Congrats to FormAndFunktion.etsy.com for being the fourth shop chosen for a critique. To submit ->your<- shop please comment below or read more here.
Form wanted to know specifically about her brand image and her photography, and I will certainly cover both of those. Jumping right in:
"If you see something you like and would like to convo me about it, please feel free! I am happy to make things that are exactly what you’d like."
works better as: "I love convos about my work and designing custom pieces, feel free to contact me for something special." It'd shorten your announcement up just enough and it says very directly that you like to do custom work.
When I get to your images, the background is a little anti-climactic. (the photos, not the product)
Your Jewelry is gorgeous! Absolutely exquisite. Your pieces are bold, unique and have so much character!
I want to address 3 things that will really liven up your shop (and hopefully your sales!)
1. Your descriptions: What I didn't know (until you told me) is that you hand cut and etch the center-pieces before adding the embellishments.
You absolutely need to talk about your process in your listings.
You said this to me when I asked: "
This is the perfect way to tell the world how involved you are in your work. Additionally, with all the commercially made jewelry, knowing about your process makes each piece so much more valuable!
2. Photographs. Yes, they are clear and the lighting is good but I get no sense of romance from them. Remember, women buy jewelry for how it makes them feel. Your cold stone slab is not a bad color but there is no emotion to your photographs. Remember your banner? :)(look up)Your banner is reflective of your jewelry, I want you to keep it in mind every time you think about shooting your work. At the very least I'd say go for a more enchanted background in your pictures; a dark colored vase, a handful of black roses, a rustic old jewelry box. If at all possible (and my preferred choice for most every jeweler) I want to see your work on a model. "Who is that fabulously elegant woman and what is she wearing around her neck?"
I want to see a woman on the town, out for an evening of romance. I think the right setting with a model (think a magazine shoot, busy New York street, train tracks, crowded subway...) could embolden your image (brand) 1000 fold! Also you need at least one photo that shows scale. Most people can't picture 2 inches. Scale photos really help buyers see themselves in your work. Side note: Since your ear wires can be changed out, do photograph your earrings on people (I see them worn by women with dark and curly hair) just note that the earrings you send haven't been worn.
3. Pricing. Your prices are too low. Part of the reason I had to ask about how much work you do is because most of your pendants are under $40. There are designers on Etsy that put together a 2-3 findings and charge $45+. You're making a good portion of your work by hand. I'd say at the very least, charge $50 for the necklaces and $65 for the earring set. You could easily get $75-$100 for your more intricate pieces.
Think of rebranding your shop like this:
Your work is elegant and exquisite (like your banner).
You deserve to be paid like a designer.
Designers use models to showcase their work.
I hate to get all "Stewart Smally" on you but you're good enough & talented enough. Your shop and your prices really need to reflect that.
So Form, if you have any questions or thoughts, I'd love to hear them.
Readers, as always, feel free to chime in. (I get the feeling Form is going to need a few of you to back me up on her pricing, and you all know, I am not wrong. :) )
I'll be back tomorrow with critique #5. I am hoping to do a few more after the weekend. I wish I could get to everyone but sadly, there is only one of me. (if there were more than one, I'd make her do the dishes.)