Question

Topic: Taglines/Names

Name For Unique Cultural Jewelry Business

Posted by Anonymous on 3/4/2010 at 7:52 AM ET 250 Points
I sell one-of a kind artisan jewelry at craft fairs, but want to expand to the web. I create all the jewelry myself. I need a name and probably a new tagline. The tagline I currently use is "Indulge yourself and help someone else." My beads are from all over the world, mostly bought through Fair Trade or direct from the artists who make them. My focus is to create unique, affordable, jewelry while supporting the lives of the artists who make the beads. No matter what our cultural differences, beads and jewelry are common to all cultures.
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RESPONSES

  • Posted by mgoodman on 3/4/2010 at 10:13 AM Moderator
    Before we get knee-deep in taglines, let's be sure your foray into online sales is a reasonable one. Have you created a simple business plan, so you know what the costs and likely revenue will be? How much are you prepared to invest to get people to your online store? Can you make money selling at competitive prices online? (The marketing costs to get people to your site are likely to be considerably more than the fee for a booth at the craft fair.)
  • Posted on 3/4/2010 at 10:29 AM Author
    Thanks, Phil, I'll consider the tagline, I like it. You're right in saying that this is not charity and I don't want to imply that. I'd like to explain a little further. I buy Kazuri and Bead for Life beads, both organizations exist to empower women in Africa through the sale of their beads. I'm trying to be a responsible jewelry designer and seller and use supplies that are not made in a factory sweatshop, by child labor, or made by means harmful to the environment or animals.
  • Posted on 3/4/2010 at 11:02 AM Author
    The website is initially for customers I meet through the craft fairs who would like to see new pieces and be able to shop and order online between craft fairs
  • Posted by mgoodman on 3/4/2010 at 3:40 PM Moderator
    In that case, I think Phil has the right idea. Your tagline doesn't need to focus on your social responsibility. Let it help you position your business in the way that will sell the most stuff.

    You can still be socially responsible and say so elsewhere, but tagline real estate is way too valuable for a secondary benefit. You should instead try to communicate some emotional benefit of buying/wearing your jewelry. (Example: "Unique Beaded Jewelry Your Friends Will Notice" or "Jewelry Art That Reflects Your Passion")
  • Posted by rjohnni on 3/5/2010 at 6:01 AM Accepted



    BEADWINNER: Responsible fashion

    Play on 'breadwinner' for the brandname will help your inner craving for charity (as you said bout the tribal women et al). And today responsible fashion is everywhere, so no harm in proclaiming that.

    In a page dedicated to CSR in the website, and in trade fairs with a tag indicating the beads' sources and implications, you will spread the message more.

    All the best in responsible biz.

    ThnQ,

    RJ
  • Posted on 3/5/2010 at 10:37 AM Author
    Thank you for your responses. It gives me fresh ideas and helps me see that there is a different approach to getting a customer at a craft fair versus making a sale online. Thank you all for your insight.
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