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Selling jewelry overseas
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October 20, 2000: 1:09 p.m. ET
Use a Web site to show off designs; try consignment sales in target markets
By Jane Applegate
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NEW YORK (CNNfn) - Dear Jane: I am a French jewelry designer whose work is very popular in Paris. Everyone tells me to sell my work in America but I'm not sure what to do. Any thoughts?
If you don't have a Web site, I would set up a simple site and post digital photos of your work. Then you will be able to launch an online marketing campaign, directing gallery and shop owners around the world to your site.
This would be much cheaper than printing a full color catalog or creating a glossy brochure.
Next, I would go online and use a search engine to find some galleries in New York, Los Angeles, Chicago, Dallas and Seattle that sell jewelry similar to yours. Start in the major markets, where affluent shoppers are always looking for something new and different.
Send a cover letter and photographs to a few galleries to test the response. Follow up with a phone call to see if the gallery owner or manager would be willing to take a few of your pieces on consignment. Many will take a chance if they pay you only when the piece sells.
Finally, send photos of your work to fashion editors in the United States. If they select your work to feature in photo layout, you will get great free publicity which may lead to real orders.
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