Jewelry artist Lara Ginzburg is dedicated to growing her business and persistent in her sales efforts. She shares her portfolio and sales tips for other artists.
ABI: What did you learn by doing your first wholesale show?
LG: My first wholesale show was quite an experience for me. It was a learning curve before the show and it was a lot to take in during the show. Everyone I talked to was very helpful and I learned a lot.
One thing I would like to share and definitely will change for upcoming shows is the way I print my catalog/line sheet. Although mine was over the top – large format, full color, high gloss, bonded – they were too heavy for many buyers to carry around. I will have to come up with something nice, but lightweight.
ABI: How has your jewelry line developed over the years?
LG: When I first started making jewelry, it was beautiful but simple beaded jewelry. I still love semiprecious stones and occasionally do necklaces and earrings, but it could not express my creativity. I tried lampworking and silver metal clay. Metal clay was an answer for a quite few years. But I always kept my eyes on enameling.
Karl Faberge was my enameling idol since an early age, but I thought enameling was untouchable for me, until I was introduced to it by Amy Lions Ropper. I haven’t stopped enameling since. I am combining my enameling with metal clay and traditional metalsmithing techniques. Last year my work was exhibited in Japan.
ABI: How do you handle follow up after a show?
LG: You’ve heard it before: “The game isn’t over ‘til it’s over.” Well, for me, the show isn’t over when it’s over. After the show is over is when the work begins. I send personalized emails to everyone I came in contact with and collected business cards from at the show. I send an email blast to my whole list. I mail my catalogs and line sheets on request and stay in touch with many of my prospects on a regular basis.
ABI: What techniques are you using to make your jewelry collection?
LG: For my current collection, I used different enameling techniques, such as sifting, wet inlay, graphite, gold and silver foils applique, painting, liquid enamel, Basse Taille, Cloisonne, Champleve and Plique-a-Jour. I combine enameling with silver metal clay and traditional metalsmithing to create my jewelry.
