Online Marketing For Artists – Identifying Niches
You will need to determine whether there is enough demand to make money from a certain niche. It’s all about finding a happy medium. If all you sell is pretty much the same thing as every other dealer, you may become lost in the competition and only able to compete based on price. If you only sell amber jewelry and nothing else, will there be enough demand for amber to make a living?
The easiest way to try this out is to make sure you are a mainstream retailer that “specializes” in a certain niches. You will want to cover most general consumer purchases for the majority of traffic your store will get, but make specialty marketing and ad campaigns exploiting your niche. I’ve seen retailers do this often with great results. They will get additional training in a certain type of gemstone for instance and exploit that in their marketing, but have a store full of general jewelry selections as well.
Due to the limited amount of items a jewelry store will sell, this is your best strategy. My favorite store in the mall near my house was a nature themed store. But they could sell t-shirts, jewelry, stuffed animals, collectables, books, CD’s, DVD’s, windchimes, posters and a ton of stuff all about nature. People expect a jewelry store to carry mainly jewelry and/or accessories, so the opportunity for a vast array of merchandise can be small. In response to this I’ve seen store owners specialize in repairs, appraisals, education, certain gemstones, men’s jewelry, children’s jewelry, handmade, local artists, beads, all sterling silver, antiques and even tighter niches such as hip-hop and Gothic.