The Making of a Jewelry Designer

Have Passion for Passion

2011-01-09T16:38:00.000-08:00

I read this article tonight by Kate Peterson and I really love it. Some will hate your designs and some will love them. What matters most is that the person selling them to the end user understands your inspiration. If that sales person isn't you, make sure they get to know you so they can sell your designs with honesty and purpose!

Here's the article:

I’M OFTEN REMINDED OF MY INITIAL MEETING with the owner of the jewelry company brave enough
to give me my first real job. There I stood during my second week in the store, a 16-year-old smartass, having just walked a ‘fl y-by’ mall customer, when he stepped into the store.

“What is your job here?”

“To sell jewelry, I guess,” I said.

“Never in a store with my name over the door,” he said.

Then he said: “As long as you represent my name to the public, your job is to fi nd out what each person who
comes in the door needs or loves and to deliver it — without fail — every time. If you can do that right, from
the heart, you’ll never have to sell anything.”

From that point forward, in my mind, presenting jewelry in general has been about understanding symbolism and communicating emotion.

For me, an eff ective designer jewelry presentation requires that I clearly understand both the client’s message and the designer’s inspiration and vision, and that I can make the match between the two.

What I’m really off ering is the designer’s passion — not the name, and not the materials from which the piece is made. There was a time when the value proposition for designer jewelry was tied to the brand itself — a time when consumers would pay the price on one side of the tag simply because of the
name on the other. Those days are long gone.

For today’s consumer, value is far more practical and far more personal. It’s not about what they pay — it’s about what they get for what they pay — about how the product in all of its elements suits his or her personal style or how well it represents his or her intended message. The more I know about the designer’s passion, the easier it is to build a value basis that speaks to my client.

Designers pour heart and soul into creating a look that is distinctive and personal. This inherently means that with any designer collection, there will be some who love it and some who don’t.

Great salespeople know, however, that you don’t have to love a designer’s style to present his or her creations eff ectively. You only need to have a passion for passion — to appreciate the drive and inspiration behind the work, and to know how to transform that inspiration into the message your client is trying
to create.

Kate Peterson President & CEO of Performance Concepts

New Year-New Blog

2011-01-05T09:58:00.000-08:00

New Year -New Blog

Its 2011 and I’m going to start the year off right. Yes, its one of my resolutions to keep up with my blog.

I had great intentions last year of updating my blog a few times a week. As the year went on I thought, once a week will be good. As it turns out, the second I put in motion a once a week commitment, I lost all control and haven't updated since. All I can say is that’s is been so busy. Busy is good, right? Busy is what a new designer trying to feel her way needs to be. I learned so much in 2010. For my first entry of “Making of a Jewelry Designer” let me recap my first year in business with 10 items I learned.

I still feel like I’m on an Island but I’ve had a few visitors now and again!
There is no secret to success but there is a lot of secrecy in this business. Like any new business and industry your going to have to work your tail off. To make it even harder there are very few resources you can turn to unless your relative is in the business. The good news is that I’ll be listing the ones that I found to be helpful in my future blogs.
You better be well financed or keep your jewelry passion as a hobby. Sorry to say, but the business is just to expensive to do this on a shoe string budget.
Keeping number 3 in mind, I’ve met many wonderful and talented designers this year who use alternate materials other then high carat gold. If you plan to move forward without to much money behind you this could be a better option.
Stores will not just buy from you because they like your collection!! They will want to watch you. See where your going next. See what other stores carry you. See what your next collection looks like, etc... In other words, they will want to make sure your sustainable!! Most successful stores that you want to be in will not only spend there money on buying your line, but they are committing to marketing your brand for you. They’re taking their valuable “real estate” within their cases to sell you. With that, they want to make sure your going to stay around a while. If your just starting out, build this into your business plan.
I’m still learning to get out of my office!!! I found it easy this year to get caught behind my desk. So much to do, to much multitasking. What I learned is that you need to do all of that and more. The most important thing is to show up. Be seen and talk to a lot of people!! Its so easy to be forgotten.
There are many stores you don't want. I found its better to be selective about who carries my line then casting a wide net. It needs to be a good fit for both parties or your spending all of your time and resources on a one time order that’s leading to no where.
I’ve learned who my jewelry company really is, not who I thought it was. I’ve been lucky enough to meet people this year who we’re brutally honest with me. Its not a bad thing really, quite the opposite. I’ve learned that my collection is a true line between fashion and fine. Once I understood that, I was able to make changes to my sales plan to target retail stores that focused on those types of designers.
I’ve learned to put my ego away. This is a very personal business. My name is on it for goodness sake so its hard not to take everything personally!!! I’m learning that my collection does not have to be for everyone, its only has be for enough.
I’ve learned to take my work seriously but not myself.
One more for good luck: I’ve learned that when ever I travel there seems to be a major weather storm in the country. I’ll try to let all of you know my future travel plans so you can plan to stay home!!!!!!!

