| Eight Tips to Attract Large Retailer Accounts |
Serious jewelry designers are often anxious to crack the tough world of department store and catalog
sales. These clients offer widespread design recognition and lucrative revenues. However, it is
difficult to get started and know how to pursue volume resellers. Here we offer eight tips on
how to go about winning a coveted spot on these stores' vendor lists.
- Start showing at events targeted to boutique, catalog and department store buyers. These include regional
Market Shows such as the Gift Marts in Atlanta, Chicago, New York, Los Angeles, Minneapolis and Dallas.
Accessories The Show is held each quarter in New York and is the biggest national show targeting this group
of buyers.
- Build your own mailing list. Get on the internet and look for the corporate sites of retail chains and
direct mail catalogs that are a good fit for your jewelry line. Find the address of the corporate
office and, if possible, the names of their heads of purchasing for accessories or jewelry.
- Start developing seasonal lines. You will need to do 2-4 each year. You can combine spring/summer and
fall/winter, or do each season separately. You will need to develop these lines 6-9 months prior to
the target season. For example, you should be releasing your Fall line within the next couple of months.
- Buyers want accessory lines that will complement the colors and fashions forecasted to be hot that season.
Keep up on your fashion research. Many fashion industry magazines and websites publish color forecasts well
in advance. Try W, Accessories, Vogue and In Style.
- Mail full color brochures of your seasonal lines to your mailing list of retailers each season.
Expect interested parties to negotiate with you on prices and contract terms (see the feature article
in this edition on Negotiating Contracts). Also expect them to request variations on your designs or
exclusive items for their stores. Be flexible and work with them to make your line fit with their purchasing
agenda.
- Your designs do not speak for themselves. Buyers are also looking for savvy business-minded designers.
Know what quantities you can supply and how long it will take to deliver. Know who your target consumers
are and why your pieces are what they will be wanting next spring. Be professional and persuasive in your
business communications.
- Plan your pricing. If you want a large scale buyer to pick up your line, price accordingly. Look at the
pricing of items selling in the stores or catalogs you are pursuing. Figure they will be charging a 60-90%
mark-up to customers. So your items should be priced to be competitive in that range.
- Brand! See last quarter’s newsletter article, Marketing Staying Power for tips. Packaging and branding are
absolutely critical at this level.
- Start slowly. Do not go after Macy’s one month after you start designing jewelry. Pursue single stores and
small chains first. Once you have experience with reseller accounts you can slowly build to larger prospects.
Good luck!
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