IN THE SPOTLIGHT – Three’s Company Jewelry

Understanding CSPIA and How It Will Effect Your Business

CSPIA. It’s a mouth full. And a headache. Many business owners are shutting their doors because of it. So what is the hype and the purpose all about? To begin, let’s first understand what CSPIA is.

CSPIA stands for the Consumer Product Safety Improvement Act and is intended for business owners, resellers, crafters, and charities. The purpose of this law is to enfore the safety of our children, however many people are arguing that the guidelines are too strict and too off base to really allow for small business owners to meet the laws demands. To make the details of this law even more complicated, they vary according to each specific product. But the one thing that is consistent is that ALL products sold for children are affected by this - whether it is a book, toy, shirt, cup or crib mattress.

Who is Effected

If you make, produce or assemble products that can be used by children, you are affected by this law. Even if you craft hair barrettes in your basement and then donate them to your church’s holiday fair, you are affected by this law.

The law identifies that products intended for children under 12 must obey to the details of this law, including in production and packaging, and that products not specifically intended for children under 12 do not necessarialy need to follow the details of this law. For example, if you produced and marketed a DVD for age 16 and up but a parent decides their 12 year old can view this, you are not held responsible for this. However, if your packaging or marketing suggested that children ages 12 and under are considered in your target market, then you would be responsible for following the laws of the CSPIA.

Necessary Tests

As part of this new law, many tests are required to be completed by third party accredited testing labs. These tests were designed to ensure safety standards that the CSPIA outlines, including if the product contains lead paint or other potentially hazardous materials. Whether or not you need to test a single item or multiple items will depend on the variations in the items you offer. A change in material, colors or packaging may mean you need to have more than one item tested. As a result, many businesses are tightening up their product assortment to keep testing requirements down.

Packaging According to the CSPIA

Generally speaking, the CSPIA recognizes that packaging of a product is not intended for play by children. However, some packaging is meant to be used again and for various purposes, such as a bag or storage item. If your packaging provides a multiple purpose other than packaging that wil be tossed out, then your packaging must be tested for the same potentially hazardous materials that your product will be tested for.

There are many, many, many more details of the CSPIA and more is yet to come according to recent reports in the press. For an overview that will help answer even more of your questions, the United States Government has released this easy to read Q&A guide – http://www.cpsc.gov/about/cpsia/smbus/cpsiasbguide.pdf.

If you have thoughts, comments, news or anything else you’d like to share about this, please include your comments below!

IN THE SPOTLIGHT – KimMarie Designs Jewelry

I am excited to introduce you to our featured wholesaler, KimMarie Designs.

In a saturated market of jewelry designers, it is refreshing to see a designer who aspired to stand out and introduce something unique to consumers. Through Kim Marie Design’s e’change collection, consumers can define their own style with interchangeable pieces of handcrafted jewelry. Designer Kim Donaldson created a collection of drops, swags, and chains that can mix and match according to each person’s own vision. With a simple spring ring clasp, semi-precious stones such as Turquoise, Peridot, Amber and Pearls are linked together to create one of a kind necklaces. In many ways, you are getting three necklaces in one with the versatility that KimMarie Designs offer through the e’change collection.

Starting at a very affordable $17.50 wholesale for the drops and swags, the e’change collection is the perfect assortment of jewelry for stores looking to engage their customers. You could offer e’change as a great gift idea, bridesmaid idea, any dress occassion idea and more. With customers ranging from teenagers to mature women, e’change offers everyone something. Feeling like you want to dress your e’change necklace down for a night? Simply remove the swag with it’s easy clasp and now you have a great chain and drop. Or you could move the swag from the left to the right or centered. It truly is an ever-changing, always fun peice for any woman’s wardrobe!

In addition to KimMarie Design’s e’change collection, there are a variety of bracelets to shop. With bold stones and unique designs, KimMarie will leave you satasfied in your search for geat jewelry in a sea of so many to choose from. In addition, e’change introduces a whole new excuse for stores to throw a party! Perfect example? With Mother’s Day just around the corner, invite the mom’s in your neighborhood to make their own e’change necklaces over cocktails and chit chat! It doens’t get any better for ladies than that, does it?! And for dads who never know what to get, this is a sure winner!

