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| norwinda (683) North Wind Antiques | December 2003 |
When Lily Buckus opened her small antiques store in Epsom, N.H. in 1976, she never dreamed she'd one day be selling antiques all over the world.
Six years ago her computer programmer son urged her to create a web page. She was skeptical about the prospects for selling antiques on the Internet but was encouraged by the results. Then her son suggested she try eBay. Still skeptical, she decided to give it a try and thus became one of the pioneers on eBay in the antiques category.
The very first auction opened her eyes and broadened her horizons. One item was won by a Japanese bidder. Another piece went to Canada and a third to Alaska. A short time later she closed her doors and opened shop full time on eBay.
Today she sells antiques of every kind, from pianos and Victrolas to Mission-style furniture. After decades of out-of-state dealers coming into New England to pick over the region's estate sales and auctions, the local supply of fine antiques has slowed to a trickle. But she's made up for it by acting as a broker for two dozen sellers who travel around the country and as far away as Europe and South America to bring back prized items for sale.
The market for these antiques continues to grow, especially in recent years as so many people have focused their energies on feathering their nests and, in the process, come to appreciate the enduring value of fine antiques.
"The stuff you buy new from big furniture stores is like buying a new car-it starts depreciating the moment you buy it," says Buckus. "With antiques, you can almost guarantee you'll get your money back and then some."
The growth of the antique category on eBay has provided more competition, but Buckus says she's succeeded by emphasizing quality over quantity. The first thing you notice Buckus' listings the incredible amount of detail and care taken with each item she puts up for auction. A spectacular Black Forest-style furniture set she listed recently, for example, featured no fewer than 162 photos, music and an elaborate description of the entire set and its provenance.
"When you're selling fine antiques online, you owe it to the buyers to provide the most information you can," says Buckus. "I'm a big believer in accuracy and completeness."
Buckus could probably sell most of her items on the basis of her carefully crafted descriptions alone. The colorful language and florid prose engages the reader while also revealing the passion with which Buckus approaches her business. Although many of her auctions are consignment items from other dealers, it's obvious that she takes a real interest in every item she sells.
She also takes great care in showcasing her items with high-quality photography. By staging each item to look like it might in someone's home and carefully choosing backgrounds and props, her images present every item in the best light.
The result is pieces that sell themselves. Though she generally uses reserve prices, most of her auctions generate heated bidding. The Black Forest set, for example, garnered 29 bids and a final selling price of $55,000.
The reach of eBay has made her friends all over the country-and the world. Last year she auctioned a 19th-century German rosewood piano, complete with built-in candle holders. The piano was found in England. The winner of the auction on eBay had it shipped to Abu Dhabi in the United Arab Emirates where it's displayed prominently in a room overlooking the street. Visitors frequently ask how a German piano found in England and sold in America made it to Abu Dhabi. The answer is eBay.
One of the more unusual-and endearing-aspects of Buckus' business is her one-of-a-kind delivery service. For buyers who want to save a lot of money--and can wait a few extra weeks--Buckus' daughter, Wendy, will deliver your item personally. Each month Wendy loads up the truck and starts a cross-country journey dropping off items to winning bidders along the way.
It can be grueling work, but it's earned her a network of friends across the country, many of whom offer to put her up. Still, there are times when Wendy wishes her mother had chosen another field.
"She came home from one trip and said, 'Mom, can't you start selling jewelry instead?'" says Buckus with a laugh.
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cady-did (3992), Scott Sehnert
Reaching a Bigger Audience | November 2003 |
What do you do when your antique business slows down after 25 years in the trade? Scott Sehnert turned to eBay to cut expenses and reach out to a new base of customers.
"It might be safe to say that without eBay I would not be in business," explains the Antiques PowerSeller, who specializes in sterling silver dinnerware on eBay.
Before bringing his business to eBay, Sehnert was caught in a bind. Just when interest in his luxury-oriented items appeared to be waning, his marketing costs were rising. "It was getting too expensive to reach those few people through the normal advertising channels that were afforded to me as a small business enterprise," says Sehnert.