Cheers to a wonderful and growing 2011!!!

Back on the Road and I'll I can think about

2010-07-08T05:58:00.000-07:00

I’m back on the road again. This time to North Carolina to drop kids at camp. You know I love a road trip if you’ve read my other posts because yes it gives me free time to think, read and dream about jewelry (husband drives). It reminds me of summer and the excitement that goes with that. One of my favorite summer jewelry combinations has always been Turquoise, yellow gold and diamonds. I think its so fresh but elegant set in the yellow gold. One of my new rings is going to have this exact combination. I just received the lot of stones yesterday that will be going into my new rings. I even brought them with me so I could study them and obsess over how their going to look put together. I hope if your following this blog your a jewelry person because only you could understand this obsession. By the way, if your just getting started like me FYI that this is the week that 47th street in NY closes. My caster is shut down for the week with my rings inside.. UGGG.....

Since the name of this blog is “The Making of a Jewelry Designer” I’m starting a new tips section. I’ll post my updates every Friday but I’ll promise to also post 1-10 of things I’ve learned that you might want to know in this business. Really, no need to reinvent the wheel and I 100% believe in passing it on... This is a really secretive business and it just doesn't need to be. The new section will be called “Did you know?” Also, feel free to e-mail if you have a question. If I know, I’ll tell you!

When I get back I’ll only have 2 weeks before I pack up and go to New York for the JA Summer show. I’m really excited about this show. Its much larger then the last one and I hope because I’ve gotten my name out a little more people will recognize me and stop by to check out the line.

I also have great news, my jewelry will be worn this coming season on the TV show “White Collar”. It starts next week!!! I know my jewelry made it into the 2nd, 3rd and 4th episodes and I’m waiting to hear about the rest. More to come but make sure you watch this coming Tuesday the 13th at 9:00pm. You can be sure I’ll have my DVR set to spot and shots I can of my jewelry.

I also posted some links of recent PR I’ve gotten. Some blogs have starting picking up my jewelry and a link to support the local arts in my community.

If your not yet a “Fan” of my Face Book page your may want to take a look. I post a lot more pictures and links on that site. Take a look at:

http://www.facebook.com/pages/Lauren-Sigman-Jewelry/232568401692?ref=ts

Cheers and happy continuation of summer.

Did you know...

The jewelry capital of the world likes to close down between in the week prior to and after 4th of July? If you do business in the district keep this mind when you need something on a tight schedule.

That building a jewelry business is like building a house. It always takes longer then you think and you better plan to go triple your budget.

This game is about longevity and perseverance. Design and talent tend to come secondary.

Its important to create a website that allows for direct sales as well as information for your wholesalers if your not going to be on the road at shows all year.

Finding a reliable, cost effective and quality stone provider is critical. If you cant travel to Tucson Arizona to the big February gem show you need to find some sources. I’ll be posting some that I really like in the next few months as I check them out more then once.

Follow your favorite successful designer and try to understand their model. It will help you develop your own.

This is a matter of opinion but PR is really important in the jewelry business. You don't need a PR firm but you do need to spend some time and dollars making sure you get some press. If you don't talk about you, who is?

More PR for LSJ

http://pattyphere.blogspot.com/2010_04_01_archive.html

http://crealdeartauction.com/auction.html

www.faberuna.com/archives/tag/glamourous

I love a Road Trip!

