Hiring a professional to do market research for you is expensive; it can run thousands of dollars. And while there may be a day you want to hire someone to do it for you, in the beginning, you may be able to do much of your market research yourself.

Market research is largely a matter of analyzing who your customer is, why your work appeals to them, where they shop, and their buying behavior, such as how often they buy jewelry, the average price point and type of jewelry they purchase, and how they wear jewelry (daily, occasionally, casually).

You probably already know the broad category that your jewelry falls into: fashion, craft or fine jewelry. This tells you were your customers are most likely to look for your type of work: department stores, art fairs and galleries, or traditional stores. While a growing number of artists sell on the Internet, in general, matching your jewelry to one of these three categories will give you a good start in determining who your audience is and where you’ll find them.

One of the best sources of information on your market is the people who stop you on the street to admire your jewelry. (You are wearing it, right?) Don’t just day thank you. Ask them what they like about the jewelry. What they see in your jewelry may not be what you like about it. Where do they usually buy jewelry? This will give you an idea of where jewelry like yours might find an appreciative audience.

If no one stops you to ask about your jewelry, be a spy. Go out and shop the venues that interest you. See what styles and trends are prevalent. Eavesdrop. People often shop for jewelry with friends. Sidle up and listen. What part of the maker’s story do they respond to? What pieces or elements of the design do they point out, either positively or negatively? What do they say to each other?

If you’re already selling your work, ask your customers to take a short survey to find out their age and gender; what they want and need; where, when and what they buy to fill those needs and desires; and what they like about your jewelry (price, look, materials, color). Build on any common denominators you find.

Be prepared to re-think your market base. The work you think is ideal for an established career women might flop with them, but be surprisingly successful with women in their 20s just entering the work force. Just remember: You can’t please everyone. You’re looking for your core audience.