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Have you ever stopped to think about your designs and are they actually an easy yes for your ideal customers? Do your ideal customers think immediately like, yes, I really want to buy this and I'm actually pulling out my card and I'm making the purchase? Have you stopped to think about how the content and your designs that you're putting out there are making your ideal customer feel? I am diving into this in our podcast today. It is such an important topic and it's something that I work on with my clients when they first join the jewelry business academy. We really deep dive into the foundations of their business to make sure that they are launching designs and that their current designs are hell yes pieces for their ideal customer.

Their customers are excited to purchase and they want to purchase and they're ready to purchase and just a reminder that if you do want my eyes on your business this year, the jewelry business academy is the place to do it. You can learn more by going to jewelrybusinessacademy.ca. I'll link it in the show notes for you and you can go ahead and book in a connection call. My name is Robin Clark and I'm a jewelry designer turned jewelry business coach and podcaster.

I'm the founder and CEO of the jewelry business academy, the host of the jewelry business academy podcast and I help women around the world scale their jewelry business to six figures and beyond without burning out. If you're a jewelry business owner looking to break through to the next level, then my coaching program and podcast are for you. You will get lots of actionable tips to level up your business, your mindset and your life.

So grab your notebooks and let's dive in. Welcome back. It's so good to be here with you today and I'm really looking forward to diving into this topic, talking all about your designs and how to make them a really easy yes for your customers to make them really feel excited to buy.

So we're going to dive right into today's episode because it is pretty short and sweet, but I see a lot of business owners overthinking this. I see some not even considering it when they're launching new pieces or launching new collections. And so I wanted to do a quick episode talking about it.

So when you are designing new pieces for a new collection, right from the very start of the design process, you need to look at your collection as a whole. You need to look at how many pieces there are in your collection. You need to look at the price points.

You need to look at the materials and you need to look at your branding and your messaging and say, is this cohesive enough? And is this does my collection really either attract people to it or repel people? And for some people, they're like, oh, I don't know that I want anyone to be repelled by my collection or by my jewelry or by my brand. And yes, yes, you do want people to be absolutely repelled by your brand. If you have a really strong niche and you have content and imagery and jewelry styles that really evoke a strong emotion from your ideal customer, where people are absolutely obsessed with your designs, where they're absolutely obsessed with your brand, where they just love everything that you're putting out.

If you're evoking a really, really strong emotion from people like that, you will also evoke a really strong emotion of people who aren't your ideal customers who are like, oh, no way, I would absolutely never buy that. That is just not my cup of tea at all. And so it's really important that your brand is very niche.

It is very strong and deep seated in what it stands for. And that comes down to you as a business owner, how strongly do you believe in the designs that you're putting out there? How strongly do you believe in your brand? And what I often see business owners doing, even when they've been in business for absolutely years, and they have a successful business, they still tend to water down their brand at times. And I really want to caution you against this.

And watering down happens really easily when you have somebody who's like, oh, you know what, your designs are gorgeous, but I only wear gold. Can you make this piece in gold because all your pieces are silver? And just going and making that piece in gold for them when all your other designs are silver, that starts to water down your brand. If you have a gorgeous collection and you're like, oh, okay, I can double my customer base if I make this in gold and in silver, because people like, there's a whole lot of people who only wear silver and a whole lot who only wear gold, let me double my customer base.

You're actually not doubling your customer base. You are more than halving it by doing that because you are making your brand way too broad and you're not speaking directly to your ideal customer. You're trying to introduce too many ideal customers.

And so really keep that in mind when it comes to developing your collections and launching new designs in your business. To make a design an easy yes, someone feels really excited to purchase from you, really excited to buy, that design has to be within your niche. It has to be strongly within your niche.

It mustn't be a watered down version of your collection. It mustn't be it mustn't be a piece that you have made because people requested it, but it's not something that you actually feel good about putting out there. It needs to be something that you feel like, yes, this is something I really, really want to put out there.

Because if you don't feel excited about it, it's really hard for your customers to feel excited about it as well. Some people think making a design an easy yes for a customer is all about pricing. And you cannot be further from the truth if you think that the price is the key to driving sales in your jewelry business.

The pricing is important. It definitely plays a role. But as I have said so many times before, jewelry is an emotional purchase.

If people feel connected to you, if they feel connected to your brand, if they feel an emotion when they go onto your page, if your jewelry makes them feel calm or grounded or makes them dream or makes them feel excited or inspired, they are going to want to buy into that feeling through whichever piece it is that they feel most connected to. And so the price is secondary. The feeling that they're buying into is the primary thing you want to focus on.

