Question

Topic: Taglines/Names

Re-branding Handcrafted Jewelry Business

Posted by susandorling on 250 Points
I started making and selling jewelry four years ago under the name, Silver Spirit Designs. As a self-taught jewelry maker, I created hundreds of one-of-a-kind designs using Swarovski crystals, sterling silver and other high-end components. I would describe my work as a cross between elegant and whimsical, and definitely unusual. My work has sold well in a physical retail store showcase and at craft shows. Last year, I launched another unrelated business with a partner (dog bakery) and slowed down my jewelry production and marketing efforts. That business had to be closed due to my partner's health and now I'm back making jewelry again, in the process of developing several hundred designs to sell online at my own website, Etsy, Yessy, Artfire, RubyLane and offline venues such as retail showcases and artisan jewelry shows. I have been studying new, more advanced jewelry techniques and added metal and wire work to my repertoire. I would like a new branding to distinguish my new, more elegant jewelry designs and artisan style. Lately I have been calling my business, Susan Dorling Designs, but my name doesn't have a ring to it nor is it memorable in any way. I wanted to get away from the organic, spiritual-sounding, Silver Spirit Designs, although I will be working predominantly with silver and copper. The direction I am moving is Bella Sofia Designs, Esperanza Designs, Eleganza Designs, Serendipity Designs, BellaBlu Designs and Renaissance Designs, all which currently have domains in use. I like Italian and Spanish words, alliteration and beautiful-sounding words that roll off the tongue, words that have an elegant 'feel' to them. I am looking for name ideas. Key descriptions for my jewelry are dramatic, elegant, bold, classic, touch of whimsy, one-of-a-kind, wearable art. I like 'designs' vs 'jewelry' because I also make and sell home & garden accents and digital artwork. Thanks for your help.
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RESPONSES

  • Posted by susandorling on Author
    I would like to thank both of the people who responded to my question, for their directness and expertise. I have taken their combined advice and my company is going to be called, Susan Dorling Designs with the suggested tagline tweaked just a little - "Truly Elegant Handcrafted Jewelry".
  • Posted by SteveByrneMarketing on Accepted
    I'm a little confused. I don't see the other responses. Is this still an open question. I like the solution

    Susan Dorling Designs
    Truly Elegant Handcrafted Jewelry

    I would only add that "Swarovski" is a powerful brand and a powerful keyword when used for tagging content. So as an option ...

    Susan Dorling Designs
    Truly Elegant Handcrafted Swarovski Jewelry

    Susan Dorling Designs
    Truly Elegant Swarovski Jewelry


    Steve
  • Posted by susandorling on Author
    Steve,

    Thanks for your comment - I do use Swarovski exclusively for my crystals and will take your advice. I did close the question after the first two comments and divided 250 points between them. Wish I had some left, but I am new here and just signed up for Basic. Maybe next time - I do need a little more marketing advice.

    Best Regards,
    Susan
  • Posted on Moderator
    You have certainly come to the right place for marketing advice, but remember that the way to get great input is to provide US with a complete understanding of your customer base and what makes you different from, and better than, the alternatives they have.

    Looking forward to seeing more posts from you soon!

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