To Swag or Not to Swag...

ARE SWAG BAGS A GOOD DESIGNER INVESTMENT? WHEN TRYING TO GET CELEBRITY EXPOSURE, ARE SWAG BAGS A WORTHWHILE WAY TO SPEND MY SMALL BUDGET?

"Swag" bags are WIDELY debated in the industry. For jewelry, I have to say my opinion is normally to pass. If you are new to the industry, and wondering what "swag" bags are, then let me clear that up first. Swag bags are the give-away bags for celebrities at major events.

If you're anything like me, we all sit around plotting and thinking "If only SO & SO wore my jewelry!" Then, everyone would see it, and I would be golden! The longer I'm in the industry though, the reality strikes that this usually isn't true. You might be a fad with a celebrity sighting, but what they really do is legitimize your brand. Something which is very important to letting your customers know you are strong designer with quality products. Although some designers even think you can trick people into buying your poorly constructed products if you have a celebrity backing. That may be true for a day, but NO ONE continues to buy bad products. They just don't. There are too many quality designers out there today to keep going back to a fad that falls apart.

That being said, I have been asked to participate in more "swag" bags than I can even begin to count in the past few years. I have participated in some small things for charity, but those have always been for the donation aspect. Recently, I just participated in our first celebrity "swag", but we let celebrities choose the pieces they wanted, and I felt it was a great success. We had photos, and we knew what each celebrity had for future endorsement.

You must know that most swag opportunities don't present, nevermind guarantee, the option for a photo to support your claim of celebrity endorsement. Thus, be very careful. Many swag bags come with a premium you must pay to have the priviledge of giving away your products. Then, as mentioned, what are the chances you'll have a photo? If you don't have a guaranteed potential for a photo op, I always say pass. What good is it to make the claim someone wears your jewelry if you can't prove it? Besides, you want them to pick what they like. On the other hand, those that get lucky enough to have Oprah get their product, love it, then wear it on her show will usually argue the other view...

I personally feel the best celebrity support always comes from those who truly enjoy your product. I will always be greatful to Rachael Ray, Patricia Wettig, and Jennifer Beals as being some of the first major celebrities to wear and support our jewelry. It's the relationships you build that will really work for you, not usually a one time give-away where you aren't even sure they will like what you picked for them. How often do you love the gifts strangers pick out for you? Thus, to swag or not to swag?