The Truth About Photos


For years I have been reading, searching, asking advice givers, about the best thing to do to improve my online sales. The most common answer I have been given is “Post good photos”. However, the advice about a way to accomplish that is not consistent at all. The most consistent piece of advice is “pay a photographer to take professional photos.” For my small business, that was an extremely impractical solution.

There are a few facts about good, professional photos. They could get your products extra attention that might translate into sales. For example, the photos of the products that Etsy chooses to use in their promotional media tend to look very slickly produced, professional and media friendly (like a magazine photo). They use cleverly placed props, beautiful lighting, lovely models and dreamy photo effects. Those photos tend to capitalize on what is visually trendy and stylistically on point. If you have the money to invest in these types of photos, that’s the way to go.

Most of the handmade crafters I meet in my travels can’t afford photos like that. In the early stages of a business, especially if you’re trying to keep it simple and keep your overhead down, you need to know how to do your own photography at a cost that won’t put you out of business. I have pulled together a few simple things that have helped me improve my photos, even if they aren’t fancy.


The camera is the most important thing, of course. But it doesn’t have to be an expensive, fancy camera. I wouldn’t know what to do with a fancy camera if I had one. Unless you’re really into photography, all of the settings and features of fancy cameras are pretty useless. The camera needs to be able to take photos of at least 10 Megapixels. The most important features in a camera for someone like me are the basics like image stabilization and auto focus. You need to be able to take clean, clear, crisp photos, and with the help of a decent camera, anybody can do it.


If you take photos of small items like I do, a pedestal table will be almost mandatory. You need to be able to take photos from all angles, and otherwise you’ll be taking a lot of pictures while in uncomfortable positions, which doesn’t make for very good quality photos. My husband made one for me out of two wood crates stacked on end on top of each other with a small wood finished table top. (Home Depot and other hardware type stores have bare wood table tops for relatively inexpensive and if you stain or paint it, it can serve as a background in some of your photos.)


Lighting is a big deal. The worst photos I’ve seen posted online are the ones where regular inside lighting was used and the flash was added. (I can say this because those used to be MY photos.) TURN OFF THE FLASH. There are simple things I started doing with lighting to improve the quality of my photos.

The thing you will see in all of the books about taking photos of your products, is that everything looks better in natural light and you should try to take photos outside as much as possible. Good advice, but I have not been able to make that work consistently because I live in Utah, and we have a lot of photo unfriendly weather. I also read a lot of info that told me to buy a “light box”. So I bought one, thinking if it helped me take better photos, it would be a good investment. I fumbled around with it for a while and decided I didn’t know enough about photography to make a light box work for me.

What I have found that works for me is inexpensive torch style lamps that usually run around $10 each at Walmart. I have four of them, but generally, I use two of them. The lamp shades need to be white, and the light bulbs need to put off white light. Yellow light does not take good pictures. The purpose is to create light that illuminates your product without casting shadows over it. I think of it as recreating a bright, but overcast day with light that floods diffusely rather than shines directly.

You can move the lamps around easily while you’re taking pictures to place the light in areas that make your products look the best. I also use pieces of white or black foam board (dollar store variety) to either reflect, or absorb light against my jewelry. You will want to experiment with the process of placing your lights and using foam board to direct the light.

Props and Scale:

Occasionally I use props in my photos, but that has to be done carefully so that you don’t distract from the item you’re taking the picture of. Usually I default to a basic background. One important thing I try to include in all of my listings is at least one photo of the item in my hand, or with my hand interacting in some way with the item. This is the least obtrusive way I have found to demonstrate the basic scale of the item. I have tried taking pictures with my jewelry next to a coin, or a ruler, but not only does that look a little out of place, but also isn’t a universal way to communicate scale. If you sell to customers outside of the US, using a dime to demonstrate scale might not mean anything to someone in Europe.

