When I first started making jewelry, I was told that to sell it, I would need to create a reason for people to be passionate about it. Creativity was not enough, talent would not translate into a sustainable business. I didn’t pay much attention, because my love was jewelry making, not marketing, and the internet had filled my mind with “build it, and they will come,” stories.
Fast forward to my first retail show. A shopper asked me about my brand, what it was about, and who I was. I stumbled and stuttered through a non-answer, and the shopper (and her friends) left empty handed.