By selling his merchandise on eBay, Sehnert was able to address both problems facing his established business. The marketplace provided him a new influx of potential customers and also dramatically reduced his advertising expenses.
"eBay has allowed me to reach a tremendous volume of people virtually cost-free," he says. "I am fishing in a much larger pool than I ever could before on my own."
With increased sales and lower marketing costs, Sehnert also has been able to price his material very competitively. He starts all of his sterling silver and silver-plated dinnerware at less than $10 with no reserve.
To maximize the value of his extensive inventory, Sehnert lists both single settings and sets of tableware. Complete sets with unique patterns are separated and sold one spoon, one gravy ladle at a time, with the maker, such as Gorham, Lunt Eloquence, and Tiffany Winthrop, leading off in the listing title to capture buyers searching for these names.
Sehnert also combines shipping on items purchased the same evening to drive multiple purchases of his premium lots. "With the more common patterns, it doesn't pay to break them down," he says. "I auction them in settings of four or six at a time."
Breaking down his inventory and varying how it is positioned appears to be paying off. Most importantly, it enables Sehnert to reach a bigger, more diverse customer base than he did previously via conventional antiques publications and shows.
"Some pieces are over 200 years old and some have been manufactured in the last ten years," he explains. "I seem to attract collectors, dealers, and general consumers."
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| On the Jade Road | October 2003 |
| Some antiques sellers put their store's inventory on eBay. Some sell odd items they find at garage sales and flea markets. But not many sell their own prized collection, piece by piece.
For the past 15 months, Ian Simpson has been slowly auctioning off his life's passion, a horde of ancient jade he purchased in Southeast Asia more than 30 years ago. At any time, his eBay store The Jade Trade has dozens of pieces up for auction, many attracting multiple bids.
The pieces are as varied as jade itself - amber-colored turtles riding on the backs of dragons, beads carved in the form of embryonic dragons, jade teapots, magic arrowheads and masks
The majority of the collection is thousands of years old, many pieces dating to the Liangzhu culture that flourished more than 4,000 years ago. Simpson collected the pieces while traveling in Laos and Cambodia in the early 1970s. He's selling the collection now to help pay for the cost of his two daughters' college education.
"When it's gone, it's gone," says Simpson. "I'm going to save some of my most cherished pieces, but the majority is going on the block."
Since the dawn of time the Chinese have considered jade more valuable than gold. Throughout the ages, jade was considered to hold sacred properties, held in the highest reverence and believed to have been created by the supernatural forces of heaven to guide humanity.
The earliest Neolithic artifacts discovered in China are carved from jade - in fact, jade is often cited as one of the defining characteristics in the continuity of Chinese history and culture.
"To the Chinese, jade was their wealth," says Simpson. "They've passed it on from generation to generation and they believe it carries with it the spirits of their ancestors."
Because of the extraordinarily long timeline of Chinese history - the oldest continuous civilization on Earth - and the relatively large population of China even in ancient times, there remains a wealth of ancient jade on the market. The opening of China and the massive excavations that took place in the Three Gorges region before it was flooded recently by a huge dam have further inundated the market with jade, both genuine and forgeries.
A search for ancient jade on eBay turns up hundreds of items, but curiously few attract bid prices worthy of their descriptions. The problem, Simpson says, is that there are too many copies and forgeries on the market and it's created an overall suspicion about the veracity of many seller's claims.
In addition, it's not easy to verify the age of jade, making it easier for modern forgers to copy ancient pieces. To allay concerns, Simpson offers a 7-day money-back guarantee and a Certificate of Authenticity with each piece he sells. Each Ancient Jade Artifact is extensively examined for material erosion, material wear, carving methods, tool marks and artistic style to determine age and authenticity.
But to the trained eye, a modern forgery is still easy to spot. Looked at under a microscope, a forgery is betrayed by the marks left behind by modern machine tools. Ancient pieces, by contrast, were carved carefully by expert craftsmen using hand tools.
"It's definitely buyer beware out there," says Simpson, "but if you're buying from a reputable source that can back up their wares with reliable Certificates of Authenticity, you can still find museum-quality ancient jade for a great price."