Why is it important to communicate scale? I used to think that if I included the measurements of my jewelry in the description, that should be good enough. But soon I noticed that the only complaints I heard coming back in my reviews were “I thought it would be bigger” or “I was expecting it to be smaller.” Even with a very detailed description of the measurements of the item, their mind’s eye could not conceive how big, or small, that pair of earrings was going to be. When I started paying attention to my own shopping behavior, I found that I was no different. If I did not have some visual way to see the scale of the item, my expectations were nowhere near reality. When I see a charm in someone’s hand, I find my expectation of what I’m going to get is a lot closer to what I end up with. Since I started using my hand as an illustration of scale, I have had no reviews with complaints about the size being different than what they expected. (Just make sure your fingernails are clean.)

Creating Dimension:

The other important thing about your photos in your listings is using as many different angles and ways of displaying the item as possible. I came to know how important this was just recently. One of the features of the search engine optimization tool I use, is a grading system that uses certain criteria to give each of my listings a grade from A to F. At first when this came out, I grumbled about being graded. But a minute later, I realized how valuable this was. It was a simple way of helping me improve the quality of my listings. One of the things that immediately brought my grades up was if I used all of the spots Etsy gave me to put a photo.

So I systematically started to make sure all of my listings had 5 good quality photos. With a goal of keeping close to 500 listings up at a time, this process is still ongoing. But at this point, after several months of working on this, the listings where I have improved the quality and maximized the number of photos, are the ones that are selling most often.

I have a theory. It may be obvious, but it never really hit home with me until I started working on this project. Since purchasing a product remotely is such an act of faith, people want to feel like they are minimizing their risk as much as possible. If there are several different views of the item you are considering paying money for, whether one view is drastically different from the next view is not important. Even a small shift in the point of view makes you feel more familiar with that item. It feels less like looking through a peephole at your prospective purchase. More photos make for a more three dimensional feeling about the item. Since you can’t pick it up and look at it, you’ve got to have some way to get the feel of that experience.

I am far from being an expert on taking photos of things for sale online. But these are simple things anyone can do as a jumping off point. They have had a direct impact on improving my online sales. I talk to people all the time who have no clue where to start, and since I was one of those people, this post is for them.

The Truth About Selling Online

For the past year I have been completely caught up in the process of learning, trying and applying new ideas to grow my little micro business. I have gained a lot during these endeavors, and the good news is that I have seen successes, and I have added to my bank of knowledge.

There are a few consistent thoughts that I have had during this process. There is a lot of new information out there, a lot of new ways to grow all kinds of businesses, and MANY people telling you that they have the “tried and true” methods that are “guaranteed” to bring you truck loads of success, and a multi-figure monthly paycheck. Being the skeptic that I always have been, I have done some research and analysis, albeit unscientific, and have come up with some conclusions that make sense to me.

First and most important, I have concluded that there is nothing that brings IMMEDIATE results. That seems to go without saying, but I have to say it because there are people touting programs, services and methods that will bring immediate and miraculous results. I have looked at a lot of these things and have been discouraged because when I compare the testimonials to my own statistics, of course, I fall short. But when I take a more objective look, I see an “apples to oranges” comparison, and I see the disclaimer that ought to be included, but isn’t; “RESULTS NOT TYPICAL”.

My current focus is online sales, an area where I feel like a complete alien. I did not grow up with a silver I-phone in my hand. When I was in grade school, we toured the telephone company and was taken through one of the “rooms” that housed the computer; a computer that probably did not have the capability of the smart phone I carry around in my pocket today. So technologically speaking, I’m coming a little late to the party, relative to most of my competitors. But in all of the stacks of information about that fabulous new-fangled tool, there are basic truths. These truths do not change, no matter how much the technology changes.

Truth number one: People need to be able to find what you’re selling. Sounds painfully obvious, but I did not realize how complicated it would be to get found in an online market. I initially thought “If you build it…they will come.” I thought that if I had items listed in a platform (such as Etsy), people would see my products, and buy them. And in a minor way, it did happen. Just not in very impressive numbers. Just being there was not enough. Then I heard that if you list a large number of items, adding a few every day, that would keep you visible in the Etsy universe, and people would buy. That helped…a little. That did increase my sales, and the more items I listed, the more sales I got.

