|
Tomorrow, I am going to a great, new local boutique for a "showing." As I prepare for this meeting, I wanted to share a few tips with fellow emerging designers on how to properly prepare and present yourself (and your product) to a new potential client.
I consider a showing to be an interview, plain and simple. In order to be adequately prepared, I always make sure that I first scout the location to see what kind of additional jewelry lines they may carry; I look at the overall aesthetic of the boutique (are they high-end, french provencal themed, more small tangibles and home goods, etc.); I look to see if they carry familiar, popular brands, or if they focus on "hard-to-find labels." All of these factors help me determine how to best present my line.
As I've focused on in previous blog entries, I always (almost without exception) email the store with photos of my line first, and direct them to my website to garner more interest. I present a professional, succinct email that contains product information, photos, pricepoints, and an offer to provide proof of consistent sales and professionalism from existing boutique "clients." If the boutique or gallery has a similar business sensibility, often they'll email back appreciatively and schedule an in-person showing. If they operate a little differetly than how I operate my business, I may never hear back from them.
If I do, I tailor my showing by choosing to feature specific products in my production line (for example, I may focus on more chunky necklaces than I do small rings; I may show more "avant-garde" products in one store, and more conservative, refind products in another). This not only allows me to be more prepared in a showing, it also tells the boutique owner that I have prepared myself with their store, specifically, in mind.
Additionally, I always go in with more product to show than I need. At the Beehive, I've seen potential designers walk in with two pieces of product to show, and walk away without a contract as a featured designer. In order for a store to see what you do and who you are as a designer, you must be prepared to show samples of your entire body of work, including pieces you're working on for upcoming seasons.
When preparing your products for the meeting, be sure package each piece individually; necklaces and bracelets thrown into a box with no attention or care may not show you in the best possible light. Also, be sure to have marketing materials prepared to show, including business cards, labels, print-outs of media or press coverages you've received, etc. Finally, be prepared to show you're organized: It's important to have an inventory sheet ready to hand to the store if product has already been discussed; if not, have an empty one on hand in the event the store wants to keep products right away.
Finally, never, never, never leave the store without having a consignment agreement in-hand. If you leave your product in a store without a contract, your product may not be appropriately covered by the store's insurance in the event of loss or theft. This is an important factor that has hit most designers hard when dealing with stores on a consignment basis.
With all of these steps, you should be well on your way to having an excellent showing, and a new boutique on your roster. Happy pavement-pounding, all!
Until next time, Creative People....
|
