Making jewelry has been a hobby of mine for many years. I have created custom pieces for myself, my friends, and I have sold over a hundred pieces on line. In the business world that would classify me as a small business. One way I have found to make my tiny business look larger is to package my items professionally. Whether I use custom printed ribbon, tags, or boxes, these all add value in the mind of my customers.
When shopping the words “handmade” and “handcrafted” are intended to imply quality. I like to carry that through by using unique packaging for anything I am selling. Once they have seen the quality of my work and the presentation, they know they can order with confidence. I have actually had customers comment on the box!
Paying attention to packaging adds another bonus: Customers feel confident to purchase items as gifts and have them direct shipped to their friends. Anything that can be done to encourage a repeat purchase is well worth the little effort and expense it takes to create custom packaging.
As a jewelry maker or crafter you may not think of yourself as a brand. Think again, you are! Just like any business how your brand is perceived by the public can and does affect sales. Tiffany’s is probably one of the most successful companies to brand their company through packaging. I have read how many tourists come to Tiffany’s in New York and buy a keychain, their least expensive item… just so they can get that little blue box!
Think of your package as a marketing tool. It is really no different than a birthday present. Would you just walk up to your friend and hand her a sweater on the hanger? Would you want to receive a gift that way? Of course not, you fluff it up with tissue, select the best wrapping paper and embellish the box with ribbons. Why do that? It adds value to your gift and shows you care. That is exactly how I want my customers to feel when they purchase from me. I want them to feel they received an item of value from a company that cares.
When I advertise an item, I always include a picture of the gift box. I feel that great custom packaging reflects back on the item. I want that buyer to purchase my item because they can see I am willing to do just a bit more…beautiful packaging helps me do that.