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 | adamhersh (6,876), Adam Hersh Auctions
Running a Broker Business | September 2003 |
Even before becoming one of eBay's most successful Trading Assistants, PowerSeller Adam Hersh recognized the value of selling other people's property on eBay.
Hersh has operated a successful consignment business on eBay for the last four years, one that is only getting bigger and better with the help of the Trading Assistant program.
Today, his company, Adam Hersh Auctions boasts four employees, 16 to 18 selling agents, and a feedback rating above 7,000. His eBay Store averages 1,000-plus listings per day. Not bad for a 24 year old, who got his start selling his and his friends' old belongings on eBay.
"We currently receive approximately 20 calls a day, all of which want help selling their items on eBay," says Hersh of his New York City-based business. "Our major Trading Assistant client is a poster wholesaler, but we really do sell anything and everything."
Retaining a large, diverse staff of sales agents, who specialize in specific categories, has been an important factor in the company's success, says Hersh. The strategy helps the company achieve high prices for its consignors' property every time, and that encourages repeat business.
"Even after our fee is taken," explains Hersh, "the client is normally just happy that they didn't have to deal with the hassle."
Hersh keeps closely involved with the Trading Assistant program for the health of his company and other broker businesses.
"I frequent the TA message boards, help out beginner TAs, regularly keep in touch with the TA department, and offer my opinions and ideas," he says. "I was also the first eBay member to run a co-op advertisement with the Trading Assistant program."
While Hersh remains extremely busy, and his company continues to expand, he still takes the time to reflect on what he's accomplished in only a few short years.
"I look at what I do and what I have and smile," Hersh concludes. "Every month, I help thousands of people get exactly what they are looking for. I help tons of New Yorkers sell items that they would have been stuck with. I am my own boss and come to work in jeans and a t-shirt every day. I have taken weeklong vacations with a laptop and a cell phone and still kept my cash flow. Who has it better than I?"
To be considered for an In the Field profile, email your story to eBay!
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| Cosaucapp (1128), Cosens Auctions & Appraisals
Endorsing Your eBay Business | August 2003 | A cost-effective, integrated advertising strategy-that's what Cosens Auction & Appraisals has developed with the aid of eBay's co-op advertising program.
Cosens, a family-operated auction house, has increased its consignor base by leveraging several cost-effective eBay advertising programs and aggressively endorsing its eBay business. Now, when it says it offers a world market, potential clients believe it.
"We have used eBay's co-op advertising program and Trading Assistants program to help offset the cost of advertising in our local newspaper," explains Brent Patroch, manager of Cosens' eBay sales effort. "This gives us the opportunity to reach over 30,000 potential consignors for our eBay auctions."
Additionally, the company has used its own wall space to drive eBay consignments and sales. For example, it recently opened a multi-dealer antique store to aggressively promote its eBay business.
"It is a great advertising opportunity as everyone who passes through our doors sees eBay posters and signs posted on the walls," explains Patroch. "We also have a showcase that is used to display items that we are currently selling on eBay."
Cosens employs a number of quality strategies to turn those advertising impressions into consignments and sales. For one, the company maximizes the value of its consignor property.
"We break up most of our pottery and china sets because many buyers are looking to complete an existing collection and only require one or two items," explains Patroch. "Also, this keeps the lot prices low on our items, which can draw more attention to our eBay listings."
The company also strives to vary its eBay listings. "We love eclectic," says Patroch. "You never know what we will list from week to week-it attracts new bidders and keeps our regular customers coming back.
Cosens doesn't pursue diversity to a fault, however. "We spend a lot of time researching the items we list," says Patroch, adding that he regularly uses eBay's Completed Items search. "We match what we are about to sell with something that has already sold on eBay."
Finally, Cosens has reduced its shipping costs, but not its service, by developing relationships with local companies to use their discarded boxes, bubble wrap, and Styrofoam.
"Keeping our customers happy is our number one concern," explains Patroch, "and people usually don't stay happy if their newly purchased antique arrives in two pieces."
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| fromglobaltoyou (1,286), From Global to You
Promoting Your Business | July 2003 |
You might have the greatest eBay business in the world, but if no one knows about it, what's the point? That's a dilemma Antique seller Diane Bingham doesn't have to worry about.
