, festivals, grocery stores etc
  • Etsy - E-commerce website for craft supplies
  • Craft is Art Marketplace to buy and sell handmade crafts & fine art
  • Aftcra Online marketplace where you can buy and sell handmade products
  • Storenvy Marketplace for authentic brands
  • Amazon

Etsy Tips From Founders

Etsy is one of the most common marketplaces for this business type, however, there are some tips and tricks from other founders you'll want to consider prior to listing:

Financially speaking, Etsy is a really great way to start a business because it’s essentially free until you start selling. It cost nothing to launch besides my 20 cent listing fees.

Etsy has been encouraging free shipping with a lot of pushback from sellers, but I built everything into our prices about a month ago and introduced free shipping shopwide, which seems to have improved conversion rates and search visibility already.

I honestly attribute the bulk of my success to photography. I was a photographer first so obviously very lucky to have no issues launching with great images and it’s something I consistently produce.

With Etsy especially, there are a ton of mediocre amateur photos so it was an easy way to set myself apart from the start, and I don’t think Etsy themselves would feature my products and market them so often otherwise. We’re also able to compete fairly well on price because 80% of customers are American, and our dollar is much weaker.

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Sasha Weekes, on starting Timber Grove Studios ($6,500 revenue/mo) full story

One big mistake I’m seeing from other people selling handcrafted items is regarding Etsy. I’m seeing people do one of two things:

  1. Under-utilize the platform
  2. They are solely using the platform

What I mean by this is that I’m seeing a whole lot of handcrafters that only use Etsy because it’s easy. But referring people to an Etsy page as your webpage isn’t as professional as a dot com webpage, plus, Etsy’s fees are much higher than Shopify. Also, when Etsy makes changes to its marketing structure, I’ve seen people who have no other website get absolutely screwed and their shops go under.

The other camp is those that refuse to use Etsy at all. Etsy is a marketplace, with a built-in audience that is often searching for exactly the product you make! Both camps are making the mistake of not diversifying their markets. Use Etsy, it’s an amazing sales tool, but don’t rely on it solely

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James Wolfer, on starting Valhalla Wood Forge ($8,500 revenue/mo) full story

Identify Target Customer

A very critical piece in building jewelry making business is to identify your ideal target customer.

  • Develop a niche and create a consistent brand that reflects your target customer.
  • The colors, logo, content, and overall website should resonate with your target customer and should draw them in by helping them solve their specific "need".

Stacey Bowers, founder of Bang-Up Betty discusses the importance of focusing on one target audience rather than trying to please everyone:

The first things I ever stamped were copper bracelets that I called “Four Letter Word Bracelets.” They said things like “STFU,” “OMFG,” and “MILF.” (That last one seemed to be particularly upsetting to some people who I quickly learned were probably not my target audience.)

I may have offended some people right off the bat, but so many other people wanted the bracelets. It taught me that you don’t have to please everyone, and that staying true to yourself and your designs can be way more important than trying to make everyone happy.

Whatever your product is, it’s just not going to be for everyone. So I really lean into the people that it IS for. It’s a lot easier when you sell something you just love and love to make.

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Stacey Bowers, on starting Bang-Up Betty ($6,000 revenue/mo) full story

Build A Website

Building a website is imperative when launching your business, and with the right tools in place, this can be a simple task to check off the list (without having to hire someone).

  1. Pick a domain name that's easy to remember and easy to type
  2. Choose a Web Hosting Plan (ie. Shopify, Squarespace)
  3. Make sure you choose the right theme and design
  4. Implement the proper page structure (ie. about page, contact page, pricing etc)

To learn more about how to build a stellar website with little stress, we give you all the details on this step-by-step guide.

Web Design

Once you have chosen the domain, web hosting, and platform, it's time to get started with the design phase.

Themes are a great way to produce the fundamental style and identity of your website - this includes everything from your font design to your blog post styles.

One of the best ways to get started is to simply explore the various themes (free or paid depending on what you're looking for) and test them on your site.

If web-design really isn't in the cards for you, you may want to consider outsourcing a web designer to help bring your vision and brand to life.

Website Advice From Founders

In 2016, I decided to quit my corporate career and focus on Quirksmith.

And so I started to build a website on Shopify. We took help from our friends to shoot and model for the first version of the website. Thank God for talented friends! :). Within a few months, we launched our website quirksmith.com in November 2016.

Since then Quirksmith has been a self-sustaining business that offers us a lot of room to be creative.

Don’t try to create a perfect website with all features on day one. As website visitors start growing, new features can be added.

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Pragya Batra, on starting Quirksmith ($39,956 revenue/mo) full story

Make Sure You Get The Package Design Right

The way you package your jewelry making business is often the first impression your customer has - so it's important to get it right.

