I finally got moved to the USA from Norway and am trying to get my
jewelry business off the ground, something that is not so easy, being
a single mom with two kids to keep me busy. I’ve been looking at
different possibilities for getting my things seen. My how-to book is
at the publisher’s, I’m looking into local festivals/shows, renfests,
wedding shows, scandinavian faires (since my jewelry is based in
Norwegian filigree). I’ve joined enough yahoo groups on jewelry and
so on to clog my inbox (thank goodness for mail filters and
subfolders!). In addition to getting my book out, I’m also going to
do a project for Art Jewelry Magazine sometime in 2006, which should
help with book sales at least. The problem is, that the book, and
magazines like Art Jewelry are geared toward others who make jewelry
which is good for my book, but perhaps not so good for my own jewelry
sales. I would like to be able to get my work featured in more ‘end
user’ or even buyers type magazines where people who will want to buy
rather than make the kind of jewelry I make are reading. I’m guessing
this would include, in addition to trade magazines and magazines like
Lapidary Journal etc, Fashion magazines, bridal magazines, women’s
magazines, etc. It wouldn’t hurt with something in LJ or colored
stone or other trade mags either, but I think, to reach the masses, I
have to reach more mainstream magazines. My problem is, I don’t read
any of those, so I don’t have any idea of which ones to approach or
how? Does anyone have any experience with this or suggestions?
I finally got moved to the USA from Norway and am trying to get my
Having your work featured in magazines, whether trade related or
fashion and trend oriented publications, requires a well developed
strategy and a dedicated plan of action. To do this successfully is
not a simple task, but it can be done by anyone who is willing to
invest the appropriate time, energy, and resources towards this goal.
The best advice is to take a class or workshop dedicated to this type
of public relations development and learn how to artfully prepare and
execute a promotional campaign.
I have the personal experience to qualify this statement. In 1994 I
took Alan Revere’s Marketing Designer Jewelry class in San Francisco.
This is a one day comprehensive professional development class
covering all aspects of marketing and publicity for artists. When I
took this class from Alan it marked a significant transition point
in the development of my career. A great deal of what I have
accomplished professionally since then I attribute directly to what I
gained from that single day’s investment in my future.
Within 2 years of attending this class my work was being included in
prominent trade publications, newspapers, and magazine feature
To date my jewelry has appeared in more than 30 publications. I
frequently get calls from magazine editors asking me to participate
in their special projects. (At this writing I have just completed a
feature article with the editor of Jewellery World Review Magazine in
I am now teaching the Marketing Designer Jewelry class at the Revere
Academy of Jewelry Arts. I encourage those who wish to further
develop this aspect of their career to consider this opportunity to
do so. This class is offered twice a year, the next scheduled date is
March 30, 2006.
More is available at: www.revereacademy.com
Michael David Sturlin
I can’t tell you how to get into general-interest magazines, but I
can tell you that Art Jewelry is read by a wide audience-- I did a
show in December in downtown Chicago. I framed an image from AJ to
hang in my display, and I was amazed by how many people commented
that they recognized it. “Oh, that’s you?” So, it’s a start.
I will keep the course in mind, but for me, at this point, it’s a
difficult option. I live 3000 miles away from the course and have
two kids, a 5 year old and a 12 year old…so it’s a matter of
logistics. Perhaps when I have gotten to know someone well enough
where I have recently moved, I can leave the kids for 3 days to take
the course and do the traveling involved. Until then, I have to
consider more local options. I hope to be taking a general business
course after new years given by a group which helps new businesses
get off the ground…I’m currently on the waiting list.
Best regards and thanks for the well thought out answer.
In the past I have done work for magazines/commercials as an
accessories stylist, so here is some of the stuff Ive picked up…
Ive found in my experience with fashion magazines that many prefer
to “find” you themselves…either through a look book, via the web
or a local store/showroom. The easiest way to be picked up by
magazines is with a PR company…they will send out look books to
editors of dozens of fashion & trade magazines. You can find
reasonable PR for about $500-$600 a month (if you’re interested I can
give you some companies that are in this price range). PR is a great
way to get the word out about your line with out having to do any
work (aside from writing a check monthly).
One really important thing about publicity is having a very
professional website, almost all of the publicity you receive will
direct customers to your website…and many editors will check out
your website before featuring your jewelry, if the website isnt easy
to navigate & professional they generally wont feature you.
Also, dont ever send samples to a magazine unsolicited. 99 out of
100 times unsolicited samples never even make it to the intended
editor/writer. I cant tell you how many unsolicted samples Ive seen
thrown away or given to co-workers as “free gifts.”
Hope this helps!
I live in Ireland, things may be done a little differently on your
side of the pond, but I have found the direct approach really
rewarding. Just call the magazine your interested in featuring your
work, ask who the Fashion editor is…make contact with them,
stressing that you will only take up five minutes of their time.
You make jewellery that may be of interest to him/her “its very
different” I have gained lots of free advertising this way, and most
of the time it was really easy to get the all essential five mins of
their time, which in reality works out to be a bit more.
I didn’t have any real fancy sales pitch, the best thing is to be
likeable and down to earth.
Another way of doing it is, find out who the stylists are that work
for the mags.
Contact the stylist, make an appointment to see them, stressing once
again that you wont take up much of their time.
If you can build a friendly relationship with the right stylist,
“you’ve got it made”, as you know its who you know most of the time
that gets you in the door, or feels more convenient than having to do
a vast search of the populous.
The same thing applies for Stylists, they are always looking for
that next big thing, or that star piece, but if they already have a
good net work of jewellery designers to hand?? what do you think they
are going to do??
Be bold, be brave and just make a few calls… it can be really easy.
I read your post with interest, as it seems you have a good grasp on
what it takes to market your work. The magazine would depend on the
kind of work you are selling of course.
The first step I would take in your position is recognizing who is
your audience. The magazines you mention are good ones, I would also
add Ornament and American Craft Magazine.
In Style magazine is a hip trend setting magazine that is always
looking for new designers/fabricators.
These days having a website which provides to get the
word out is essential. It doesn’t have to be fancy, but the
photography must be top notch. I enclose a couple that I think are
Having your work on Ganoksin’s Gallery is helpful for image
M E T A L W E R X
50 Guinan St.
Waltham, MA 02451
Ph. 781/891-3854 Fax 3857
Jewelry/Metalarts School & Cooperative Studio
Hi Courtney -
I’d love to have the names of the PR firms you mentioned! Do they
specialize in the jewelry market?
I would love to take the course you are offering, but being on the
other side of the Earth right now - that’s just not possible. Is
there any possibility of taking this course through on-line
Check out Art Jewelry Magazines, March issue to find a guide for
writing a press release. This will help promote your book and your
work to some other publications.
The other more trade related magazines you may have some success
with aRe: Jewelers Quarterly, Professional Jeweler, and Modern
Jeweler. These are directed at the Jewelry Buyers for large fashion
retailers. If you cannot provide a few thousand of each design
publication in these magazines may not help you.
Other markets could be American Craft Magazine and Ornament
Magazine. I would also suggest applying to the American Craft
Counsel, and Buyers Market shows.
Good luck and I am looking forward to your article. With two little
ones I have to applaud you for doing this much!
Art Jewelry Magazine
These are directed at the Jewelry Buyers for large fashion retailers. If you cannot provide a few thousand of each design publication in these magazines may not help you.
I’m confused with this statement. I have a very dear friend who has
been featured in Modern Jeweler, Professional Jeweler and a few
others this year. She hasn’t had to produce a few thousand of each
design for orders or for the publication itself. Is there another
reason why she would have to be able to produce such high numbers?