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19
Dec

Global Crafts 4th from las EMail Exchange

   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 December 2017

Global Crafts sales of Artcamp’s jewelry dropped 35% in 2017. Global Crafts disclaims any responsibility for this dramatic loss of income and market share for these artisans.

Renice Jones (Global Crafts) What possible motivation could we have for not selling as much of their product as possible?
Martin Rizzi: 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 brutally direct with my assessment of their lack of a marketing and branding campaign for Artcamp as a cooperative, and Artcamp’s jewelry and reading that must have stung Renice. I’m sorry I wasnt thinking of your feelings. I was thinking that you should be marketing the jewelry of these women, not cutting back your orders. I have to consider that the questions I ask about why Global Crafts has not promoted Artcamp’s jewelry are valid. 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 tell me? instead of dissimulating. But they’re not promoting..
I am asking her to take responsibility for the fact that Global Crafts has sold more than a million dollars worth of artcamp jewlery since 2010, (no typo!) yet Renice seems unwilling to promote their lines at all.
She doesnt invest in them. She doesnt talk to them. She doesn’t support them in any way. And now she has her eye on some cheapo chinese jewelry calling itself “indian jewelry” to make money in the future.
To me, it seems that Renice, after having made a half a million dollars profit off of these artisans, thinks it is just fine to ignore their needs as human beings and their minimum material requirements to keep their 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 didnt bother her in the slightest until seven years later when she broke her agreement with them regarding minimum orders of 5000$usd/month which had been in force for two years previously.

I swear to the essential truth of what I am saying here.

 

Jewelry that is made as part of a social-enterprise effort;
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of real benefit to artisan producer group
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