You may want to ask yourself these questions:

If my product is on a shelf next to hundreds of other similar products:

  • Will my jewelry making business stand out?
  • Will the branding/packaging create a connection with my customer, and hence, lead them to buy?

There are hundreds of tools you can use to help with packaging and design:

  • Canva - Allows non-designers to create beautiful Instagram/Pinterest posts, flyers, business cards, etc.
  • Stickermule - High quality custom stickers you can include on or in your packaging.
  • Noissue - Custom tissue paper and compostable mailers
  • Rollo Label Printer - A great tool to print all shipping labels at home

KC Holliday with QALO ($24M/year) tells us the story of the unique packaging he sent to LeBron James:

Make your packaging unique

Athletes receive tons of products and packages. Make yours unique. An example of an on-brand influencer package we sent was when we sent a package to LeBron James when he moved to LA.

Being based in LA, our team got together and created a recommendation of great family spots only locals would know about in LA, and gave him gift cards, maps, customized rings etc.

LeBron doesn’t need gift cards or a map, but we valued his wife and kids as much as we did him. We focus on family. That is our brand.

-  
KC Holiday, on starting QALO ($2,000,000 revenue/mo) full story

Stacey with Bang-Up Betty explains how she gets her customers excited through packaging:

I think the biggest thing that gets people back to my designs after they’ve purchased something is the story they get and the feeling they get when they get a new piece.

I infused a lot of my personality into the website, from the product descriptions to the social media posts. There is humor in the packaging.

There is a handwritten “thank you” on each bright pink mailer. I want you to do a happy dance at your mailbox.

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🌱 How To Grow Your Jewelry Making Business

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Grow Your Email List

The more engaged list of emails, the more engaged customers, which ultimately leads to more sales.

One of the best ways to start growing your list is by providing your customer with something free (or discounted) in return.

This could also be anything from:

  • Ebook
  • Fascinating case study
  • Video series
  • Free week of the product
  • Discount on the product

Learn more about how to grow your email list and improve email marketing ➜ here.

Social Media Advertising

Social Media Advertising is one of the leading ways to get the word out when it comes to jewelry making business.

There are various different Social Media platforms available to you. Some may be more critical for your marketing efforts than others, however, it's important to have an understanding of what's out there and available to you.

Let's talk about a few of the main platforms and what makes them unique:

  • Facebook Advertising - more than 2 billion monthly users. Facebook is the best for lead generation + capturing email addresses for e-commerce businesses.
  • Instagram Advertising - approximately 500 million monthly users and has a higher audience engagement rate than any other platform. Instagram ads are best for linking to a product page or landing page and reaches the 18-29 age group most effectively.
  • Twitter Advertising- Small businesses typically use twitter ads to drive brand awareness, but the platform is meant more for organic engagement (and is not as heavily used for paid advertising)
  • Pinterest Advertising - 175 million monthly users and most effectively reaches the female audience. Pinterest is great for promoting products without "promoted". The promoted pins have a way of blending right in.
  • LinkedIn Advertising - 227 million monthly users and is geared towards the B2B market and generates the highest quality leads. Great platform for recruiters, high-end products and services that will help businesses

It's important to first define your goal/objective so that you don't waste time and money into the wrong platform:

Here are some different questions to ask yourself as it relates to your goals:

  • Do I want to simply drive brand awareness?
  • Do I want to drive users to my website to gather information?
  • Do I want to increase sales and get my customer to take action?

From there, choose the platform that targets your audience best and start experimenting!

Learn more about social media advertising ➜ here.

KC Holliday from QALO ($2M/month) explains their success with Facebook and the RIGHT Instagram Influencers:

Facebook Ads

In terms of digital marketing, we were launched by Facebook. In 2014, we realized Facebook was an incredible opportunity to pursue the communities that we had resonated with.

There is no golden ticket in terms of what advertising channels will be best for your business so you may need to try a few.

Understand which ads work and do your best to learn why. It may be a lifestyle image on Instagram, or a product photo on a white background on Facebook.

Define your brand message, tone, demographic, and create content that will resonate.

The same rules apply for content and ambassadors. If you’re going to create video content, understand the distribution channel and how much you can spend. That video is worthless if no one watches it. For us, testimonial videos and short product-focused brand videos have been valuable in our distribution channels. Different content should be produced with the end usage in mind.

Look for niche influencers

Small-time influencers with a committed following can be very powerful. It doesn’t always need to be a superstar.

-  
KC Holiday, on starting QALO ($2,000,000 revenue/mo) full story

Improve your SEO

SEO is not just about driving traffic to your site, it's about driving the RIGHT traffic to your site, and ultimately, converting leads into customers.

One of the most important aspects of SEO is understanding what your customers are searching for, otherwise known as "keyword research."