And then the Etsy universe shifted. As the number of Etsy customers increased, so did the number of Etsy sellers, as did the number of mass produced product pushers masquerading as small time crafters and artistans. Competition for attention became outrageous. And to compound that, Etsy “refined” it’s search engine algorithm so that it became vital to use very specific search terms in your titles and listings in order to get found by anyone. I discovered that the reason my sales online did not match the volume I was able to make in person and in retail, was because I had become almost invisible online. My products were not being brought up in searches very often because of the way I was listing them.

This fact overwhelmed me. How was I going to learn everything I needed to about being found in a search, especially if the rules of that game were constantly changing? After months of struggling to figure things out, I ran across a statement that helped me. I read the words “If you want success, find someone who is successful, and do what they do.” I learned that the online sellers who were successful used tools.

So now I’m using tools. Search engine optimization (using the right terms to get found in a search) is something worth investing in. If you find the right tool, it will not only get you found in a search, but it will put you in front of customers who are ready to buy what you are selling.

The search optimization tool I use is specific to Etsy. It uses the Etsy database to guide you in choosing good search terms based on what Etsy customers are currently typing into the search engine to look for items. The tool I use is called “Marmalead”. (I am not getting paid to endorse this service, I just want to share the love.) They have a free version that gives you a very basic tool that is extremely valuable as a stand alone service. But the paid service gives you so much data to use that it takes time to digest all of the information and to learn to use it to your advantage. But that’s the exciting part. As you learn and apply the information, you can see tangible results.

Just to illustrate, my December sales in 2016 were almost triple what they were in 2015, and the only thing I changed was the way I was listing my products. I did that by using the tools they offer in Marmalead. The interesting thing about those statistics is that in December of 2016, I had FEWER views than in December of 2015, but sales tripled. That is because my listings in 2016 were being brought up in front of people who were READY TO BUY, and not just browsing.

Good services like Marmalead also offer other things that assist you in improving your results. They keep on top of the changes that come along, and they pass that information on to you. They offer prompt and accurate customer support, for things that may or may not have to do with the technical functioning of the tool. A good service will assist you in learning how to use the tools you are paying them for. If you invest your money in services and tools, make sure there is substance behind the service, and you will get a return on that investment.

Stay tuned for TRUTH NUMBER TWO. I’ll give you a one-word hint: Photos.

A “Brand” Beyond

One of the things I have been reading a lot about, especially lately, is branding. Businesses need to build their “brand”. If you want to get your message out to the masses, you need to establish a following that feels loyal to your “brand”, and shares that feeling of loyalty with friends, family and associates. That’s how McDonald’s, Walmart, and Starbuck’s got where they are today.

I have also been learning about creating a “buzz” around your brand. “Launching” product lines, cultivating an “image”. I do understand all of that. I see it in action every day, from the Tide I grab off the grocery store shelf, to the bank where I allow my money to rest briefly before moving on to the power company, the gas company, and everywhere else my money has committed to go. Branding makes the world go round.

The current advice out there being given by many advice givers regarding selling your handmade items is about branding, creating a buzz, launching product lines, and projecting an image to the world. I am not an expert on anything, but I do pay attention to my gut, and to the reactions of people around me. Again, I find myself resisting the advice givers advice.

After reading pages and pages of this type of information, I found myself venting my frustration about it to my husband. “I’m not a brand! I’m not Proctor and Gamble. I’m a one-person small business. I’m not planning on taking over the world, I just want to earn a living doing what I love to do.”

I began to ponder the reasons I was so put off by the concept of handmade crafters branding. I think it comes down to authenticity. The idea of creating an “image” has always bothered me. I think one of the reasons micro businesses are appreciated by more and more people is that there isn’t that carefully crafted “image”. They are not like the big box stores. They are not “The Great and Powerful Oz” behind the curtain. They are usually just a person, doing what they love to do.

