Jewelry sales: in search of balance

In this article, we want to tell you about the jewelry sales. Jewelry sales: what they mean for us and what are the different ways to position ourselves. We will defend our values above all else, but we will comment on the importance of finding a balance and making concessions during sales periods. For a brand like ours, the question that comes up every year is very similar: Should we discount our jewelry? And above all, how? In what way? and basically how much? Whether you are considering the ins and outs of conscious consumption or you have a small brand, this article may be of interest to you.

Sale jewelry How to sell and buy responsibly?

In Elpezdorado, it has been a long time since we have been making handmade jewelry. It has been more than eight springs. We have a fairly complete track record and we have tried different strategies to position ourselves in a comfortable place that allows us to continue working on what we like.

We dedicate, every year, countless hours of work to find the balance between our project and our public through minimalist jewelry. At the same time, our goal is to build an image linked to the defense of values: Elpezdorado is local, handmade and sustainable. But above all, and most importantly, we need this image to be effective in a competitive market and to enable us to make sales.

The equation is complex, given that every year the jewelry sales start earlier and the discounts of the different brands are sometimes very aggressive. At the same time, we have to keep in mind that our production margins are tight. As you know, we produce locally and the materials we use are of the highest quality. Visit our article Elpezdorado’s handcrafted and sustainable jewelry to learn more. Nevertheless, it is worth the effort to find a place for brands like ours to appear as a purchasing option for a heterogeneous public.

 

All is not lost: Jewelry sales for independent brands

It is worth asking yourself questions such as who is your audience, how do you want to position yourself, what are your values and what is your production process. All this, we have to place it within a campaign and know how to transmit it. And with our means and our possibilities, which are much more limited than those of the big brands. But as we said, all is not lost. In our case, with hard work and experience we are learning which battles to play, which are our tools and how to elaborate creative strategies to position ourselves in the world of fashion jewelry and handmade jewelry sales without losing our identity.

For small brands, as the saying goes “each master has his own book”. And that’s why we think that depending on the different factors, each project faces the sale season in handmade jewelry as it can, wants, or thinks it should. Therefore, we always try to understand the variety of approaches and respect the ideas and discourse of the different handcrafted jewelry brands that surround us. When someone asks us for advice from projects similar to ours, our idea is that they follow their intuition, that they work and investigate, that they are not afraid to make mistakes. Do not throw the house out of the window. We think it is important to own the processes and brand strategies at least for the first few years. In the RRSS there is a proliferation of recipes for success and sales, but honestly, we think that selling the formula for success instead of enjoying it is, to say the least, incoherent.

 

Elpezdorado: in search of a coherent approach

Having said all this, how do we do it? In our specific case, it is clear to us that the territory in which we move is that of independent projects. On the other hand, we are not an “artisanal” brand in the traditional sense of the word either. In our minimalist jewelry brand, we share an idea of “neo-craftsmanship” under which, not everything is done by us but when we outsource something we know who, how and where it is done. At the same time, all design and advertising campaigns are managed by us and we resort to specific services to solve issues related to the web, photography, shipping, merchandising, etc…

There are other recipes but ours is the 24/7 work recipe. In Elpezdorado we value, each season, the stock we have and the jewelry sales we can offer. We move in margins of discounts on our pendants, earrings and designer rings, which are usually around 10% and 20%. Occasionally, we expand some percentage to sell some specific models as it happens in our outlet section.

What we do not resort to in any way are dubious discounts or exorbitant price increases in order to later be able to support the discounts and advertising expenses, which end up being passed on to the customer. In our brand of minimalist and handmade jewelry, the main challenge is to have tight, consistent and affordable prices all year round. Take a look at our jewelry collections in sterling silver or plated, and in our more colorful collections.

The best possible discount: Buy your favorite jewelry whenever you like

In short, to conclude that the sales periods are for us an opportunity, rather than to have large profit margins, to be able to move the stock we have and reinvest in new collections. At the same time, we think it’s an opportunity to access an audience that may have a slightly smaller budget but loves our brand. In this case, in our point of view, the sale on jewelry can be an opportunity for some of our followers.

However, we do offer occasional discounts for subscribing to our newsletter, for second purchases or free shipping at certain times of the year. With all this, we want to give reasons so that the periods of sales in jewelry, do not condition our consumption patterns and brands can decide. At the same time, we want you, as customers, to be able to purchase your favorite jewelry at any time of the year without seeing a significant increase in price.

In Elpezdorado, we will continue working to offer discounts but above all, so that our catalog of prices is within your reach throughout the year. Visit our catalog and if you don’t know us yet, stop by our blog to learn all about us.

Thank you for being there!