When I began designing jewelry a couple of years ago, I never really thought about where I wanted it to go, who I wanted to market to, what my ultimate goals were. I'm still trying to figure this whole thing out, but am starting to realize some things.
First, I've realized that I want to be a brand. I want people to see my product and know that it is a "Deanna Burasco". How to go about that is a long and arduous journey. With so many designers out there, I think it can be daunting to establish yourself apart from everyone else. Also, I've seen how designers are constantly copied, and that to remain on the forefront, a designer has to re-invent themselves constantly to stay ahead of the copycats.
Second, I've realized that I have wasted a lot of time creating pieces and have not spent enough time marketing. I would try to make new pieces weekly or even daily, hoping each new design would spark a sale. This led to a mish mash of products (I think) with a lack of consistency and direction. One of my new goals is to create fewer pieces, then focus on marketing them, eventually gaining a solid fan base and establishing some solid wholesale accounts.
Third and last, I am working on creating "collections", which ties into what I just mentioned. Not only do I want to create fewer pieces, I want to have lines of pieces that coordinate and compliment one another. Whittling down all of the designs that I'm excited about is the hard part. My mind seems to not understand the concept :). When I look at the mainstream successful designers, most, if not all, have collections. They carry these collections for a time, then retire them and introduce new collections. It allows them to have a more cohesive grouping of products, which is easier to market and sell, in my opinion.
So, that's where I am...
On a side note, I am excited to be involved in the next Impact Fashion workshop. It's a day-long event for fashion designers, make-up artists, photographers and stylists to explore ideas and build portfolios. I'm the only participating jewelry designer, so this will be a great opportunity to get some model shots of my "collections", which I will figure out soon....I hope!