Bingham has mastered the art of promotion, employing a variety of tactics to spotlight her antique furniture business From Global to You. In fact, they've worked so well she regularly sells to designers of various celebrities, including Peter Jackson, the director of the Lord of the Rings trilogy.
For starters, Bingham takes advantage of eBay's Co-op Advertising program, which covers a quarter of her print advertising costs. "They pay 25 percent of my advertising," she says. "What company wants to do that for anyone? That tells me that eBay wants us to succeed."
The Co-op Advertising program also fosters a welcome association with the eBay brand: "It brings a certain amount of prestige and credibility to our advertising," adds Bingham. "It helps to be branded alongside eBay."
Featuring all of her no-reserve auctions also has generated a buzz for her business and property, she says. Forgoing reserves on more expensive items may be risky, but Bingham believes the strategy pays off in the long run.
"A customer will get a chest that's worth $200 for $25 and then they'll turn around and buy a $900 armoire that's worth $400," she explains. "So it evens out."
To further spread the word, Bingham also has created a public relations department for her 30-employee company. The department sends out press releases, organizes eBay events, and coordinates volunteer work to promote her business.
"We've got to let people know who we are, what we are, and what we stand for," says Bingham.
That mantra applies to designers, as well. Bingham actively markets her merchandise to interior decorators in her listings, explaining how From Global to You can furnish an entire house, which occurs about once a month.
Bingham even encourages designers to send photos of the spaces they are working on. Next, she'll visit her warehouse, select and photograph appropriate furniture, and send the photos electronically to her designer clients.
"We've basically decorated a home together via email," says Bingham, who has a background in design. "It really helps us to sell an entire house full of antiques. Plus, our clients save on shipping and time, so they're happy, too."
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| antiques@midcoast.com (1181), Techantiques
Developing an Emerging Market | June 2003 | Sellers have many responsibilities. But "market makers" like Charles Chiarchiaro face additional challenges—namely, educating Antiques buyers and shaping a market.
"We believe we are at the forefront of developing the emerging technology marketplace," says Chiarchiaro of his company, Techantiques, which began selling on eBay in 1997 and boasts a 100 percent positive feedback rating.
"When there is no price guide for an emerging market," he continues, "one has to educate potential buyers and bidders through comprehensive listings and counsel."
That's exactly what Chiarchiaro is doing with his eBay sales, which specialize in antique equipment and technology, from steam engines and early transformers to antique microscopes.
Chiarchiaro cultivates a mentor-like relationship with his eBay customers in the hopes that they will develop a passion for early technology and establish enduring market prices for his items. Moreover, his goal is to create a loyal customer base that will grow with the market.
For proof, just look at his learned eBay listings, many of which open low without reserves and feature extensive notes and technical specs. Equally importantly, they include merchandising for qualified buyers, such as institutions, which have the capital to set a quality market price.
"The engine is ready for show or museum display," reads his description for an 1885 Side Crank American Steam Engine.
Elaborate photo collages also accompany his listings, providing views of the antique from multiple angles, so that serious buyers can be assured they are purchasing a museum-ready piece.
Being a market maker requires extra work, but it's well worth the effort, according to Chiarchiaro: "The excitement of offering one-of-a-kind items that are significant to the success of modern-day technology—the technology that enables eBay—is most rewarding."
He also appreciates the connection between using new technology to sell items that were once considered cutting edge. To this day, he still marvels at how eBay has transformed his business.
"I have attended major multi-day antique shows, purchased items, listed them on eBay from my portable computer with a cell-phone hookup, and had them close before my return home, often with a 100 percent profit," says the PowerSeller. "The power to market expertise on eBay, as well as objects, is only beginning to be explored."
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| classicant@aol.com (275), Classic Antiques and Interiors
Negotiating Shipping for Buyers | May 2003 | Shipping is no small matter for PowerSeller William Russell of Classic Antiques and Interiors. The success of his shipping efforts can determine the success of his antique business.
A veteran of the antique trade and eBay seller since 1999, Russell stresses the importance of being proactive in the shipping process, particularly when dealing in valuable, fragile furniture and decorative arts.
