Hi there!

I'm Eni Oken, artist and author of hundreds of articles, tutorials and books in print and online. For over 30 years I've explored art, color theory, fantasy and ornamental design.

Certified Zentangle® Teacher

Certified Zentangle® Teacher

Know (and choose) your Audience

audienceIf you really want to create a recognizable and unique style of jewelry, one of the first steps you can take is to KNOW YOUR AUDIENCE. Let's work a little exercise here. Take out your creative journal or a blank sheet of paper, and answer the following questions:




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  1. Who buys your jewelry today? (Alternatively, if you are new, then "What type of of person do you want to sell jewelry to")
  2. Are they male or female?
  3. What is their income power? Do they have a lot of discretionary money?
  4. Important: what is their age group?
  5. Are they buying for themselves or for someone else as a gift?
  6. Is this an impulse buy, or is it something they are researching and planning?
  7. Does the jewelry celebrate a special event (such as wedding, birthday, anniversary, birth, etc)?
  8. Can I reach more than one type of person without diversifying too much?


This is a hard exercise. You may not know the answers to all of them, and some questions will force you to choose between one type of group over the other. For example, you may specialize in creating jewelry for weddings and bride's maids. Or you may specialize in creating jewelry for children. Or even specialize on a specific theme.

If you are still deciding where your business should be heading, one thing is for sure: most likely you will have to give up on a LOT OF DIFFERENT COOL OPTIONS, and that's alright.

The hard part of this questionnaire is not choosing ONE OPTION, it's giving up on all the others.

I'll catch you later with more fun stuff on how to develop your style,



Best advice for a jewelry designer: creative journaling

Before you think of creating your own style...