Over the years, I have tried and tested many ways of packaging my jewellery. From organza gift bags and velveteen pouches, to recycled card boxes and business cards that double up as earring cards. You name it, I've tried it.
Some things worked, some didn't. It has very much been a journey of trial and error. But during that journey, here are some tips I picked up along the way...
#1 - Quality is EVERYTHING. You would assume that this is fairly obvious, but I have bought many a handcrafted item which has been lovingly created, and then shoved into a cheap and tacky pound-store type box. Your packaging is a major reflection on not only yourself and your brand, but also the quality of your product. If your product is beautiful and well-made, reinforce this confidence by using quality materials in your packaging....
#2 - ....bearing in mind that 'quality' doesn't have to cost the earth. Get inventive! The main aim is to let your customer know that you care enough about your product to put substantial thought into how it is presented. What could you use to make your own packaging? If your item is jewellery, you could use a standard gift box, but add some luxurious tissue paper or a satin ribbon to make it feel special.
#3 - Wrap/package EVERY item as if it were a present from you to your customer. Absolutely every one of my pieces are supplied in beautiful packaging...even my mini stud earrings. You're not just selling your item to your customer...you're selling the experience of buying from you. And that experience needs to make them feel special...which in turn, will make them want to buy from you again.
#4 - Consistency is the key! Spend time researching what packaging would best suit your product - order samples from various manufacturers, try your product out in them to see what it looks like, ask for feedback from family, friends and customers - road test different ideas to see what suits your product best. And once you have found the perfect solution - stick with it! Your packaging is an important aspect of your brand - and keeping it consistent throughout is vital for getting customers to buy into your product or business.
#5 - Logistics. This may sound like a strange thing to consider when thinking about how to package your product, but believe me - I learned the hard way! When I first started out making glass beaded jewellery, I didn't really have the funds to invest in boxes for my pieces. Each piece came with its' own organza gift bag. But then when I started making designs using Sterling Silver chain, transporting them to and from fairs and parties (and posting them to customers) became an issue I had to deal with very quickly. The boxes I now use for my jewellery are all uniform - they stack well, they are super-easy to transport, they look great when they are out on display, but most importantly...the days of tangled chains are over! Try to choose packaging that has a dual purpose - boxes that are easy to stack and transport are ideal if you do lots of shows or events.
#6 - ALWAYS include a business card! Or if not a business card, some other way of letting the end user know what the product is, and where it came from. Not only is this required in case the end user has a query or needs to contact you, but also it can and will lead to new custom. Again business cards needn't cost the earth, but I would strongly recommend investing in the best that you can afford. As you can see in the photograph above, I have my business cards and printed postcards at every show or event, and always include either one or the other in every box or bag. It looks professional, and shows the customer that you really care about what you do.
#7 - And finally, always remember that the little details go a LONG way! If you sell handmade clothes or garments, could you wrap each item in a piece of beautiful tissue paper? If you make homemade jam or chutney, could you cover the jar lid with a piece of pretty fabric? Think about your own experiences when buying something that was packaged in a special way...One of the best examples I can think of is buying lingerie or nightwear from La Senza. Those of you who have will know exactly what I mean! The item is carefully wrapped in soft tissue paper, which is then placed in a beautiful branded boutique-style bag, with stylish rope handles. Then some mini scented balls are sprinkled into the bag, making your purchase smell delicious. And this service is provided whether you're buying expensive lingerie, or an everyday bra or pair of knickers. Provide a magical experience for your customer, and you're guaranteed to get repeat business from them in the future...
So there you have it! Seven tips I have found over the years that have helped me to grow my business. I'd love to hear your packaging ideas! Here are some more photographs of how I package my jewellery...
