How to Start a Permanent Jewelry Business
If you keep up with fashion trends, you know that permanent jewelry (or forever bracelet as it is popularly known) is a hot commodity right now. Just use the hashtags #permanentjewelry and #permanentbracelet on TikTok and Instagram right now, and you’ll discover they have hundreds of millions of views.
If you’ve seen a celebrity with a gold or platinum chain around their wrists or ankles, chances are they are permanently welded. If you’re curious about what the permanent jewelry hype is all about and are interested in starting your own permanent jewelry business, this article is for you.
What Is Permanent Jewelry
Permanent jewelry is exactly what it sounds like. A piece of jewelry like a bracelet, chain or ring is permanently welded on your wrists, ankle, finger, or neck. For most people, the thought that something will be soldered next to their skin is sure to create some scare.
However, the process is fun and painless. Plus, the jewelry doesn’t touch or pierce the skin – some even say it’s a great alternative to tattoos. The best part is that the bracelet has no start or finish – it’s one complete loop. Not to mention the endless customization options, like this TikToker discovered. For example, you can customize your bracelet to match your nail polish or even add little gems or beads.
Some may wonder about the essence of having a piece of permanent jewelry on the body. Well, imagine you and your sister, sorority sisters, or mom having matching bracelets that are permanent. Or the entire bachelorette party donning similar jewelry that doesn’t come off. What better way to symbolize bonds of love, commitment, and friendship?
How to Start a Jewelry Business
Demand for permanent jewelry is ever-increasing, and if you’ve decided to join the bandwagon, we’ve listed everything you need to start the business.
1. Identify your products
For starters, you will need multiple styles of custom-length or bulk chains in various colors, including gold, platinum, rose gold, and silver. To enhance the look of the chains, you’ll need dangles and links.
Now, one thing you’ll realize is that there’s a broad category of jewelry to choose from. To maximize sales and success, you may want to carve out a niche for your products.
How do you do that?
- Define your ideal customer. Are they trendy, classic, brides, or socially conscious customers?
- Have different products that match specific occasions, from a wedding to a party to everyday jewelry.
Once you narrow down these elements, it becomes easier to market to your target audience. You can also discover trending products online and use this resource to launch your collection based on consumer habits.
If you aren’t a jeweler, we recommend getting a stainless-steel practice chain before you move up to precious metal. You’ll use this chain for training and familiarizing yourself with how the welder works (more on this later). Once you perfect the art of welding the chain closed, you can move to smaller and smaller chains until you master the technique.
2. Think about brand strategy
Perhaps the most important aspect of your entire jewelry business is your brand. It’s, therefore, important to clearly define your brand story, mission, and vision. Remember, your brand is your voice and should, therefore, be well-curated.
Start by developing a strategic plan that includes specific business and personal goals. Next, devise ways to help shape a specific image in your targeted audience’s mind. How do you want your business to present itself to your customers and stand out among competitors?
There’s no doubt that the permanent jewelry business is currently one of the best revenue streams. But you need to ask yourself, what’s my game plan for entering and conquering the market? Once you devise the game plan, you need to determine how you’ll deliver it. Here’s a three-step plan to help you develop a brand strategy:
- Create a plan. Research your market, your competitors, and your target audience.
- Brand building. Next, create your brand identity, which will include your logo, color palette, images, tone, voice, etc.
- Execution. Utilize all the marketing strategies at your disposal to get the word out. Of course, you’ll need a website where you promote your products and social media channels through which you’ll execute your brand strategy.
You can share your story via the About page on your website, where you share your personal story behind your inspirations and designs for the brand.
3. Jewelry production
There are various ways to develop your products, including sourcing them from the manufacturer or 3D printing them. For a permanent jewelry business, you’ll need to buy bulk chains in custom lengths from jewelry stores like Stuller or Catbird. These chains are easier to measure and cut, making them perfect for this business.
Set up your workspace
Since this is a hands-on approach kind of business, you’ll need to set up your workspace. The good thing about starting a permanent jewelry business is that the equipment and supplies you need are quite small. It means you don’t need a big workstation.
So, what will you need for your workstation:
Permanent jewelry essentials: The equipment
- Pulse arc welder. This welder uses a pulse of electricity to create a zap or micro weld that closes jump rings and chains. The machine is fast, safe, and requires little training to master.
- Permanent jewelry welding starter kit that includes two pliers (one with a grounded wire), a pair of cutters for cutting the chain, welding glasses to protect the eyes, and a leather patch to protect the customer’s skin. You also get a stainless practice chain, which beginners will find useful.
- Tweezers to grip the chain.
- Rulers for measuring the chain.
- A fiberglass brush to remove debris or burnishing after the welding.
- A magnifier to get a close-up look at what you’re working on. This brush will come in handy when working with thinner or smaller chains.
- Argon gas. Argon gas is a shielding agent that helps to remove oxygen from the weld, significantly minimizing oxidation. It means your welds won’t leave ugly black soot marks. In addition, argon gas reduces porosity and increases weld penetration, ensuring a stronger weld.
You can do your research to determine where to source the equipment. A good alternative is to use word of mouth to find information like price, quality, and shipping.
4. Take professional photos of the product
Most online stores rely on creative photos to sell their products, and yours should, too. Online consumers want to see what the product looks like before purchasing it. Without high-quality images, you won’t attract anyone to your site.
Note that you don’t need to hire a professional photographer or purchase an expensive camera. There are dozens of free photography courses online that show you everything from lighting setup, angles, backgrounds, and how to use your smartphone.
If your budget allows you to hire a professional photographer, go for it. These are highly skilled professionals who will guarantee top-notch photos that get the attention of buyers. An effective strategy that fashion houses use is to lend their jewelry pieces to models and celebrities when gracing various events and let the paparazzi do the rest.
5. Create your online store
Your store needs exposure, and nothing works effectively like a website. An online store allows you to showcase your products and skills, and share details, customer reviews, or testimonials about your products.
Some of the best platforms for creating your jewelry online store include:
Once your store is up and running, you can utilize various tools and apps to enhance the customer shopping experience.
6. Promote your store
Now you have your products, equipment, brand, and online store. The only thing remaining is to promote your products. This is where you need to get aggressive with your marketing to penetrate this highly competitive market.
You can leverage various marketing channels at your disposal, including social media platforms like Facebook, Instagram, and TikTok, which connect you to hundreds of millions of potential buyers.
You can also host permanent jewelry events for your customers and request them to invite friends and families. Attending local fashion events, fairs, home parties, or setting up a booth at artist markets and farmers’ markets also creates exposure. This marketing tactic gives you the chance to meet your customers in person, which can do wonders for building and strengthening customer relationships.
Do you own a salon, boutique, tattoo shop, or piercing studio? You can rack up more revenue by adding a permanent jewelry service. The business doesn’t cost much to start, has a shorter learning curve, and has a high ROI.