Sity Fong shares tips on marketing online

Through her personal endeavours and with her passion for jewellery, new Hong Kong designer Sity Fong created her own label, "Dessert Accessories," on a whim in 2009. Lacking money for investment, she makes use of the Internet and of Facebook, a well-known online community network, as free marketing platforms that have effectively helped Sity attract overseas customers. In this issue, she will share with us her entrepreneurial experience and the factors for success in selling and marketing online effectively.

Q: How did you come up with the name "Dessert Accessories"? A: I picked this name because sweetness can bring people happiness and dessert is most girls' favourite food. But dessert can never replace a meal. It is always like an accessory. This reflects how I think of my jewellery.

Q: As a design newcomer, you have a very limited amount of money to invest. How do you promote your brand? A: Up to now, I have invested only about HK$4,000 (US$512.82). I have also tried renting a "cabinet-sized shop" to sell my products, but you get very little business that way, and I could not even cover the rent. Promoting online is a totally different story. The results are much better, and it is a much faster and much more convenient way to communicate with potential buyers. Once the customer has picked what they like, they can receive the jewellery in the mail within a few days.

Q: Can you explain briefly what you mean by online marketing? A: I have been using Facebook to stay in contact with my friends. Once I have finished a new product, I will upload the photos of it to Facebook. In this way, all my friends can see them online instantly. If they are interested in buying, they can leave me messages or send me an email. It is very convenient and also free of charge for both buyer and seller.

Q: How about ordering, payment and methods of delivery? A: For the time being, customers can pay in cash or transfer money directly to my bank account. In terms of delivery and charges, if the purchase is over HK$200 (US$25.64), we can meet up somewhere and I can hand them the jewellery in person. But it can only be done at certain subway train stations. If shipment is needed, buyers need to pay the postage charge and accept the related risk.

Q: In your experience, how does one make one's products stand out from the crowd when marketing and selling online through venues like Facebook? A: Since I have a very limited amount of money to invest, the only channel I can use for promotion is the Internet. In the beginning, I asked my sister to use her professional photo-taking techniques to help me package my products nicely. The most important thing about selling on the Internet is the quality of the photos. Whether you can sell well or not very much depends on how attractive the photos are. And prices cannot be set too high. My jewellery usually ranges from HK$20 to HK$200 ( US$2.56 to US$25.64).

Q: How do you attract new customers? Where are they usually located? A: Right now, I rely mainly on friends to forward the URL link to my jewellery photos to their friends. But luckily, I can get new customers in this way. They are not only in Hong Kong but also in the UK and Australia.

Q: From starting your business up until now, what have been the biggest challenges? A: The most challenging part is space, particularly being in Hong Kong. My workshop is at my home and I create on just a small table. But surprisingly, even in such a messy and crowded environment, I often come up with new ideas and discoveries, like this piece matching perfectly with that one and that piece matching very well with this one in a special way.

Q: Which is your favourite design? And where do you usually source your materials? A: If you ask me about my favourite design, I think it's better, instead, to tell you my favourite style and colour. Flowers are my favourite motifs and I like to use lots of green to match different styles. The most difficult part of the creating process is making the connecting parts. The more delicate the piece, the more difficult it is to make the connecting parts. It is quite a challenge to make two connecting parts of the exact same size. In terms of materials, I usually buy them in Central, Wanchai or Sham Shui Po in Hong Kong.

Q:Can you tell us more about your plans for the near future? A: I am only a newcomer in this field. I cannot think of any better way than the Internet to attract customers in Asia. I am already thrilled when someone is willing to pay for one of my designs because we share the same interests and tastes. But I believe my designs will develop as I become more mature. I will be getting married in the coming year, so I am now cudgelling my brain to come up with a novel concept for bridal accessories for my best friends and myself. Most people buy wedding jewellery based on headpieces but I will be putting more emphasis on earrings. I feel strongly that a pair of beautiful earrings can make a girl much more beautiful than a headpiece if she can find a design that suits her style.

Source: Asia's Fashion Jewellery & Accessories Review