Another Good Idea: The Stunner

How to impress a prospective retail customer...

By Tina Wojtkielo Snyder

If you are a designer or jewelry maker who is selling your wares solo, it can be hard to break the ice with potential retailers. Richard Kasdin, a jewelry sales professional with more than 25 years of experience in the industry, offered some excellent advice during a “Designer Biz Talk” webinar hosted by Cindy Edelstein of the Jeweler’s Resource Bureau in August. Kasdin, who reps for renowned designers Alex Sepkus and Sarah Graham, says visiting potential retail stores and galleries in person is far more effective than cold calling—but you need a strategy before you walk through the door.

“My brother gave me the best advice when it comes to approaching a retail store for the first time,” he says. “At the time we were selling three-stone rings and had very important rubies, emeralds, and sapphires. Instead of just walking into the store and handing them my business card, I would quic...