You also have to jump through hoops to sell it and account for it.
When was the last time you bought something from the person who made it? A piece of pottery, a wooden jewelry box, a framed painting, a hand-bound notebook, a leather wallet, a pair of earrings?
Do you have any idea what went into that item, from the moment it was imagined by the artist to the moment you took possession of it?
I take an objective, dollars and cents look at the various ways I can sell my jewelry to see how they stack up financially.
Last weekend, I made the nearly 5-hour drive to Sequim, WA to attend a 3-day Lavender Festival that featured, among other things, artists and vendors selling their wares. I was one of those artists.
I was very pleased that this double pendant sold for $229 at the Lavender Festival, along with the $99 sterling silver and emerald necklace I’d paired it with. (Those beads were expensive!)
I’ve done plenty of art shows before. I’ve done a handful here in Washington State and a handful down in Arizona. I’ve had mixed results, mostly depending on the stage I was in in my silversmithing journey and the kind of show I was attending. Some shows are good for low-end items, other shows are good for fine art items. My work straddles those two worlds, for a variety of reasons.
But rather than talk about the evolution of my work, I want to talk about something I know well: the finance end of things. After all, I do have a BBA in Accounting with Highest Honors from Hofstra University. (LOL.) And even though I don’t use that degree in my daily work, I haven’t forgotten a lot of what I learned along the way, including marketing and finance. It is, after all, what makes it possible for me to handle the financial records and do the marketing for all of the businesses I operate, even if I can never really count how many there are.
And here’s what I learned about the various ways I sell my work.
I finally create a new jewelry studio tour video.
Now that I’m home more than I’m away, I’ve made some huge improvements to my jewelry studio, getting it better organized and cleaned up and adding a whole classroom area. And, in an effort to attract jewelry making students and other silversmiths to share this space with me, I’ve created a brand new Studio Tour video.
Going from working with words to working with my hands.
For years, my creativity has always centered around writing. I started writing in my early teens — fiction, back then — and managed to turn my writing skills into a career starting in the early 1990s. I wrote books and articles, mostly about how to use computers. Later, I wrote about flying and, most recently, about boating. And, of course, I’ve had this blog for nearly 20 years.
But it was around 2014 that I started branching out into other creative endeavors — actually making things with my hands. It started when the building that would become my home was under construction and I had a need to make things for it. I think the first thing I might have made for the inside of my shop was my workbench, a sturdy affair made of 2×4 lengths and plywood. It’s ugly, but it’s sturdy as hell, mostly because it weighs a ton.
This is the first set of garage shelves I built. It’s 8 feet tall, 8 feet wide, and two feet deep. I put Penny the Tiny Dog on a shelf for scale. I built this on the garage floor and needed help getting it upright.
Since then, I’ve built various other solutions for needs I’ve had, including a number of other work surfaces, storage shelves for my garage and garden shed, and three chicken coops. (It was the third coop, a 4 x 8 foot building with a metal roof that’s large enough to walk into and has four perches, six nests, and a brooding area, that finally did the trick.)
I did a bunch of the work necessary to build or finish my home, too. I wired the whole place, laid down Pergo laminate flooring and tile, built stub walls and a shower stall, constructed deck rails for my outside deck and inside loft, put down the Trex decking on my 600 square foot deck, and added trim around doors and walls. More recently, I worked on a bathroom project that required me to lay out plumbing drains and vents, install insulation, and put up paneling. Although none of these activities called for much creativity, they still involved making things with my hands.
Along the way, I’ve accumulated a pretty respectable collection of power tools — certainly more than my father, stepfather, or wasband ever had. I have a chop saw and a table saw. I have an impact driver, three drills, and a pair of battery operated screwdrivers. I have a circular saw, a reciprocating saw, and a jig saw. I have an angle grinder and a Dremmel. I have two nail guns and a big compressor with enough hose to reach anywhere in my home or garage from the garage. And hand tools! I have just about everything I need. As my wasband used to say, “Any job is easy when you have the right tool.” Hell, yes!
And I’ve come to realize, after nearly 10 years of doing this kind of work, that I like it.