2010-06-12T08:59:00.000-07:00

I must admit that I’m one of the few people I know who loves a road trip. I’m sure it has something to do with the fact that I’m normally going 100miles per hour and I have no time to be trapped to complete just one task at a time. With my husband driving, kids watching a movie, dog back in doggie day care, I have the rare opportunity to sit. With my laptop and data card I’m completely connected for some quite productive time. It doesn't hurt that I’m anticipating the open ocean and someone to offer me a drink by the pool. Oh, how I love the summer. You might think that packing for a beach trip would be easy. A bathing suit, hat, book and sunscreen. True, but I also have the torture of picking out what jewelry to wear. For me, this is as bad as picking out shoes to bring. I want to bring it all! Especially the above Gemstone Sunflowers. I’m embarrassed to say that I took them all with all of the chain options. I just LOVE them!!(My favorite isn't pictured but it has a beautiful Turquoise Rose Cut Gemstone in the Center). I also have these great new 16” silk cords that are amazing for the summer and give these Sunflowers a whole other option and look. I just hate the thought of not having the right jewelry to wear so I also brought 4 Pearl stacking bracelets, 4 turquoise stacking bracelets, 3 different daisy necklaces, 1 peace lily, 1 Sun drop and 6 pair of earrings. (It could be worse, I could have a drinking problem). If your thinking of making a LSJ purchase for the summer I would highly suggest a Gemstone Sunflower on silk cord. I carry then in Black, Chocolate, Coffee and Warm Blue. If you live next to one of our retailers go and try one on. If not, check them out on my website at www.laurensigmanjewelry.com and go to Studio. I bet you’ll bring it on your next road trip too!

It's easier with a friend

2010-05-11T19:35:00.000-07:00

Have you ever tried to go running by yourself only to make it a few blocks (or feet) and basically give up? When you go to an exercise class at the gym you refuse to stop going even if you’re dying because you won’t be shown up by the women behind you that’s 50 lbs overweight or the old guy in the front who seems to have endless amounts of energy.
The same goes with business. Maybe not the best analogy but a true one. You have to surround yourself with the right people in business. Some call it a mentor; some use business support groups, colleagues, partners etc.... At the end of the day, running a business is almost impossible if you have no one to talk to. You need someone to run ideas by, to get encouragement from and to keep you from just plain quitting.
I’m dedicating this post to my friend Jude of Barefoot Fine Jewelry in honor of her Birthday. In the short time that I’ve know her she’s helped me in more ways then I get put in words. Because we support each other I don’t feel like I’m on an Island all the time. I’m vested in her success as she is in mine. I’m rooting for her as much as for myself. I know we’ll go far because were smart, hard working, dedicated and we have each other to lean on. In the end, I’ll take that over Jewelry any day!

New Gems!

2010-05-01T10:44:00.000-07:00

Went to the Gem show yesterday and bought the prettiest pearls yet. Will be making lots of new pearl bracelets with my gold and gemstone charms attached. Beautiful I must say…… I’ve been selling so many lately. It must be that people are feeling summer coming on and white of the pearls feels so light and beachy. Makes me want to can something or go to a clam bake.

I got my preliminary pictures back from Antfarm. So beautiful! I can’t wait to share them with you. Should be in about a week!

Had a great week last week. I rushed the order for our new store in Southport (Kasson of Southport) as they’ve been invited as the only fine jewelry vendor to participate in a big event on Monday with 500 women. Jean Chatzky is the key note speaker (love her!). Don’t you think Jean would look GREAT in a LSJ necklace! Even she can agree that for the money, you just can’t resist…. Were excited to officially have Kasson as part of our family.

Ps-Exciting news…. When I was in NY at the last trade show I met the Costume Designer for a TV show (Fox TV Studios). They followed up with me a few weeks ago to ask if I would be willing to let their main female character wear LSJ this season (UM, YES!!) Well, I sent all the jewelry last week and it’s officially on set! Keep your fingers crossed that they use it. If (and when) they do I’ll be telling you what show and when to watch!!! So excited about it!

