Kristy Ford on operating without a storefront

In this occasional column, we speak with custom jewelers operating without a storefront and explore the different ways they run their business, the challenges they face, and how they deal with finding and marketing to new clients.

Tell us about your studio.
I love my studio, though it is a constant work in progress. As my business grows, it continues to grow. My studio has five separate work areas. One is for traditional bench work. Next to it is a hot workstation for soldering. A third station houses the computer set up for CAD, and adjacent to that is the 3-D printing station. Lastly, polishing and finishing is done in a closed-off, adjacent room.

Though I do more wholesale than custom work, I have a designated design area in my studio where I will meet with clients. If that isn’t convenient, I will connect with them over Skype or Zoom. Occasionally, I will travel to their home or business, when I feel that is the best option.

Natural light flows through my studio from large windows on two sides. I love having plants—sometimes my studio feels like a greenhouse. The windows look out over a fish pond, so I am surrounded by nature, inside and out. I find nature to be cathartic and nurturing. Though my line is not directly influenced by what I see, hear, and smell, the environment is great for getting my creative juices flowing and my brain in the best work state possible.

Why did you choose this way of doing business?
Having owned several retail stores, I often felt that I wasn’t able to give enough attention to each individual client. With my own private atelier, I can invite clients into a creative space and better connect on a personal level. In addition, I now have more ability to focus on developing relationships with wholesale clients. My experiences have taught me what retailers need from an independent designer and I am now afforded the time to nurture those relationships.

What are the advantages of this way of doing business?
Having this type of work space allows me to give my clients personalized attention. When I was working retail, I often found it challenging to give clients full attention, given the numerous distractions of a store. Without other competing customers, phones ringing, and employees needing assistance, I’m able to give clients my best self.

Plus, my overhead is lower and I have control over my schedule. When I owned a retail store, I was beholden to store hours and would never know when the next client would walk through the door. Now I am able to work early and/or late, and take time off during the day to better take care of my life and my family. I regret having missed a lot of events in my children’s lives when they were younger because I was running retail stores.

What are the disadvantages of this way of doing business?
Because my business is referral-based, I do miss out on some impulse buyers. This type of setup requires me to do more outreach and networking, which are never really bad things anyway. I like to engage in activities that I feel passionate about, such as attending art openings, museum gatherings, and charity events. I also value being active in my community. I recently helped to establish an NCOD (Neighborhood Conservation Overlay District) for my neighborhood.

How do you find new customers?
I primarily find new customers via social networking, digital marketing, and word of mouth. I am also the founding member and co-president of the Raleigh Chapter of the Women’s Jewelry Association (WJA), which helps me network with wholesale clients and other designers. Our WJA chapter has also chosen to do retail pop-up events, and we set ourselves apart from local craft events by focusing on high-end jewelry and displaying in exclusive locations.

How do you convince customers used to shopping in traditional stores that you are a legitimate business?
I maintain a website and social media presence to lend credibility and legitimacy to my business. I try to put customers at ease by telling my story as a third-generation jeweler and answering any questions or concerns they may have.

How do you handle meetings with clients?
My focus is geared more toward wholesale than custom design. However, the custom clients I do have are referral-based and there is a level of trust established prior to our meeting. I am willing to meet clients at their home or office if vetted properly ahead of time. Occasionally I will use resources on the web to find information about potential clients if I don’t have a referral to work from. I am thankful that we live in a day and age where you can access public information online.

What safety concerns do you have and what precautions have you taken?
Having worked in a retail store and unfortunately been involved in at least three armed robberies, I feel confident that my current private atelier offers me more security than I previously had. I am fully insured and I take all the necessary precautions.

Have you had any difficulties obtaining insurance for your studio?
I work to meet all of my insurer’s requirements so I have not had any difficulties in obtaining insurance. Depending on the type of policy, insurers can require you to have an alarm system with a battery back-up, a UL-rated safe, and security cameras, at a minimum.

Has your lack of a storefront ever affected your ability to work with vendors?
No. Having owned several retail stores, I was fortunate enough to have already developed years of trusting industry relationships and a good reputation.

Kristy Ford operates Kristy Ford Jewelry in Raleigh, North Carolina.