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Amy PetersÂ? Studio opens online site for retail sales

When most independent designers open their online sites for retail sales, they begin the waiting game. Waiting for visitors and buyers, since most don’t have the large marketing budgets needed to make a web site successful. When jewelry designer Amy Peters opened her online site to retail sales, she was in a unique situation. The visitors were already at Peters’ site, and they were waiting to buy her designs.

Nine years ago when the Internet was still in its infancy, Peters created a web page as a business-to-business marketing tool. At that time Peters had been selling her jewelry to stores for just over a year and created a web presence to keep in contact with the stores that carry her designs. As the Internet has grown in popularity so has the Web site traffic to http://www.amypetersstudio.com. The unique concept of Amy Peters’ jewelry designs that incorporate inspirational messages and whimsical imagery, has created very devoted fans of her jewelry, which in turn spawned Internet searches for her company name and visits to her Web site from collectors of her jewelry.

In 2003 Peters’ Web site went under its second major overhaul to include more company information and to show off her entire collection. At that time Peters’ web programmer, who just happens to be her husband, split the Web site into two distinct areas both retail and wholesale. For wholesale visitors, there is a password-protected section including a wholesale shopping cart, trade show information and sales tips.

The retail section includes a guestbook, which has become a favorite spot where collectors can relay stories about how they have received their most cherished Amy Peters’ Studio designs. With the guestbook entry visitor are given the option to subscribe to the monthly newsletter. The newsletter is packed with information about new designs and updates of which celebrities have been seen wearing her designs, all written by Peters in her familiar conversational tone. Subscribers to her monthly newsletter now number in the thousands and Peters boasts newsletter open rates well over 50 percent on average, with click through rates at 40 percent of those readers.

Soon after the Web site redesign, Peters began getting many emails daily from customers wanting to purchase her work online. In May 2005 Peters’ site went under another major overhaul to include an online shopping cart for retail customers. Since then the site has continued to receive regular traffic and increasing web sales. If early retail sales figures are any indication, Peters expects sales will double and within a year retail sales will account for 50 percent of her gross annual sales.

Peters’ designs are created with quality and workmanship in mind and are meant to be lasting keepsakes, so they make sentimental gifts for any occasion. For those shoppers that are purchasing gifts, the staff at Amy Peters’ Studio will hand write a card including a personal message to the gift recipient helping to relay the heartfelt meaning for their gift. And all shoppers at her retail site are thrilled to receive their purchases in the signature Amy Peters’ Studio packaging making even personal splurges seem like very special gifts.

About Amy Peters’ Studio:

Peters’ designs are sold in over 700 boutiques, catalogs and galleries nationally. Her designs are regularly featured in magazines including YM, People, Us Magazine, Tiger Beat, The Crafts Report, Accessories and Working Woman.

The jewelry is often seen on television and in movies, including "The OC," "Survivor," "Sabrina the Teenage Witch" and the movie "Walking Tall." Her business advice is the basis for a regular column, Ask Amy in the Crafts Business Magazine. Peters was honored with being chosen by The Crafts Report magazine as one of "The 10 People to watch in American Craft 2005."

For more information contact:

Thom Jason Waldman

Marketing & Sales Director

Amy Peters' Studio

Phone: 805-773-2750

Fax: 805-773-2989

Jewelry inscribed with hopes, dreams and absolute truths...


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Thom Waldman
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