New York and Conn/New Pictures and Meetings

2010-04-25T12:33:00.001-07:00

I know it’s been to long since my last post but so much has happened. I hired a new photographer in NY to take pictures of the line. Although we have some amazing photographers here in Orlando I felt it was time to step it up to a photographer that only handles jewelry. As you designers know it’s a very specific type of photo shoot. To maximize my time in NY (third trip in 8 weeks) I also wanted to go work with my new sales Rep in Connecticut (Nancy, love her!) see some stores and meet with Fragments.
Overall it was a great trip. Started off with a great meeting at Fragments to show them my new line. I met with the Director of Sales who was great and was lucky enough to meet the owner and CFO. Can’t get a better audience then that!
Then next day I spent from 9:00am to 7:00pm with Antfarm photography. Their studio is so cool (see some of the pictures below) and they whipped through the line. The so called “marketing pictures” were so much fun. You should see show they get jewelry to stand up without any help! (Martha Stewart has nothing on these guys)!
From there I got to spend the evening with my new and dear friend Jude of Barefoot Fine Jewelry. Her apt looks out on Central Park West (Fabulous!!)(And we made the most of hanging out, sharing ideas and commiserating about starting new design businesses.
Next day I took the train into Greenwich, Conn to meet up with Nancy. She showed me around and I got to go into several jewelry stores including Peridot Fine Jewelry. This is the cutest store I’ve ever been in. A Victorian house converted with amazing designers and gem collections. They were having a truck show with Rosanne Pugliese (Great Designer and really nice as well!). LSJ will be meeting with them later in the month and I hope they’ll pick up my line. Would love to be in that great store.
The next day we met with Kasson Jewelers of Southport. Also the cutest store (a converted house) that’s been in downtown Southport for 40yrs. So happy that they loved my line and soon will be carrying it in their store. Will be posting information on my website in the next few weeks.
The end to a great productive trip!

Back to New York.....and what a 24hrs it was...

2010-03-16T18:27:00.000-07:00

What an amazing 24hours. Finally made it into NY on Sunday after 24hrs of trying! Luggage lost but you can’t get me down. Off to the CEO Summit that was amazing and informative. Everything from PR and marketing to social media and practical advice on running your business. The next day I had a chance to go to JIC (Jewelry Information Center) for a session on Media Training. The best part is I got leave some samples of my jewelry line for Magazine Editors to peruse throughout the day. You just can’t buy that kind of exposure. What a high….

Beautiful for the modern Bride

2010-03-09T18:21:00.001-08:00

LSJ featured on "The Knot" live-Fresh new designs for the Modern Bride

2010-03-09T18:14:00.000-08:00

www.orlandosentinel.com/features/fashion

Check out my local paper above blogging about my spot tomorrow on the live version of "The Knot". Its a national wedding magazine that hosts a live show every Wednesday. Tomorrow they'll be featuring a few designers from the JA show. Something about fresh new designs for the modern bride! 1:00pm est at www.theknot.com/live

Excited......

Back from NYC and off to the races

2010-03-08T13:31:00.000-08:00

I had some crazy notion that when I came back from my trade show in NY things would settle down and I might actually get some rest. With 3 kids, new orders, a new sales rep in the Northeast and lots to follow up on its hilarious that I actually thought that. First, NY was really great. I’m not sure what my expectation was but plenty of people tried to tell me that if I walk out with just a few leads I was doing well. I’m happy to report that the feedback was truly positive and bright. Stores really liked my new line and I got tones of feedback and picked up some new stores. Not only that, but I seemed to get my fair share of press attention. I have to say that my marketing was amazing. All the time and attention to my presentation folders was well worth the effort with the feedback from the press. One reporter was nice enough to tell me she loved everything but not to waste my time and money next time as they only wanted me USB with images. I actually really appreciated that as its expensive and time consuming to put together the media folders. For those following this blog. The media ONLY wants your images. Save your money for the good stuff (like materials for your pieces).
I also learned so much. I talked to anyone who looked in my direction and if they didn’t look in my direction I called them over so they would. I know, a bit obnoxious but I was so excited. I generally think people were very nice as long as you could get them talking a little. I don’t think they knew what to do with my sister and I as we were so friendly and just talked to everyone. One girl looked really frightened and said “I’m just not used to anyone be that friendly”. How sad is that. Everyone needs to lighten up a little. The best part is that I met other new designers that I loved and will definitely stay in contact with. It’s so hard being on an island and we could all use the support and sharing of information. So glad I met them!!!
I’m really looking forward to going back to the JA July show and I have my sites set for JCK (Vegas) for 2011. So much to do before that but it’s a great goal. In the interim, I have plenty to keep me going. I still need to get myself into Town and Country and my new goal of SI for next yr (should be easy, right????) J
Back to NY on Saturday for a seminar and meetings. I don’t want to say who I’m meeting with because it could jinx me, but if it works out it could be BIG! Keep your fingers crossed and I’ll let you know how it goes!!!