To learn more about KimMarie Designs and how you can get these great designs in your stores today, please visit www.KimMarieDesigns.net. In addition, all wholesale and press inquiries can be directed to designer Kim Donaldson at 612.940.3809 or  kim@kimmariedesigns.net.

In The Spotlight – Featured Retailer and Wholesaler

Retail Minded is dedicated to linking retailers and wholesalers together! Check out this week’s featured online retailer, Milos Creations, and wholesaler, Swami Baby and Swami Wear.

 MILOS CREATIONS, www.miloscreations.com, is a unique online retailer that believes everyday is a day for dress up -  it doesn’t need to be Halloween to play make believe in Milos world! With their fun assortment of dress up clothes for boys, girls and adults, Milos Creations offers kids and adults the opportunity to engage in imaginative games by experiencing first hand the look of someone other than themselves. You can be a princess, astronaut, chef, cowgirl, or just about anything else you or your little one’s heart desires. In addition to a vast assortment of dress up clothes, there are fun accessories and toys that are a bit unexpected – such as lunchboxes, puzzles, baby slings, t-shirts and more. My favorite part of this site is that it truly promotes creative play for children that engages their imagination… And considering we live in a world surrounded by videogames and television, Milos Creations offers a wonderful alternative for good old fashioned children’s play! Learn more about Milos Creations by viewing their entire IN THE SPOTLIGHT, which includes an interview with their founder Cherly Vicory. http://retailminded.com/blog/?page_id=394

Our featured wholesaler is Swami Baby and Swami Wear. Founded in June 2007, Swami Baby Boutique provides a breathe of fresh air to those shopping for babies. Founder Katie Holley created Swami Baby with a very calming and peaceful message attached to it – which is that children provide kindness and wisdom and therefore the messages attached to Swami Baby should do the same. One of Holley’s first designs said “Just Breathe, Mom”. Currently this remains one of her best sellers, understandably so. After success in Swami Baby, Swami Wear was born, which offers adults, children and babies comfortable yoga inspired peices that include t-shirts, pants, and onsies. In addition, there is a “think green” line that supports the ever growing and always important green market in retail. To learn more, please view their complete profile at http://retailminded.com/blog/?page_id=168.

Business Ownerships – A Sneak Peak At Your Legal Options

When running a retail business – or any business – you need to wear a lot of hats. Among the first hats you will try on regards your business from a legal perspective. It’s up to you to determine which legal form of business your business is -  sole proprietorship, partnership, or corporation.

Sole proprietorship accounts for almost 70 percent of all businesses, while corporations tend to account for the greatest share of profits from business owners in the US. Each offer their own advantages and disadvantages as well as risks and rewards. It is up to you to determine which is best for your business. I suggest thoroughly researching your options before committing to anything since it takes both time and money to form any business .

Below is a snapshot of each business ownership option to help you decide what is best for your retail or wholesale business. Please note that the details below are not meant to inform you entirely on any three of your legal options but rather to offer you a quick peak at what you will need to consider.

Sole Proprietorship

• Single Owner
• Advantages – Ability to keep all profits, simple to form, and easy to terminate
• Disadvantages – Unlimited financial liability, lack of continuity, and limited capital

Partnership

• Ownership with two people
• Advantages – Easy formation, generally greater financial capacity than sole proprietorship, less red tape than corporations
• Disadvantages – Unlimited financial liability, opportunity to for interpersonal conflicts, more challenging to terminate than sole proprietorship

Corporation (Inc.)

• Many owners, numbers will vary
• Advantages - Limited financial liability, greater management opportunities since there are more people, greater opportunity for financial gain based on more people working, easy to transfer ownership
• Disadvantages – Costly to establish and terminate, tax disadvantages, legal restrictions, depersonalization

Make sure to evaluate each type of ownership in a larger scale to make the best decision for your business.

Retailers and wholesalers out there – what type of legal business are you? We’d love to hear so that others can learn from your experiences. Please share in the comment section. Thank you.

Introducing Featured Wholesaler – eco ike

In addition to recently launching our featured online store profile section, Retail Minded is excited to introduce to you our new featured product section!

