Designer’s Diary: A Unique, Artistic Approach to Holiday Sales

The only negative I could see was that I would still need a couple of weeks lead time for fabrication, as well as a cutoff date to ensure delivery before Dec. 25.

Another question that came up was whether or not customers would be patient enough to wait a few weeks to have their pieces fabricated.

After researching other jewelry companies, I discovered it has become common practice for designers to ask customers to wait a few weeks while their pieces are being produced.

What about missing out on those last-minute holiday sales? The more I thought about it, the more I realized I didn’t have the type of clientele who buys last minute so, for this holiday season at least, my approach might work.

I took this even further by not showcasing finished pieces of the collection in the gift guide. Instead, I settled on an artistic approach and featured my renderings.

This was the part that made me the most nervous. I was not sure if this very unique approach was too abstract for customers to wrap their heads around. Would I be able to sell from renderings alone?

After a bit more thought, I realized: I sell from my drawings all the time. This is how I approach my bespoke design business. I don’t use CAD images as a sales tool but rely on my realistic, multi-view renderings instead.

I did not see why this should be any different with my holiday gift guide since this is what my customers expect from me.

I worked with my graphic designer to superimpose the renderings on actual black-and-white photographs of models.

The pieces were sketched in yellow gold, and the warmth of gold was a beautiful contrast that popped against the stark background. The result was stunning and incredibly professional-looking.

The renderings flowed perfectly on the necks and ears of the models and the gift guide turned out even better than I could have imagined.

It was a huge success, and my customers did not seem to have an issue with the fact that I was not displaying actual images of jewelry. Sales flowed in and I was really pleased with the fact that this novel approach had worked.

It is a great feeling to know that creating something unique and unconventional was successful.

While I do not think this strategy will work for all designers, I wanted to share my story to encourage all of you to really think outside the box with your marketing.

The success of my renderings-in-an-online-gift-guide experiment also proves that having a deep understanding of your client base can work wonders.

During this time of extreme competitiveness in the jewelry industry, it is necessary to take big chances with marketing, own the decisions you make, go out on a limb and trust your belief that whatever you are planning will work.

A custom fine jewelry designer, Vittoria d'Aste-Surcouf, has a diverse background in art history, events and public relations, jewelry fabrication, sales and fine jewelry rendering. She currently serves as CEO of her own jewelry company, VAS Bijoux. She also designs part-time for Gleim the Jeweler. She can be reached at info@vasbijoux.com.