New DVD Program, "The 5 Keys to Selling Handcrafted Jewelry," Teaches Jewelry Artists How to Sell More

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Dr. David Weiman's new DVD program, The 5 Keys to Selling Handcrafted Jewelry, is like a "seminar in a box" for artisan and handcrafted jewelry makers of all skill levels who want to learn how to sell more jewelry, and do it from the comfort of their living room or den.

Dr. David A. Weiman, a jewelry marketing expert and psychologist known as "the jewelry marketing doctor," has introduced an easy-to-follow DVD and workbook program that teaches handcrafted jewelry-makers how to sell more jewelry.

The program is called "The 5 Keys to Selling Handcrafted Jewelry" and includes an instructional DVD, a 30-page workbook, an audio CD of the program, a transcript of the program, a free conference call and a free newsletter subscription.

Dr. Weiman, who has been giving seminars for jewelry makers for years at Bead Fest, the Jewelry Arts Expo and other events, wanted to provide a seminar experience that jewelry makers could learn from at their own pace at home.

"I think the DVD and workbook format is actually better than attending in person," says Dr. Weiman. "Because when you use it at home, you can stop any time you want, review the material over and over again, or use the transcript to read it as well as watching or listening to it."

Why include so many different formats of the information?

"People have different learning styles," Weiman says. "For example, some people learn best by watching, but others may learn best by listening, so we included a CD. Others learn best by reading, so we included a transcript of the program. Really, the more different ways you use to learn something, the more solid that learning will be."

The program covers topics like how to set and achieve goals in a way that will help the jewelry maker, even when they're not consciously thinking about them; how share goals with others to increase the chances of success; how to identify and remove obstacles in pursuing business goals and dreams; the elements of a successful marketing plan; why jewelry makers should make what they love; how to write a great product description; how to assess competition; how to correctly price jewelry; how to promote a jewelry business; how to tell effective stories; why customer service is so important, and many other topics.

"Anyone from a beginner to someone with years of experience will benefit from this program," Weiman says. "The most important part, of course, is taking action after learning the techniques. And there are tips at the beginning and at the end of the DVD to help the jewelry artist take the principles forward and turn their ideas into successful jewelry selling."

A main emphasis of the program is on understanding the special psychology of jewelry buyers and sellers. For example, Weiman says that jewelry sellers often mistakenly believe that jewelry buyers are looking for the lowest price. "If that were true," Weiman says, "they would buy their jewelry at discount stores. The real buyer of artisan jewelry isn't looking for the lowest price. They're looking for unique handcrafted jewelry, and for a connection with the seller."

For that reason, Weiman encourages jewelry artists to write brief stories to go with their jewelry that explains the artist's inspiration for the piece, and how they made it.

"On the DVD, I tell the story of a jewelry buyer who approached an artist about a piece of jewelry she was selling," Weiman says. "When the buyer was told the seller didn't have a tale to tell about the piece, the prospect said, 'Make something up!'"

Stories are just one way that Weiman suggests that jewelry makers connect more effectively with prospects. Other ways explained in the program include rapid rapport building, establishing comfort, and using knowledge and expertise to increase credibility and trust.

The 5 Keys to Selling Handcrafted Jewelry is available at

Dr. David Weiman is the marketing director for Lapidary Journal Jewelry Artist, Colored Stone, Step by Step Beads, and Step by Step Wire magazines. He is also the author of The Jewelry Selling Answer Book, he writes an "Ask the Expert" column for Fire Mountain Gems at You can see his video clips on selling jewelry at


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