How to transform your crafts business into a luxury handmade brand

 

Have you noticed that most luxury brands have a lot in common with the handmade industry? They produce and sell beautiful and often unique products, they definitely have part (if not all) of their product made by the hands of an artisan, they pay extra attention to the customer’s experience, the quality of the product is perfect, the product has a high value, they put a lot of passion into defining, creating, and perfecting their product...the list goes on. So… since you already have these things for your handmade brand and business, what is really stopping you from becoming a luxury artisan? How can you transform your crafts business into a successful luxury handmade brand? Here’s our take….

“Luxury is in each detail”

… We couldn't agree more with Hubert de Givenchy. From the first thought about your luxury handmade product, you need to focus on its quality and how to make it the perfect product for your clients. Use only premium materials, enhance your production flow, spend time researching and testing your product so that it becomes perfect in all its aspects. It will create confidence in your brand, will improve retention and will establish your brand in the luxury niche. Remember that a luxury product is rare and it takes time to build it. Take your time to make it perfect. 

Create a tailor-made client experience

Be it online or in store, the customer experience needs to be premium and every client should want to relive that feeling. Personal service has to be at its best and each and every luxury client has to feel a genuine connection with your product. The decision to buy a luxury product is most of the time an emotional one, and clients have to have the feeling of being part of something more when purchasing such goods. It will not only make your clients purchase your products but it will definitely create a lasting impression and strengthen the brand loyalty. The experience does not end here. After purchasing a luxury good, the after sale should be just as good, if not better, than the pre-purchase, to reinforce the commitment to your clients.

Tell your story

We all love to hear a good story, and when it comes to their favorite brands, people passionate about luxury goods are happy to hear the story of the brand. The emotional impact of a handmade business story and its history is far more intense than a regular brand. And when the brand owner tells it, it makes clients relate to it, humanizes the brand and adds even more value. Be genuine and proud about your story and tell it as much as possible. 

Build a flawless brand strategy

Your brand needs to be unique in your market. Keep it simple, with style, and stay away from copying the image of another brand. Make sure your products carry your signature brand with them. Invest in high quality, beautiful custom packaging. Add style to your logo and brand image. Create partnerships with brands and figures that match your brand in value and style. Pay attention to the words: the subtext is part of the luxury experience and the difference between a customer and a luxury client. Use all the means that suit you and put the word out about your brand. Do not forget about social media - your image there needs to be just as perfect, and make sure you constantly post quality materials there as well. 

Price accordingly

Do not be afraid to get into this competitive niche with a premium price for your handmade goods. Price a luxury handmade product according to quality and value. Account for the materials you use and the time you invest in it for all its aspects from concept to advertising, packing, shipping and post sale. Make sure you evaluate its real value and the value it brings to your clients. Never offer a luxury handmade product at a discounted price - it will induce the feeling that you do not believe in its value or that it is not perfect or not wanted on the market. Do not get greedy, just properly place your products into the right market, with a fair premium price.

Remember the planet

As much as possible, try to think about our planet. It is not only a trendy subject nowadays - it is a way of living and doing business. Make sure you do not waste, try to recycle, use organic high quality materials, be responsible in your choices for products and bring this aspect in when telling your story. Creating an eco-conscious line can be an idea that will help your luxury brand. 

Embrace change and technology

Always research your products and anticipate your clients’ needs and changes in trends. While staying constant in terms of perfect quality and exquisite customer experience is a no brainer in the luxury industry, adapting to the new is a must. Keep your line for the classic products and make sure to integrate newcomers. As strange as the association of handmade and technology might appear, technology proved its huge advantages and it is rapidly adopted in most industries; and handmade and luxury are no exceptions. Make sure your online shop matches the style and experience of your store; get creative about ways to improve your clients experience both online and offline with the help of new technology trends. Technology helps you with research, data analysis and productivity improvements. Use new tools and apps, try new software programs and use them to improve your business and establish your luxury handmade brand. 

This article is provided by Vendio Handmade, a multi-channel solution designed to help crafters, makers and artists grow their business. With this fully-featured tool, handmade entrepreneurs will list faster, save money and sell more.

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About the author

Silvia Popa is Product Manager at Vendio Handmade