Business 4: Logo and Image
It’s important to set yourself apart. We’ve discussed how to make your work unique, now it’s time to think about branding your business. You want to create a business image that conveys to customers what to expect. Creating your logo is the first step.
You want your logo to be easily identifiable. Things to consider including in your logo: name or initials, your signature, a shape that repeats in your jewelry.
Besides use on business cards and other company materials, jewelers often sign their work with their logo. It is important to sign your work as it increases the value of the work to buyers and collectors. In addition to a signature or logo, you should also mark the jewelry with what metal(s) it is made from.
Many suppliers carry metal marking stamps with the common alloys. Stamps usually come in 2 types- a straight shank stamp, which is good for marking most items; and a curved shank stamp, which is good for marking hard to reach areas and the inside of rings.
Some pieces are not easily stamped. In this event, you can also sign your piece and denote the metal by hand. Use a very small bur in the flexshaft to engrave the information onto your piece.
Common abbreviations for metals:
STER, .925, SS: sterling silver
.999, FS: fine silver
18K, .750: 18 karat golds
14K, .580: 14 karat golds
10K: 10 karat golds
PLAT, 900PLAT, 950PLAT: Platinum
Also think about your overall “look” and image. This includes your logo, any fonts you use for typed documents, your display when selling jewelry, your website. Think of how you want to be portrayed- Simple and Elegant? Quirky? Colorful? An excellent example of branding is Tiffany & Co. Those blue boxes and bags are iconic.
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