To do just that, Russell first considers the cost of shipping in his eBay pricing. As a rule, he prices his eBay Buy It Now items 25% to 33% lower than his offline gallery pieces. When shipping is added, his eBay prices don't exceed fair-market value.
"This makes the property attractive for Internet sales," comments Russell.
Secondly, Russell actively negotiates with freight companies, including "blanket-wrap" antique haulers, on the behalf of his customers to get his buyers the best rates for their shipments.
"I explain in all my listings that I will shop around for the best possible price from a competent carrier," he says.
Taking this extra step, for one, ensures that his antiques arrive to buyers on time and undamaged. Equally important, it establishes credibility with seasoned collectors, dealers, and homeowners, the latter of which have limited knowledge of the carriers and little experience negotiating a quality rate.
"My shippers know upfront that I can't just have a one-off consumer price," explains Russell. "If they want my business, they know they have to stay competitive."
In the final analysis, competitive freight rates mean more successful listings for Classic Antiques and Interiors, says Russell. "If you come back with a huge shipping quote, customers just say thank you, but no thank you," he adds. "High freight costs squash the deal."
Russell doesn't sit on his hands when it comes to product merchandising, either. Instead of creating two separate inventories for his retail gallery and eBay, he's devised a novel strategy for promoting merchandise in both places. He keeps all of his property on his gallery floor, simply labeling eBay items with hold tags.
"If it doesn't sell on eBay, people come back and buy it," explains Russell. "Others go on eBay and bid on it."
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| ancient_treasures (4202), Ancient Treasures
Modern Thinking | April 2003 | Some of Plamen Arsoff's antiquities date back as far as the Greek and Roman eras. Yet, his merchandising and selling techniques are anything but old world.
Besides the most obvious example -- using eBay as his core sales channel, which accounts for about 90 percent of his company Ancient Treasures' total sales -- Arsoff says he takes a cue from today's superstores. Day in and day out, he provides a steady supply of goods that his buyers can depend on.
"Our concept is sort of like Home Depot and Costco," explains Arsoff, who has been selling on eBay for close to five years. "When you go there, you know exactly what you want and you can make your purchase without much assistance."
Ancient Treasures strives to offer volume, efficiency, and convenience via its no-reserve auctions. Online payments via PayPal and easy-to-understand flat-shipping rates are also part of the equation. Most vital of all, according to Arsoff, is consistency: "People can count on the fact that we'll be there every week with a variety of antiquities."
Among the artifacts that Ancient Treasures carries are rings, earrings, brooches, pendants, coins, arrowheads, and more, all of which offer buyers a glimpse into the past. The company lives up to its About Me page slogan: "Discover a World of Ancient Civilizations."
Not surprisingly, Arsoff says professional images are one of his highest priorities. He estimates that he attracts 50 percent more business because of his high-quality photos, which include museum-quality backgrounds. In addition, he believes in writing concise, no-nonsense item descriptions, which highlight only the most important details, such as dimensions, country of origin, and defects.
The approach has attracted both sides of the collecting spectrum, from novices to seasoned collectors. His customer base features an even mix of both types of buyers, reports Arsoff.
"The ratio is approximately 50/50," he says. "And from our feedback, you can tell that we have a lot of repeat buyers, as well."
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| marinoimports (154), Marino Imports
Staying Competitive | March 2003 | Fine European furniture dealer Candice Pon is a realist. She understands how competitive her business can be and runs her operation accordingly.
Pon's business Marino Imports keeps its options open, selling at wholesale prices to both dealers and collectors from her appointment-only facility in San Francisco. In short, she's diversified her business to remain as competitive as possible.
Her latest competitive advantage is eBay. It has become a source for local customers (she publicizes her address and phone in her listings) and an important secondary channel for slower inventory. "I sell most of my items to dealers first, and then place remaining items on eBay," she explains.
Transitioning to eBay has been easy for Pon. For one, she has appropriate wholesale product, bought in bulk at the source in Europe. Additionally, eBay provides her the tools she needs to sell her pieces in volume. Her strategy: Use Buy It Now liberally. Also, list without reserves, but set a starting price close to her Buy It Now price. The goal, according to Pon, is to advertise the price she wants and quickly find one or two qualified buyers.