And that's why it's so important to stay within your niche, to make your niche really refined and to make people really feel like, yes, this is 100% like my cup of tea. I absolutely love these designs. Or no, this is definitely nothing like I will not go near this brand.

That's actually what we want. So when it comes to designing a new piece, when it comes to launching a new collection, also look at your other pieces, because if you're launching pieces that are very similar in design, very similar in price, you may think, well, that piece was the best seller. This is also going to be a best seller.

And nope, you are wrong again. And this is a mistake I see so many business owners making. They're like, Oh, that piece did really, really well.

Let me just like tweak the design and launch it, launch another piece really similar and all do just as well. And that's not the case that will actually potentially slow sales because now you have two pieces that people love. And they're very similar.

The pricing is probably similar. The design is very similar. And it makes people, your customers experience decision fatigue where they're like, Oh, I don't know which one to pick because I love them both.

And so it's really important when you are launching pieces to be like, am I making it harder for my customers to shop by launching these pieces? Am I making their decisions harder for them? Am I making them full enough with too many pieces at once? You know, it's all about thinking about everything that you do in your business, from your marketing to your emails to your designs to the events that you're doing to your displays at events to your reels and your content. How does this content and everything that you and your brand are putting out there and your designs, how does it make your customer feel? If you start with how it's making them feel and work backwards, you're going to have so much more success when it comes to launching new pieces. You're going to launch pieces that your customers already feel excited about.

They're already like, Hell yeah, sign me up. I want to be the first to shop this piece. I cannot wait to buy from you.

I cannot wait to get your next piece. I like you want those super fan obsessed shoppers and those lifetime customers who will be spreading word of mouth about you, who will just be buying all the designs they can from you, who are just absolutely in love with everything that you do. And not a lot of customers start out as those super fan customers.

That's something you have to build to. But it all starts with the foundations of your business. And this is something I really work on with all my clients within the jewelry business academy.

We really deep dive into their foundations of their jewelry business before anything else. And for some people, this is challenging because they're like, Oh, I just want to go do, do, do, like make these things, sell this launch this launch that. And the reality is that is a recipe for burnout.

And it is also going to hinder you from scaling. If you don't take that time to look at those foundations that you've built in your business, look at how it has been set up. Do you have strong pillars upon which you can scale? Do you have the right core collection in your, in your business? Is it really, is your niche really refined? You know, what is your strategy for growth? We need to look at your whole foundation, really deep dive into that before you even launch new pieces or launch new designs.

And I've seen with clients in the Dory business academy, you know, upon taking the time to step back from scaling, implementing solid foundations within their business, which often means cutting a lot of the stuff they are already doing, and then refining a lot of the stuff that's working and introducing a couple of things that are missing the secret ingredients, I like to call them. And once you do that, you have a business that is set up for success. It's set up to help you drive brand awareness, to help you scale.

And it's not going to lead to burnout when you do scale to those big sale goals that you are working towards. It's set up with the right systems in place and with the right strategies in place that are going to lead you closer to your goals every single day. So, you know, if you're listening to this and you love the design aspect, you love launching pieces, but you're not really seeing the results that you always anticipate when it comes to your launches.

Sometimes you're like, Oh, I don't, I don't know if my designs are an easy yes for my customers, because I have all these followers, I have this community, I have my email list, but I'm still not seeing the results in terms of sales. Like, are my designs actually an easy yes for my customers? If you're curious about that, if you're curious to know if you are on the right track there, then I'd love to encourage you to head to thejorybusinessacademy.ca website.

You can learn more about me there. And you can also go and book in a connection call to see if you and your business are a good fit for the program. And we can really then deep dive into the foundations that you've built in your business and make sure that they are set up for success.

So, I'm going to leave this episode nice and short and sweet, but it's something that it's really, really worth taking the time to do is setting up your business and yourself for success. And, you know, just taking a week or two to build those solid foundations to cut the fluff, I like to call it, get rid of the fluff, get rid of the clutter. If you feel overwhelmed by any aspects in your business, I can almost guarantee that your customers feel overwhelmed when it comes to your launches and stuff like that as well.

So, we want to make it very streamlined. We want to make it really easy. We want to make it really secure so that you can scale.

And when you're launching new pieces or when you're launching all pieces that didn't do well, people feel excited and they're just like, yes, I'm all in. I cannot wait to get this piece. And you actually see results in terms in terms of sales.

So, it was lovely diving into this topic with you today. If you enjoyed it, take a screenshot of the episode you're listening to and tag me on Instagram. It is Robin Hart Creeching and I'll chat to you soon.