Dedicated to linking independent  retailers and wholesale professionals together, Retail Minded will review products on a weekly basis and then share with our readers details on the product, the brand, the story behind the product, how you can purchase this product, and more. It is our hope that we will introduce wholesalers and retailers who may not otherwise know that each other exist. If you have a product you would like featured on Retail Minded, please email us at nicole@retailminded.com.

I am excited to introduce you this week’s featured wholesaler, eco ike. Founded in March 2008, eco ike supports a happy and healthy world for children. New mom Faith Mosser had just welcomed her first baby when she realized there was a miss in the marketplace for environmentally friendly while still cute childrens clothes and products. Shortly after, Mosser welcomed her second baby, eco ike. Based out of Pittsburgh, eco ike is an adorable assortment of onsies, t-shirts, totes and more for earth friendly families. Wholesale prices begin at $11 for onsies and t-shirts, offering a great mix for childrens boutiques, earth conscious stores, gift shops, online specialty stores, and more.

The presentation of eco ike doesn’t just stop at the product, though.Not only are their products made out of organic materials, but their packaging is “green”, as well. Each product is very simply labeled with a recycled tag that states a fact about our environment. For example, the tag I reviewed said “Did you know that it takes 1000 years for a plastic bag to decompose? Please recycle!”. In addition, care instructions are provided on the tag that offer environmentally savvy ways to wash the garment. In my particular case, the shirt I received said “Help the planet – wash cool – line dry!”. I was impressed by the touch and feel and style of the product, but the packaging sold me on this great product line! Even the ribbon they use for packaging is 100% biodegradable – how great is that? It really shows they are dedicated to the reason behind the brand.

Let’s hear from founder Mosser herself to learn more about eco ike, how you can carry eco ike in your store, and more.

When did you first begin your business? I began my business in March of 2008.

What inspired you to begin your business? After the birth of my son, I began work on my next baby: the launch of eco ike.  Always an environmentalist, my passion for the environment only strengthened as a new mother.  Armed with a mission to encourage people to go green {in the cutest way possible}, I founded eco ike as an environmentally-friendly children’s clothing and products line.

How do you currently market your services? I have a blog, newsletter, facebook page and I twitter.  I have also participated with several blogs in eco ike giveaways, and I have participated in celebrity “gifting”.  Some of the celebrity moms that have received eco ike onesies & tees are Brooke Shields, Naomi Watts, Jennifer Garner, Gwen Stefani, Heidi Klum and Tori Spelling.

Where is your product sold? I sell my product through my website, http://www.ecoike.com as well as other websites: MotherEarthandBaby.com, VannyBean.com, and several children’s boutiques including Oasis Child in Laguna Beach, Picket Fence in Pittsburgh, and Ona Boutique in Pittsburgh.

Who is your target market of consumers? Mom’s buying organic baby/toddler onesies or tees.  I’m also noticing that a lot of my customers are grandma’s and people buying newborn gifts.

Who is your target market of retail outlets? Green/organic boutiques and high end children boutiques.

Who do you consider if your direct product competition? There are many companies putting out organic onesies and tees… right now our design & style really differentiates us from the competition!

Why should customers want your product versus the competition that is out there? eco ike is a completely “green” company.  Our packaging & tags are made from 100% recycled paper, our tees are 100% organic cotton {a lot of green companies are not using organic cotton} and the inks we are using are water-based.  We mean it when we say that, “Green is our thing!”.

Where do you see your product / brand in 1 year? 5 years? I would like eco ike to be a national brand, found at high end outlets nationwide.  It is important to me and the brand that parents understand what they are putting on their children.

To learn more about eco ike, please visit www.ecoike.com. All press and wholesale inquiries can be directed to Faith Mosser at 412-901-4043 or faith@ecoike.com.

What’s In A Brand Name – And How Do You Build One?

Have you ever referred to something by a brand name rather than the actual product itself? For example, I often say I need a Kleenex when really what I need is a tissue. The brand name Kleenex, however, has such an impression in the tissue market that consumers often refer to the product as the brand itself. Another example are Uggs, which is a popular Australian boot company. I have heard people say they need to “put on their Uggs” when really they are just putting on their Ugg look a like boots from a brand most people do not recognize.

