September 20, 2012 By 5 Comments

{Guest Post} From Broke to Stoked: How I Make Money Designing One-of-a-Kind Pieces

As a jewelry designer in my early years, I thought I knew it all. I quit my day job and launched full time into designing my first jewelry collection. In my mind, I was a serious entrepreneur living the dream. However, reality was something else. Although I had written a business plan, I didn’t really follow it. I was just making S#!T up as I went along.

Month by month, I grew my accounts, brought in more revenue and within about 8 years I had grown to nearly $1 million in sales. On the outside, everything seemed amazing. I had the best accounts, my collection was growing, and I had launched into a new direction. However, behind the scenes, my company was dying because of a lack of business system and best practices.

After 10 years in business and a big crash in the economy, I decided to shut down my first jewelry company (I discuss the full story in this video). It was sort of like I had lost my first child. I was devastated and broke!

Luckily for me….

I still had a group of raving fans that wanted my work. I spent a lot of time evaluating what I loved; In reality, it was finding a connection with people and designing something exclusively for them. A new era had started for me and Tracy Matthews Custom Jewelry was born.

When I first launched into the custom jewelry world, I was worried how I would make a living designing one-of-a-kind jewelry. After studying with some really amazing marketers, such as Marie Forleo, I understood that the way to make money doing what I love is to understand the value I provided to my clients.

Communicate the value you offer to your clients. Additionally, running my business like a business became the most important factor. Winging it will never get you ahead.

Here are some of the ways I have rebuilt my brand into a profitable business:
  • Start the business with a strong foundation
  • Create exceptional client experiences
  • Design using personal aesthetic that is authentic to the brand
  • Develop a personal relationship with clients
  • Don’t try to design for everyone
  • Communicate the value offered to clients
  • Market (all the time)
  • Consistently “UP” the game
  • Use cash flow to finance projects (never use credit cards)
  • Pay out the profits

The END result: An ideal scenario where I am earning profits based on my service rather than trying to compete with anyone else.

 Let’s face it …

There are a lot of talented people out there designing jewelry. Why does a consumer select one person over another? I believe the primary reason why someone works with me over someone else is not because of just one factor, but because of the entire system.

It took me many years to understand how to actually make profits doing what I love. The road to success can be difficult when you don’t have the right tools up front. When I started, I always wished I had someone who could tell me everything there was to know about running a business. I didn’t find my business mentors until later in life. I highly encourage you to seek out a resource that works for you.

Take Action NOW!

Get out your notebook and evaluate. Take 30 minutes to answer the following:

  • Do I run my business like a business?
  • How do I create exceptional client experiences?
  • What is my unique design aesthetic?
  • How do I connect with my clients?
  • Who am I designing for?
  • What value do I offer?
  • How am I marketing?
  • What am I doing to improve?
  • How am I financing my business?
  • Am I paying myself?

Please let us know if you came up with any new insights in the comments!

About the Author:

Tracy Matthews is an eco-luxury fine jewelry designer, a mentor, and a yoga instructor. She is the founder of Flourish & Thrive Academy, the place where jewelry designers go to get business savvy. Her mission is to create, to inspire, and to bring together like-minded individuals in a safe environment to share and connect about the business struggles that many designers face. 

You can find Tracy online at TracyMatthews.com and The Flourish & Thrive Academy. Connect with her on Facebook and Twitter.

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February 20, 2012 By 6 Comments

The Do’s and Don’ts of Product Photography

One of my favorite things about doing successful seller interviews is going back to their very first sale. For most sellers, that first sale says a lot about how far they have come in product photography. I’m calling myself out and pulling from the Energy Shop listing archives, as I highlight the do’s and don’ts of product photography. I like to think that my shop is ever-evolving, so I sincerely hope that in two years, my pictures of today will look amateurish and outdated!

I take all of my photos on a Canon EOS Rebel, and I highly recommend a digital single-lens reflex (DSLR) camera to anybody who is serious about photographing and selling their wares. I had the camera before I opened my Etsy shop, so everything seen here has been shot with a DSLR–which goes to show that you can shoot awful pictures on an excellent camera. I use the 18-55 lens that comes with the camera and the green box setting, which goes to show that you don’t need to be an expert because the camera is smart enough for the both of you. :) Some of the product photos in my archives were shot with a 50mm lens (I’m including examples).

I opened the Energy Shop for business in May 2010, and here is a picture of my first sale:

My first sale

DON’T: List the first picture you take of your product. Take your time with it and sample different lighting and backgrounds.

I just love the person who bought this, wherever she may be! This set of bracelets was taken on a white tea towel in my kitchen, with no flash. There were lights on in the kitchen, and sunlight coming through the windows. This shot screams “beginner.” In the listing, there is actually a picture of the bracelets laying on top of a cell phone. I’m not sure what I was thinking, but I do know that portraying scale was important to me back then (I also used to photograph the bracelets with a dime or safety-pin :) ). For my product, scale is unnecessary and just cluttered the pictures.

