I have a fondness for shiny rocks and Victorian cabinets of curiosity. Theresa of Mineralogy puts all of that together into her amazing jewelry. Her work is not only well-branded but beautifully photographed. She’s also really good at marketing because her jewelry has appeared on The Today Show! Theresa sat down to answer some questions about her marketing strategies and path to success. I know you’re going to love it! Happy reading!
Please tell us a little bit about yourself and your business.
My name is Theresa Cowan and I create limited edition and one-of-a-kind jewelry focusing on raw and natural minerals. Over time, I have come to incorporate the use of vintage materials, animal teeth, and faceted stones using traditional metalsmithing techniques as my means of construction.
In 2010, I received my BFA from the School of the Art Institute of Chicago with my main focus in drawing, fashion illustration, and textiles. In my senior year of college, I was in an accessories class and one of my projects on a whim was designing a small collection of jewelry. A professor saw my jewelry and asked to carry it in her boutique where she was selling her clothing line. Although those beginning steps making jewelry were important, I didn’t really come into my true medium until I was sitting through a lecture on minerals in my earth science class. That particular lesson really struck a chord with me and I sort of gravitated like a magpie to the sparkling mineral samples my professor brought in. He sent me in the right direction to buy my raw minerals and from that point, Mineralogy was conceptualized. It only seemed fitting that the definition of the study of minerals should be the name of the collection, since that was precisely what I was doing.
Faceted Chrysoprase and Textured Cuff
You have such a consistent photography style for your shop. How did you hit on your ‘look’?
I do all of my own photography for my product shots and also for my look books. I use a Canon DSLR with a 24/70 2.8 lens. My dream is to own a 35mm 1.4 lens…someday soon I hope! My set up is sort of silly, but once you find what works for your medium, use it and use it well! My studio has east facing windows with great windowsills with too many coats of off-white paint. This is the charm of vintage buildings in Chicago! I do all of my product shots right there on the sill. Then I use Adobe Photoshop to add my signature antique hue. Sometimes for my blog and Instagram photos, I like to photograph on scuffed up wooden floors. My goal with my photographs is for people to visually link it with my work so there is always a point of recognition, even if my jewelry styles change.
To date, what has been your biggest fist-pump moment?
My biggest fist pump moments were as follows…having my first real stockist, which is Roslyn, in Chicago. The owner, Rosie Clayton, really liked my work and picked up my line even though I was brand new and was still trying to understand wholesale. Since then, she still carries my collection and is also the only store to carry my one-of-a-kind pieces. Second would be Bobbie Thomas from The Today Show featuring my work on her show. She found me on Etsy and featured my 2 million year old horse tooth necklace. It was so neat to watch the show live and see the sales come through Etsy and then to see the sales jump again as each time zone in the country saw it. Lastly, having Anthropolgie pick up a series of one of my necklaces as an online exclusive was pretty amazing. In college, I always dreamed about making clothes that would sell at Anthropologie, so I will definitely settle for this!
What is your most effective marketing technique?
I rely heavily on social media for marketing. Instagram has been a great way to cultivate followers based entirely around imagery. It is a great way for people to visually connect without the constant stream of words and ads that are present in other social media. Also, Etsy has this neat feature that allows you to track where your Etsy traffic comes from and I have found a lot of it comes from being in other people’s treasuries. I have never made a treasury myself, but I am so thankful for the people that do because they generate interest.
Lavender Lepidolite, Peruvian Pyrite, and Brazilian Kyanite Necklace
How do you make your work stand out in a sea of jewelry makers on Etsy and in the wider world of fairs, shows, etc?
I think what helps me stand out is my use of materials and the way I combine them. There are so many people making jewelry that it truly is a challenge to be different. I avoid looking at other people’s work except my jeweler friends. It’s difficult because a few of them have already had cheap knock-offs made of their pieces and I know how hard they work to design and create their jewelry. My work is relatively uncontrived and I always go for unexpected over ordinary. Although I definitely have some very simple and easy to wear pieces, I try to aim for unanticipated. I like that my jewelry has an air of whimsy and nostalgia. My favorite reactions from people are “this is better than geology class” and “this is the most unusual jewelry I’ve ever seen.” In a sea of makers and shakers I strive to be uncommonly me and I guess it’s working so far!
You can find more of Theresa’s work online at Mineralogy. Prepare to be stunned by the beauty of her jewelry and website!
Recent Comments