To be or not to be.. Online?
June 30th 2020
Today’s entry will be a slight deviation from the traditional news and information found on our other posts. I wanted to incorporate some technology, bring the conversation (unusually) to the 21st century, and try to answer the question, how important is an online presence?
Upon first thought, the answer is simple: At Jacksons Antique, we simply couldn’t function without it. Our whole business plan revolves around making our objects available to the whole world, and in doing so, we open the door for buyers and sellers alike. However, the answer isn’t really that simple because depending on who you ask, you will more than likely get two different opinions, opinions that are very strong indeed.
Firstly, you will find that in the antique trade, the internet can be seen to be an extreme source of antagonism and frustration. As the saying goes, ‘knowledge is power’, and with that in mind, if you apply that to our trade, it couldn’t be more true. However, if you have amassed years of experience learning by feel, touch, mistakes and losses buying from dealers and auctions while travelling the country. Before the age of the internet, this knowledge couldn’t be found anywhere collectively other than studying books, and we are not talking about the local newspaper. Books that can cost upwards of £1000 that are specialised to a specific category or piece. When you then throw into the mix the world wide web and platforms such as Google, which allow you to research something you knew nothing about, to then find answers within 5 minutes that include previous sales, sold prices and history, you soon realise that a lot of the ‘old fashioned’ antique dealers are anti-technology and anti-internet. I think with this in mind, it is fair to say that everyone could find some snags with technology that we would be better off without. It’s also very important to say that just because you can google and find a certain object, it doesn’t mean that yours is the same quality, price or even old, and that is where experience overrules the internet. This is where the OGs (originals/old school) of the antiques trade win out because their knowledge and experience with items wins over what can be researched and found through online platforms. They have built a strong web of contacts and clients which gives them the upper hand when purchasing and selling objects.
The second opinion, which is arguably the vast majority, is that technology and the internet has revolutionised the world we live in for the better. To be able to market your object online with photos, videos and descriptions and put a price on that can be viewed from the other side of the world is a game changer. Such a game changer that it has given dealers endless possibilities and a customer base that is unlimited. Here at Jacksons Antique, we are local to Grantham Town in Lincolnshire, UK, and it’s fair to say that we are centrally located in the country and have good access routes; however, without the internet, most people wouldn’t know we exist. We don’t operate with a high street shop or warehouse open to the public and we don’t stand many trade fairs. With that in mind, without the Internet, our business would certainly be different or even nonexistent! There are many positives to running this way, including having extremely low expenses/costs.
This brings me to the original order of business: how important is an internet presence?
Well, hopefully, from above, you can see both sides of the story and combining the positives perhaps gives you an understanding of where we are going to go with the answer. Experience with a combined understanding of technology is a must, in our opinion an online presence is unmistakably our most important tool. With the world at our fingertips, we can advertise, research, expand knowledge, reach customers from far and wide and set up an online space dedicated to our own individual business. All of this and more at the fraction of the cost of owning or renting space to house your business.
To reach out to customers without having to leave the office is an excellent way to promote your brand, and with the correct marketing tools, the job is made a lot easier. Take our site for example, callumj6.sg-host.com (.com). When googled, it shows our extensive footprint, including Facebook, Instagram, Pinterest and Etsy. Available to everyone online, all it takes is for one person to enter a search, and suddenly, an item which is in your own stock is right in front of them, available to purchase. They may not even have gotten out of bed yet, but they are spending money! Warren Buffet once said, “If you don’t find a way to make money while you sleep, you will work until you die.” Personally, I like to shuffle that around, “If you have a business that is able to make money while you sleep, you are two times more likely to sustain a business.” If you have a business that is able to take money while you sleep, you can confidently say that you are squeezing as much productivity as possible out of your business. That is why an online presence is so important and what is even more impressive is that 90% of platforms are free to use and free to post on, that is free advertisement and another tick box for your overall expenses!
One small bit of advice (and I’m probably starting to loose you at this point!) For anyone starting a business online or anyone wanting to expand their online presence, it takes time. It is an unknown quantity of time, and I cannot state that enough. Genuine followers and clients cannot be bought, persuaded or borrowed no matter what DM’s, emails and comments you receive, they will find their own way to you! While this can be frustrating initially, followers will turn up and with the right information, people will take notice. The three Ps- persistence, patience, and practice- are the keys to opening a world of business that would not be possible without being online.
As this entry comes to a close please don’t hesitate to contact us with any questions or queries, we would be delighted to share our experiences! Lastly (I know sorry we cant help it) one quick plug for our friend and associate Nick over at FCS websites, without his expertise this online venture would not have been possible. Head over to his site, fcswebsites.co.uk, for all your web-building needs, and don’t forget to mention us when you head across!
Owner at Jacksons Antique
I am an antique dealer and owner of Jacksons Antique, specialising in fine antiques with a particular focus on Japanese art and European decorative objects. With over a decade of experience in the antiques trade, I source and curate pieces for collectors across the UK, the United States, and the international market.
Working primarily online alongside select exhibitions, I am part of a newer generation of dealers helping to modernise the way antiques are researched, presented, and acquired. My approach is built on careful attribution, transparent descriptions, and historically grounded research so clients can buy with confidence.
Through Jacksons Antique, I aim to make important historic objects accessible to both established collectors and those developing their collections.
DECORATIVE | JAPANESE | FINEST OBJECTS