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Click to Enlarge 		Charlotte Ranz
From Fuquay Varina, NC


Tell us your story.
I am a yoga teacher who has found herself moving into the world of making jewelry via my prayer strands. What I thought would start out as a simple work of joy - making prayer strands for my students - has ended up challenging me to grow in so many different directions!

First it was the prayer strands.... then it became necklaces... then bracelets and earrings. Now I have started into chain maille and is that ever a challenge! But I find it relaxing, stimulating, allowing me to address my creative needs, satisfying when I make a customer happy, but also challenging in learning to separate my personal preferences for the marketplace without jeopardizing what I want/need from this pursuit.

Where do you sell your jewelry? Do you have any tips on selling there?
I have several venues where I sell my jewelry. I have my prayer strands and key rings in a local gallery. I also have my own website - www.redelephantyoga.com - and I have my jewelry online with Ruby Lane and Etsy. I also have home sales which is really my biggest winner. I have started having a big sale in the spring and another right before the Christmas holiday. Finally, I selectively look for those arts/crafts festivals that will have my target market in attendance. It isn't enough to know that 10,000 people attend. If they are coming for a day of fun, inexpensive items, then that is not my venue. I'm learning to resist the temptation to sign up for those things and focus on where my target market will go.

Tips: This is hard work! You must constantly keep your sites updated with new items. You must learn the art of selling - using creative terms that help to paint the picture of how the person will feel wearing your jewelry. You need to learn how to separate "features" from "benefits" and sell the benefits to the wearer, emphasizing words that evoke emotion. You have to learn to take good photos. Wow! A poorly lit photo can kill a sale!

Do your homework. Know who your target market is and market to them. Don't spin your wheels trying to cover many bases. That will end up costing you more money. Be selective. Know your audience. Are they the people most likely to purchase your items.

Finally, always explore, enjoy and quit for a moment when it starts to turn into a chore! You can always come back to it later.

What's your biggest selling piece and why?
I make one-of-a-kind pieces. I never duplicate anything even though I have been asked to do so. So, for me, each item is my "biggest selling piece"! I think that because I will not duplicate anything is a strong sales component for my market.

What one piece of advice can you give to other aspiring jewelry makers?
Have a deep understanding within yourself what you expect from this venture, how you are going to achieve it, and then plan, execute, re-evaluate, and, most importantly, enjoy!

Have you quit your day job yet? Can you give us any idea how much income your jewelry is making?
No, I haven't quit my day job. My goal is to continue building my business for at least 2 more years. That will be a total of 5 years selling actively and I am confident that at that time I will be ready to run my business full time.

What would you say to someone that might be hesitant to invest in Preston's course?
I have not taken Preston's course myself. I do benefit from all his tips though!

I am taking courses all the time through a local bead shop. I think training, wherever you get it, is critical. I also purchase DVDs and read alot. There are so many facets to running your own business and, if others are like me, it is the business side that I enjoy least. So training is essential because it can help you save time, save money, and save your sanity!

Has jewelry making changed your life in any way?
I think it has made me really define why I am in this in the first place - where I am willing to comprise for the sake of a sale and what has to remain because I am an artisan. I create. I do not put beads on a string for sale. That is an important distinction to me.

Do you sell any of your work on line or on Ebay? Do you do well there?
I've mentioned my 3 online ventures. I don't sell on Ebay because I'm not convinced that my market is there. People typically shop on Ebay to save money and that is not my clientele.

As far as the other sites are concerned, I do not make many sales, but it does open the door for making sales. In other words, it serves as a very good marketing tool. Surprisingly, what I have sold online has resulted in bigger sales than the listed items. In practically all cases, the purchaser has bought more than the single sale item. What a nice surprise!

What's your plan for the future?
I have a business plan for 5 years. I am in year 3 with 2 more years to go. I continue to sharpen my skills with known products, look for new products I can continuously introduce, measure effects of various marketing pieces all the time to see which ones work and which ones don't. Measuring and examining step by step will lead me to devoting full time to my business in a few short years. That is my plan and I'm sticking to it! :>)