They define themselves by their favorite technique.
“I’m a beader.” “I’m a metal artist.” etc. etc.
Well, from a business standpoint that might be alright as long as what you are doing stays in demand and on trend.
But what if trends switch away from your favorite technique, or a new trend emerges that you could take advantage of if you jumped on it quickly?
Trends change all the time, but it can be uncomfortable to change directions from a technique you’ve gotten so good at.
But if you don’t change, your business will suffer, possibly die.
Take a page out of Matthew McConaughey’s book.
He just won an Academy Award for his role in the movie “Dallas Buyer’s Club” and you want to talk about someone rebranding themselves.
I haven’t seen the movie yet, only watched the previews, but I didn’t even recognize the guy.
As it points out in this excellent article from Forbes, McConaughey completely transformed himself as an actor to play more serious roles.
Here’s the point for you.
Stop defining your jewelry business based on your favorite technique.
You are talented and you can learn new techniques, or you can take your existing favorite technique and present it to prospective customers in an entirely new way.
As the article points out with the example of Old Spice. They didn’t create a different product, they just talked about it differently.
And Old Spice is boring compared to what you make!
So if you’re not having success selling your handmade jewelry, put your creative cap on and come up with some ideas for rebranding your business.
Then test those ideas!
If one doesn’t work, then throw it away and try another one until you find one that works.
The possibilities are endless so keep at it until you find a new brand that works for you.