Know-How Exchange : Strategy

Think occasions: weddings, anniversaries, engagement, graduation, births, etc. Then tie your specific offerings (that ideally are unique in the marketplace) to those in your area who are the trusted "go-to" people in the community.

What you are finding is that you need to be lazar sharp in marketing your jewelry. For example, the person who buys jewelry at Claire's is a very different buyer than the one who buys at Macy's. Your challenge is to find your sweet spot and market to them.

When I sold floor coverings, I could look out my window and know every building I see is a buyer of my product. But I had to do exactly what I'm advising to be lazar sharp. Not all professional women care about jewelry. You want those that accessories are important to them.

Then you have to choose tactics that are assertive, not passive. Putting a brochure in a bridal shop is passive. And, the shop probably already offers jewelry, that they can sell and turn a profit of 50% or more.

Bridal shows draw brides. Fusion market with a Mary Kay lady or other providers so your marketing dollars go farther. For example, when I was engaged I went to a show and won a Mary Kay basket. It had MK samples, but she also fusion marketed with a florist (I also got a certificate for a throw away bouquet).

I love fashion. I was in a grocery store and a jewelry designer could see it. She walked up to me, complimented me on my outfit and handed me her card. Don't let opportunities like that escape you.

I want to pick up on Carol's point about laser-targeting your market.

Your company is a direct seller, so you might want to connect with those who groom women in your target market -- for example, those who spend on manicures would be more interested in rings and bracelets; those who spend on hair salon services would have an interest in earrings and necklaces -- as these are the items that show off their point of focus, the manicure or hairstyle. Hairstylists and manicurists are often looking for ways to increase their income while not increasing their labor hours -- you seem to have a potential solution.

Another avenue might be weight loss counselors, who spend a lot of face-time with clients. Generally, women who feel good about themselves on a given day, do better with their diets on those days ... and yet they're hesitant to spend on clothes because they hope to be a different size. Jewelry is an ideal mood booster -- makes a woman feel good while not having any calories and still fits once the weight is lost. Often these programs encourage dieters to give themselves a reward at certain levels, but it's hard for that reward not to be "a meal out." Again, you would have a potential (and tangible) solution. So, weight loss counselors could be another strong target for you.

And this might seem funny, but since you're a designer of jewelry, you might consider an ancillary line for pets. Pet groomers have a lot of contact with clients and can make powerful suggestions ... particularly groomers who specialize in high-end neighborhoods or purse-size dogs. Again, this is a person who usually likes to make additional money, so there's a plus-factor for you if direct sales in this category could work for you.

I hope these ideas help you to envision new ways of distributing your jewelry directly by targeting on those who serve distinct markets.