One of the first things you need to do before launching a handmade jewelry product line is to develop a brand. Since you’ve decided to start a handmade jewelry business, it’s likely that you’ve designed plenty of jewelry by now. If this is the case, your distinctive style has most likely emerged. The most important step in developing a brand is to fully know who you are designing for.

Ask yourself:

What feeling does your jewelry convey?

What colors are repeatedly used, and what is this color associated with?

What age person would most likely wear this?

What is your customer's annual income?

Where does she/he shop?

What magazines does your customer read?

What movies does your customer watch?

What are her hobbies?

The answers to these questions will help you to develop your identity and come up with your brand summary.

For example, my summary would read:

“Petite Minx jewelry is fresh, feminine jewelry for young professionals who have an eye for style. It incorporates classic elements with a modern flair. A Petite Minx girl fearlessly expresses her individuality and chooses adornments accordingly.”

Based on this statement, I know that my Web shop should have a modern simplicity but with a tinge of funky flair. My ads should feature confident, fashionably dressed women in their mid to late 20s, and tags and packaging should be fitting of a trendy boutique.

Once you’ve developed your summary, make it the mission of your business to unwaveringly and unapologetically exude that image. Your brand image should carry through to every aspect of your business including your product photos, which could be used in catalogs and print or Web ads, as well as in your Web shop. Your brand personality should be injected into any and all ad copy, as well as your bio or artist statement, and even more so in your blog (if you choose to have one).

I’ll address each of these points in the coming weeks.

• Tags and Packaging
• Writing ad copy
• Writing your bio, about page or artist statement
  
• Writing blog posts
  
• Product photos