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April 25, 2016


Jewelry is a popular category for people thinking of starting their own handmade business. In fact, it’s probably safe to say it’s the most saturated category in handmade products. It’s a great place to start because even if you're a beginner, you can create some beautiful pieces and the start up costs can be kept relatively low. But that also means you’re dealing with a ton of competition and making sales can be hard.

What are you to do if you're interested in starting up your own handmade jewelry business or already have one but are lacking in sales?

Find yourself a niche.

The more specific you can get in a category, the less competition you'll have and the easier it will be to build a strong brand and name for yourself. Sure you may not be appealing to as wide of an audience, however it will be easier for you to get a piece of the pie within that market. If you need more convincing as to why making a really specific product is the only way to go, download our Free Chapter: MAKING PRODUCTS THAT PROFIT for all the benefits.

So how can you break jewelry down and find an area to focus on? Here are 5 ways to find your niche. You can either use them on their own or combine 2 or more to make a truly unique jewelry business.


Look into the different types of jewelry you can make, what interests you and which area is the least saturated. Necklaces, earrings, bracelets and rings are the most popular but there are many other ways people accessories with jewels and metal that tend to be less focused on.

  • broaches
  • watches
  • pocket watches or wallet chains
  • lockets
  • cuff links
  • tie clips
  • hair pins/combs/clips
  • hat pins
  • headpieces
  • tiaras
  • body piercings
  • belly or body chains
  • clip on earrings
  • cuff earrings
  • armlets (upper arm bands)
  • anklets

Although not all of these would be classified as "jewelry", they're still great options if beads, jewels and silversmithing are what interest you.


Define a target population and determine if you can make a product for them. Some common demographics are: age, sex, household composition (single, married, children, etc.) and profession. For example:

Age - staying on top of teen trends and what their favorite idols are wearing could be a great way to break into the market.

Sex - there are definitely a lot less handmade businesses making jewelry and accessories for men than there are women.

Household composition – fashionable jewelry that doubles as a teething toy for babies will appeal to moms.

Profession – dental themed pendants and charms may appeal to dental hygienists.


There are so many different materials you can use when making jewelry, honing in on one is a great way to fine tune your skills and build a strong brand. Metal, stone, glass, wood, wire, beads, shells and chains are just a few to choose from.


Choose 1 or 2 colors that are trending each season or year and create collections around them. Imagine how eye catching your booth at a market or your online shop will look with a sea of turquoise stone pieces. You not only become known as THE person to go to when looking for a turquoise accessory, you become an expert on the material.


What do you tend to gravitate towards when shopping for yourself? Classic, modern, vintage, edgy, quirky, goth? Be authentic to your personal style so you can connect with your ideal customer and never have a lack of inspiration. Building your products around a specific style will give your business a unique edge, especially if you combine that style with another niche to narrow your target market even more.

If you're already making and selling handmade jewelry, don't let that stop you from playing with your offering to find a niche that draws attention. For more details on how to narrow down your products and test them out at craft fairs, download our FREE Chapter: MAKING PRODUCTS THAT PROFIT. And to learn how to apply your unique edge to every aspect of selling at craft shows (from your display to your sales pitches) download our full e-book: MAKE MORE MONEY AT CRAFT FAIRS.

Malika Bourne
2016-12-03 12:12
Thank you for every thing I have read and absorbed. Branding a small business is done somewaht differnetly than it was afew decades ago. So, Thank you
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