Distinctive designs and aggressive marketing prove successful
Not every jewelry artist can say that celebrities like Eva Longoria from the TV show "Desperate Housewives" are wearing their work. Although complimented, it's not what drives Bonnie Riconda of Calico Juno Designs (www.CalicoJunoDesigns.com). "When someone famous ends up wearing our jewelry, it's usually the result of PR people having them wear it or stylists coming to us for samples to place on celebrities. Often you are expected to pay for this privilege and I won't do that. What I've found is really important are the happy, satisfied customers that keep coming back...that goes a long way with me, knowing that what I make is making someone happy." It is this critical knowledge of her customer base and other factors like distinctive designs and aggressive marketing that has helped Riconda's business achieve amazing success in six short years.
Starting out: finding the right venues
Although she didn't start making jewelry until after getting her MFA in painting and sculpture, Riconda recalls discovering a little bead store on Long Island while in school. "I fell in love with all the colors and stones. Not knowing exactly what I was doing (I'm self taught), I bought some wire, tools and beads and started playing around." When she came up with designs she liked and felt were marketable, she began to explore ways to advertise and sell her work. Riconda calls doing an "email blitz to fashion magazine editors in hopes of getting them to feature my jewelry." She also targeted stores, boutiques and galleries looking for selling venues. A key factor in Riconda's plan for succeeding was confidence in her jewelry designs.
Original Designs
Calico Juno jewelry is distinct in Riconda's use of vibrant colors, wire-wrapped stones and its light and airy quality. "I always knew I had unique designs. I do alot of research of other designers just to see what they are doing with techniques, styles, colors, etc. I feel that it's not only important to know what the 'competition' is up to, but know that you are doing something unique and that no one is copying your designs! Many different things inspire Riconda's work: "colors, shapes, linear forms, organic shapes in nature-one of the newest lines, 'Nouveau', came from the simplicity of the curvilinear lines that are a big design element of the Art Nouveau period." Not afraid to experiment, Riconda adopted one lasting design component after a friend suggested hammering her custom earring order. "From that, I started one line, 'Siren', where everything was hammered. Since the look was so popular, we started hammering all parts, including our ear wires, clasps and hoops. On that note, everything we make is handmade; we don't buy separate components and put things together. It's actually less expensive to do this and the work has the distinct look of being ours and being handmade."
To stay fresh, Riconda keeps expanding by coming up with new lines or styles twice a year. "People will get tired of the same old thing and we do it to stay ahead of the pack." To broaden her "brand", Riconda also began to incorporate precious gemstones in her work and her "Luxe Bijou" line was inspired by these stones. But the higher-end lines are not her big sellers. "We pay attention to the affordability factor. I've found that over the years, the simpler and less expensive the design is, the more it sells."
Aggressive marketing and excellent customer service
From her first success of having one of her designs featured on the jewelry pages of InStyle magazine in 2004, Riconda has had an uncanny feel for marketing her business. Bypassing sales sites like eBay and Etsy and traditional shows as not being right for her work, Riconda has used other methods to reach her customers. "We've had different PR firms represent us, getting us in magazines and other exposure and we drum up business with promotions, giveaways and our own catalog." Sales are about 70 percent wholesale from around 200 accounts, including stores, boutiques and other websites. Riconda emphasizes excellent customer service. When asked if they'll be participating in a show, Riconda tells a prospective customer that they won't, but will offer to send out samples for previewing. Over time, tracking best sellers and giving that list to their accounts helps the customer order proven winners for their stores. "We believe in doing things to ensure a pleasant shopping experience; that customers leave happy not only with your product, but with your service as well."
Finding the right people
"'Employees' - I hate to call them that!" Riconda sees them as "a team, and like customers, we wouldn't function without them. I've been lucky to find the right people and some have been with me for years." She sees the required skill set as an inherent requirement. "It's innate; you can't teach it. It's like teaching Elmer Fudd to sing like Pavarotti - not going to happen!" While time-consuming and "tricky" to train someone, Riconda currently has three girls who translate her designs into finished pieces. "The one girl came up with techniques I liked and we went with that. But, bottom line, they make my designs exactly how I want them." The designer remains hands-on. When orders are backed up, Riconda pitches in and makes the jewelry herself. "But I ususally have alot of other business to take care of." The design process is her first love. "It's all about the creative process; I always love making stuff with my own hands, no matter what the material or medium."
What's next?
In April, Riconda opened a retail store. "A store rental opened up on City Island (Bronx, N.Y.), which is a big tourist destination in the summer. The store size was suitable not only for the retail space, but for a studio as well, so these were all factors in realizing the dream." Opening a store necessitated additional marketing and advertising. "You can't just throw up a shingle, open your doors and assume people will come in and buy." Riconda sees this thinking a fatal flaw in business. "I've seen too many people start up a website only to find out they have no sales - the mentality being, 'if you build it, they will come.' Not necessarily! This has been my mind-set from the beginning - you have to go after your customers."
Calico Juno Designs, guided by the energy, creative force, and marketing savvy of owner Bonnie Riconda, is a wonderful model of how to achieve success. But with all the hard work, when does she take time for herself? "Vacations and retirement? What's that? I love what I do and will always do it as long as I have the capability and time."
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