It is engagement season! Between Thanksgiving and Valentine’s Day many men pop the question. That means the first quarter is all about wedding planning for brides-to-be. Do you have a bridal line and marketing plan in place?
Bridal Line
The basic first step in developing a bridal line is to design pieces for brides on their wedding day. Traditional white pearls and clear crystal beads tied into your design style is a great way to start. Look at wedding expo opportunities in your area and cross-marketing with bridal boutiques, bakers or florists.
Outfit the Bridesmaids
When selling to a bride you have an instant opportunity to upsell bridesmaid gifts. Make the offer more appealing by providing a package deal. Throw in free earrings for each bridesmaid when the bride orders custom necklaces for the wedding party. Offer a flat discount when brides buy 3 or more of the same necklace. Or, offer a discounted jewelry suite to the mother of the bride (who is often paying the tab).
Brides may not be ready to make a decision on wedding party gifts when they are shopping for their wedding dress and jewelry so be sure to have a printed menu of package options you can give to them as a reference.
Customers for Life
As the wedding day designer you have an instant place in this couple’s life. Be sure you get their contact information for your mailing list. Send the groom anniversary reminders and gift suggestions each year and a holiday sales flier. Making wedding jewelry is fun and rewarding. It is a fantastic way to build word of mouth referrals and build your business. Good luck!
