One of my latest reflections in my artistic journey is trying to figure out what I’m doing? I mean really, do you know why you do what you do? Do you REALLY know what you’re doing, or do you just pretend like you know, and keep on plugging???
Someone recently asked me this question, and my answer was “I make jewelry” He said, “oh yeah? Who do you make it for?” Me: “Women of course, and some men, and sometimes children—oh I don’t know–anyone who wants it” He asked-“then how do you know what to make?” Me (feeling smaller) “ummmm…..I make what I feel like—and hope someone wants to buy it.” He says—“and how is that working for you?” Me: “I think, okay, well, I wouldn’t be able to live off this work–I guess not as well as I would like it to.”
This may be one of the most important conversations I have had regarding my jewelry business. I began to see what he was getting at–I smugly thought I knew who my target market was–but my target was so huge, it was meaningless because I was trying to be everything to everyone.
So—who is my target market? After much list making, thinking, dreaming, looking at my stuff, looking at my sales, a picture of my target began to emerge. And something else began to emerge as well—I am NOT selling jewelry. Well, yes, the object IS a piece of jewelry–but it is not what I am selling. (Now you are really confused, right?) As confusing as this sounds, I am seeing things with much more clarity—and here it is.
- I AM SELLING A CONNECTION TO MOTHER EARTH, THE 4 ELEMENTS OF EARTH, WIND, FIRE AND WATER
- I AM SELLING AN ENERGY CONNECTION TO EARTHS MINERALS, MAKING THEM WEARABLE FOR METAPHYSICAL PURPOSES
- I AM SELLING A WORK OF ART, TO BE WORN BY THE DISCRIMINATING WOMAN
So what am I NOT SELLING?
I am NOT selling a fashion trend. My work is not time limited, rather, it is classic–to be worn through the years.
I am NOT selling copies of other peoples jewelry. I am inspired by designs, however I do not sell copies.
I am NOT selling items, I am selling experiences.
I am NOT selling jewelry, I am selling the human desire for connection with nature, for a simpler time
What are YOU selling? What are YOU buying? Think about it in all aspects of your life, it is quite interesting to think about how you would answer….