Selling My Crafts - Creatively Marketing Crafts
As a member of a family of crafters, I grew up surrounded by people creating many different crafts with the hopes of finding a market for their efforts. As a child, I watched my mother and aunts pack up all their projects and offer them for sale at craft shows, only to return home slightly richer and very aggravated by the process. These craft fairs were intended as places for artisans to market their handiworks to the general public, but in turn became places of idea-thievery echoed with whispers "Well, I can do THAT" rather than cash boxes in action. While some crafters do well to take their works to these public showings, the results I’d personally witnessed were not encouraging. When it came time for me to try marketing my crafts, I first looked to a music festival.
Upon reaching an agreement with a business in the vicinity of a large local music festival, I set up my first and only sales table in front of the restaurant with my selection of handmade jewelry and accessories. People were interested in seeing what I had created, and it felt wonderful to receive compliments from strangers on my hard work. They didn’t get their wallets out too often though. Over the course of six hours spent sitting in the hot sun, I’d managed to accrue a dismal and disappointing twenty dollars. Selling my handmade and unique pieces for lower than retail prices just to make any money at all did not feel good. I went home to devise a new plan of how to disperse the massive amount of craft work I’d been creating.
Realizing that my items were primarily appealing as fashion rather than crafts, I managed, with some success, to market my wares through local boutiques and specialty shops. One local shop in particular has featured my works alongside their vintage clothing selection with quite impressive results. Specialty shops and boutiques are a great opportunity for the serious crafter to share a unique product with the market. Often such retailers will have established consignment policies, offering a set percentage of the sale price should your item be sold. Inquiring about selling your works at a shop can be a nerve-wracking process in the beginning. Start with shops you are familiar with by asking the sales staff about the store buyer/merchandiser - the person in charge of selecting the shop’s merchandise. Offering a sample of your work with what’s called a ‘line sheet’ - basically a small catalog or price list, can give you and your works a professional appearance.
When I was marketing my wares to these shops, I was a college student with quite a bit of time between classes. Frittering away hours on campus, I’d bring my work and publicly create hats, scarves and Mp3 player cases before a captivated and fascinated audience. What I thought of as “killing time and keeping myself entertained” ended up being a great business venture. Working openly in the public allowed me the chance to discuss my crafts with non-crafts persons who delighted at the thought of having something that was specially made just for them. One of my happiest customers bought an iPod case for his sister while watching me make it during a lecture.
Overall, my best sales tool has become the internet. Several sites such as Etsy and Artfire allow crafters and artists to offer their works directly to the public through their own online shops. Within months of opening Knotby9, my shop on Etsy, not only had I turned a tidy profit on my hobby but I was also contacted by my local paper for an interview. Featured in the business section with a color photograph of me and my works, the article gave a brief overview of how a hobby can become profitable with Etsy. While I use social networking sites like Twitter to direct traffic to my items, Etsy attracts buyers from across the world with categorized listings and fun features to browse. Before I set up my shop I researched the site. The business world calls this ‘Market Research’ and spends great amounts of time and money on the process. I called it curiosity and made notes of popular color combinations, sizes and such.
In my trial and error I’ve learned the hard way about getting what my work is really worth and finding the right venue from which to offer my products for sale. Several times I've found myself calculating the actual 'profit' from a transaction only to realize that I was insulting my own efforts just to try and make a sale. I’ve learned that it's okay to step back sometimes and just say “no” – that I don’t have to give away my creations just to get them ‘out there’. Letting yourself get stuck on thinking of what you've created solely as a craft is a limiting view of your creations. Valuing your works of creation for their true value can guide you to a better market for your crafts. If you make wearable pieces, think of yourself as a designer of fashion goods rather than as a knitter who sells scarves. It’s not time to be modest - you’ve made an item that is wanted and worth whatever price you feel like asking.
From my own experience I’ve found that it really helps to think ‘outside of the craft room’ and to try and include your creations in other areas of your life. Many jewelry makers have found themselves selling the bracelets right off their wrists after being complimented on their artwork. Let people know what you do, show off your creations and carry cards with your contact info printed on them. They can’t buy it if they don’t know it’s for sale!
Good luck with your craft sales.
- Allison Karavite
Visit my Etsy shop Knotby9
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