Musings of a jewellery designer...

(This blog is partially reproduced from one appearing on my independent business blog that can be found here.)

Had you asked me about a bounce rate two years ago, or even a year ago, I might have explained that I thought it had something to do with the performance of Olympic trampoline gymnasts or perhaps the amount of support provided in a bra. But no, now that I live and have a business in the virtual world of the internet, I know that bounce rate shows the percentage of visitors to my website who "bounce" off again after touching down on my home page. Anything under thirty percent is considered fairly enviable and I seem to hover at that point most of the time. Again, doing business in the virtual world means that this matters to me. And it does. But I am always looking for ways to improve sales and the old bounce rate.

Perhaps the most important thing I have done is reduce my prices significantly in both The Earth and The Sea collections. It's not that I don't believe in their worth. I believe that if I am able to unite someone with the perfect one-of-a-kind piece of jewellery, it is a pretty priceless feat. I know that of all the pieces of jewellery I bought in the days before I made my own, my most cherished were pieces I simply had to have because they spoke to me. The three pairs of earrings that I love most just happen to be the three pairs on which I spent the most money. And two out of the three were unique. That was the appeal of those two pairs. Beyond the colour and design, I liked the idea that no one else would ever have that pair of earrings. All three pairs, coincidentally, were produced by artists, not manufacturers, made by artists whose talent I admire even more now. I want people to feel that way about what I create. I want them to want these pieces, but I don't want them to have to break the bank to do it.  I am not going to end up buying some sprawling real estate on the proceeds, but I am going to hold my head up and know that I have provided someone with a piece of jewellery that makes her feel like the unique person she is. Amen. 

I will always encourage people to buy locally and buy from individuals, not from corporations. Let the department stores with their cookie cutter merchandise, made in factories far away, and marked up to ridiculous levels - let them keep those on their shelves. Instead, find someone locally who makes beautiful things and who, like me, makes them for two reasons. One of those reasons is to make a living, but I can almost guarantee that making a living is reason number two. Reason number one is that they love what they do, love what they create, love the process of creating art. Believe me, with every order that comes through, you are encouraging and supporting and letting that artist know that what they do is valued and appreciated. 

Busy times ahead as the market season gets into full swing. And I have been invited to participate in one of the biggest retail events in Scotland - so thrilled to be part of that. It is all going well, but I will never rest on any laurels I may gather along the way. I am always looking to better my work and my business, but never losing sight of why I do it. I do it because I love it.

This Week's Web Business Recommendations

This week, I would like to highlight two businesses that I believe in. The first, and you will have to forgive me for this open display of nepotism, is my husband's landscape photography site and the second is a lovely site created by a talented woman living on the Kintyre Peninsula here in Scotland.

Chris Mawson Photography offers buyers the opportunity to own a print of one of Chris' stunning landscape photographs of Scotland. On our first trip to Scotland as a couple, I was amazed at Chris' natural gift for composing a photograph. His eye for balance and tones is truly wonderful. From that first trip, we realised that bridging the gap from amateur to professional photographer was something Chris needed to do. His monochrome images have been widely praised and his colour photography catches that wonderful moment of light and atmosphere. Take a look - I am sure you will be as moved by his images as I am.

Kintyre Candles is a business that offers customers a treat for eyes and nose. Scented, eco-friendly and affordable candles are on offer in myriad fragrances and styles. In addition to candles, fragranced oil and oil burners are also on offer, giving you the option to treat your senses in so many different ways. I love the various holders available - from bamboo and glass to ceramic. I intend to stock up on Kintyre Candles in all their various guises. Let's face it - candle light is the ultimate statement in elegance and relaxation and Kintyre Candles will provide you with more choices than you can imagine. I highly recommend this business. 

Recently I had a chat with a stall-holder at a market. Also in the jewellery business (but more costume, affordable, fun jewellery), he made some suggestions to me regarding my market displays. As I was putting away my jewellery, which is displayed on lovely wooden “trees” I had made specifically for the purpose, he said I would be able to pack up more quickly if all the jewellery were displayed in boxes. I thanked him very kindly for his suggestion, but went about my business of placing each pair of earrings and each pendant in its own plastic grip-seal bag (besides keeping my pieces separate, it also keeps them from tarnishing). The reason I display and package my jewellery as I do is because of one very important aspect of how I see my jewellery. It is important to me that my customers see the play of light on my pieces, that they be able to touch them, that they feel welcomed to do so. When I see a table of jewellery, all in their own little boxes, it gives me the sense that what I see is what I get. I don’t feel that I’m being invited to touch or handle the jewellery. No, it may be easier to pack up if everything is in a box, but I’d rather give my customers the advantage of experiencing my jewellery through as many of their senses as possible. The markets aren’t about how easy it is for me to display or pack up, it’s about providing people with the opportunity to buy my creations. A table that invites people to touch and even hold pieces up to their ears or necks – that’s what buying jewellery should be all about.

I was also given the name of another supplier as a possible source for my sterling silver. I was informed that I may find it to be less expensive. That’s fine, but will it be of as high quality as the sterling silver I buy? Would the company allow me to sell back my scrap sterling for credit? Again, I smiled politely and repeated the name of the supplier, but I would never switch from the supplier I have. I have been with them for three years and I’ve never found their prices to be higher than anyone else and often they are lower. This stall-holder was amazed and gave a slight roll of the eyes when I said that I had only four suppliers for the actual products of my business (two for gemstones, one for the sterling silver and one for the copper wire). Yes, just four, but four I know and four that have excellent reputations and are UK based.

I think this exchange made me realise that I may be in this for all the wrong reasons – at least the wrong reasons as would be perceived by others. I am not out to make as much money as possible, I am not out to undercut reputable suppliers because I can get something more cheaply elsewhere. I do my business with my customer’s benefit, not mine, in the forefront of my mind. For me, the sheer joy of creating my jewellery is compensation enough. Yes, I need to make a little profit just to pay for my wire, gemstones, findings, website hosting, my business cards, inks for printing, papers for my stationery, etc. But, as long as my sales cover those costs, I am happy. I am happy because, for me, the bottom line is about integrity, quality and reputation.

This Week's Web Business Recommendations

The two websites I want to recommend this week are:  Skyelight Candles and Incense Man. I have the pleasure of being a long-time customer of both businesses.

Skyelight Candles is owned by Kevin Topping and was founded in 2001. Kevin and his partner Ian make each and every beautiful candle by hand. Their offerings reflect their enviable position living on the north tip of Skye in the village of Staffin with stunning views of the Red Cuillins, the Quiraing and Staffin Bay. They have candles of every shape and size and candles that have been infused with delightful scents, including their very own heather scent. I own many candles from Skyelight Candles and some lovely candle stands that can be found in the shop and online. We always make sure we visit when we are on Skye and have done for the past six years. I can personally recommend Skyelight Candles without reservation.

Incense Man is a wonderful online shop that has more incense than you would hope to burn in a lifetime. Even when I spent some time in the States, I continued to order from Adrian (I am trying to imagine the customs officials’ reaction when we ordered a case of incense with the scent name of Opium). His prices and monthly specials are fantastic. He also carries a large array of holders, aromatic oils, burners, crystals, t-shirts and other gifts. If you love the smell of incense, this is the place. His incense is ethically sourced and he even has a page that tells you about the history and uses of incense.