I'm starting a online jewelry business soon - will be selling very unique trendy/contemporary jewelry (Price range $80 -250/pc), targeting younger group of consumer (under 35, maybe).
Q.I'm starting a online jewelry business soon - will be selling very unique trendy/contemporary jewelry (Price range $80 -250/pc), targeting younger group of consumer (under 35, maybe). I'd like to get some advice from the group, how should I go about promoting my site or products? If you were a shopper, looking for some trendy jewelry for social events (clubbing) - you know, the very GQ-look type of style, where would you go? Or what magazines do you read? or review sites?
A.You're in for a wild ride, and setting yourself up to lose bundles of money and/or a great deal of time. Scores of very well financed jewelry web sites have failed before you. With well financed, I mean millions of dollars. Right now I can only think of Miadora as far as jewelry is concerned. Others, still in business have tons of money behind them. The fact that you come for research to this rather sparsely populated newsgroup of at best a motley crew of participants of varying backgrounds, demonstrates clearly that you do not have a clue about what you are trying to get yourself into. BTW, with motley crew, I do include myself, because even though I may be a craftsman of some accomplishments, as far as marketing and business acumen are concerned, I still operate by the seat of my pants. We are mostly a group of crafts people, with bench experience. We are by and large not business people, market researchers, bankers, venture capitalists, CEO material, etc. You are coming to the wrong place! Do yourself a favor, and study the "case studies" of failed online marketers very thoroughly, before you do this. A bankroll of about $2 million, will get your web site started, assuming you have the products, to deliver possible orders. Promoting to the under 35 group, would include MTV, WIRED magazine, etc. After you run out of your first couple of mil, you will need a second round of financing to keep the site afloat, pay staff, pay suppliers, servers, etc. Better find yourself a group of generous venture capitalists who suffer from amnesia. Of course, you could also do it on a shoe string like I did, and reap a gross of about $20,000 to $40,000 a year from it, not enough to give up your day job. Also, my site did not start paying off until last year, and it has been up since March of 1996. So you have to be patiently waiting for a trickle of income. And my site has the benefit of always showing up within the first 10 hits (often #1 or #2) when doing a search in Google, Yahoo, Lycos and other search engines when using the search criteria of "jewelry design", "contemporary jewelry", or "contemporary jewelry design". I get about 160 unique visits a day. You'll have to get at least 1000 to 2500 unique visits a day, if you want to ever hope of beginning to make any real money. Lastly, you throw around some very general slogans like "very unique trendy/contemporary jewelry", "trendy jewelry for social events" and "the very GQ-look type of style" Who defines those terms? Do you pretend to know what under 35 year olds want? Do yourself a favor, save some money or better still, get some "very unique trendy/contemporary very GQ-look type of style jewelry for social events" at abrasha.com Mention that you read about the site in rec.crafts.jewelry and they'll give you 2% off already bargain basement prices.
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