Authenticity shines through everything you do when you are creating something from within yourself. I admire the truly artistic creators whose personality and imagination combine with skills developed through many hours of dedicated effort. This combination of factors defy branding. I so revere true artistic value, where each individual item is so distinctly different that you could never “replace” the artist by hiring individuals to mass produce copies. This is where the core of authenticity lies. The warmth of the creator; the soul, the mind, the hands. Without the creator, there is no “product”.

That is the place on the planet I would like to occupy. I want to create meaningful things that impart a certain feeling to the buyer. Whether that feeling is nostalgia for a forgotten era, a memory, a connection to someone significant in their life, or a feeling of peace. There is no brand for that. And that’s just how I like it.

Confessions of the Multi-tasking Impaired

Fall is my favorite time of year. It is also my least favorite. How can it be both? This is the time of year when I’m still doing live outdoor events, I’m gearing up for upcoming indoor holiday events, and my retail locations are ramping up sales. My Etsy shop also calls for my attention, telling me it’s time to post my newest designs to take advantage of the increasing online traffic. The intersection of all four entities of my business creates an endorphin rush that I’ve heard runners speak of. In a way, it is like running…without the shin splints.

But fall is also my least favorite time of year because of that intersection of entities. I’m not good at multi tasking. It creates a little anxiety, and a frenetic lack of focus that sometimes paralyzes me. The voices that draw me from all sides confuse me. What is my biggest priority? How do I choose what project to do next? I sometimes wander between my “Beadatorium” (the “studio” room of my house where I put everything together) and my home office (where I do all of my Etsy work) trying to decide how to proceed.

Structuring my time is very important. Not only does it make my time more productive, but that’s how I win the multi tasking tug-o-war. One of the things I do to focus my time is I designate a day of the week for specific projects. As I plan, I designate Monday (for example) as earrings day, and I organize all of the materials needed to make a wide variety of earrings. I set everything up in the order that they come in the assembly process (like an assembly line). I make earrings the entire day, taking several breaks to walk around and stretch, load the dishwasher or throw a load of laundry in, just any task that will give my eyes, neck and brain a break. I try not to do the same thing two days in a row, to prevent the feeling of tedium. For example, after spending a day making earrings, the next day I will take pictures of jewelry and edit them for posting on Etsy. That helps prevent burn out. It’s easier to point myself in a direction if I designate a day for each project, instead of doing a little bit of this, and then a little bit of that throughout the same day.

In all of the books, articles, blogs, and “start your own business from home” advice giving sources, I find a few common truths. One of them is the fact that when you work for yourself, by yourself, from your home, focus and structure are the biggest challenges. To be successful at overcoming those challenges, you have to approach things as if you are going outside your home to do your work. Keeping regular working hours, dedicating the spaces in your house that you do your work to just your work, limiting outside distractions.

My father was an accountant and he had his own business and worked out of our home. He had a dedicated office (for himself, and one for my mother who worked along side of him as she was needed.) He had a separate office entrance where his clients came and went. He got up every day and dressed in a shirt and tie. He had regular business hours (long ones – especially at tax time). And we all knew Dad was not available during work hours (unless OK’d by Mom. I do remember standing in the corner of Dad’s office, with two of my brothers in two of the other corners, being punished for bad behavior.) Dad’s business was such that structure and focus were absolutely mandatory.

In a creative business, there is a little more elbow room, and that’s what most of us creatives love about self employment. I don’t have to wear a uniform, or the uniform of middle management, and theoretically, I can wear PJ’s all day if I so desire. I joke that in my company, the dress code requires PJ’s and flip flops. Personalities who choose this kind of endeavor tend to resist being told what to do, what to wear, and how to behave. So following a structured format isn’t always a good fit. But creating a loose structure with a few simple tools can help with those common difficulties that sometimes handicap home-based businesses.

One of the tools I try to utilize is the white board. I have white boards everywhere (almost). I started using a white board years ago when my kids were young, as a way to coordinate everyone’s needs. I have had a shopping white board on the fridge for years, where my family and I can add things I need to pick up on my next trip to the store. As I started my business, I added white boards for different purposes. I use one to keep a running list of events I need to apply to and their deadlines. I keep lists of supplies I need to keep an eye out for, or add to my order the next time I place one with a supplier. Magnetic white boards are best for me because I can tack up a coupon with a magnet to remind myself to use any discounts available when I shop or order.