Creative Backgrounds

DON’T: Over-do the background. Avoid over-the-top props unless they directly relate to your product.

As soon as I started making my first sales, I started getting creative with the backgrounds. This Carnelian bracelet is situated on a green tea towel, still in my kitchen, and now there are artificial hydrangeas in the background. This is over the top, and looks completely silly to me. Reminds me of the saying, “Those who know better, do better.” It was clear that I was learning and searching to find the right look.

The next six pages of my sales show gradual improvement, and I love this about a shop’s history, you can literally watch the owner’s skill evolve. Seven pages in, my items started to look like this:

Shot outdoors in high sun

DO: Shoot in bright lighting with simple backgrounds.

Same camera, very different approach. I’m shooting on plain white paper and a wooden display circle (I use hand-carved wooden coasters I purchased in Zambia). I was in my backyard in mid-day, full sun (early or late sun casts distracting shadows). I love this shot, because in a pinch I could still use it to show off the Mookaite gemstone today. It’s bright, easy to see detail, and timeless.

Shot outdoors with a 50mm lens

DO: Buy one great lens.

Here is a great example of what a 50mm lens can do for your product. When people comment on a great photograph, it’s usually because it was shot with the 50mm lens. In switching to this lens on your DSLR, the subject pops, and the background blurs which gives the photograph dimension. Here you can see what it does to a product photograph. Again, this shot was taken on a white piece of paper outside in mid-day, full sun. This Amethyst is sharp in the front and then blurs toward the back. It still gives you a great idea of what the bracelet looks like, but it adds a little dimension and that makes it stand out.

Another example of the 50mm lens

I’m a huge fan of this lens, and here’s another example of why. You see the Chrysanthemum bracelet pop and stand out in the picture, and it looks gorgeous against the blurred greenery of my back yard. The 50mm is my go-to lens for great professional and personal photographs.

Off-center with short back-drop

DON’T: Let the backdrop drop off.

While the lighting and backgrounds were improving, I was still making rookie mistakes. Here’s a great example of something that might look obvious to everybody else, but I only corrected it recently. This photograph is off-center, and that could have been easily corrected in crop. More importantly, the back-drop ends very early on in the picture. This is a highly unnecessary mistake, I had plenty of room to shoot within the back-drop, I just didn’t think it made that much of a difference.

Exception to the creative background rule

DO: Make it seasonal.

Just say no to creative backgrounds, unless they can be done to bring nostalgia for a season. In this photo, I used fake autumn foliage and morning light. I love the image I captured for this Blue Jade bracelet so much, that I bring it back to the shop every fall.

Models are a definite Do!

DO: Use a model.

How cute is this picture?! My children model the children’s jewelry for me, and I prefer not to show their faces. They are sprinkled through the archives holding up peace and love signs with their backs to the camera. These chip bracelets don’t look like much lying on their own in a picture, but stacked on the arms of my children, they are practically irresistible. When you have a great product but it’s hard to do it justice on its own in a photograph, get a model! In a crowded marketplace, models grab the viewer’s attention before a lifeless product photograph does.

Creation Shots

DO: Show your hands creating.

I loved having this shot in my shop listings when I was making gemstone trees. There’s something interesting about the stones and being able to see the hands working. Where can you incorporate photos of you actually making your product? People will love to see them.

A message within

DO: Incorporate the message.

This is probably my best-selling, most viewed listing. I created this Sunstone appreciation bracelet when I reached 1,000 sales through my Etsy shop, and I think it radiates the gratitude I feel for my customers. I made a lot of these, so I took special care when photographing to make sure I was going to have 5 excellent pictures. The words grabbed people’s attention and drew them to the listing. I could have typed the words or printed them very neatly, as I’ve tried different variations in my listings. The handwritten “Thank You” was the best performer.

Currently, I try to keep things simple, clean, and bright:

Love a photo that sells the bracelet for me

DO: Love the money shot.

My jewelry looks best when I shoot on a clean background, outdoors in natural light. Keep it simple and you’ll know when you’ve achieved the perfect look for your product. Wishing you the money shot and all the best! Until next time.

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December 12, 2011 By Leave a Comment

Interview: A Charming Hint of Success

Build a charm necklace at www.hint.etsy.com

I’ve been admiring Beth’s work at Hint on Etsy for several months now. Her talent and good intentions seem to shine in each of her handmade charms. She writes an intriguing blog titled hint jewelry, where it becomes obvious that she takes great care and pride in everything she does.  She generously shares her hand cast charm-making techniques, and she even discusses business strategy in articles like How to get over 1000 page views on a blog post. So, without further ado, enjoy the interview!

Please describe your “zone.” What does your office look and feel like? What’s your mood like when you’re producing your charms?

My workspace is functional and cozy all at the same time. I have a large picture window where I look out at the birds and a fireplace nearby to keep me warm. The kitchen is close so I can bounce back and forth between working on my computer, making jewelry, and grazing on food. I’m planning to hang more landscape paintings this winter to add more color to my walls.

