I thought it would be fun to share a breakdown of the email pitch I sent to retail stores that helped get my jewelry line in 12 retail stores. Here’s a look:
Greetings,
→ I would always use an actual name if I knew it (and calling the store is a great way to get the name).
I think my jewelry collection would be a perfect match for your customers because I carry fun, flirty and whimsical pieces that any girl would love!
→ Most of the stores I contacted were kitchsy, girly and a perfect match for my line. You would use a similar message tweaked to your market as a way to show the store that your items are great for their customers.
My name is Justine Smith, I am a jewelry designer based in Toronto. I have been open on Etsy for 2 months and have been picked out of thousands for the front page five times. In addition, I have had over 140 sales and custom orders from brides to be.
→ Introducing yourself keeps things professional and adding anything bragworthy is important to establish that you’ve tested the market and have found success moving your product and gaining attention.
My items are now being carried in boutiques in Toronto, Ontario and Woodstock, NY. The photo attached is my best seller “Happy Necklace” in yellow.
→ I didn’t have this line in the original pitches but added it in shortly after my first few wholesale orders to further add in noteworthy information about my company.
Please find in this email my wholesale line sheet and order form for your consideration. If you would like to place an order but have further questions, please contact me at any time.
→ The line sheet is what helped me get orders. I didn’t include one in my original pitches and rarely heard back from anyone. Once I included the professional specs and prices, I had much better luck.
Thank you for your thoughts,
~ Justine Smith
So that’s really it! Hope this gives you some insight into how to approach retail stores via email. Use it on your journey to wholesale success.
I appreciate your sharing this letter, and would like to make a suggestion. Doing research about the store, their clientele, their style, and their needs would be a good start to finding wholesale accounts that are a good fit. Addressing them in terms of “you” and ‘”your” instead of “I” and “me”, talking about what other lines they carry and their type of customer would relate to them better than just talking about yourself and that you think your work should be in their store.
For years I was a territory rep selling to retailers, and have always found that relating to their needs and being other-directed with my approach helped form relationships well.
Best of luck to you!
You took the words right out of my mouth, Carolyn!
what do you put in subject line?
I keep it plain and simple and put ‘Studio MME Wholesale Inquiry’ in the subject line. That way they know exactly what I’m pitching them.
Thanks! this is exactly what I was looking for!
I am trying to find places to sell my retro designed posters
Thanks for the information. This is so helpful!
Thanks for tips. I am just learning how to launch my own little business, and the information you shared will greatly benefit me.
Thank you,
Maria
I found that cold calling was good in the past however these days it is either who you know and who they know or internet connections. I also emailed stores and out of 20 emails got about 2-3 replies of interest 🙂
Kristie, a 10-15% reply rate on your email inquiries is actually quite good. Hope you closed them!
Great article! I especially like what Caroline added… it really is all about them, the shop, so the key here is to show how we, the seller, can benefit them. Thank you so much for another insightful post! 🙂
THANK YOU!! Being new to wholesale, this is perfect start for an email. Thank you again!