Communicating the Right Message

FINDING THE RIGHT HOME FOR OUR STERLING SILVER CHAINS



I wanted to buy a safe to house our sterling silver chains. We have a lot of finished chains that we keep in 16" and 18" lengths [link for figure 8 or satellite]. And we wanted to move the chains away and create more room for our sterling silver findings. On the recommendation of the building management, I drove out to see a company selling and delivering large safes. I want to share this story with you because it punctuates my thoughts on proper marketing message.

I spoke to a man named Gabe. He gave me the directions and I was to drive 40 minutes to Scarborough to see a man named Phil. I know lot about sterling silver chains, nothing about safes, and even less about Scarborough. I wasn't impressed driving past a temporary garbage transfer dumpsite they've put on a beautiful park. So, this wasn't starting off very well. I get to the bottom of the bridge over railroad tracks and turn off to a seedy industrial road. It's been raining and the potholes are shiny with muddy water. I take note of the peeling paint on all of the little squat cement and sheet metal buildings and I'm rethinking why I need a discount on the safe. I'm looking for number 61 and I can't find it. I see 57 and 63, with a building in between. There is a truck that reads Scarborough Waste Disposal. The windows of the building are all boarded up. I hear a guard dog barking and I wonder if it is a German shepherd or a Doberman. I can't outrun either one and I still can't find any sign of the company name anywhere. I call the owner again. He insists that I am at the right place and I need to walk down a lane and find the side door. Remembering that I am a mother of 2 and all of the lessons I've learned from the CSI television show, I call my own office to leave a message of my whereabouts, and to leave a trail of evidence wherever I can. I walk down the lane, under barbed wire, and approach a pile of old lumber and broken locks. A man with tattoos up to his ears opens the door. I ask for Phil, and without a word, he thumbs the door behind him. I pass the rusty door and enter a room full of debris and old lumber. There was not a safe in sight. I am as far away from my world of sterling silver chains as possible at this moment. A very large man with a buzz cut approaches. He looks more like a Bud than a Phil, but I'm too nervous to think about it quickly utter my name and who sent me, all the while trying not to stutter or seem nervous. The Doberman is in the back of my mind, or is it a German shepherd. "What size are you looking for?" He asked as he walked past me without any formalities. I reply "Big,....like my height." He turned around and, with a straight face, said "you're not very big." I laughed and admitted out loud that he was the wrong person to say that to. At that time, another tattooed and baldly shaven man walks by. I see more broken lumber on the floor and not a decent safe in sight. I am now seriously wondering if I've made a horrible mistake that will cost me more than just lost time. It felt like a room from Silence of the Lambs, only with more hardware, and all I wanted was a cheap safe for our sterling silver chains.

I am writing this in the safety of home, so the story ends nicely. The guys turn out to be very nice, though I must have been as foreign to them as they were to me. However, the situation did not leave me feeling confident, even though we will likely buy a safe from him since he furnishes most of the safes of high security neighbours of our building. I am certain that I would have a lot more after sale satisfaction and confidence, and was willing to pay a lot more, if they had made a bigger effort on the marketing message. A proper showroom, fewer tattoos, more working models, proper lighting, and less refuse would have gone a long way. However, the guys are good people and this was perhaps totally oblivious to them.

You should always know who your customers are, what they want to know about the product and service you provide, what is of value to them, and what would signal to them that you're going to stand behind your product. From that, you can create the proper marketing message.

All of this said, I am sure I am not communicating the high quality and great designs of our sterling silver chains properly. Perhaps we are as incongruent to you as the tattooed big boys selling safes were to me. I'm thinking I should tell them what I think. You should certainly tell me what you think.

To Look through some of our great selection on Sterling silver chains, click here!

Jewelry Parent Concerned about Sexual Predators 2

Parents should teach their children to be alert of dangers without robbing them of their childhood and happiness. Aside from letting my kids sketch alongside me when I am designing sterling silver components, I make an effort to engage them in conversations about being careful when I am not there with them.

Continued from Jewelry Parent Concerned about Sexual Predators 1 here are some more tips and advice from a parenting coach:

Help define who is a stranger, who is family, who is within the circle of friends. Parents should spell out who is included in the circle of family, and then who is considered a family friend, and so on. Rules of engagement should be clearly defined, age appropriately, for the child. This way, the child will easily be able to identify who is a stranger, and know not to accept candies or go home with them. I have no problems telling our children if a sterling silver component is a clasp or a piece of chain. My four year old knows what to do when she sees something that looks like a clasp. Teaching them how to classify is important in everything we do. It is a basic tool, and in this case, an important one for survival.