Calendars have also been a staple of my organizational arsenal. I am a throw-back to cave man days, I know, but I still rely on hand written calendars for most of the time-sensitive issues in my life. While everyone else seems to be thumb-typing dates into their phones, I have to have a tangible record of the things I plot on a calendar. I have to visually survey my life events a month at a time (at least), and I have to have it hanging in front of me almost constantly in order for me to commit some of these things to memory. To me, a calendar on my phone means “out of sight – out of mind.” I might as well put all of those dates in a bottle and throw them out to sea. For me, the old standard, hand written calendar is a “must have”.

As with white boards, calendars are everywhere in my life, and they all have different purposes. I use calendars as financial ledgers. I have planners dating back to my first day officially in business with records of expenditures that coordinate with the receipts I keep filed by month (and archived by year). If I need to see a receipt again, I can look it up in these planners and find the expense written on the day I made it, which I can then look up in files by year and month. I record my sales the same way. I use this information to create spread sheets which total up each expense category and sales from each sales venue, from which I get the information to keep profit and loss statements, and do my taxes.

I have looked at many accounting systems that are out there. Most small business software programs don’t consider that some small businesses are so small that they have no payroll, no accounts payable and receivables, no need for complex inventory accounting. That is why I call my business a “micro-business”. My accounting needs are simple. So I use simple processes that may seem archaic to some, but they work for me.

The challenges that come with self employment create their own rewards. There is such satisfaction in knowing you can employ yourself and make it pay. The process of designing your own methods, having the discipline and motivation to ensure productivity and profitability, is rewarding beyond description. And when you start to feel those rewards come, you can tell yourself you’re the best boss you ever had.

Where Does it all Come From?

One of the questions I get asked the most frequently is “where do you get your beads… (or wire, or materials in general.) I can’t usually be very specific because I am constantly on the lookout for materials of every kind, and I purchase things wherever I find them. So I literally get materials from all over the world. But there are a few Go-To sources that I keep going back to because they consistently have what I need. I am happy to share.

My favorite suppliers of great stuff:

This is where I have found jewelry displays, gift boxes, bags, and a myriad of other items. They even have tools and jewelry findings. The shopping cart accepts credit/debit cards, Paypal, or even a check or money order. I haven’t used that method, however. Shipping is reasonable and relatively prompt. I have never had a problem with any of my orders, and I have ordered from them for almost 10 years.

This is where I order my wire. They make most kinds of wire, but I order my copper wire from them. This is a manufacturing company, so many times when you buy wire from a craft store or other supplier, you are buying the same wire, but at a higher price. They accept all payment methods, including Paypal. Shipping is consistently reliable. I always try to order as much wire as I think I’m going to need for several months, because wire is heavy, and you save on shipping if you put more in one order.

I order a lot of display items, packaging materials, jewelry gift boxes, price tags, earring hang tags, pendant cards, pegboard hardware, slatwall hardware, and they have grundles of retail fixtures I have never been in the market for, but someone else might. Shipping is a little more pricey than some, but it is usually super fast, and I’m talking next day. They apparently use dedicated couriers to speed up the shipping, which costs a little more than the usual shipping channels, but not by much. I read that they have started offering value shipping, which is probably closer in cost to the standard rates.

This outlet has many similar items to Store Supply Warehouse, with a few differences. I go between the two websites to find specific kinds of display items or packaging materials. They customize many of their items with your logo, if you order that as an add-on. They have shopping bags, product bags, etc. all customizable.