Here are some tools that can help you choose the right keywords for your jewelry making business.

Publish Great Content

Finding keywords is an important piece of the puzzle, but Google also ranks your site based on the actual content you produce, as this is what your customers are reading and engaging with.

There are various different "forms" of content that you may want to consider diversifying on your sites, such as blog posts, articles, studies, and videos.

So let's discuss what google considers "good content:"

  • Length - This will vary depending on the page, however, generally having a sufficient amount of content helps search engines recognize that your site is a good source for a specific topic
  • Engagement - The longer people stay on your website to read your content, the higher Google will rank your website. It's important to have informative and "thick" content that keeps people reading
  • Avoid Duplicating Content - Google will recognize this and may consider your content to have low value
  • Ensure pages load quickly - This will also help with engagement and time spent on your website
  • Shareability - Create content that people want to share, and is easy for them to share, especially to their social media accounts (ie. "click to tweet" is a great example of this).

Another element of creating good content is creating consistent content.

If (and hopefully you are) publishing content frequently, it's important to stick to a schedule - this helps build brand trust and easy user experience with your customers.

Planning out your content with a content calendar is key to staying consistent.

Here are a few great content calendar tools that can help you:

  • Trello
  • Airtable
  • If you prefer to keep it simple, your average spreadsheet is just as useful!

Backlinks

Backlinks are an important piece to SEO, as they allow for other websites to link to your content.

Search engines recognize that other sites are essentially "verifying" your content and essentially rank you higher because of this.

Of course, some links are more valuable than others and can affect your site in different ways.

For example, if a highly valuable and credible site like the New York Times links to a page on your website, this could be remarkable from an SEO perspective.

Aside from organically getting mentioned from other sites, there are other ways that you can increase and earn backlinks:

  • Create infographics with relevant data that people want to share
  • Promote your content on different sites/look into "guest blogging"
  • Contact influencers/journalists/bloggers and ask them to mention you!
  • Write testimonials for other sites in exchange for a backlink
  • Leverage existing business relationships

Learn more about the fundamentals of SEO ➜ here and check out Neil Patel's 3 Powerful SEO Tips below

Kevin Canning, founder of Pearls Of Joy ($200K/month) explains why SEO is easier than people think

SEO

This is much easier than people think. The real secret here is to write about topics that are of interest to someone in the process of researching a purchase.

Just think about what questions your customer needs to answer before making the purchase. Then write an article that provides the answer. Write real expert articles and you will be rewarded with traffic.

With all these channels we try to not only attract new customers but empower them to make an educated buying decision.

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Kevin Canning, on starting Pearls of Joy ($200,000 revenue/mo) full story

🏃🏼‍♀️ How To Run Your Jewelry Making Business

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Diversify Your Product Line

Adding new products to your business is a great way to expand into new markets and grow your business.

It's important to note that adding new products and diversifying may not be in the cards for you right this moment, and that's okay. You can always consider it down the road.

Here are some reasons you may want to considering adding/diversifying your product

  • Meeting the needs of your customers
  • Establish yourself as a top provider in your industry and stay ahead of the game with competition
  • Resistance to downturns/trends fading
  • Create new revenue streams

Outsourcing

If you can afford to hire someone to help support your jewelry making business, outsourcing is a great way to save you time and energy.

Most importantly, outsourcing can help you focus on the core growth of your business, versus spending your time on day to day tasks that other people can do just as well!

If you do plan to outsource your work, it's important to be hyper-familiar with the actual work involved.

Why is it important to be hyper-familiar with the work?

  • So you can understand how long it takes
  • So you understand the full process, edge cases, things that can go wrong.
  • So you can explain it in detail to your employee.
  • So you can make sure it actually works (for example - how do you know cold email works for your business if you’re not on the ground floor trying it out?)
  • Understanding the tasks at a deep level will save you a lot of time and money.

Kevin Canning, founder of Pearls of Joy gives us insight into outsourcing and how he's now able to focus on the core of his business:

As little as a few years ago, I personally handled all customer service.

As we grow it’s been increasingly important that I transition out of “working in the business” and focus on finding the right people.

So instead of getting bogged down with customer emails, or micro-managing, I’m able to focus on growing revenue and scaling our advertising. I feel it’s important to “hire slow and fire fast” when growing your team. It takes a lot of time and money to train an employee and you want to make sure you’re investing in the right people.

Surprisingly, I’ve made a couple of amazing hires via Craigslist, but also found some very talented people through weworkremotely.com

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Kevin Canning, on starting Pearls of Joy ($200,000 revenue/mo) full story

Tools to get started:

As a jewelry making business, there are some tools and platforms you may want to consider when getting started:

Resources

Books

Websites/Videos

Case Studies

-  
Starter Story,   Founder of Starter Story

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