A Lesson In Wholesale

I haven't had much of an opportunity to do wholesale orders, so when I was recently approached regarding one, I was pretty excited. The pieces in question, though, sell for $16-$20 in my shop. How much did the person want to pay? $2 per piece. Hmmm. My first thought was "no way!" Then I started looking at how slow my shop has been and how nice it would be to have cash flow.

The potential buyer mentioned needing restocking every two weeks because her shop was busy. Hmmm again...cash flow...that would be nice. Then I started trying to figure out how I could create these pendants for $2 while still making some money for my time. Finally, I figured out a way to do them faster, using a faster-setting resin so I could pour the layers more quickly. I quickly (well, over a week's time) churned out 60 of these pieces and had them ready to ship. All was paid for upfront (which I would always recommend, at least until a rapport is established with the buyer). I sent photos of the pieces and once approved, they were on their way, first class, delivery confirmation, insurance. My first miscalculation? Shipping was a total of $10. I had charged $5.

The pieces arrived safely. However, the buyer did not like the quality. "I cannot sell these in my shop...they look too handmade". Talking to my mother about it on the phone, she said "why didn't you send a couple of samples to her before you did all that work?". A big "DUH" sounded out in my head. Why didn't I do that? Another thing I would HIGHLY recommend.

So, of course the buyer wants a refund. We agree on a partial refund. I am covered for the materials and maybe a tiny bit for my time. Now I will have 60 resin pendants to get rid of...so don't be surprised if you see them pop up in my shop. Some of them I will take down to Crown Center to Gifted Hands where I have a display.

All in all, this could have been a super bad experience, but it has been a really good learning experience for me. After going through all the hard work, I realized that I have to be really careful, no matter how tempting the idea of "cash flow" might be. I hadn't taken into account the hours of labor involved in trimming and sanding the pieces, not to mention drilling them and inserting jump rings so they would be ready to place on a chain. All of the little things you forget to add in all add up to hours of extra time. So if you are reading this, DON'T forget to count every step involved in creating your product when figuring out a reasonable wholesale price.

The silver lining in this is that there were other pendants that this particular buyer DOES like and has purchased. So it may be a long-term, cash flow positive opportunity after all. Even though it didn't completely work out, I'm really glad I gave it a shot! I improved my skill a bit at my craft and learned what REALLY goes into what I create so I will be better prepared next time.

Collections?

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!

Nature's Spring Jewelry

Spring is my favorite time of year in Kansas City (fall is a close second). It arrives after what always seems like an endless winter (for me anyway). As soon as my tulip bulbs break the ground in February I count down the days until spring. It seems like this time of year is the only time in Kansas City when you can go outside and enjoy the weather and not get eaten alive by mosquitoes. Another couple of weeks and that won't be the case (at least for me). So, I spent a good hour in our front yard taking photos. Enjoy!All of the above pictured tulips came from a variety pack I bought at Home Depot.

Every spring I plant a flat of impatiens. Once established, they look gorgeous into November!
Lily of the Valley - I dug some of these up from the yard of a house we rehabbed a couple of summers ago and they are taking hold quite well!

Lamium - great shade plant. We also have a lighter green version.

Purple Sand Cherry - I like to call it the poor man's japanese maple :)

Azalea

Crystal Wrap Collection

I have been experimenting with plastics for a while and have come up with my first collection created out of plexiglass! Each piece was hand cut, sanded, softened in an oven, then hand molded. I accented each piece with varying colors and sizes of Swarovski crystals set in resin. I am really happy with the designs. I think they look incredible!

This photo is of the entire collection thus far, including rings, bangles, necklace and earrings. I am sending the aqua-toned group out to Los Angeles to be photographed. It will be featured in a LookBook for an upcoming fashion event. I cannot wait to see the model shots with the product!

Photo Shoot!

Recently I had the opportunity to collaborate with photographer Vicki Smith, make-up artist Jolie Carrillo-Allen, and model Sarah Nelson. It was actually my first experience being involved in a professional photo shoot! Not only did I learn a lot, I had a great time and made some new contacts I hope to work with again in the future. Thank you all for bringing my jewelry designs to life!

Eighties Leopard - Resin Heart Necklace

Hot Pink Leopard - resin heart necklace
Nailed and Ball Chain - resin bangles

Silver Rising - resin pendant necklace

Mardi Gras - hand painted wooden bead and fringe necklace

Neon Zebra - resin heart necklace

Pinwheel - resin pendant necklace

Purple Leopard - resin heart necklace

All of these items are available in my etsy shop, except Mardi Gras, which is available in my other shop on smashingdarling.com.

Special thanks to my collaborators: Sarah Nelson (Sarah is also an aspiring clothing designer: see more here. Vicki Smith Photography, and make-up artist Jolie Carrillo-Allen.

New Pink Symphony Collection!

The new Pink Symphony Duet Collection is here! Pink Symphony is my collaboration line with singer/songwriter Jillian Riscoe.


Music Shakes The City necklace and bracelet.



Hit That High Note To The Stars necklace and earrings.



Percussion Like Patchwork necklace and ring.

Trunk Show featuring music by Jillian Riscoe DECEMBER 12, 2008

I am SO excited about this upcoming event! I have been collaborating with local musician Jillian Riscoe and we are creating a new line of jewelry titled "Pink Symphony". There are three necklace designs and one ring design that will debut at the event on December 12th. Jillian will be performing a live acoustic set! We are going to raffle away a gift also! This will be such a fun event! There is no address on the flyer because it's taking place at a private residence. We will be giving the address of the event when people rsvp. Fun fun fun!!!