I was recently asked again to give advice on the Business Surgery pages of Bristol’s B24/7 newspaper and website:

“Ladytree Designs is a Bristol based brand set up by Ela Good and Hannah Good in 2016. Our jewellery is handcrafted from Sterling Silver in our home studios using traditional and modern techniques.

Our brand is about creating thoughtfully designed and lovingly handmade pieces inspired by the natural world. Each design is crafted with comfort and durability in mind so you can cherish your jewellery for years to come.

It is important for us to be as environmentally friendly as possible, therefore the majority of the silver we use is 100% recycled and traceable, and all of our packaging is made from recycled and/or sustainable materials.”

The challenge:
What are the best ways to grow organically and without a large advertising budget in a saturated online artisan marketplace?

My suggestions:

Start with two key questions: What will make people buy from you – and only you? And who is your ideal client, their needs, desires and aspirations?

Play to your strengths as an independent artisan; don’t concentrate on selling more pieces to more people, instead nurture deep, personal relationships with your clients, that will bring them back time after time. They’ll drive organic growth by recommending you to family and friends, and give you compelling testimonials and stories that you can share via word of mouth and social media.

So concentrate on the experience of buying from you. Offer a bespoke service: engage your clients in the design process, invite them to your studio to see you working on their piece, and present the finished jewellery in person. Allow your personality and love for your craft to shine through.

Your clients will be happy to pay a premium for something that gives them not just a beautiful piece of hand-crafted jewellery, but also the happy memories and emotions invested in its creation, and the feeling that it is uniquely theirs.