Using this supplier is like writing a letter to Santa, and the day you get your order delivered is like Christmas Day! They have all of the jewelry supplies you could ever dream of, and the more you order, the more you save. They have what is called “assortable pricing”, which means to get to the next level of savings, they add each individual unit as a separate item. Most suppliers that offer discounts based on volume require that you buy a certain number of the same item in order to get the discount. Fire Mountain counts all of your items individually, making it easy to get the discounts. It’s very smart marketing because I spend more with them than anywhere else that I buy materials, just due to the discount levels offered. They also have very prompt shipping, they have a satisfaction guarantee, and their customer service is very friendly and responsive. I love this supplier.

This is a great site for tools and equipment. I buy tools here that I have not been able to find anywhere else. They also have jewelry making materials, metals, displays and packaging materials, clays, enamels and resins, workshop furniture, work benches, lighting, rock tumblers, welders, and an infinite number of other things. It’s worth an hour of your time just to look through their site to see what they have.

Etsy doesn’t just have great artisans and crafters, but it has a lot of great suppliers of materials used to create all of those wonderful things. I use Etsy sellers to buy charms, beads, and many other types of materials. I also buy vinyl wall art for my retail displays. Not only is it a one stop shop for items I might ordinarily have to search several different websites to find, but supporting other Etsy sellers is a “feel-good” thing.
I hope this answers the question. If not, drop me a line and I can give you more info on where else I’ve found great stuff.

Value Added…Part II


One of the things I have at the core of my work is the desire to make sure I offer genuine value to those who pay me for my work. Perhaps that is because I was raised by WWII, depression era parents who were highly sensitive about getting their money’s worth, and who were honest, hard working people who gave the world everything they had in exchange for a dollar.

Whatever the reason, I am compelled to make sure I give those who pay money for my work, a commensurate amount of time, materials, skill and passion. I am bothered by handmade jewelry sellers who charge outrageous amounts of money for things that anyone could throw together, or who inflate the value of their artistic merit to boost their ego. This is the other side of the coin. that I wrote about in part I of VALUE ADDED.

Notwithstanding the episode I described about the potential customer who wanted to “dicker” a lower price for items I felt I had priced fairly, the customers I deal with most are the ones who appreciate artistic value and are willing to pay what is fair for it. But they are also people who know what they are looking at. They aren’t easily fooled into thinking that a charm on a chain takes a lot of thought or inspiration to create, and they recognize the basic value of materials used in creating jewelry. They also know that the cost of an item also includes the cost of selling that item: overhead. But the customers I sell to also know when “the emperor has no clothes.”

At Christmas time, I participate in a craft fair sponsored by a women’s group of a catholic church in Park City, Utah. A fellow craftsperson told me about his experience talking to other people participating in the event. He was told that he needed to raise his prices if he wanted to sell anything in Park City. (The Park City area has the highest average income of any area of the state of Utah.) So he did. His sales for that event were disappointing. So the next year, he attended the event and priced things as he always had for all of his events. His sales came back up to where they usually were. He never again customized his prices to fit the income level of each individual event.

There are many situations in all walks of life when sellers take advantage of their customers. My husband and I took his granddaughter to an animal exhibit while she was visiting with us from St. Louis. During our time there, she started to get hungry, so we went to the snack bar, the only option there at the exhibit for buying lunch. As one might expect, because there was no competition for our lunch money, and because it would have been far less convenient to leave the exhibit for lunch and come back, the prices of the food were astronomical. But we felt the best option would be to just pay the high prices for the food and move on within the exhibit. But it really struck me. I felt cheated. It made me ponder the question: If you CAN charge more, SHOULD you?

Most artists struggle with pricing.. Even after ten years, I continue to assess and reassess what I ask for my items. There is a way to be fair to yourself and fair to your customers at the same time. I sleep better at night when I know I don’t take advantage of people, I give them genuine value, and I create a positive experience.


I started selling my jewelry back in 2006, right before the economy tanked, and I have never stopped. Because I sell things that nobody needs, it has been a struggle to come up with a formula that works. I managed to figure out what makes people spend their money during tough times and I have been nervous to abandon a lot of those little secrets, even though the economy has improved, and so have my skills. But one single experience caused me to reexamine my methods and prompted me to take the risk.

