I have been updating our marketing plan for 2003 and are looking to
focus a lot of our marketing efforts to selling finished jewelry to
upscale boutiques. My target market is comprised of boutiques that
sell high-end clothing and accessories, with 1-9 employees, 1-3
locations, and whose principal clientele consists of women, age
35-55, with an annual household income of $70,000 or more.
What are the best ways to present one’s jewelry to the owners/buyers
of these boutiques, especially if they are located across the
country? Should I create a tri-fold brochure, a printed catalog (we
are constantly updating our designs with many one-of-a-kind pieces),
catalog on CD-ROM, other method?
What have been your experiences selling to high-end boutiques? How
often do the owners/buyers buy each year and how much do they buy in
terms of dollars or number of pieces? Are the owners/buyers
generally receptive or do they have a lot of attitude? Do they buy
outright or on consignment? Are there certain key styles or elements
(faceted stones, high-karat gold, etc.) that make a piece more
desireable to the owner/buyer?
I would appreciate feedback from people who deal with boutiques
regularly or have in the past. Thanks!!!
Director of Operations/Designer