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19
Dec

Global Crafts 4th-from-last GMail Exchange about MARKETING

   Posted by: admin   in

A faithful account of correspondence between Renice Jones of Global Crafts
and Martin Rizzi, a friend of the craftswomen of Tecalpulco and Taxco El Viejo.

 

18 October 2017 Renice Jones (Global Crafts) “What possible motivation could we have for not selling as much of their product as possible?”
Martin Rizzi REPLY: I can only speculate as to why, but only you know the answer this question.
1. A business rule of thumb is to spend 10% of sales of a product line on promotion.
In the fashion industry it is more like 20%, however, apparently you prefer not  making any investment in promoting the group or their product, whatsoever.
2. If you paid 5 usd$ for this banner art, you paid way TOO much. Those women pictured are from the ealry 2000’s, how do you know they are still alive? Do you think mis-spelling ‘artesanas’ is cute? This banner is graphically very weak. Is this your idea of promoting this great craftswomens’ group?
Fair Trade Jewlery
3. By not promoting their jewelry you communicate to your customers that their jewelry is NOT important to you, that it is “out of fashion” I can’t believe you don’t know what you are doing. If you want to sell ANY fashion product, then you have to promote it.

4. When we talked in March you said that their jewelry was made of ‘resin’. I corrected you and told you that it is natural stone ($1300 pesos a kilo). If you think their jewelry is made of resin, your customers probably think their jewelry is made of resin too. So, why don’t you correct this and give your customers a reason to prefer Artcamp’s jewlery over the cheap imitations? Is it because you don’t want to sell it?

5. These women give you fine handcrafted earwires instead of cheapo chinese fishhooks which are not only unsanitary, they are imported illegally into Mexico. Why haven’t you promoted the Artcamp earwires to your customers? Don’t you think they would rather have something quality in their ears instead of the same-old crappy chinese fishhook wires?

I think you made a decision to back down your commitment to them without letting them know what you were doing. If you really wanted to sell their jewelry you would not be jive-talking like this, you would want to discuss how to get sales going. MAYBE you thought that you already made a bundle off of them, and now it’s time to hit the exits?

I may have missed something. So where, and in what way, have you promoted the Artcamp group and their extraordinary handcrafted jewelry? I will be glad to look at that.

Global Crafts reply: None.

Ok After reading that I have to admit that I was very brutally direct with my assessment of their LACKof a marketing and branding campaign for Artcamp as a cooperative and Artcamp’s jewelry. Reading my critique of Global Crafts nonexistent marketing and branding, Renice must have been pained. I’m sorry I was not thinking of her feelings. I was thinking that she should be out marketing the jewelry of these women, not cutting back orders. I have to consider that the questions I ask about WHY Global Crafts has not promoted Artcamp’s jewelry are valid questions. They should be spending a percentage of sales on promoting the line, however they invest NOTHING in them, only take profit from them. I do NOT see evidence of Global Crafts promoting either the cooperative or their product line. If they are promoting Artcamp, why not just show me her Pinterest and Instagram ads ? instead of dissimulating. Global Crafts is not promoting. That’s why they don’t sell Artcamp¿s product. They are promoting some other products. I am asking Renice Jones to take responsibility for the fact that Global Crafts has sold more than a million dollars worth of artcamp jewelry since 2010, (no typo!) yet Renice seems unwilling to work with them at all, she is dropping them like a hot potatoe, telling them “sink-or-swim girls, now you’re on your own”. Without even saying to them: “thanks a lot”. Global Crafts does not  invest in them. She does not talk to them. She does not support their efforts to better themselves and their community in any way. And now she has her eye on some cheap-o chinese jewelry calling itself “indian jewelry” to make money into the futureand all kinds of junky easy-to-make assemblies righ people pass off at fashion and sell for high dollar as fair trade jewelry. To me, it seems that Global Crafts, after having made a half-a-million-dollars profit off of these artisans, thinks it is just fine to ignore their basic requirements as human beings and their minimum material requirements to even keep their idealistic cooperative together. Sure, I intervened, because Renice seemed to me to be taking too much advantage of these simple people with relatively little business experience. After all, I introduced this group to her in 2010. And I didn’t bother her in the slightest until seven years later, until she broke her agreement with them regarding minimum orders of 5000$usd/month which had been in force for several years previously.

I swear to the essential truth of what I am saying here. Any time Kevin or Renice ever want to speak with me about it, we can do so decently without any problem.

 

 THIS IS ME WITH MY MENTOR THE GREAT WRITER I.M. ALTAMIRANO.

Jewelry that is made as part of a social-enterprise effort;
<<<<< SUBSCRIBE NOW
of real benefit to artisan producer group
and community
.

This is Fair Trade Jewelry.

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