Elsewhere in this blog, I’ve already discussed how I got started making jewelry so I don’t want to rehash that here. Instead, I want to talk about how making jewelry makes me feel and why it has become a part of my life.
I look at jewelry making as a combination of challenges:
This piece on includes two ruby in zoisite stones. It was entirely handmade from sterling silver sheet, bezel strip, and wire. The skills I used to make it include cutting, piercing, filling, stamping, shaping, and soldering the metal. As for tools — well, it took a lot more tools than I could take with me in my travels.
The skills challenge is to be able to create the piece of jewelry I’ve designed using the silversmithing skills I have or am building. Those skills include cutting, filing, texturing, and soldering metal. My skills improve with every piece of jewelry I make, but they’re limited, in part, by the tools I have available. (I have a full set of jewelry making tools in my home-based studio, but I’m very limited when I travel.)
It’s these three challenges that make jewelry making a rewarding activity for me. There’s always something new to try. There’s aways a skill to build or hone. I will never be an expert, although I will get better and better at what I do just by doing it.
When my seasonal flying work was earning enough income to support me, making and selling jewelry was a “side gig” and it didn’t matter much whether I made more money than I spent on materials and equipment. But with my retirement this year, that has changed. I’m now treating my jewelry business more seriously as source of income. That means making more (and selling more) jewelry.
I’m fortunate in that I have several avenues for selling and they’re all pretty good. Some are better than others. About a month ago, one of my wholesale clients pretty much cleaned out my inventory of pendants, leaving me with slim pickings for my online shop and a lot of work to do before my next art show. That show is coming up in about 10 days, so, as you might imagine, I’m hustling to make more inventory.
The challenge now is to keep my creativity level up and not just make different versions of the same item. I do that, too — it’s quick to be able to make certain designs in “batch mode” — but it also takes a bit of the fun out of making. (See the second bullet point above.)
Lately, I’ve been very busy with garage projects, but for the next 10 days, I’ll try to spend 4 to 8 hours a day in my studio. (Fortunately, it has an air conditioner, which I’ll definitely need with temperatures getting into the 100s for the next few days.) I’ll work primarily on pendants, which I’m so short on, but will also try to get some earrings made. In the evening, while I’m relaxing with my pups upstairs, I’ve been making the beaded necklaces that coordinate with the pendants; I’ve made four in the past three days.
I have two back-to-back shows in Leavenworth, WA, including a five-day show for Labor Day weekend. Then I might do a half-day show in Twisp before taking whatever inventory is left to my wholesale customer in Winthrop and a gallery in Twisp. By then, it’ll be pretty close to the end of my stay at home and the start of my travels.
Will I make jewelry while I’m away?
It was easy when I traveled with the cargo trailer I turned into a mobile jewelry studio. I could camp out in the desert all winter and spend as much time as I liked inside it with just about every tool I needed within reach. But I’m not traveling with the cargo trailer anymore. These days, I’m on a boat and space is very limited.
Another ruby in zoisite piece, but wire-framed. I can make this kind of pendant anywhere and it still sells well, but I’m bored with it.
The main challenge will be to put together a set of tools and materials that’ll keep me producing without taking up too much space. The wire work I used to focus on is extremely portable, but I’m kind of sick of doing that. Beading is also something I can do anywhere, but even the beads take up a surprising amount of space so I’ll need to limit what I bring along.
I’d like to be able to keep fulfilling online shop orders as I travel, but that means taking all of my inventory with me. That’s not a huge deal since jewelry is relatively small and I have a good storage case to keep it all in. I’d also like to be able to set up new wholesale accounts along the way — but that means having enough inventory to sell. And that means making while I travel.
So the answer is yes, I will make jewelry as I travel. I just don’t know how much. The next 12 months should be quite a challenge.
For years, I had an online shop on Etsy to sell my jewelry. Not anymore.
I’ve made some changes in my online shop and I thought I’d take a moment to explain why and what I changed. But let me start with an explanation of how I sell my handmade jewelry.
