Design – Production – Finance – Marketing & More
May 1, 2016
After several of her jewelrymaking students asked for advice on starting their own businesses, Shapiro, whose jewelry line, Emilie Shapiro Contemporary Metals, is sold at boutiques, museums, and big-name retailers such as Anthropologie, started teaching a class specifically on the business side of jewelrymaking. This book is an extension of that popular class, and it addresses an array of topics relevant to craft-based businesses in general, including marketing, methods and strategies for approaching retailers, basic business and accounting practices, and pricing. Shapiro also delves into the specifics of jewelry production with extensive coverage of the ins-and-outs of establishing a brand, from necessary tools to wax carving and casting to the important decision of whether to manufacture in-house or to outsource. The illustrations and examples are drawn from Shapiro's various collections. An appendix provides insights into aspects of the jewelry industry from fellow jewelrymakers as well as buyers, editors, and small shop owners. VERDICT Jewelrymakers interested in moving beyond selling a few one-of-a-kind pieces at craft fairs or online marketplaces such as Etsy will gain the most from Shapiro's insights. Her advice is also relevant to crafters of any type who wish to take their craft-based business to the next level.
Copyright 2016 Library Journal, LLC Used with permission.
May 15, 2016
It is almost an accepted fact of life that artisans are not business people. Jeweler Shapiro intends to change that perception. Though her advice is geared to those working with fine metals and gemstones, much of her shared knowledge can readily be applied to other arts arenas. And knowing her audience as well as she does, Shapiro simplifies her approach and explanations. Her business plan template runs about two pages, starting from company name to the evaluation (vision, profit, marketing, and opportunities), a form she advocates revisiting every month. She covers how and where to sellonline versus department stores, trade shows versus showroomsand even goes into detail about considerations for merchandise display. What remains unique to jewelry are the chapters about learning (i.e., do-it-yourself, schooling, internships) and design and production, such as stone setting and lost-wax casting, among other techniques. Little space is devoted to step-by-step instructions; instead, she presents a 360-degree overview, and expects readers to deep-dive into the subjects that matter most to them. A sure bet for most crafts collections.(Reprinted with permission of Booklist, copyright 2016, American Library Association.)