When families struggle to make ends meet or react to the loss of income, suppliers of goods and services must respond to keep an even keel in their business.  But, saying so is not as easy as doing so.  Erecting sales signs or spending more money to land fewer customers is a “knee-jerk” reaction and not the only thing businesses can do.  For jewelry makers, it’s easy to consider their product a “luxury item” which feels as if it will be hit the hardest by the downturn.  However, thinking so is counterproductive as you probably already know.  So, how can you insulate yourself from declining sales, turn the loss of sales around, and increase business?  Following are some specific things you can do that will work for you!

Work harder. If you worked 40 hours a week when the economy was strong, it’ll take 50 or 60 hours to get the job done now.
Assess & Analyze.  What has been working for your business?  What has sold the most and what produces repeat customers?  Once you analyze exactly what it is that has worked, focus all of your energy on it and ignore and shelve those things you did that maybe were more fun, but didn’t give you the return on investment that you wanted.

Create new jewelry pieces. What you say – start something new?  Yes!  Sit with friends and family and brainstorm jewelry ideas that WILL be in higher demand in an economic downturn than other pieces and develop your go-to-market strategy to get them in front of your buying audience.

Keep Marketing. It is so tempting to scale back on marketing and advertising in a downturn because marketing expenses don’t have a direct and immediate impact on sales. However, you are in a fight for market share and if you don’t want to lose more than your competitor you have to stay in the game. If people don’t know who you are or why they should care, you’ll not only lose opportunities, you’ll lose the customers you have because someone else with a voice will take them.

Put resources into sales. Companies are loath to add cost when business slows, even in the sales department. Yet for the reasons stated above, expanding the sales force enables you to outperform the downturn, while contracting pretty much guarantees you’ll do worse.

Do whatever you can to be remembered by your customers. When business is booming, customers often overlook the nice things you do for them. But when customers are struggling, they never forget even the smallest gesture. Recessions are opportunities to build long lasting relationships. The reverse is equally true. Treat a customer roughly in tough times and they’ll drop you the first chance they get.

Innovate. Now is the time to squeeze more performance out of all your efforts by streamlining and lowering the cost of doing business.  Look at areas where you can reduce cost of goods sold, rent, energy, and the efficacy of your policies, procedures and information management.
Keep spirits high and instill confidence in those around you. Show appreciation for the extra hours and extra effort by those around you. Give people a chance to blow off steam. Force yourself to take a break. Nobody works well when they lack motivation, and this is especially true in tough economic times. In a recession, strategy and tactics become more important than ever, but the human element – more important still.

Ask your customers. Don’t be afraid to reach out to your best customers and ask them what ideas they have to increase your business.  Is it really price and if prices could be lowered, would that stimulate a purchase?  Is offering a lower cost alternative the answer?  Do your customers require financing?  Whatever it is that will stimulate a purchase is what you need to figure out and then keep repeating it.

In closing, sometimes in an economic downturn it feels like the ceiling is going to come down on you and your business but in fact, these times are when the best opportunities present themselves to those that are positive, eager, and prepared to see them.  Are you one of those business people?

For more ideas on positioning your jewelry during tough economic times make sure to check out our incredible wire jewelry sales and marketing books!

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Observe Nature

Having a hard time coming up with original, creative ideas?  Observe nature.  Nature has been a source for jewelry design for thousands of years—Egyptian, Medieval, and Baroque, Art Nouveau and more!  Inspiration for shape, color, line, and texture can inevitably transpire for your next jewelry piece when studying nature.   You could find a color scheme from a breathtaking sunset, or perhaps a shape outline from the thorns of your rosebush.  Trees, birds, animals, insects, the ocean, mountains, the stars, moon, and sun!   The possibilities are endless.  Jewelry design is truly an art form—think of it as such.

Don’t be afraid to experiment

You don’t have to follow any rule!  Just because a certain pattern says to do something a certain way, doesn’t mean you have to!  Play around, have fun!  You just might surprise yourself with what you come up with.  There are no limits in design and jewelry making.  Experiment with new tools , new beads , and new ideas.  Do not be afraid of failure.   Do not become your worst critic.  Imagine, take pleasure in your creativity, and try to reach beyond your perceived potential.