When preparing to distribute a product and bring it to the marketplace, one of the most challenging tasks can be to find a name that best represents what it is you are selling. Your goal should be to find a name that will rest comfortably with consumers so that it is not too difficult to remember and ideally catchy enough to never forget. The brand name you ultimately choose will be impacted by your marketing tactics, logo, and any messages you attach to it – and this isn’t even including the product itself that it represents. Loyalty to brands can often be more powerful than product performance or style, so make sure to that you consider this aspect, as well, when thinking about what you should name your product to best position it as a brand. Just think about Nike and Adidas. Consumer research may show that Nike has a better performing soccer shoe, but if you have worn Adidas all your life, you may buy Adidas even if research shows Nike performs better.

Once you have a few brand names you would like to consider for your product, talk to people to find out what they think about it before you bring it to the marketplace. Ask yourself and ask others the following questions:

1. Is the name easy to say? You don’t want anything that twists your tongue or can’t be easily pronounced.

2. Is the name too long? Many of my clients have four words in their brand name alone. I reccomend one or two words with a third word only if you feel necessary. Even then I suggest that the third word is used to describe the product, such as jewelry or yoga. For example, Swami Baby Yoga. The word “yoga” identifies the product type that Swami Baby represents.

3. Will it offend anyone? In January 2008, Beaners Coffee changed their name to Biggby Coffee. Based in Michigan and with over 77 franchises, Beaners Coffee had no idea that when they choose their name that the word beaners was considered offensive to Hispanic customers. After receiving a lot of hype about it, they officially changed their name. This was a costly change, so take the time in advance to do your homework.

4. Is the name available to use? Each state has registered businesses, so make sure you take a look to see if anyone else is using the name you want to use. I would also consider looking at this from a national scale in case you want to distribute your brand on a larger scale and even internationally depending on your growth plans. Look up your local and national Trade Mark Registers to get started with this search.

5. Is there a web domain name available to match this brand name? While it does not have to an exact match, it should be complimentary to the brand name so that consumers can easliy find you online.

Let these 5 questions helps jumpstart your brand name search and remember to consider all other details specific to your industry, competition, and product / service needs.

Ways To Market Your Independent Retail Business

Unlike sales, marketing can’t be measured quantitatively. Because of this, independent retail and wholesale business owners often ignore the impact marketing can have on their businesses. The reality is, however, that customers won’t buy from you, not to mention even know you exist, unless you successfully market yourself. In today’s world, this takes more than just attending local of Chamber of Commerce meetings and telling friends to tell their friends about your store or product. It takes time. It takes strategy. It takes effort.

Below is a list of some ways to consider marketing your business. Make sure to evaluate how each of these marketing steps will benefit your individual business, but be careful not to overlook any simply because you are unfamiliar with it or find it easier to do something else. To be successful at marketing you will sometimes need to step out of your comfort zone. In addition, make sure to find a balance of marketing strategies in an effort to find the right marketing mix for your business.

Advertising – If you have the finances to pay for exposure of your store or product, then advertising should be considered as part of your marketing mix. Consider where you advertise, though, and who the audience is that will most likely see your ad. Make sure it’s the same audience that may want to shop your store or buy your product.

Website – If you don’t have one, get one. Plain and simple, having an online presence is essential in marketing your services. Customers today use the internet to research their purchases as well as plan their shopping destinations. Even if you don’t plan to sell online, you should still have a website that outlines what your business offers. Consider including photos, testimonials, directions, how to purchase details, press details, and any other information that may be relevant.

Trade Shows – Either as an attendee or an exhibitor, trade shows are a great way to market your business. They provide insight regarding both customers and competition, as well as offer a great excuse to make friends in your industry since they are very interactive. The cost of trade shows will vary so make sure to research all your options and determine which shows are best for you business.  The largest retail based trade show is MAGIC, which takes place in Las Vegas twice a year and offers apparel, footwear, and accessories for men and women. You can also attend regional trade shows, as well it is a good idea to attend both national and regional shows if possible.

