Net Profits: Who Is Your Target Customer?, Pt III
Want to Reach Your Ideal Customer? Know them.
When I helped judge the Halstead grant last year, I was impressed with the responses to the question: “Who is Your Target Customer?” This question is a key component in the application for the Halstead grant and something Hilary Halstead believes is a crucial first step in building a successful jewelry brand.
“The more patterns you can define in your customers, the more those marketing decisions will start to unfold before you,” Halstead says. “Once you know who your customer is, you know where to reach them. You know the language they speak, so you can speak directly to them.”
ABOVE: Studio Sophia Sophia; Rainbow Connection Necklace: brass, resin
If you’re looking for inspiration, I’m posting some wonderful examples from last year’s Halstead Grant finalists this month. I was blown away by the clarity of vision these designers had so early in their careers and how well their ideal customers fit their jewelry brands. Here is the third example (third of three):
Studio Sophia Sophia. “My target buyers are the lovers of color, shape and eccentricity. They are creative, confident individuals who aren’t afraid of making a statement. My ideal customer has an amazing sense of style and lives to curate an outfit, whether it is an ordinary Wednesday or a Saturday night special event. These ladies are found more often in big cities like New York, L.A., Toronto or Miami, but can be picked out in a crowd no matter what the location.
“The majority are fashionistas, younger women 20-40, who are willing to spend money on fashion pieces, even if it seems a bit of a splurge. They keep up with the latest trends, listen to Rihanna, read Refinery 29, spend a Sunday at the Whitney followed by happy hour at a dive bar, pair a $3 vintage dress with Jeffrey Campbell boots and have bright blue (probably chipped) nails.
“My jewelry also appeals to funky older women who have a love for color and art. They may be dressed ordinarily but take pride in that one cool accessory, whether it is a large pair of glasses or a bright purple statement necklace. StudioSophiaSophia feels most at home with the ladies who think a little outside the box. They aren’t afraid of compliments, have the ‘only the boring are bored’ mentality, and are usually the first ones on the dance floor.”
Can you define your target customer?
For more on this series:
PHOTOS: COURTESY STUDIO SOPHIA SOPHIA
CATHLEEN MCCARTHY has written about jewelry and business for Town & Country, Art & Antiques, Washington Post, and her own site, The Jewelry Loupe. Follow her on Facebook, Instagram, Twitter, and Pinterest.
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