Most of my sales are either directly to buyers at art shows, via consignment sales at two Washington State galleries, or wholesale to a variety of gift shop owners. Each method has its own pros and cons:
I’d like to do a lot more wholesale selling and a lot less art show selling. Part of that is that art show success is so dependent on the venue and the weather. I usually turn a decent profit at each art show I attend, but I did lose money at a Christmas Show in Spokane last year and that hurt.
When I sell wholesale, I know my cost of sales right up front: the amount of the discount I have to offer and the cost of getting the merchandise to the buyer. When I sell at art shows, I have a lot of costs to cover before I can start seeing profits: jury fees, entrance fees, transportation costs, lodging costs, etc. — and that doesn’t even include the cost of my booth tent, tables, table coverings, displays, etc. It’s possible to pay $400 for a booth at an outdoor show 50 miles away and have weather so miserable that no one comes out to the show. Or pay $500 for an indoor show 150 miles away and be stuck in a back room none of the shoppers walk back to. This has happened to me and it sucks.
Of course, selling online is probably the best of all worlds. I keep control of my inventory and sell it at retail price (or maybe a slight discount with a coupon or sale). The online shop calculates and collects the money and sends my share — more on that in a moment — right to my bank account. I package the merchandise — which is easy because I’m selling small items — and ship it out. I don’t have to set up, sit in, or tear down a show booth. I don’t have to sell at deep discounts or wait until an item out of my control is sold. When an item is sold online, it’s gone and I never have to think about it again.
Lots of folks think this is the only way to sell. They think it’s as easy as setting up an online shop and ringing in the sales. But what they don’t understand is that people not only have to want what you sell, but they have to be able to find it.
And that’s where Etsy comes in.
Etsy started as a marketplace for handmade goods — items created by crafters and artists. It built a reputation as a place where you could buy unique things while supporting makers. And, for some people who don’t know any better, it probably still has that reputation.
A response to my toot this morning about my switch from Etsy to Square for online selling. I giggle at the word “tat,” which is apparently UK English for “junk.”
But it’s a farce. Etsy is now full of manufactured junk, much of it made overseas and passed off as “handmade” by people trying to cash in on Etsy’s reputation. As a web designer on Mastodon commented to me today, “I was looking at selling on Etsy lately and was dismayed to see it now sells all the same tat as eBay/Amazon, and appears that the only way to actually sell anything is to pay them to boost listings.”
And that brings up another one of Etsy’s ploys. If you search Etsy for an item — say “silver jewelry” — it will bring up search results with Etsy sellers who paid to have their posts boosted before any other sellers. Sometimes, the search results don’t even match the search phrase. In so many cases, the results that come up are cheap crap that you know isn’t handmade.
My search for “Silver Jewelry” brought up this collection of garbage. Are we expected to believe that someone will make you a personalized name necklace for only $16? And how much of this stuff looks like silver to you? The whole second row is paid advertising. Scrolling down (beyond this screenshot) displays more of the same. As a seller, do you think anyone will find what you make in this mess?
While this might not be your taste in jewelry, it’s solid sterling silver, hand formed from sheet, strip, and wire with a genuine White Buffalo Turquoise cabochon in it that was hand polished by a lapidary friend just for me. Even the beaded necklace has sterling silver beads, although the white beads are howlite.
So I’m making quality sterling and fine silver jewelry with gemstones using a wide variety of silversmithing tools and techniques and I’m competing on Etsy with this crap?
But wait, there’s more!
Recently, Etsy decided, out of the blue, that it was going to hold back 70% of my payment as a “reserve.” No real explanation of why. It just had to wait an extra week or two to get my money.
Add that to Etsy’s fees:
And this doesn’t even begin to cover the optional monthly fees you can pay for shop customization options or the optional marketing fees you can pay to boost listings and get them at the top of search results.
So, in all, we’re looking at roughly 10% to 25% of the listing price to sell it. And that’s if it sells the first time it lists. You’ll pay an extra 20¢ every time it’s relisted.
Yes, I know this is less than the cost of selling by consignment or wholesale and even less than the cost of selling directly to buyers at art shows given the cost of doing art shows. But I think it’s a bit outrageous when you consider that I’m not getting my money immediately and my work is pooled in with so much other crap.