Internet Media – Gaining customers through an online presence is more influential than ever before. Sites such as Twitter, Facebook, My Space, and Linked In are great online spots to gain awareness for your business. You need to understand each of these sites in order for them to work for you, though, so take the time to research how each of them can impact your specific business. Some involve more time than others, such as Twitter which is very interactive, while others, such as Linked In, can be effective by simply having a profile created. That said, updating each of these sites with news about your business, such as sales or newly arrived product, is the only way to continually create a buzz about your business. I often suggest to my clients that interns or part time associates can help dedicate time to these sites if they don’t want to – this is better than being dismissed entirely. If you use the these sites effectively will increase your website presence and ultimately your sales.

To help get you started, below is a link to PC Mag’s website that outlines how Twitter works for beginners. I personally use Twitter and find that this gives me the most professional return of any of the internet media sites, however each business and each site will work differently for everyone.

http://www.pcmag.com/article2/0,2817,2341095,00.asp

Blogs - Whether you have a blog or comment on blogs, make sure to be a part of blogs! Blogging is quickly becoming one of the top ways for businesses to showcase their value. It takes time to dedicate yourself to building a blog that readers will want to read again and again, so before you dive into this make sure it’s right for you. If blogging isn’t your thing, consider commenting on other people’s blogs.  When commenting on blogs, make sure to reference your business, which will ultimately link people back to your site.

Networking – Whether you live in an urban city or a suburban neighborhood or a small town, networking is key to putting your business on your local map. Make sure you are a part of your local Chamber of Commerce as well as other networking groups. There are groups for small business owners, women business owners, specific to your trade, and more. Research what is available in your area and get involved. Once you are a part of the group, let your voice be heard and participate. Don’t just show up for the meetings but actually be a part of the meetings and events. This is how people will respond to you and ultimately your business.

There are many ways to market small businesses, however these are some basic and easy to obtain strategies that can help launch your business to make a name for itself. If you have other ideas that have been successful for you, we’ love to hear from you! Please consider leaving a comment on our blog. Thank you!

Is Your Copywriting Hurting You or Helping You?

Copywriting can be a tricky thing. Some of you may not think twice about it while others of you probably dread having to do it. And yet some of you may have hired a pro to take the stress off your plate and let someone else handle the copy details. Whether you run a store, an online boutique, or are a designer communicating to retailers and the press, it’s important that your copywriting communicates who you are, what you do, and why people need your products or need to shop at your boutique.

Often overlooked, copywriting needs to be put at the top of your to-do list! The words you choose to use to sell your product, service, or business can literally make or break a sale. Take the time to make the words you choose count by getting your customers or potential customers excited and engaged rather than bored and checked out. Great copywriting can sell something that no one really needs, while lousy copywriting can steer a customer away from something they may want. A few things you should consider include:

1. Be concise and clear in your copywriting. Avoid unnecessary details but make sure not to leave important details out. For example, don’t forget to include the materials that a garment is made out of on your website or necessary care instructions for jewelry. Be precise about this, though. No need to write these details out in a paragraph.

2. Be creative with your choice of words but don’t confuse your reader. Example, if you are trying to explain a plain cotton t-shirt, rather than say “as soft as a cushion” you could say “as cozy as your bedsheets”. Bedsheets and t-shirts make a better comparison since both are flat and are traditionally thought of as cozy and comfortable. A cushion, on the other hand,  doesn’t give a great visual image for your reader to image the t-shirt as.

3. Don’t be scared to hire a pro. If you aren’t a talented writer, consider investing in someone who is. Rather than just putting the words down to get the copy done, do it right by having someone who can entice your reader and keep them engaged through their copywriting. This doesn’t need to break your bank. You can find talented copywriters at reasonable prices.

4. Tell your customers a bit about who you are. A personal connection is always nice, but make sure you stay focused on the business side of who you are – not who you are on Friday nights out with your friends! Are you a designer? If so, tell them about yourself, but leave out where you went to high school, your favorite band, and why you love Grey’s Anatomy. Instead, tell them what inspired you to design, how you stay inspired, why you love what you do, and anything else that pertains to the designs you offer. Are you a boutique? Tell your customers about the pleasure you take in shopping for your store! Let them know you are always on your mind and that you welcome feedback.

5. Check your grammar and spelling! Yes, I know, no one is perfect. But a lower cased “i” when it should be capitalized? I see simple mistakes like this all the time and it is discouraging as a customer to want to shop somewhere that doesn’t even take the time to review their own copy. Proofread! Better yet, have someone else proofread your work so that they catch the mistakes you may not realize are mistakes. Plus, this provides you with feedback on how your copy is delivered.

