Salon Strategies - Part 1

Creating a jewelry line for beauty retail

Recently I’ve started making jewelry to sell in a salon in town and it’s been a while since I’ve sold this way so I made myself a little checklist! Hope you find it useful, too.

This post focuses more on the creative side of things -

• What I'll be creating
• How it will fit into the Wire Smith as a whole
• Branding in a retail space

The next post will be about the business end, consignment agreements, inventory and pricing.

Understand your client and her clients

When J and I met she had a chair at another salon, but her personality was too big to hide and I got a really good sense of who she is. Now she has her own place that personality has room to spread out and I paid attention to exactly how she presents herself and why her clients love her. And, for that matter, why I do.

We talked a bit about what she’d like and after listening to her suggestions I found some beads that are PERFECT. After I made a few items with those I brought them by for her to see. I also brought some of the other beads and findings I planned to use. That way I’d know I was going in the right direction and to get her excited about it. The clients and other stylists loved the pieces and thought it was a great idea.

Exclusive or not?

Although I haven’t stated it and she hasn’t asked, what I’m creating for her is going to be exclusive to her. You don’t have to do this, but think of it this way - each of your retail outlets has competition and has to distinguish itself from them. Any product carried has to represent that store/salon/spa and be a reason why people go in and buy there. It has to speak the same language even if it isn’t yours. The pieces I’m making for this salon aren’t anything like the other things I sell and I think that’s going to work out really well.

Keep your brand identity

Unless you want to close all your other sales venues, my advice is not to let a retail establishment have all dibs on your products. Be sure that any contract or agreement states that they are not an agent for all the things you make or sell. If you’ve created an exclusive line for the retail shop, this probably won’t become a problem. Just don’t box yourself in. I plan to keep my logo, colors and web addresses on all of the artwork for the retail side.

Display & Packaging

Of course a store will have shelves, racks, stands and other things to display what they sell, but a hair salon or tattoo parlor may not or have a limited amount - this one does, but I’m going to have to supply something. I’m trying to be creative and work with J’s decor and vibe. I took some pictures of the spaces and so that’s helpful. Of course I want to stand out, but not like a cigar on a birthday cake. I really need to figure this out quickly...maybe a trip to the giant hobby stores in town will help. Or Pier 1. Lots of cool stuff in there, too.

Don’t forget hang tags and other signage like postcards or business cards! For now I’m using the stickers I had made earlier this year and some blank business cards that come in sheets for a home printer. These make great earring cards - I use a small awl to punch holes in them. For bracelets I’m using small bits of very fine gauge craft wire to tie the tags to the pieces - I am the Wire Smith after all. I will give her a supply of  boxes and tissue that she can sell for $3 if the person wants one. The tins will have my stickers on them. Most will be buying for themselves though I bet.

Well that's it for part one. I need to get to work!