Handmade with all the trimmings

Luxury brand manufacturers, like the big perfume brands, have gone to huge lengths to protect their investments. They know that maintaining the perception of exclusivity, means managing presentation. They don't want their products sold through stores that will detract from that perception. They don't want their brands presented in a way that is inconsistent with their aspirational message.

So important is this 'on message' constistency to them, that the brand owners have lobbied governments to amend laws to protect their investments. It's no accident that, for the most part, perfume is bought at recommended retail prices in stores that represent the brands in the way the manufacturers would want! They know, as you must understand too, that the way a product is sold has a huge impact on the perception of the product itself. In short, it doesn't matter how good your product is, people won't buy it (in the literal and metaphorical sense) unless you get the presentation right.

I could put the same necklace up for sale at pressies', present it right and have a runaway success or muff the presentation and have it sit on the shelf for months. When things are not selling, sometimes all we need do is photograph it again (better) and watch it fly. Other times we put the price up to the same effect - people really do seem to have "too good to be true" scepticism. The point is, don't get the imagery, price and copy right and anything - even the most divine piece of jewellery - will bomb.

So what's right? Right is simple is some aspects, more subjective in others. A 'right' photo (in my experience) is clear, with good contrast, in focus, with the correct colour balance (no yellow light) and perfectly separated on white. Yes, that's tricky, but boy does it make a difference. It also includes a picture on a model - we've found this makes a huge difference. Shoppers don't know whether a 5 cm drop looks good until they see it hanging from a model's ear!

Price is more subjective. But you don't want to be asking shoppers to make a "willing suspension of dis-belief" - as Hollywood calls it - in either direction. Too cheap and it's tatt. Too expensive and you're having a laugh. But, beware, price has nothing to do with the materials - or at least little. Don't forget you're pricing for exclusivity and your ingenuity in design too. There's more about price here: "Handmade Jewellery at a Price" to explain these points.

Copy - well that's even more subjective. There's very little to compare it against. You could keep it short and sweet and say very little, limiting your description to the composition and size of the jewellery. But, is that going to have the would-be buyer picturing themselves buying? Probably not and top copywriters say this is a must. So, chances are, you'll have to say rather more and then it's important you're talking in the right voice and making the right references.

What's the secret? Well, it's probably down to having a very clear prospective buyer in mind at the outset. Then you will say the right things, use the right references, hit the right price points and, as long as you don't take a lousy picture, you should be home and dry? Well, no actually. Because your image, copy and picture all exist within the context of your website. So, if that looks amateurish or just doesn't work very well then it will pull all your other good work down with it.

It'll be no different if you sell in shops or face-to-face at parties. Pick the wrong shops to represent your wares and they just won't sell - quite apart from the fact that the right people might not be coming through the door. Photocopied or amateurish sales materials and lousy boxes (or lack of) will sink your party sales - unless you're aiming squarely at the bottom of the market!

At pressies' we have a successful designer whose range comprises 30% of our sales. Yet, before our listing, she barely sold a jot. Why? No other retailer had her ingredients right. She didn't really guide them, whereas we've created her image on our store for her. We do the tricky positioning - with words and imagery - and make sure the photography is first class. As a result her range is getting its just desserts.

So, if you want to be successful in handmaking then remember this: you're never as good as you are, only as good as you look and sound. Invest as much time and money in that and you are much more likely to have a winning formula.