from WholesaleCrafts.com
Kelly C. Torres
Saint Rose, LA
Kelly Colleen Jewelry was started with all the love and passion of a brand new mother. Kelly walked
out of the financial world and into a creative one after her first child was born. Kelly took her creations to local art galleries and gift stores on the streets of Greater New Orleans, along with her new baby girl, Isabella. That first year, Kelly was proud to have 5 regular accounts. 6 years later, over 300 galleries/shops have purchased some of Kelly Colleen’s original jewelry designs. It was during that first crucial year, that Kelly realized she had to have a consistently desirable item that would drive her business. It is the Stylish Stretch Ring. Women loved them. Retailers loved them. And they always wanted more! Kelly now focuses on the marketability of her rings by offering a variety of styles.
Kelly is self-taught, relying on her own ingenuity to design beautiful pieces. Kelly’s professional background encompasses marketing, sales management and high-end sales. But her most precious resource is her clientele. Being a true Libra, she’s able to balance the creative world along with the business world and motherhood.
Describe your work.
Original beaded jewelry designs that you are going to want to wear all the time. Just like New Orleans, the city I was born and raised in, my jewelry has a unique old world quality with a contemporary edge. I’m an old soul who loves new music. And I just can’t get enough color! I make something in pink and then I have to know what it would look like in blue, then purple. It goes on and on. I have to force myself to stop sometimes. I absolutely LOVE color. And everyone has a different “favorite” color. So I’m compelled to try them all!
How did you get started in the crafts business?
I wanted to work from home so I could stay at home with my new baby. I couldn’t bear the thought of someone else delighting in her first word, first step etc. I wanted to witness it all. So I took my hobby and developed it into a jewelry line. Then the real work began…..
How long have you been wholesaling?
Since 2000.
What percentage of your business is Wholesale? Retail? Commission, etc.?
100% wholesale. I can’t concentrate on both wholesale and retail. So I chose one, and I do it to the best of my ability.
What are your top 3 marketing methods for reaching new buyers?
1. Wholesalecrafts.com, Buyer’s Guide & Niche. I categorize these as one item, because they all work as one to attract my target market: the Arts driven galleries & unique gift destinations. 2. I currently have several sales reps throughout the country that either have permanent showrooms or travel to major market shows. 3. Referrals. I get an unbelievable amount of referral business. So many people just love my rings and share the news with anyone who will listen!
How has Wholesalecrafts.com helped your business?
Are you kidding? Wholesalecrafts.com has gotten my name and my craft out to a national audience. Wholesalecrafts.com has helped me establish who my target market is and how best to reach them. They’ve done all the ground work for me. I can spend most of my time focused on designing and order fulfillment. Also, I find the Discussion Board is a lifeline to other women (and a handful of men) that are also in the same boat as me. All my friends and family have regular 9-5 jobs, they can’t relate. But there is always someone on the Discussion Board that can help you along.
What advice do you have for new craft artists?
3 things: 1. Call. Never underestimate the power of a phone call. It is your duty to call on your clients and let them know what you have to offer. You are making things to sell, not sit on a shelf. Retailers don’t always have the time to call and reorder. Help them along. They will appreciate it. 2. Listen. When you do call, listen to what they have to say. Is your item selling? Why or why not? What can be done to improve upon the sell-ability of your item? What do they like? What don’t they like? When is slow season? Your retailers have the information you need. They are your direct line to the end-buyer. If you want to sell your products, you have to know what the end-buyers are thinking about your product. 3. Learn. Put what you have learned into effect. Combine your own creative point of view with that of the collective voice of your retailers. Let it guide you to your next endeavor.
What advice do you have for new craft galleries?
Be true to yourself and you will never be disappointed.