Edinburgh jeweller

Many voices - why you need to know about the marketing funnel Note - this post was written for the London Jewellery School blog Marketing your business is key to your success. However, marketing is not just about telling new customers who you are - there are a number of different groups of customers and potential customers out there that you need to communicate with. The marketing funnel is ‘a consumer focused marketing model which illustrates the theoretical customer journey towards the purchase of a product or service’. OK, so what does that mean in English! It means that it is rare (but not unheard of) for someone to see your brand and buy from you immediately. Potential customers like to familiarise themselves with who you are and what you offer before they take the plunge and buy. This means that at any one time when you’re marketing you are talking to different people at different stages in the buying process. This is useful to know because it helps structure ho...

Austin Kleon

Jewellery business week is underway at the London Jewellery School and I've wriiten a few blog posts for it. Here's the first In order to increase your profit margins you either need to increase your prices or cut your costs. If your business is growing there may be some creative ways to cut your costs. Look for alternative suppliers/buy in bulk When you are first starting in business it makes sense to just buy what you need when you need it. Investing in materials without guaranteed sales is a way to cause serious damage to your cash flow! But if your business is growing it is time to look for ways to cut the cost of each item you make. One way to do this is to look for alternative suppliers for your materials or to buy in bulk. Alternative suppliers Start your search with Google. Google has some specialist ways to search that you may not be aware of. Try putting in your search term e.g. ‘silver chain’ ‘headpins’ etc and then click on ‘shopping’. This w...

I love learning new things from experts so was really pleased when I saw that Joy Funnell was going to be teaching her chain sampler class at Creative Glass in Rochester, UK. I have previously blogged about when I did a one to one tutorial with her on enamelling on silver clay (which you can read about here) so I know she is a great teacher! I was happy that the class was taking place in Rochester as this is close enough to travel to in one day (although when I booked I didn't know about the engineering works which made progress slower!). I had a fabulous day learning and practicing lots of different techniques including soldering fine wire and adding lots of different metal clay elements. I'm really pleased with the results which you can see here and I've got loads of ideas for what to do next!

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