My design process for making charms takes a couple of months. First I do research, make sketches, finish my design in Adobe Photoshop, have a rubber stamp mold made, and finally complete my master model in metal clay. The most important part is being in the right frame of mind to make my charm model out of Art Clay Silver. If I’m irritated, tired, or frazzled I don’t even attempt the process because it requires calm, focused energy. Usually I like playing CD’s when I make artwork, but I’ve found that music and pressing metal clay charms doesn’t work well together, so I’ve opted for a quiet and meditative space while working.

Mothering Hen Chicken Charm at Hint

Let’s talk about writing. I really enjoyed poking through both your blogs, hint jewelry (I could explore the color and prose all day) and XOXO Dogs (where you discuss philanthropy and highlight the charitable causes that you give back to—lovely idea!). How much time and energy would you say you invest in writing every week?

For my blogs, I used to do all my writing on Mondays and set aside at least 5 hours for crafting my posts. This past year has been somewhat more spotty since I’ve been devoting most of my time to my writing my book Lemonade Mantras. My blog is the heart of Hint Jewelry, and I realize now it was an important business decision to invest so much energy for it attracted a group of like-minded people who are all interested in the same things, and who keep me motivated to make more art and explore new adventures. Some days when I don’t know what I’m doing or I forget my way, someone will connect with a blog post and send me some positive thoughts that keep on track. Writing a blog is something that has given back to me more than I could have ever imagined. I see my blog as the living room for my business — the place where I welcome people and invite them to share in the common beliefs that are the foundation of Hint Jewelry.

I’ve never heard a blog writer make blog writing sound so appealing! Do you have a launch date for your book, Lemonade Mantras?

Lemonade Mantras is the root of everything that I’ve been exploring in the last five years. It’s about using uncomfortable moments in your life where you feel hurt or angry and discovering the message that bridges the gap between what your mind is thinking and what your heart is truly wanting. It changes your relationship with yourself and in turn affects your relationships with other people in a positive way. Lemonade Mantras is a powerful tool for building awareness and a process that transforms lives. I’m looking forward to seeing where Lemonade Mantras leads after it’s published. My current launch date is set for January 1, 2012.

Where can we get a copy?

Look for information for where to purchase my e-book or hardcopy at www.bethhemmila.com in January 2012.

Is your creative business a full-time job for you?

I work full-time doing Hint Jewelry and found that it is the best medicine for staying in tune with myself. It gives me the freedom to explore creativity, connect with many different people, enjoy the beauty of outdoors, and do as much yoga as my body desires.

Wind Horse Charm Necklace at Hint

I went back to your first sale on Etsy, July 10, 2008. Do you remember what it felt like?

I’ll never forget!! That was the best feeling in the world and especially because it featured the Tree of Life. No one besides my friends and family had ever purchased my work, so when a woman from Spain wanted to wear Hint Jewelry’s Tree of Life, it was like falling in love for the first time with art all over again. Everything I was doing started to make sense and this lovely woman gave me the first brick in my foundation for exploring creativity with more confidence.

You’ve made more than 3,400 sales on Etsy. That’s amazing! Do you feel that the higher your sales, the more momentum your online shop has?

Wow, I hadn’t thought about the numbers too much lately and how that changes my business. My sales have felt fairly steady over the last two years, and I’m incredibly grateful to the many long-lasting relationships that Hint Jewelry has generated in my life. My sales seem to ebb and flow with my mood. If I am enthusiastic, and I have a lot of positive energy, people drop by my shop more often. On the other hand when I’m needing some rest and downtime, my sales seem to slow down.

That’s a great way to explain the ebb and flow of any shop! What has been your most profitable marketing strategy for Hint?

This holiday season I decided to test out Etsy’s Search Ads. So far this option has been working well for me because I’ve figured out which pieces are my best sellers and incorporated keywords that move my listings to the top of the search engine. I’ve noticed a dramatic increase in sales by following the statistics for these Search Ads.

Do you sell your charms anywhere else outside of Etsy?

Nope. I’ve found that the Etsy community connects with my work the best.

Be Mine Charm at Hint

What piece of advice would you offer somebody who is just starting out on Etsy and waiting for their first sale?

Focus on creating relationships in communities that need or appreciate your work. These relationships can be cultivated through interest groups, blogging, Facebook, Twitter, Flickr, etc. The more you create authentic relationships surrounding your work, the faster your work will be found by the people who are looking for it.

What has been your proudest handmade moment?

When my necklace called Returning was purchased by a dear Etsy friend. This necklace came together without any real planning involved. I remember sitting in my dining room looking out at the yard and just putting all the pieces together in one fluid process. The message and story of the pigeons in my yard was so intricately woven into my heart, I wasn’t even thinking anyone would purchase this piece and then when it happened I was totally surprised.

You can read more about that inspirational piece by clicking here. Thank you, Beth. It’s been a real pleasure :) For more from Beth, shop Hint on Etsy. Until next time!

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