Nurturing retailer relationships
Wholesale is all about the relationships—read partnerships—you build with your retailers. Digital communications expert Liz Kantner, of StayGoldJewelry.com, describes the relationship as a courtship, where a retailer has to get to know you before committing. After all, they are ‘investing’ in you when they decide to carry your line.
“Listen to their feedback,” advises Kantner, who also served as marketing and communications director for U.S. designer, Todd Reed. “They are telling you what they need in order to pick up your line, which can often take three years to happen. In the meantime, you have to remain top of mind without being too forceful. So stay positive and patient, be true to who you are, and keep working on your brand—because your brand is what counts.”
Flourish & Thrive Academy’s Robin Kramer shared some additional advice with me during a recent one-on-one: “Remember, retailers are busy working on their business, too. They have to pay rent, staff, insurance, and utilities, so their focus is on getting customers through their doors to make purchases.” Retailers are essentially looking for designers who they believe will help them make that happen.
Designing sellable collections for retailers
Your brand is more than your logo or a cute graphic on your packaging. It goes deeper than your signature style and core values. “You need to differentiate yourself on more than design,” Hill says. “Ask yourself: Who am I? What makes my products different? Why do I matter?” When you have the answers, you will be able to tell your brand story and connect with your customers in a meaningful way.
Edelstein regularly referred to a common affliction: ‘Designer ADD.’ That is, making random, unrelated pretty things. Retailers don’t want that. They are looking for cohesive collections with a central theme. Specifically, all the pieces share a design DNA and tie into your brand message. Your collection also has to have longevity and the potential to evolve over time.
Understanding that many designers do not want to be ‘commercial,’ Richey gives some sage advice about salability: “You want to make a living at your art? Design jewellery that is wearable, beautiful, relevant, well-made, well-priced, and reflects your unique design esthetic.”
From there, you have to ‘romance the jewellery,’ as Stankus says, and tell a compelling story that creates desire for your work and one that the store’s sales staff can repeat to engage their customer.
