Never ever try to be everything to everybody.
Have you ever seen "generic" handmade jewelry?
Of course you have. It's everywhere. Glass bead earrings. Handmade beaded necklaces.
Dime a dozen styles without distinction.
And of course low priced because typically sellers who aim to please everybody try to lowball the competition because that's all they really have to distinguish themselves from the thousands of others trying to sell similar generic jewelry.
Or maybe the seller has "product lines" that are vague and unrelated. Mommy jewelry, religious jewelry, dog jewelry, men's jewelry, and glass bead jewelry are the categories.
Selling low cost generic jewelry or mishmash of styles jewelry lines always seems to smack of desperation.
I know you don't mean to let the desperation show. You're just trying your darnedest to sell your creations and you're hoping something - anything - will work.
I have news for you. You can't appeal to "everybody" and be successful.
Vague is never a good branding strategy.
If your products are targeted to “American Women” you have an impossible job on your hands. There are so many subgroups, and they all have different needs and desires.
Targeting Obsessive Markets and Markets With a Mission
The easiest way to distinguish yourself is to tightly target either an obsessive niche market or a niche market with a mission.
Obsessive niche markets are ones where people are just crazy enthusiastic about something for the sheer pleasure of it. Think hobbies and interests. What distinguishes people from others and makes them unique? It's often quirky things like collecting "elephant" related items. Or being an avid golfer or an avid comic book collector. Maybe it's quilting or cats or a certain breed of dog that they spend oodles of money on.
These are markets that love buying items related to their obsession -- and often their friends and family have no clue what to gift them other than something related to their obsession.
Here's an example of an obsession related jewelry niche -- women who knit.
There is absolutely no logical reason in this day and age to knit. Yarn costs a fortune and you're certainly not saving any money by knitting, yet hand knitting is a big niche industry. Women who love knitting buy expensive magazines, specialty yarns and knitting needles, and knitting becomes part of their identity.
If you sell to "American Women who love knitting" you can make knitting related jewelry like sweater brooches, knitting specific charm bracelets, and goofy altered art jewelry with knitting related images.
See the image to the left? It's a "shawl pin" and I found it on a site called "The Shawl Pin Store". Now there's a targeted business. (Of course do your market research well before you choose any niche!)
So what's a niche market with a mission?
A "niche market with a mission" is the classic "problem" based market. Someone has a problem, and needs a solution. Maybe they need special jewelry because they are getting married. The wedding market is the classic "niche market with a mission" for jewelry.
If you sell to "American Women who are getting married in the next 6 months" you can be focused and seek out brides to be on wedding blogs, wedding forums, wedding magazines, and wedding industry trade shows. You can write helpful articles with wedding tips and what wedding jewelry goes best with different wedding dress styles.
See how narrowing your focus makes all your decisions about producing and marketing jewelry so much easier?
Paradoxically, narrowing your focus will also make you a lot more money too.
If you are one of those sellers who thinks "everyone" is your market I challenge you to rethink that strategy. As Dr. Phil says, "How's that working for ya?"