Chainmailling the world with the help of….Guerrilla Marketing!

On a recent trip to Los Angeles, Rebeca stopped in to a Barnes & Noble bookstore and did a little “experiment”.


She moved her book CHAINED from a shelf where just the spine was facing outward to a shelf with the cover facing outward in an act we’re calling “guerrilla marketing”. Mostly, this was all in good fun and made for a fun facebook pic – however, in the two weeks following her act of rebellion, book sales by region were highest in L.A.!

Coincidence?  We think not.


Chainmaille jewelry is still a relatively unknown craft.  I’m sure many of you have introduced someone to the art form for the first time, possibly following a compliment about a piece you’re wearing and the common exclamation, “I’ve never heard of chainmaille jewelry before!”  Many of you have probably also found that once someone knows about chainmaille jewelry (and discovers how possible it is to make on their own!) they are well on their way to being hooked.  Basically, once people find out about chainmaille jewelry, they love it – they just need someone to introduce them to it!

We are so proud to have customers that are also educators and ambassadors for the art of making chainmaille jewelry and while we don’t condone (*wink wink!*) the kind of rebelliousness exhibited in Rebeca’s act of guerrilla marketing**, we do believe in doing whatever it takes to grow the craft and introduce it to as many people as we can.  Any hey, if you feel like doing a little “experiment” of your own – who are we to judge?  :)

**Note: No other books were harmed during this act; the space Rebeca moved CHAINED into was unoccupied, just ready to be filled with crafty wonderfulness!

Leave a Reply

5 Comments on "Chainmailling the world with the help of….Guerrilla Marketing!"

Notify of

Sort by:   newest | oldest | most voted
Guest
10 years 1 month ago

That is awesome advice, Kate! Thanks! I will be sure to try to track down the folks doing the shelving whenever I go to a bookstore. Great idea!

Guest
Kate
10 years 1 month ago

I’ve been in the book selling business, and this is the advice I give all writers: Say “Hi” to the store manager when you go into a chain bookstore, but make a special effort to track down and schmooze with the person in charge of the section where your book is located. The manager does not shelve books; the peon does. From personal experience and from talking with other booksellers, I can tell you that if the person in charge of that section likes you, you will always get a face out. If you are snotty to or just plain ignore that person, you will never get a face out.

Guest
Paula Rudy
10 years 1 month ago

I’m all for “guerilla marketing”!!! Plan to visit my 2 local B&N stores tomorrow!
B3 is way cool.

Guest
Rebeca
10 years 1 month ago

You absolutely rock, you know that right, Leayn?

Guest
10 years 1 month ago

I lured a few more people in myself this month! Next time I’m in my local bookstores, I’ll check to see if your book is on the front-facing shelf.—Leayn