Don't force your children to be affectionate to everyone. We all want our children to be polite to strangers and, especially, our friends. We want them to show affection to, even asking them to kiss, our friends and acquaintances, many of whom our children have just met. There are sometimes social expectations that polite children should do this. Parents sometimes get upset when they child is too shy to show such social graces. However, this tells a child that being affectionate to strangers is politeness and expected of them. Parents certainly don't want their child to be affectionate to strangers in the park. So, it is much better not to force a child to kiss, and instead to teach them how to say hello politely, or not say anything at all to a stranger in the park.

I have a few other personal beliefs along the same line:

Live in the safest neighbourhood you can possibly afford. My husband wanted to live in a more socio-economically mixed neighbourhood. He felt that our children should not be sheltered in a safe and affluent neighbourhood, not appreciating how other less fortunate people live. There have been many cases of abductions and murders by transient and criminal neighbours. My husband is an ideologue, but naive. I vetoed it reflexively. He has since changed his mind also. Designing sterling silver components is not financially very rewarding. If I have to, I'd make more jewellery and sales to live in a safer environment for my children. You can't control your neighbours, but you can choose where you live, and by doing so, you have already reduced the risks significantly.

Monitor play date environments. Play dates are great, but only if the environment is safe. Take it slow, have a few meals or outings with the other parents. Try to covertly find out what kind of environment they will provide your child, and what could happen when you are not present, and whether or not it is acceptable to you. Don't make it like a job interview or interrogation, but close. I know many parents raise an eyebrow when they hear that I design sterling silver components for a living. Stability is on their minds, too.

Put contact information with your child when the child is going out. I usually write a note "If I am separated from my parents, please call: ...." with all of the contact information. I do this even if I am going out with them, in case we become separated in a crowd. I also made a necklace with sterling silver components that could encase a little note in the locket. I made it unique and a bit interesting figuring that if a policeman found her, they were certain to ask her about the necklace or check it out.

Teach your child her full name and the parents' names as early as possible. At age two we taught our child to recite and spell out her full name and our first names, with the hope that in case she gets lost, and does not have our contact information on her, she could tell the authorities who she is and our names for easy contact. My older daughter liked pretty jewellery from an early age. I taught her to say Stones and Findings. It was not necessary, and a bit silly, but anything helps.

Be present. One of my friends was molested repeatedly by a sport instructor after sessions. You also hear about horrors of hockey coaches. If it is a private session, be present, or in the next room, and preferably with access to video monitoring. Be present, bring your sterling silver components and work on some designs to past the time, and insist on no alone time after sessions. If you cannot pick them up, ask a parent you can trust to help drop your child off. It is sick, but you do hear often paedophiles drawn to working with children for easier access. Minimize this access. Let the instructors know that you are involved and take an active interest in your child's safety.

To go back and read the first half of this article, Jewelry Parent Concerned about Sexual Predators 1 you can click here.

Sterling Silver Chains - how to oxidize and relieve

Sterling silver chains are quite versatile, and unlike plated brass chains, they can be oxidized and brushed without worry about the plating coming off. Oxidized chains, once relieved through brushing, can provide a rich feel, with depth.

The easiest way to oxidize, or blacken, sterling silver chain is by using a silver blackener. Jax makes one for about $20. Some of the tools you'll need are: 2 plastic dishes, plastic fork or disposable chopsticks or brush, some rubber gloves, plenty of paper towel.

Pour water into one of the dishes, and set aside in the sink. Have this dish of water ready for rinsing. If you are blackening more than 1 sterling silver chain, tie them together by looping a wire through the locks. Put the sterling silver chains into the other plastic dish. Pour silver blackener into dish with the sterling silver chains slowly to avoid splashing. Pour just enough to cover the metal entirely. Swish around until the silver becomes entirely black. Use the plastic utensil to scoop the sterling silver chain and drop into the dish of water. Turn on the tap and let water run through for a while, rinsing out the chains. Use rubber gloves at all times. Drain and pat dry with paper towel.

To brush the oxidized sterling silver chain, put the bundle on the side of a board, and use long strokes to brush using steel wool. Flip over and brush the other side, until the lightness is even.

For a great selection of Sterling Silver Chains available at Stones and Findings please click here.