Jill Stewart is a designer maker who works in metal to make jewellery and clocks. Jill found us through following us on social media and feeling like we would be a good fit for her, she got in touch. Her business has both retail and wholesale clients and her work is sold in galleries and shops throughout the UK as well as directly from her studio and via Etsy. Jill felt that she could be making more sales, especially through online sales and her studio by raising her profile with potential customers and engaging existing ones more frequently. However she felt her lack of brand and poor website were holding her back and she was keep to have a cohesive overall look that would elevate her above other small makers and give her the edge. It was important that the brand represented her work but was flexible enough to cope with changes in artistic direction.
The small business package that we have seemed perfect for Jill so we used this as a starting point. This includes a logo, website, business card and four marketing sessions. Initially Jill had thought that she would keep selling through Etsy, but when we explained that we could upgrade the website included into the package for a small additional cost so that it was fully e-commerce, she decided to take the leap to selling via her own site. She also decided that she would like a new email template for mail chimp to match the new brand that we would create, a promo card to use in the studio and at exhibitions and fairs. In addition, we helped her with design for exhibition stand panels and a sales brochure for her wholesale customers and contacts.
We collaborated with Jill on initial brand style ideas, seeking to understand the process behind her own work and looking at her designs and making to influence her brand. We also took reference from the colours used most often in her work as we wanted to incorporate them to create a brand palette.
The chosen brand style includes a script created from Jill’s handwriting, with the brand name held in a lozenge that is based on shapes created in her work. We also created a brand pattern with a looping line which is a signature of her work. This pattern will be really useful in many ways and has already been used as a background on the website and in her print and exhibition items. There are plans to create a wrapping paper for her items using the pattern too.
Marketing sessions are ongoing but time was taken to assess Jill’s current use of social media and email and to make improvements. We also looks at mindset issues in terms of visibility, confidence in selling and, importantly, pricing. Through our discussions, we suggested that Jill’s work might sell more if the retail price was higher than it currently was as the work would be seen as more valuable and covetable. The price of her clocks in particular had remained the same for some time and it was time for a bold increase.
Jill was delighted with the work that we did for her and is already seeing result in terms of profile and sales. Despite increasing her prices, at a recent wholesale exhibition she took more orders from galleries and shops than ever before. Within a day of her new website going live she had made her first direct sale to a new customer. We continue to work with Jill on her marketing plans, helping her with ideas for her social media use and her monthly newsletter. Much of what we do in marketing coaching is ‘behind the scenes’ in terms of sales confidence, pricing, being visible in business and we like to think we have helped here too, particularly in terms of mindset around pricing and sales.
Check out Jill’s website here