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TIPS TO SUCCEED SELLING FAIRMINED JEWELS

TIPS TO SUCCEED SELLING FAIRMINED JEWELS

By: Jaime Valderrama, Account Management Professional – Fairmined

Selling Fairmined jewelry may seem like a challenging task. But, with the right strategies implemented, it can become a profitable business, as most of our Fairmined licensed brands said in our 2022’s survey. In today’s conscious consumer landscape, selling ethical jewelry is more important than ever: beautiful unique pieces reflect a commitment to sustainability; responsible sourcing, fair labor practices, and social awareness.

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Mining Organization Chede – 4 years with the Fairmined certification, Cauca, Colombia. 

In this blog, we will explore with Robert Donofrio, founder of Futura Jewelry, some tips and strategies that will help you effectively sell your Fairmined jewelry pieces and attract buyers. Let’s dive right in and discover the secrets to success in selling Fairmined jewelry!

1. The importance of storytelling:

Share the journey of your jewelry, from the origin of the gold in Fairmined mines to the jewelers who made it in your workplace. Highlight the positive social and environmental impact of your manufacturing process. Tell the story of the mine where your gold comes from, so your customers will know the values that are part of your brand.

You can create a section on your website dedicated to telling the story of Fairmined, the mining communities, and the reason why you decided to be part of the initiative.

 For example, you can use of some of the videos we have available on our YouTube channel for you to link to your website: 

 

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Paulette à Bicyclette – Fairmined gold exhibition

2. Stand out on the Internet and social media:

Create your online presence through a website and, if possible, also create your profiles on social networks such as Instagram, Facebook, Pinterest, or LinkedIn. Share reviews and testimonials from customers who have purchased Fairmined gold jewelry to showcase positive experiences and satisfied customers. Highlight the social and environmental value of the origin of your jewelry. Interact with your followers, respond to their comments, and use hashtags (#Fairmined, #GoldToBeProudOf, #EveryGramCounts) to expand your reach and attract more clients. Feel free to tag us in your social media posts so we can repost your content from our Twitter, LinkedIn, Instagram, and Facebook accounts.

Create content in different formats, such as behind-the-scenes videos, and tips when choosing Fairmined jewelry,  You may have to educate your customers, you can use our marketing material with photos, videos, and web banners. Robert agrees that educating the customer is critical:

“ We need to address the consumer, and consumers’ concerns, and right now, consumers aren’t informed, don’t care, and that’s part of what I do[…] without consumer awareness, without consumers buying all that work you do isn’t gonna go anywhere…”

Bob Donofrio - Founder of Futura Jewelery Tweet
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3. Be part of a community of responsible jewelers:

It is important that you keep informed of current trends in responsible jewelry, and familiarize yourself with platforms, collectives, and initiatives that promote responsible jewelers in your country or your continent, such as Origen, Ethical Metalsmiths, Fairlux, Joyería para el Cambio, among others.

Participate in local, national, and international events, design fairs, or jewelry exhibitions, as it is a great opportunity to show your commitment to Fairmined and connect with customers who have an affinity for responsible jewelry. 

Chat with visitors, show the story of the mines behind the raw materials of your jewelry, and get a conversation going around the traceable origin of your materials. Remember that you can print communication materials we have available for advertising, such as posters and brochures, which will give more visibility to your event. 

4. The importance of collaborations:

Collaborate with opinion leaders, influencers or jewelry enthusiasts who can showcase and promote your pieces with the values associated with Fairmined certified gold, i.e., look for people with an affinity with social development or fair products. 

Robert, recommends appearances in jewelry and fashion magazines, to expand the Fairmined message to a more global audience.

5. Maintain a long-term relationship with your customers:

Organize workshops or webinars to educate customers about the importance of ethical gold sourcing with Fairmined and the positive impact of their purchases. Fairmined has many digital assets for you to tell your jewelry story with a positive impact. Create databases of your costumers to share marketing content with them: information about Fairmined (for instants if you decide to go on a Fairmined trip) and progress in the mining communities.

6. Take the first step!

Remember that any step you take, no matter how small or large, is an important step in sharing the Fairmined story with your customers and contributing to the mining communities. As a final piece of advice Robert would give to new brands entering Fairmined, is just that, take a step forward.

“Every small step forward is important. Wherever you think they can find something to differentiate themselves from their competitor next door is a good positive step, and that’s what makes Fairmined something very positive that can tell that story to their clients” 

Bob Donofrio - Founder of Futura Jewelry Tweet

The jewelry market is constantly evolving, with new trends, materials, and styles appearing periodically, but jewelry that promotes human rights and environmental preservation is much more than a trend. Connect with the Fairmined family for updates, news, events, and key conversations about fair jewelry.

If you need any publicity materials (photos, videos, logos, brochures, posters, etc.), please do not hesitate to request them at info@fairmined.com.

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