Etsy sellers are not taking this sitting down. Or at least some of them aren’t. The withholding of money has gotten Etsy sellers up in arms enough that they’re threatening to strike. And that has resulted in Etsy backpedaling to reduce the amount it withholds. I got an email telling me that they were only going to withhold 30% of my sales.
Too little, too late. For the reasons listed above, I’m outta there.
I set up my shop to be “on vacation” with a vacation notice that says my shop is permanently closed and they can find my new shop on Square. Of course I included a link. I also turned off all automatic listing renewals for everything still listed in my shop. One by one they’ll disappear. When they’re all gone, I’ll delete the shop. Unless Etsy deletes it first.
I use Square for credit card processing. I have been using it since it first appeared as a credit card acceptance option, back when its target market was garage sale runners and babysitters.
Back then, I set it up for my flying business. I was tired of using a credit card acceptance system that charged me a minimum monthly fee, statement fees, and a relatively high credit card processing fee. It was costing me more than $50 a month, even when I didn’t accept any credit cards.
Square was different. It used a smartphone app, charged a reasonable processing fee, and that was it. No monthly fees, no minimum fees. The only catch (back then) was that they wouldn’t pay out more than $1,000 per week. They weren’t expecting folks like me who sold service that often started at $1,000. But I was able to get around that with them by providing documentation that proved I was legit and had other credit card processing service in the past. The upped my weekly limit to $5,000, which was fine. (There isn’t any limit anymore.)
So when I started doing art shows, it made sense to set up a Square account for my jewelry business. While people might whine and complain that the rate is too high — seriously? — or they have some other imagined gripe about it, I have no complaints about Square, at least not yet.
One of the things Square now offers is the ability to sell online. While they didn’t implement this in a user friendly way, I have enough tech knowledge that I was able to figure it out. I started building my online store more than a month ago and now have most of my inventory in it. You can find it at MLJewelryDesigns.square.site.
It’s simple, but that’s okay. I think it looks professional — certainly a lot better than Etsy ever looked. It works.
Best of all, it’s free. No listing fees, no selling fees. All I pay is the cost of credit card processing, which I would if I were selling at an art show. It even has a built in shipping calculator that lets me buy discounted postage to ship items out. Just like Etsy.
Yes, there are upgrades available for a monthly fee. One of them would let me use a custom domain name, which I’m considering. Others offer better marketing options or shop analytics — most of which I don’t need and certainly don’t want to pay for. I’m not fooling myself here: I don’t sell much online and don’t think I ever will. But I want the option. I want to be able to send folks to a place where they can buy what I make 24/7.
And that brings me to marketing.
I remember the early days of the worldwide web — you do know that’s what the WWW stands for, right? Back in the day, everyone wanted an online shop. They thought that all you had to do was set up a website and people would just buy, buy, buy whatever you were selling. No one seemed to realize that people had to want what you sell and find your shop before you could maybe sell to them.
And that’s where marketing comes in.
Yes, I have an online shop. Yes, there are features built into Square’s online shops to be found by Google in searches. But I’m not dumb enough to think that I can just sit back and let those two things bring me sales.
Serious business owners have real websites for their businesses, not Facebook pages.
You might think it’s enough to just put your business on Facebook and steer folks to your page, but it isn’t. First of all, it’s alienating people like me who wouldn’t open a Facebook page to follow a friend, let alone get more information about a business. Second, as discussed in this blog post by UK web designer Nick (who also authored the Mastodon toot above), you’re at the mercy of Facebook’s algorithms to determine whether what you post on Facebook will even appear for the folks who follow you.
You can do better than that without breaking the bank. Heck, even my WordPress-based sites have the ability to forward all of my posts to the folks who want to see them. No algorithm will block that.
No. I have to send people to my shop. And I do that several ways:
While I know that several of my artist friends have had some success with Etsy and haven’t seemed too bothered with the reserve or fees, I can’t say the same. If you’re like them and Etsy is working for you, stick with it. But if, like me, you’re tired of your work being hidden away among so much manufactured crap, maybe it’s time to find another solution.
I’m done.