More Magazine Contest

2010-02-14T16:37:00.000-08:00

Check it out and vote for my story if you like it :)

The Making of a Jewelry Designer - MORE Magazine
more.share-server.com

2010-02-06T18:55:00.000-08:00

The horror or putting up a web site.....

2010-02-06T18:52:00.000-08:00

Please tell me how so many people (million in fact) have web sites. My experience with putting up a web site has been truly awful. I hope I don’t offend my web designers because it’s not really their fault but when you hire someone to put up a web site for you, you don’t think that you’ll be doing most of the work, right? Ok, I come with a little bit of a chip on my shoulder so I’m sure I’m exaggerating because I know that they to in fact have a tone to due. Last year I hired a company out of California (first mistake) to build a website for my new jewelry business. They came highly recommended by my dear friend who I consider very computer/web literate. He told me they were great and he himself was thinking about using them. That was enough of an endorsement for me to jump. I paid my money on line and this company really was great. They sent me pages and pages of reference material, tutorials, examples, training sessions… on and on. They assigned me a “web designer” and we set up a conference call to discuss my project. I wanted a fully operational site that allowed for a shopping cart. Seemed easy enough, I certainly have seen hundreds, know there are thousands and personally have purchased from more then I’ll ever tell my husband. I was a bit apprehensive with the first call as I didn’t know anything about building a site. However, I consider myself a people person and I can talk to the best of them. Well, my web designer was Jenny and I didn’t ask but I’m sure she was 22 and right out of some great school like Berkley. I’m sure she graduated Suma Cum Laude with a degree in Computer Engineering and this was her first real job. After an hour on the phone I hung up and my head was spinning. The whole conversation was essentially in Japanese. I didn’t get any of it. Sweet Jenny threw acronyms throughout our conversation like it was candy and talked to me about things I didn’t even know how to respond to. The worst part is that every time I asked Jenny to explain, back up, give examples I felt like I was 10 and I was asking my sister if I could borrow that new sweater she just got. “Duh” no! Nothing like feeling like your stupid at the age of 40 from a 22yr old. So, this is how it went for 1yr (I’m not kidding, 1yr). Every month I paid the hosting fee and other fees and we made some progress but the truth is Jenny really never got it. I hired their company so they would build the site for me. I just wanted to have some veto in the art direction and be invited to the kickoff party. That’s why I paid all that money! Right?
Well, to make a long story long I met my current marketing company Freckelfoot Creative (small plug) and Faith really seemed to get my pain. Not only was she local but she understood what I didn’t, which in this case was most of it. She felt like we could build a site and it would tie to my branding we were working so hard to bring together. So, I made a decision to dump dear Jenny and hire Faith and start from scratch. I hope someday I’ll look back on this as a rookie mistake. One of the many new business mistakes you make when starting out. Chalk it up to inexperience and move on. Well, Faith and her team have been great and the new site will be up for the New York show (Keep your fingers crossed). www.laurensigmanjewelry.com has still been a tone of work!! Hours and hours in fact of collaboration, content writing, items, pictures, descriptions……UGGGGG. I’m not sorry I jumped ship, I know that this was right decision for me and my company and the pain has been a growing experience. If however you plan to put up a site and you’re also not an HTML groupie I’m thinking of starting a support group. Let me know if you’re interested. You’ll need it.

Going to the JA Winter Show in NYC this month!

