Yes, we've changed! It's called "Excellent in Simplicity". We have modified our line again to suit the making, selling, and buying process for Jesmic. Being willing to try something and market test it always means time and money invested in having something to work with.
When we first started out, because my client in the Fashion industry had approached me about Susie's jewelry making, looking for a line that was "Made Locally" we had that as our first thought. In fact, some of you know that our name, JESMIC is a combination of JES that stands for "Jewelry by Esther Susan", and MIC which stands for "Made in Canada".
Once we had the initial line produced for my client, we set out to feature our Sun Catcher Pendants and immediately thought of 'tourists'. We assumed that "made in Canada" was most important to this market because of purchasing souveniers while touring our nation. I had written an article "Treasures for Tourists" that got a lot of response for the magazine and resulted in business with Provincial Tourism in Canada.
From this and on location consulting with clients who have to set up stores for bus loads of tourists with a 'grab and go' process, I began to think of ways in which we could offer the right fixtures and tagging to make selling our beautiful Sun Catcher Pendants quick and easy. However, this resulted in what is seen as a 'dog's breakfast' and wasn't visually appealing.
We've gone from the confusing and very busy classified ad look to a more refined, simple, and beautiful "display ad" look. We feel this will not only appeal more to the market we are trying to attract, but will also make selling and buying them less complicated.
I'm not ready to take the daunting task of changing the entire website to reflect our new look and what appears to be a 're-branding' after barely one year in business. However, we are excited about all the prospects of presenting our new look and simplified line to our target market.