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Now, I’ll be the first to say that I’m no expert in drumming up jewelry sales left and right. But once that rather large hurdle of a customer’s initial sale has been surmounted, I’ve been pretty good (or fortunate) about keeping customers interested and coming back for return purchases. In this article, I’m going to give a few tips about how to get return business for your homemade jewelry. I know that some of these pointers are going to be “obvious” but I’ve found that it often helps to organize them in one place rather than try and implement them on the fly off the top of your head. I’ll also be adding to this list as time goes on:

Keep The Customer Happy

Simple idea, but I can’t stress this point enough. I think a lot of folks (especially those selling jewelry primarily through the internet) are of the mentality that once the sale is done you can just go in the back room and count up how much moola you’ve made. Ka-ching, in other words. That might be true for other high end jewelry retail areas that focus on big ticket items. But homemade jewelry is for many an intensely personal thing, and you can use that connection to your advantage.

We once got an email from a customer who lamented that she lost one of her earrings (more common than you’d expect!). Because it was such an inexpensive item and easily made, we offered to replace it for free. Needless to say, she was very happy about that. Later in the year, the same customer placed an order for over $50 of merchandise. While there’s no way to say she wouldn’t have made that purchase if we hadn’t replaced that cheap $8 earring, I’d say that helping her the first time definitely made a good impression of our business stick in her mind.

The point is that in most cases, any little favor that you can do within reason is worth doing. If a jewelry item breaks, offer to fix it or send a replacement if it’s inexpensive (in fact, ask if they can mail the broken one back so you can take a look at it to see if your technique or materials was responsible!) . If something gets lost in the mail, offer a refund or at least to split the difference on the lost items. If someone emails you to say she likes an item, but could you change this “one thing” on it by all means do it and don’t charge extra (unless of course, it’s something silly like replacing cheap crystals with swarovskis). Do everything you can for a customer to maintain a positive image of you and your jewelry business and you’ll find that they’ll often return because of that association.


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