At a local market, a gentleman came to my booth and surveyed my woven wire pendants. He expressed interest, told me about his wife’s expensive taste in jewelry and the fact that she owned pieces worth many thousands of dollars. He listed the diamonds and gems and the carat weight. I wondered why he bothered with wire jewelry, since it seemed he would be more comfortable in a fine jewelry store. He showed me the particular pendants he was interested in and said he would be back to see what kind of a deal I would give him on two of them. I told him I thought I had them priced just right and that I felt they were already a good deal. He left with a smirk and I thought I’d never see him again.

Later he came back. He asked me how much I would charge him for the two pendants. I reluctantly told him I would give him a modest discount that worked out to be about 10%. He balked at that and asked for a bigger one, which I declined. I told him my labor was already discounted at full price. He made a hostile comment that inferred that my labor had no value.

I was livid. It ruined the rest of the day for me, and it caused me to stew over the outright disrespect I had been given. As I always do, I analyzed and over analyzed the exchange. Had I done the right thing? I retired from nursing, a career that tends to inspire some degree of respect from people in general. I left a relatively high paying career and traded it for self employment that causes people to think that I don’t work at all?

I am the only one who really knows just how much work has gone into bringing in an income starting with NOTHING. I am proud of that fact in itself. Aside from developing a skill that requires time and dedication, I am proud of the work I’ve done in all of the areas of running a business. I may be a micro-business, but there is nothing micro about the work required to do all of the tasks that bigger businesses employ whole staffs of people to do. Any intelligent person can look at the sheer volume of detailed products I produce (by myself) and know that it takes organization, systems, time management, financial strategy, and extensive planning to accomplish all of the things that have to be done just to create everything I sell. I can’t allow anyone to diminish the value of my labor. That being said, I realize that I have to elevate customers’ perception in terms that are self-explanatory. I have to be careful offering things that appeal to bargain hunters.

When I created a low cost line of items that require few materials and very little skill, I offered them at a price that would prompt customers to act on the impulse to buy, and would still provide me with a high profit margin. It worked like a charm, and it brought customers to my booth to look at the other items that I really wanted them to buy. In the throws of the greatest recession since the Great Depression, it appeared that I was one of the few handmade jewelry sellers at the events I was doing that made money. However, it also attracted bargain hunters, with a different mind-set.

There is a type of shopper who views bargain hunting as a game. It doesn’t matter how reasonable the price is, they feel compelled to see if they can get it for less. I have a line of small earrings that I sell for $2 a pair (and this has been the price I have charged since 2007, when I started selling them.). They involve more in time than in materials, and they can be grueling to make. I sell them for $2 because that is a price point that provokes instant sales. It is also a price point that even my youngest customers can reach. But believe it or not, there are bargain hunters who want to dicker over the price of a $2 pair of earrings.

So my approach has to be decided in advance. I have to be decisive about my price points. I do the math involved in determining my break even point, then I determine what I need to be paid for my work to make it worth my time. That is my price. I am very often told I don’t charge enough, and I even get thanked for keeping my prices within reach for the average person. So I know I’m not greedy and I don’t charge a premium for my ego. I don’t have any reason to play games with bargain hunters.

That being said, I do keep in mind individual customers’ needs. Occasionally, I have an elderly customer, a child shopping for their mother, or a newlywed who comes up just shy of the total, who just needs a small break in order to afford what they want to buy from me. I have no problem being paid a little less for my time in those cases. It is a gift to me to be able to do that.

When shopping becomes competitive, if you’re a seller of your own handmade goods, you’re going to come up the loser of that game if you choose to engage. Your costs are fixed. What you have to spend to bring products to market cannot be changed once you get that item in front of a customer. The only place there is any give in the price of your product is the price of your labor, your skill and expertise, your valuable time. If you’re like me, the time you get to actually create your product is like gold. You look forward to being able to decompress from all of the other things you have to do that are not as enjoyable, to take a breath, to allow the best part of your brain to exercise and to stretch, to dance and sing. That time is definitely worth something to you. Creative entrepreneurs should never sell that time short.