Bingo! What you are doing is creating a voice and at the very
essence of successful marketing. Jurors of a show will appreciate
your “look”, as it will have a cohesive theme, rather than, and I’ve
seen this, “every piece of jewelry you made at a workshop” look.
Although Daniel Spirer said goodbye from this list, I have been a
huge fan and good friend of his for ages. He is an uber designer with
a distinct look. Search out his website from the Orchid Archives. No,
I’m not posting it here cause one of Hanuman’s strokes of genuis was
in creating an incredible archived search engine and we should all be
If you create limited edition lines, you keep your options open for
fresh work and exploration with new materials. There is nothing more
yummy than thinking we can buy something which is limited. We as
consumers want what we can’t have and by limiting our choice, we
want it more. Do Chinese restaurant menus make you crazy? Too many
choices and our brains shut down.
Creating a voice in your work has an upside and a downside. The
upside is that you have a voice and your work looks fabulous and
cohesive. The downside is the you have a voice and your work
continues to look fabulous and cohesive and any time you change
anything, people shy from change. Or, people become bored because all
your work looks the same.
Ask any rock star who became famous on the one song that everyone
hums, or the album that made platinum. When they play live at a
concert, they all want to hear their favorite songs and when they
play their new work is not always well received. Ask Jimmy Buffet
what fresh music he has to offer. What he is selling is not his new
songs, it’s community and burgers, but it works.
In creating a jewelry line, look outside your field and see what
others have done. Look at food trends. Tropicana has 8, count 8 types
of orange juice. The packaging all looks similar.
Sometimes it takes years to create a line. The resin inlay work I’ve
been producing for years suddenly is now attractive to the New Age
style of stores. The materials I use have great appeal because people
are treating them like amulets. I just finished a commission for a
woman who rides a horse and is a painter. Her horse was being sold
and she was sad not to have access to her favorite hobby. I told her
to clip a few hairs of the horse’s mane and with a simple design, I
combined the horsehairs with ochre, her favorite choice in a dry
paint pigment. The pendant is now more than a piece of jewelry, it’s
personal. The appeal of locking a memory into a wearable object is
creating my “line.”
The point of this long post is that your line is your line. It is
personal, and only you can tell the story. We like stories, and isn’t
it cool to wear a story.