My (maybe) controversial take on sales season — and why I am not boycotting it.
Well, for starters, clearly because I am 5 times Aquarius and I will neeever (NEVER) agree to conform.
So when all small businesses decide to boycott yearly sales such as Black Friday, I will boycott the boycott.
That’s simply in my nature. Nothing to do about it. 🤪
On a maybe more “serious” level, let me try to explain what I see behind businesses saying “we, as small business, do not want to take part in Black Friday and trend against over-consumerism”. Let me note here, of course, I absolutely support slow, conscious, ethical consumption, high-end products, and absolutely refuse to take part in over-consumerism.
However, you, already know I am a conscious, slow, ethical creator. And this is very important. From the moment one’s creations are actually durable, exploitation free, ethical, etc. it goes without saying they are opposed to hyper-consumerism.
I know that every single person buying from me is conscious of their purchase, and will cherish their piece. I also know that if they are not, every single part of the jewelry can be recycled into a new one, very very easily, because I throught of my business as a durable one thoroughly. Finally, I know that if you purchase from me in times of discounts, it is most likely because you were eying the piece for a very long time, but did not decide to afford it then.
From what I have seen: The reason why most conscious brands refuse to take part in sales is because they cannot afford it.
Yes, yes… you read well. Let me explain what I mean. Theoretically, discounts will brign more sales. So far so good.
However, for creators whose prices are already set too low because they try to match a biased market and undervalue their work, discounts reduce their margin so much that they cover costs, but cannot earn a living. This happens so much more often than people think. I know it because that was my business model too before shifting to high-end creations.
Now what’s unfortuntaly happening is that conscious brands who refuse to take part in Black Friday do it partly for political reasons, but also for financial ones. I feel sad to see that all around social medias, and feel something should really shift, but that is for another time.
Given all explained above, this is why (don’t forget the 5 times aquarius of course) I do offer yearly sales right before Christmas season. Knowing you (for yourself or to offer) may wish very strongly for a piece, a custom design, or a workshop.
As a thank you for your unweavering support and as a sign to show that maybe other ways are possible. Yearly sales will reduce my margin (which I usually use to pay myself, do appreciation gestures to people I work with, continue to learn, make sure I source the best quality everything for you, and offer you true presence in each experience), but nothing more than that. So I hope that a discount gesture, once in a year, can make a difference for you.
In any case, during this season, remember to support the small creators, businesses, and handmade processes.
Artisans honour stories, cultures, meaning in this world.
Where art, meaning, and function meets.
Wishing you a beautiful holiday
With joy, kindness & love.
Emma Olyff, Founder & Creator at Emwa Jewelry