Study History

Study history???  What does that have to do with jewelry design?  A lot.  Fashion has proven old trends to be stylish.  Furthermore, many well-known jewelry designers take inspiration from historical jewelry pieces.  It may also be beneficial to study historic and religious symbols, such as the Celtic knot, the Egyptian Cartouche and Ankh, the Christian cross, the Irish Claddagh, the Star of David, the European torc, the Hamsa or Hamesh hand, Chinese dragons and phoenixes, and much more!  Also as you study the history of jewelry, you will find how the trends and fashion reflected a country’s social, cultural, economical, and political standing.

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When first starting out in the wire-wrapping business, it may be a bit confusing about what types of wires to use for various projects.  Here are some recommendations in choosing the temper of your wire.

How to pick the hardness of your desired wire

Hardness is the measurement of the malleability or temper of a substance. When purchasing raw materials for wire-work, you will find that wire comes in several different levels of hardness, only a few of which are commonly used by jewelers. The most typical jewelry wire can be categorized into three groups:  Hard, half-hard, or dead soft.

To Find the Jewelry Wire You’re Looking For – Click Here!

Hard Wire is difficult to bend and can be stiff if trying to manipulate with bare hands.  Tools are highly recommended when using hard wire for this reason.  Hard wire is excellent for holding its shape and for making clasps and other findings that will likely be stressed.

Half-Hard Wire is malleable, but most people will need to use tools or jigs to bend it into shape. Half hard will; however, maintain a fairly intricate shape under moderate stress after it has been work hardened. It is very useful for light weight-bearing parts of wire-wrapped jewelry and is terrific for creating angular bends, wire loops, and for wrapping wire around itself.

Dead Soft Wire is extremely malleable and can be bent easily into a myriad of shapes by using the hands. It does not hold its shape in stress situations, such as clasps, until it is hardened.  Dead soft wire is great for making loops, swirls, and spirals.

Keep in mind that the gauge (thickness) of the wire will also have an effect on its hardness. For example, a piece of 12 gauge wire is relatively thick, and even at dead soft hardness will not bend as easily as 18 gauge wire of the same hardness. Large wire is not recommended for the beginner.

If you missed out on Part 2 – Click Here to Read Now!

To Find the Jewelry Wire You’re Looking For – Click Here!

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Trying to figure out what types of wire to use can be a most difficult process when beginning to make jewelry.  One of our previous articles addressed how to choose a wire temper.  This article will discuss how to choose the wire gauge for an upcoming jewelry project.   Remember, the larger the number of the gauge, the thinner the wire.

To Find the Jewelry Wire You’re Looking For – Click Here!

28-34 gauge

The wires’ diameter measures from 0.013-.006 inches or 0.32-.16 millimeters. This is EXTREMELY fine wire. Wires with these gauges tend to kink and bend a lot —nylon jaw pliers will need to be used.  Is great for wire wrapping using small beads, wire weaving, and wire crocheting.

26 gauge

The diameter of this wire measures at .016 inches or .41 millimeters. Again, this is very thin wire and nylon jaw pliers and fine-tipped tools should be used.  Is good for wire wrapping beads and seed bead jewelry.

24 gauge

The diameter measures 0.020 inches or 0.51 millimeters.  This is still considered fine wire and the nylon jaw pliers are recommended when it gets kinks.  Great when using pearls and small crystals.

22 gauge

The diameter measures 0.025″ inches or 0.64 millimeters. This gauge is ideal to use when 20-gauge is just a bit too thick.  This is a wonderful multipurpose wire and is excellent for wire wrapping beads and semi-precious stones.

20 gauge

20 gauge wire measures 0.032″ or .81 millimeters in diameter. This is considered a medium wire in jewelry making and, just as the 22 gauge, it is a fantastic multipurpose wire.  Works well for making earwires, clasps, and headpins as well as wrapping glass and coiled beads.  It is also recommended when making bracelets.

18 gauge

Measures 0.040 inches or 1.02 millimeters in diameter.  Is considered medium thick wire in jewelry making.  Works well for making clasps, wire wrapping beads with large holes, bracelet making, and earrings.

16 gauge

Measures 0.051 inches or 1.29 millimeters in diameter.  This is a thick wire. It is recommended that heavy duty tools are used when manipulating this wire.  It is not recommended for the beginner.  Can be used for neckwires, rings, and bracelet bases.

To Find the Jewelry Wire You’re Looking For – Click Here!

If you missed out on Part 1 – Click Here to Read Now!

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