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Go For the Gold
By Mike Bayer - Recent @ Work Articles
September 27, 2000
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Sitting on the sidewalk outside a store in Eugene, Ore., Gary Dawson pocketed the proceeds
from his first sale: $4. It felt like someone had just tossed a million dollars into his
lap.
Taking the sale as a sign of impending success, Dawson talked a tavern owner into letting
him sell his wares in an unused corner of the bar. He started going door-to-door, pitching
his handcrafted products to other businesses, all in an attempt to get his creations into
the hands of customers.
Twenty-five years later, Dawson's company, Goldworks, is recognized as one of the premiere
jewelry art firms in the Northwest. The success of Goldworks is a tribute to Dawson's
creativity and determination to follow his own path.
"I remember years ago I was so frustrated, because even though I'd achieved some
level of success, most of my family still thought of me as sitting out on the street on a
blanket selling trinkets," Dawson says. "I can still see the shocked looked on
my brother's face when I told him I had made $100,000 in one year."
Anyone who has an interest in the creative arts probably can relate to Gary's story.
"As a young adult, my wife wanted to pursue her interest in art, but her parents
would not permit it; instead, they made her go to nursing school. She was a good
nurse—but her real passion always was art. She retired from nursing five years ago,
and now she's pursuing a career as a watercolor artist."
The Self-Confidence Factor
Actors, writers, musicians and visual artists—in fact, all creative
artists—often lack confidence. This dearth of self-confidence can extend from the
creative process to starting and running a business.
"I overcame many of my own self-confidence challenges with a lot of introspection and
self-checking," Dawson says. "Even when others couldn't see that I was producing
a product with honor and integrity, I just went forward anyway, following my gut-level
direction."
But to achieve success in almost any business, you need more than just a great product.
That's especially true for artists and craftspeople.
"You've got to learn to be comfortable blowing your own horn [marketing] and
developing good communication skills [public relations]," Dawson says.
Dawson, 48, now teaches goldsmithing and runs his own internship program at Goldworks. He
also is a staff member in CompuServe's Handcrafts Forum, which is a great place for
artists and artisans to find help as they pursue their work or plan to go into business.
Like so many in the creative arts, Dawson says, "I didn't choose goldsmithing, it
chose me."
"I can't ever remember deciding to make it a career—I was just obsessed with the
process of making unique jewelry," he says. "I now tell my students that they
should not pursue a career in goldsmithing unless they can't see themselves doing anything
else."
Going into Business
Dawson started his company without funding, a business plan or, indeed, any personal
experience in the business world . . . and that's enough to make any savvy businessperson
shudder. His initial $80 investment paid for some tools to set up a jewelry studio. Dawson
graduated from hawking his wares on the street and going door-to-door to selling his goods
at Saturday craft shows. For the next eight years, Dawson sold the majority of his
creations at weekend craft markets.
"Perseverance is key when you're just starting out," Dawson says. "I think
folks have to see you around for a while before they're comfortable making a
purchase."
"Also, from a customer service perspective—even if you're selling beads from a
sidewalk blanket—it's important to present a professional image," he says.
"And I think the best way you do that is treat people with respect. My folks taught
me to say 'yes sir' and 'no sir,' and that has helped me give respect to my
clients—from the beginning until now."
As a business consultant, I usually recommend that start-up businesses create a written
business plan—because if you expect to get funding, you must have a
written business plan. But Dawson's success is an example of one way to start a company
without a written business plan.
"I do think a business plan is an excellent business strategy, but I'm not sure an
artist or craftsperson can really do that, at least in the early stages of their
career," he says. "You really need to go where your muse leads you—and a
business plan won't often give you that freedom."
Though Dawson didn't have a written plan until recently (when he needed one so he could
secure a business lease), he had something that probably was more important: strong
determination and an instinct for survival. It's the same quality that I see in many of
the most successful business people.
Practical Tips
"Start small and build from there," Dawson says. But there is more to launching
a business than just starting small. To survive over the long haul, Dawson continued to
focus on the process of creating his jewelry.
"I have a genuine love for creating unique and personalized jewelry," he says.
"Selling the product is fun, but the real payoff is that it gives me the resources to
reinvest in the process."
Fees for booths at craft fairs range from $15 for four hours—or $35 for an entire day
at a local outdoor show—to as much as $2,000 for a national-level show. Don't forget
to factor in travel expenses and other overhead costs; they add up fast.
"Depending on the products you create," says Dawson, "selling them at craft
fairs and weekend craft shows can be a great way to start your sales."
He always has followed a simple rule for selling his creations: "It takes five of any
one thing to sell one." By this, he means that when you display a particular product
line, you need a minimum of five similar products to sell one item. Customers like to have
a selection of items from which to choose.
Dawson has faith in tenacity: "The fact that a business such as mine could develop as
it did over the years with no capital investment or franchise recognition—by simply
pulling on the bootstraps—speaks well for how determination and perseverance can pay
off."
For Dawson, it did.
Handcraft Business Resources
The Handcrafts Forum: Find ideas and
advice on marketing your crafts by networking with other handcraft business owners.
How to Sell Your
Handcrafts: Get the lowdown on how to sell your crafts at craft malls, craft fairs,
flea markets and trade shows.
The Building Your Business Forum: Get
free business plan guides and business startup information, including advice from
CompuServe's "business coach."
"Crafting as A Business," by Wendy Rosen and Anne Childress: $24.95. This book
boasts a five-star rating at Amazon.com. It also is available at other online
locations—and at most brick-and-mortar bookstores—for $24.95. |
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