2010-02-04T18:46:00.000-08:00

Did I mention I'm going to NYC at the end of the month to do a huge Jewelry show! JA is one of the big industry shows and they have 3 shows a year. At the end of Feb they'll be having the winter show. This show is normally at the end of Jan but this year it was moved to increase traffic (to close after x-mas at the beginning of Jan). Anyway, 8500 people which represent 4500 stores are expected. OMG...... What was I thinking.....? I couldn’t just introduce my line at a nice small wholesale show. Maybe a few hundred attendees. Get my feet wet, get the lay of the situation, try out my spiel.... Apparently not. Not my style, no time for that. If I'm taking the plunge I'm taking it big, literally the big Apple! Taking my sister Jennifer to help me in my booth. Thank goodness she agreed to come. Moral support from someone I really trust and it doesn’t hurt to have someone beautiful in my booth. SOOO much to do. Marketing, PR, Press Kits (what do I know of such things). The funniest thing was in my "What to put in your press kit". They want pictures of stars wearing my Jewelry... (Hilarious) Does my mother count.... Well, I do have to say the all the hard work is starting to pay off. I'm not loving the 24x7 work but I love the marketing ideas were coming up with and I think I'm doing a really good job of trying to keep with my branding message. Next post: The building of a website and the h--l it’s taken to get there!

The kind of begining

2010-01-29T18:07:00.000-08:00

Ok, Here I go. For the last 8 months I actually thought that it might be interesting to other people (at least cathartic to myself) to write some of what I'm experiencing down. I guess a blog is a great way for me to do that. I have to admit that it seems rather self gratifying but its been a trip and some of you may want to take the ride.

Now, I hope you don't get the impression from my self titled bog "Making of a Jewelry Designer" that I've "made it" yet. I do however have every intention of having a long successful career it this business and it is the beginning of that adventure. I've been designing and making jewelry for about 9 years. You know, mostly the beaded stuff but even that I have to say was a step above a regular beader (no offense to regular beaders). The thing is I'm obsessed with jewelry. Ever since I can remember the allure of a necklace or a new pair of earrings was better then ice cream. I can literally stand in my jewelry closet for hours and just be happy surrounded by the metal, gemstones and designs. I walk in and my creative energy takes over. I digress.... So after 20 years of a successful corporate career (But very boring) I decided to make the leap into fine finished jewelry. I dont mean I'll go to China and buy some jewelry and sell it leap. I mean, I'll learn to hand fabricate it and sell it to stores across the country leap. You might ask yourself, self, how do you make that leap. Well, I guess it helps to know me and my personality. First, it never occurred to me that I couldn't. I know, but oblivous sometimes works). Second, I wanted out of my job bad and the thought of playing with jewelry everyday was so appealing I just went for it (with the wonderful lip bitting support of my husdand). I started with one metal smith class and that really got me going. I wanted to learn more and a lot quicker then they were moving. I started studying privately with an amazing artist. He taught me how all about wax and cast, fabrication and the business side. He was the first person who would answer all of my questions openly without "the great secrets" that seem to resonate in this business. Along the short way (8 months) now their has only been a handful of people willing to talk. Willing to help. Willing to pay it forward. I hope I can do the same for you in this blog. Success is NOT a secret, just because you do something great and you tell me about it doesn't mean that I can do it. Why are people so secretive? Why can they help the ones that come after them. It's beyond me. OK, I'm paying my dues, I get it.

Well, I knew very quickly that for me to be successful I was going to have to put out "a line". I can tell you after 20 years in the corporate world that its critical to learn all the buzz words in your industry and use them allot. People like it and it somehow gives you credibility if you can spout off several buzz words and acronyms in any conversation.

Anyway, I spent several months carving wax models of my new line. Found a caster in New York that came highly recommended and started casting this new line. Piece after piece I tried to create with some sense of logic about it. What was my line based around? How could I create a consistency that would resonate with people. How, o how could I create something different that hasn't been seen a million times. Most importantly, how could I create something that I would LOVE. Any good sales person knows that if you can't buy into the product your selling that your not going to do very well in sales. Lots of mistakes, endless hours of work, study and research later, I came up with what would soon be "Life in Color". More to come..... (Selling my first store and getting ready for my first national show in NYC!!)