Every business needs a USP – Unique Selling Position
I have good news
………I have bad news.
Let’s go with the bad news first:
There are many competitors in the jewelry making industry. They too, want to sell their
designs to the public and make money. Some of them are good at what they do and
actually make some lovely jewelry. Some competitors have more money than you do
and can advertise more than you can.
Whew! Now that we have that behind us, here.s the good news:
You are a unique person with a creative perspective and your jewelry will be a
reflection of your person and your skill. Your customers won.t care about how much
money you have or don.t have. They care about if you know about them, please them,
price for them, and design for them. It.s all about them! SO, the better you know them,
and what they want, the more you can target them specifically and build your business.
What is a USP?
USP stands for “unique selling proposition”, or you could say, “unique selling position.”
What it means is this:
In the marketplace, you have to have a reason to be. There must be something about
you that is a reason for your products to exist; for you to compete with others for market
share.
Are you going to position yourself to be the cheapest? Will you have all your beads
imported from Greece? Are you going to offer free shipping? Will your trademark be
pearls? Whatever you decide to become the focal point, the selling point for your
business, is your USP.
How do you find a USP?
You won.t find an effective USP drinking coffee and eating a donut. You can dream up
what you want about your business, but to be successful, you need to base your USP on
what the market demands.
Your business will be successful if you are meeting a need, solving a problem or making life better for your customer.
You will need to do some market research to determine what is missing for the
consumer and how you can help.
How to Begin Your Market Research
Marketing research is a science of its own, but every new business owner needs to have
some basics down pat. Here are a few steps to take toward determining your USP:
1. As we mentioned in Chapter 2, going to the places where you expect to be
selling your merchandise and asking questions and *really* listening, will be a
real eye opener.
2. Get your hands on at least 20 different magazines published within the past year.
Take note of the styles, the prices. Go online; look at the sites that are similar to
what you want to do. Note the styles, prices and variety.
3. What type of person is likely to buy your product – describe them in as much
detail as you can; how much money they make, where they live, their age, family
status, education, gender, and buying preferences.
4. Will there be enough of those types of people, that if they buy, you will make
enough money?
. Check this out by using a tool such as Wordtracker you can find instructions
on the site. It will show you how many people have searched for what you
are offering in the past month. This can be a good indication of interest.
5. Once you have an idea of what you want to design and sell, make some samples
and take them to at least 10 different local retailers – Ask the merchants for
feedback. Be open enough to HEAR what they are saying.
Remember, they want to sell your product. In fact, they want you to be smashing
success as it means more money for them.
This is just a beginning, but we all start at the beginning! I discovered a lot of good
advice from some jewelry business leaders who have also written about the business.
You might find something helpful here:
. Start a home based Jewelry Business
. Secrets of a Handcrafted Jewelry Shopping Service
Do your homework and get ready! In your next chapter, you will learn some of the
basics of jewelry making. Prepare yourself a table to work at, and book some time to
yourself; it.s time to start your Basic Beading and Jewelry Arts 101.
How To Make Jewelry 101
Learn how to make beautiful handcrafted jewelry at home
What got you hooked? Do you have a friend or family member that gifted you with a
unique handcrafted piece of beaded or wire jewelry? Maybe you have spent a small
fortune purchasing jewelry from artisans either at public fairs or in private boutiques.
Whatever brought you to this juncture, you are sure to find some personal satisfaction
and delight making your own fine pieces of jewelry.
Let’s begin with some of the tools required for jewelry making:
1. The basic tools are: round nose pliers, flat nose pliers, crimping pliers
and flush cutters. Tools average around $15 each.
2. If you intend to do knotted jewelry such as pearls, there are special tools for
knotting.
3. For jewelry wire wrapping, a wig-jig tool helps make the loop designs
consistent. You will want some nylon jaw pliers so that you don.t leave
marks when you work with wire.
4. Split ring pliers will help you open the split rings and attach them to your
chain.
The prices for all these tools can vary. The experienced jeweler will have quality tools
that can last for a lifetime, but when you are starting out, you can find tools at affordable
prices. Shop on EBay, local craft stores, or watch for upcoming lessons when I will
share with you some of the insider secrets to buying your materials at wholesale prices.
Consider your lighting and invest in good lamp coverage. You may want to have a good
pair of reading glasses, even if you don.t need reading glasses. After several hours of
working with tiny elements, the magnification can be helpful!
Things seem to get smaller as time wears on.
Additional Tools
As you develop your skills, you will find there are many tools on the market to help you
get the job done.
1. A ruler for measuring bracelets.
2. A Design Board: A nifty tool for making necklaces or bracelets. You have a
board that has little holes grooved out to hold the bead or stone that you want
in that position. You can see what the piece will look like in advance, and not
loose your tiny elements in the process.
3. A Bead Mat – you will love me for suggesting this. Keeps your beads from
rolling off the table and into a hidden corner or under the refrigerator.
4. Thread Scissors – great for cutting thread and helping to tie it at the same
time. Normal scissors are too big and clunky.
This is the beginning. But of course, tools don.t make jewelry without beads or other
elements and you! And then of course to be a winning combination you will need
PRACTICE, and then more practice and then some more practice.
I found there are some sources that I can highly recommend for jewelry making
techniques and instructions.
First, my favorite is the e-Book that is loaded with ideas and step-by-step instructions.
Written by Lorri Ely, this jeweler and business owner has been where you are, and helps
the reader to build their business precept on precept.
She loves making jewelry, and her enthusiasm will motivate you, even when you are
practice weary! In fact, her website on making jewelry is a digest of free information you
won.t want to miss.
Other websites you may want to reference are:
http://www·grandpasgeneral·com/leabead·html
www·beadbugle·com
Are you getting excited yet? Have you made a piece of jewelry? Even if you don.t have
the tools to make the finer items, let your enthusiasm guide you and practice seeing
jewelry in everything. Stones, berries, pine cones (the tiny ones), marbles; anything can
be your practice elements. Envision yourself “seeing” designs and successfully
completing them.
You are on your way.
In our next chapter, we will address how the successful jewelry handcrafter actually
creates or “dreams” their designs. You might be surprised at where the pros find their
inspiration.