Whether you are developing a postcard, working on your website copy, or need to communicate to your customers in a letter, make your copywriting work for you rather than hurt you. Take the time to make it count and if writing isn’t your thing, find someone to do it that is. It will make a difference!

These are just a few points to get you started in your copy considerations. I’d love to hear from you regarding what you think, as well! Share with us a comment and let’s see what other great ideas are out there to help retailers and wholesalers in their copywriting plans.

Do Designers Need “Look Books”?

Often my designer and artist clients ask me if they need to invest in developing a “Look Book” as they prepare to communicate with retailers. There is not a flat answer I can give to them in regards to this since the advice I share with them is specific to their individual product assortment, retail target market, and budget.  That said, I have outlined details about Look Books and their value to wholesalers so that if you are considering to create a one, you can also consider the points below.

What Is a Look Book

To begin, a Look Book is a book that is similar to a portfolio, however it represents a product line rather than providing visual samples of one’s work history. Look Books are used as visual aides in replace of the product, however they are often presented to buyers with the product, as well. The purpose of a Look Book is to provide a “story”, “feeling”, or “inspiration overview” of the product assortment through photographs of the product you want to sell.  Some have lifestyle photos and can be very graphic while others use fashion models to showcase their product and yet others are sleek and simple with no models at all. The creative flexibility of how to show your product in photos can be very appealing to designers.

Look Books are often professionally bound with glossy photos and little or no words included in them while others are presented in three ring binders with plastic portfolio cover sheets. The presentation will vary in design, however the content will always be primarily photos.The details of the product are sometimes included, but more often than not these details are outlined in the Buyer’s Packet instead.

Who Needs a Look Book

While there is no clear answer to this question, it is common for higher priced products, luxury goods, and one of a kind items to be showcased in a Look Book. Not meant for largely mass produced goods and inexpensive items, a Look Book is meant to showcase products that need a bit of a push to sell. If you are a jewelry designer who offers one of a kind pieces, a Look Book offers a great outlet to showcase some of the best work you have done. Meanwhile, if you offer customized art or designer handbags, a Look Book can provide you with a creative way to tell your product story. There is more flexibility in the creation of your Look Book versus a line sheet or other contents of a Buyer’s Packet, therefore as a designer you may have more fun with this presentation.

Many new wholesalers in the marketplace include Look Books to help push their product. Since competition is tough, it can often be more tough for new designers/artists/wholesalers to position themselves in their respective marketplace. Using a Look Book will certainly add to your pitch, offering a great outlet to tell your story since you will not always have the opportunity to do this face to face.

Presentation of a Look Book

The presentation of a Look Book is ultimately the decision on the designer, however it should be clearly understood that this presentation is also a reflection of the designer/artist/wholesaler themselves. That said, I always suggest presenting Look Books in a polished and professional presentation if you are going to take the time to create one.  I realize as small business owners it can tempting to cut corners everywhere you can, but I suggest leaving the three ring binders at home, as this reflects a college student’s project versus a professional presentation. Instead, considering simple and inexpensive binding techniques such as book stapling, coils, and book binding will offer you a professional presentation on a budget.

Final Thought

A Look Book can offer a sneak peak to your collection, as well as it can tell a story about your product assortment. Whatever the purpose is that you feel a Look Book can contribute to your line, remember that a complete Buyer’s Packet is more beneficial to you as a wholesaler. A Buyer’s Packet should include a line sheet with photos, pricing, designer/artist overview, introductory letter, and order form. These essential pieces, if done correctly and presented well, can sell your product or at least get you a conversation with potential buyers. Be realistic with yourself as to whether or not you really need a Look Book or if the fancy image of it is selling you on the idea of producing one yourself.

A final thought – Budgets are tight in all aspects of retail these days, so linking potentail buyers to your website with an “Online Look Book” may be something for you to consider instead, therefore saving you costs yet also offering retailers a larger view of what you have to offer outside of what your Buyer’s Packet represents.  Another option is to include a disk in the Buyer’s Packet that offers a digital Look Book. Both of these options can save you expenses while also providing an extra something to your retail accounts and potentail retail accounts.

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