I've read many blogs dealing with the question of diversification. My response - a most emphatic YES! When I started out all I ever purchased was jewelry. My eyes were focused on bling - hence my shop name Glitterbugs. Then I discovered two facts. First, beautiful costume pieces in good condition were getting harder to come by and second, there were so many other great items that would be perfect to add to my shop.

I attended my first auction after purchasing an older home that required period furnishings. When the costume jewelry came up I just couldn't resist and eventually decided to sell it online. After faithfully attending auctions however, I realized there would never be enough there, so I set out to find other sources. The first time I went to a nearby flea market I bought several stunning pieces. After returning every Sunday I had to face the depressing realization that the vendors weren't finding anymore either, which in turn was causing them to raise the prices on the few new pieces they did get. How odd - here I was worrying about cash flow and shipping and never once considered a problem with availability. Moreover, as my skills improved at spotting issues, recognizing quality, and learning what sells, even fewer pieces ended up in my bag by the end of the day. Add to this equation that higher traffic to our Ruby Lane shops is generated by continuously adding items. Not only do search engines give your shop a higher placement in results but the new arrivals page on RL is frequently a starting point for many of its visitors. It goes without saying that happy buyers are return buyers who will check for new items on a regular basis.

So what to do? I refused to turn to other online venues to buy my jewelry. Past experiences had proven to be quite disappointing. I figured I could just add a few pins and such whenever I found them or I could start thinking outside the jewelry box as there were always other interesting items that came up. One day, on nothing more than a whim, I bid on a box of postcards. Thanks to a terrific article on RL's Notes From the Lane titled, "How Old is My Postcard?" by Richard Moody and the Metropolitan Postcard Club of NYC website, I was able to research the cards easily. Sure enough, they started selling and best of all, talk about an easy photo shoot! Added next were sheet music, purses, compacts, cabinet cards, magic lantern slides, Disney, and even stock certificates - to name a few, LOL. Now, I didn't actually search out these items but I started realizing that at auctions the buyers are most fickle. Occasionally, items that usually brought higher bids (like a box of photos) were suddenly of no interest to anyone, so home with me they would go. My reasoning - even if these failed it wouldn't be a costly error. I always take advantage of these "fickle" nights now, and prior to an auction start I thoroughly examine all items I would consider purchasing, even though I know the hammer will most likely fall far beyond my reach on most of them. But you never know so at least I am prepared just in case an opportunity presents itself. Research is made simple through the internet and it is rare to find nothing on any particular item. It is even more rare not to be fascinated in some way by what you discover.

Consider too our current economy. Fewer people have that extra cash to buy costly jewelry but can spare a smaller amount for a fanciful purchase. I had a woman buy an early 1900s postcard that asked "Won't you harmonize with me?" for a friend who sang in a quartet. She wrote that he was thrilled with it. It was a wonderful gift for a fraction of the cost of buying something meaningless at Walmart. Additionally, prices have fallen. Auctions and markets have lower attendance and I am seeing more people bringing in collectibles to sell to the market vendors as the pawn shops will only buy fine jewelry and higher valued items. With so many bargains around it's definitely a good time to try your hand at something new. In order to survive we must be able to adapt. That's the first rule of both nature and civilization. By diversifying you open your shop doors to new buyers. Through research you can expand your ever-growing knowledge base and be more aware of trends so you can make wiser choices. You will be touched when you receive that heartfelt thank you for an item the buyer just couldn't believe they found in your shop. So next time that box of old stuff comes up instead of saying "What for?" say "Why not?"

Rita Zappitelli
Glitterbugs
www.rubylane.com/shops/glitterbugs