"I use Buy It Now and no reserve to move overstock fast," says Pon. Listing without a reserve also has promotional value, providing her with an extra incentive to include those terms in her listing titles.
For an edge over the competition, Pon uses very market-specific listing titles. They're rife with the buzzwords buyers are using in their searches, from "Cottage Furniture" to "Shabby Chic." She uses equally precise trade language and terminology in her descriptions, which she says helps attract a diversity of buyers, from collectors and dealers to designers.
"Furniture language is pretty universal," says Pon. "I attract all types of buyers. I even have customers from Hong Kong, Germany, Paris and Italy contacting me in the States."
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| ebay@rockysgoldandsilver.com (1841), Rocky's Gold and Silver
Leveraging Your Retail Reputation | Feb. 2003 | It's not everyday that you get an order from the vice president of the United States, but that's exactly what happened recently for Rocky's Gold and Silver, tapped by Dick Cheney's residence.
The Virginia-based company regularly caters to the Beltway's elite. After 30 years in business, it has earned a sterling reputation in its region, making it a favorite among senators and congressman. Wisely, it is now using its Main Street credibility to build a PowerSeller business on eBay.
"The main thing on eBay is trust," explains Rocky Simonetti, who notes that the addition of an eBay Store two weeks ago (with the company's phone and address) has already led to several silver set sales. "People want to know who they're buying from."
That in mind, Simonetti stresses his company's long, successful history in every listing. His listing template includes a company logo and bio, including facts about when it was founded (1969) and the size of its showroom (13,000 sq. ft.). He also has a crafted a memorable slogan for his template header: "Sterling Flatware, 100's of Patterns, 1,000's of Pieces." Finally, he includes his store address, phone, fax, and Web site to establish credibility with new customers.
His listing titles are also worth noting. He includes an "E" in titles for estate-sale property, explaining the designation in his listings. This enables him to better market his antique material and also reinforce that he is an established dealer.
An unexpected benefit of the company's growing eBay presence is increased foot traffic at its retail store. People who live hours away are now making the drive to the Simonettis' showroom, notifying them that they discovered the couple's business on eBay.
As a result, the newest entry on Rocky's About Me page is driving directions.
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| Artperiod (758), Paul F. Meyer | Jan. 2003 |
Antique dealer Paul Meyer runs his business a
lot like the traditional auction company he owned in Europe, but has added a
new promotional component with eBay listing upgrades.
Like a traditional auctioneer, Meyer only runs his sales in the spring and fall.
For three-month stretches, he lists about 40 items a week in unique series.
This consolidates bidding and increases interest, according to Meyer, who is
eBay's leading European pewter seller. "Make it rare, make it interesting," he
explains. Meyer spends the rest of the year in Europe buying antiques from dealers,
museums, and notable collections.
With a shorter sales cycle, he has to make every sale count. For starters, he
runs 10-day auctions exclusively to give clients time to review his property
and educate themselves on specific pieces. This costs a little extra, but it
provides his clients a kind of "preview" period, says Meyer.
In addition, he doesn't skimp on listing upgrades, particularly for unique pieces
that will cover their costs. "If an item is important," says Meyer, "I
feature it with everything," including Featured
Plus!, Gallery, Bold and Gift Services.
Increasing the visibility of his items is critical because, like a true auctioneer,
he lists all of his items at $1 without a reserve to generate bidder interest. "There
is a risk involved in that, but the risk is very small because I feature my items," explains
Meyer. "A lot of people see them."
Also, Meyer isn't haphazard about his spending. He has done his "calculations," as
he likes to say. "I spend about 10% of my turnover on eBay fees and this
money is apportioned by the importance of the items," he explains.
Finally, Meyer takes advantage of eBay's PowerSeller banner
ad service, running banners in the Antique category throughout his sales. "These
banners give me 10% more hits," he explains. "It's very effective."
In the final analysis, Meyer has these words of advice: "Do your research
and use every feature you can to promote your business."
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Must use Buy It Now and PayPal.
