Jewelry Finding Manufacturer

Background
The firm was founded in 1940 by two brothers. Products include metal findings for jewelry, hardware, crafts, and the electronics industries. Additionally, the firm produces metal stampings, wire-forms (cold headed and threaded items), and houses complete electroplating and assembly facilities.

The firm has many advantages within its sphere of operations. The full range of in-plant operations includes every aspect of manufacturing from design—to tooling—to plating. Whether the customer’s order is small or millions of pieces, the firm can handle the order effectively.

Along with the technical expertise, the firm takes great pride in its customer service. On-time delivery and exact parts required are qualities that have gained the firm recognition within the industry. Management believes in taking extraordinary care in doing the job right.

Management is doing everything they can to keep the business profitable while battling competition from China. The industry is still shrinking and isn’t as static as it once was. Many larger companies continue to get larger, which afford them better purchasing power over smaller companies. This is why change must take place.

Assistance Provided
The NYS TAAC reviewed the firm’s operations and concluded that although the markets for the firm’s capabilities will rebound and manufacturing was adequate for current output, the firm was experiencing a dramatic change in how business was being conducted. Specific problems included how the product was being offered and shown to customers. The firm was lacking sales material that adequately represented the firm. Many times the sales reps would have to contact someone in sales to get information and then go back to the customer with that information, which frequently resulted in lost sales due to timing.

The recovery strategy focused on developing sales material that reps would use as they were generating business in the field. Interviews with the field reps provided feedback for the best material suited for this industry.

The outcome directed the firm towards a detailed product catalog that organizes all the different options, products, pricing, and configurations the firm has to offer. Part of the project would also prepare the material to be ready for future use in the web site and easily modified as features/changes deem necessary.

Project Results
The firm and the TAAC are very pleased with the outcome of this project.
The feedback on the catalog has been tremendous and positive. As the reps become more familiar and comfortable with using the catalog they have experienced a renewed excitement among their customers. The firm is now able to provide the customer with the information they need at the initial sales call, eliminating the need for a follow-up call. This industry moves too fast for the sales reps to waste valuable time waiting for information from the factory before they can provide the customer with a quote.

Management is thrilled with the results thus far. The firm has experienced a 25 percent increase in quoting activity since the new material has been available to all the reps.