Below is How To Start A Jewelry Business In South Africa
One of the first questions to ask yourself is: fine or fashion? Or maybe your interest lies somewhere in between. Each category has its own materials, production process, price point, and customer profile:
Fine jewelry
Made with precious and semi-precious metals and gems
A higher price point
Made with excellent craftsmanship, usually not mass-produced
For the luxury/wedding/special occasion customer
Fashion or costume jewelry
- Usually trendy
- Made of inexpensive or less expensive metals and materials (beads, wire, plated metal, plastic, synthetic gems, etc.)
- A lower price point
- Can be mass produced
- For the everyday customer
Other/in between
This category covers everything else, from jewelry made with mid-range materials (textile, metals, semi-precious gems, wood, 3D printing, etc.) to jewelry defined as art (collectible, made to order, one of a kind) or highly skilled craftsmanship
Emphasis on design and uniqueness
Price point varies but usually mid-range
Occasion/statement, design-savvy/collector/gift-giving customer
Once you’ve narrowed down the broad category for your jewelry business, it’s time to carve out a niche for your products. Start by defining your ideal customer (classic, trendy, brides, socially conscious consumers, etc.) and decide whether your products are occasion-specific (wedding, party, everyday, etc.). This will determine how you market them to your audience.
Jewelry trends
Researching trends is one way to determine (and validate) your chosen direction. Read fashion and jewelry blogs and publications and follow influencers in the space to stay on top of trends for each upcoming season. Using Google Trends, you can also see broad global search volume for a particular term.
Alternately, you might look into adjacent trends or consumer habits, such as the appetite for customizable experiences (engraving, etc.) or ethically sourced materials.
But you don’t have to just follow trends—you could also use your jewelry business to start your own. That’s what Biko founder and designer Corrine Anestopoulos did, launching her collection based on personal style. “Somehow I felt like, just by fluke, I found a market for something new without meaning to,” she says. “But it was just my taste.”
When she launched, Corinne was working with a brassy finish. “Nobody else was doing that,” she says, noting that shiny silver was the trend at the time. Now, though her collections evolve with trends in the industry every year, the common thread is a recognizable look that defines her brand and secures repeat business.
Finding jewelry design inspiration
Success as a newbie in any facet of the fashion industry depends on strong aesthetics, unique design, and consistent branding. Before working with a designer to develop your branding and before designing individual pieces, run through a few exercises to define your overall signature style.
Depending on how you like to get inspired, you may set up Pinterest boards, design your own digital mood boards, use a jewelry design mobile app, or even assemble inspiration physically on a bulletin board or in a sketchbook.
Building your jewelry brand
Remember, the brand is different than branding.
The brand is your voice, mission, vision, and your brand story.
It tells your customers how to feel about your products. Fashion purchases are often emotional, and emerging brands can win customers by connecting on a personal level.
Tell your story through your About page, inject yourself into your social media posts, and share the process and inspiration behind your designs.
How do I start my own jewelry business in South Africa?
Define your line.
Legalize your business.
Separate your business and personal finances.
Find startup funding.
Find suppliers and create your jewelry.
Sell your jewelry.
Establish your brand and start marketing.