Use Smart Marketing to Sell a Hot Concept

Bahamian jewelry designer Chelsea Johnson of Autumn Crop builds excitement for her brand by using photos and language that tap into her ideal customer’s wish list.


Stare Collection by jewelry designer Chelsea Johnson. Read about her on


Know who your ideal customer is? if so, you’re off to a great start. By focusing in on those people who are most likely to be your fans and collectors, you can eliminate everyone else and build your brand to appeal to your tribe. Likewise, your marketing message must tap into what your core customers value and what motivates them to buy.

Artist Chelsea Johnson makes big, bold, colorful jewelry that catches the eye and makes a strong statement. She knows her customers want to be the center of attention, and deliberately plays that up. Her recent lookbook is aptly named “The Stare Collection” because it’s an honest expression of the reaction many of her collectors would like to get when they wear her jewelry. They are “bohemian, adventurous women” who want to be recognized.

The images she uses reflect that concept. An off-the-charts bright turquoise background makes her confident cover model pop, showing the jewelry to it’s best advantage. Language in Chelsea’s lookbook describes her designs as an “edgy combination between super fly and sophistication” that will have “people giving you a double take as you step out this season.” It’s an irresistible description which will be ringing up the sales from customers who can’t wait to get their hands on a piece from her collection.


Jewelry designer Chelsea Johnson has creates a dynamic product line and marketing campaign. Read her story at

Jewelry designer Chelsea Johnson


Your concept may be totally different, but your marketing language and imagery is just as important. Perhaps you are also making a colorful splash. Or, your handmade goods may better be described as classic, calming, heirloom, spiritual, urban or anything else. What is important is that you reflect your customers’ interests, values and desires in your branding and marketing. Tapping into what matters to them creates emotional resonance which will get results in the form of interest, engagement and sales.

Evaluate what you make, and write down as complete a description of your perfect customer as possible. Where do they live? How educated are they? What professions are they in? What are their hobbies and interests? What really matters to them?

Starting there, build a brand that fits their aesthetic, their lifestyle and their desires. Speak to them directly using the words “you” and  “your” rather than focusing on “me” as the artist. Share the benefits to the customer by putting yourself in their shoes and giving them all the information they need to say yes to a sale.


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