Many articles that discuss getting started selling things advise us to question “who is the customer?” Unfortunately for me, I’ve often ignored that question because the boutiques I serve are so varied. Magnify that by the fact that each store’s customers are pretty varied as well and the equation about the customer is pretty overwhelming. Yet, this week I’ve found that I really needed to stop and ask that question as I prepared to call on a particular boutique. This new boutique caters to the younger set and in the past the owner has suggested I needed some pieces made with chain or leather ropes. My more heavily beaded pieces just weren’t what she needed. One day, while in this store, a girl about high school age came in and tried on clothes. As I watched her, I finally “got it” and realized I did need some pieces with leather, chain and ribbon.

I felt this wasn’t my style initially, but as I’ve made a valid attempt at it this week, I’m excited to be trying something new. It may allow me to expand the options for all my customers.  

The first two pictures show necklaces made with a good deal of chain. The mahogany bead piece has handmade copper chain in the back with handmade copper jump ring dangles in the front. The second piece is similar in style, but utilized both hand made copper chain and plated silver chain. I added beads to every other jump ring in the front.

I think these pieces turned out OK, because they have both sold before I even call on the customer for whom I made them.

I also experimented with ribbon and leather cord for a few pieces. I know designers often work with ribbon, but it was tedious for me. My thumbs are quite ruff from working with metal and wire, so the ribbon kept sticking to them and raveling. Fray check for ribbon ends has now become my friend.

 

 

 

 

 

 

 

The necklace on the right sports a green amber cabachon wrapped with dull aluminum wire. It hangs from a dyed silk cord I purchased at a bead show. The organza ribbon bow can be removed.

I made several other pieces on the leather cord which are not pictured here and hope to also work with the black velvet ribbon I purchased.

I do not yet know if the customer for which I designed these pieces will like them, but I do know that thinking specifically about “who” the customer is influenced what I designed. I’ve found this to be true before. Once, I was commissioned to create a pin for someone whose bout with cancer was concluding. As I thought about the patient, the pin just seemed to make itself. Another time, a western wear store that usually sells sterling silver wanted to try some copper and that influenced the design of the piece shown here.   

So, “who is the customer?” Apparently, my customer is the boutique for whom I am visiting next. Today while scheduling my next trip to a specific Texas Hill Country shop, the owner said “you know what I like”. Yes, I do and in the next weeks I’ll be designing specifically with her in mind.

Know your customer. This can open some avenues of design that I never imagined. But sometimes, I want to remember that I am the customer too and create just exactly what I LIKE!