Finding Your Niche
How One Special Market Automatically Leads to Another
This niche marketing article, adapted from one of Barbara’s “Selling what You Make” columns for Crafts magazine, features a jewelry maker whose design ideas and words of encouragement will be inspiring to crafters working in all mediums.
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AS A FLIGHT ATTENDANT, Lynne Alana Delaney had collected a lot of loose change from various foreign countries. One day, thinking that her collection of odd-shaped and sized coins would make interesting earrings and brooches, she stopped by a local craft store to buy some findings.
“I surfaced almost two hours later with enough gold and silver findings, stones, loops, thread and charms to open a small retail outlet,” she joked. “Little did I know I would be speeding through those supplies within the month and be seeking out more and more, and still more before I actually realized how involved I was in the craft of making jewelry.”
Lynne was proud of her first pair of Italian lire two-toned gold and silver earrings, but in no way prepared for the reaction of her coworkers. Dubbing her jewelry “Earrings of Destination,” she immediately began to receive orders from other flight attendants who also started the word-of-mouth advertising process. Although Lynne’s business developed gradually as she flew with different crews, it wasn’t long before both passengers and crew members were sporting earrings, brooches, and stickpins from countries as diverse as Japan, Egypt, and Italy, creating a demand Lynne was hard-pressed to match. As with all creative ideas, this one led directly to another–airplane jewelry for flight attendants.
Finding a Niche
Lynne went on to produce a new line of earrings, hair accessories, pins, and neckpieces with all kinds of airplanes on them, from the oldest propeller plane to the latest SSTs. Her success illustrates how important a niche market can be to sales success. But her story also shows how the discovery of one niche market automatically leads to others.
Although Lynne began with the idea of creating jewelry only for flight attendants, airline passengers themselves proved to be good customers. Some of her most popular items were unique one-of-a-kind brooches that combined both foreign currency, airplanes, and points of interest such as miniature pyramids and camels. This jewelry was not only a great conversation starter, but often a lovely memento from a memorable trip.
Lynne soon broadened her market by attending several craft fairs, finding that her jewelry appealed to the traveling public as well as those who knew someone connected with aviation. By incorporating old recycled costume jewelry and antique buttons in some pieces, Lynne was appealing to yet another niche market of antique lovers.
Lynne set out to create original pieces and take special orders, but she got her first taste of production work when an aviation-related catalog placed a large wholesale order for one specific earring. Like so many other crafters with a big order suddenly in hand, she had to quickly enlist the aid of family and friends to complete the order.
Encouraging Words
Once again, we have an example of how the discovery of a previously unknown talent can quickly lead to a profitable sideline business. What began as a simple project to use up loose change from foreign countries blossomed into a profitable small home business. In my original article about Lynne (who I could not find on the Web today), she asked me to pass on these encouraging words to readers:
“Everyone always dreams of turning their creative craft ideas into a profitable venture and exposing their wares beyond their circle of close friends and family. I happen to be one of the lucky ones who stumbled onto a business by combining two things I love doing. I get to use my creative abilities to the fullest while still flying and exposing those creative ideas to a receptive audience of consumers.
“My personal ‘Flights of Fancy’ have found their designation in my unique costume jewelry designs and have fortunately landed nose-up. Hopefully others can profit from knowing it could happen and will encourage their craft ideas to prepare for take-off as mine have done.”
A Special Tip from Barbara:
Niche marketing and diversification are closely connected since the discovery of a niche market often requires one to create, or at least vary, an existing product or service. Any time is a good time to look for market niches–little “pockets of riches” your competition may be overlooking. Many businesses that have failed during hard economic times might have succeeded if they had simply concentrated on selling not to the masses, but to niche markets. Others might have survived if they had taken steps earlier to diversify their business.
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Hi Barbara,
Thank you for the reminders about Niche markets!
Nothing is too small!
I have one, very selective, making Bench Block Pads/Pillows for jewelry artists.
I sell all over the world from my etsy shop and have many well known teachers recommend me to their students.
I started just over a year ago and my business has been growing steadily. Small, but very regular.
I’ve met lots of great people and my customers actually have helped me with suggestions for companion products to offer.
I love it!
Thank you for the great tips!
Susie
TheAntiquePalette.etsy.com