Issue link: https://nbm.uberflip.com/i/1482193
G R A P H I C S - P R O. C O M N O V E M B E R 2 0 2 2 • G R A P H I C S P R O 8 3 to create layered, custom wayf inding signs, adding in the braille by engrav- ing the holes for the braille balls on our Roland rotary engraver. Typically, this isn't a product that we get requests for only one or two items. Usually, our customers update an entire office or add a batch of signs to ones we've already done. Either way, doing them in bulk or repeating pre- vious orders means we're more efficient. Laser-cut acrylic letters and cut-to-shape acrylic signs are other great products we can produce in-house. For big dimen- sional letters or really big jobs we still like to order our letters from Gemini, but for small custom projects, doing the job in- house is more economical. Since personalized items are not some- thing we specialize in, there's more room for error on our part. If we engraved cake knives, champagne flutes, or fancy wooden clocks all the time, then we would have our settings down pat for each type of material. We would also have a whole set of tips and tricks to create efficiency and accuracy. But, since we don't spe- cialize in this area, we refer any requests to another engraving shop in town that does focus on these types of items. Just like with any other service within the sign industry, I think you should find your niche, and within that niche, you can build ways to be more efficient and profitable. You can offer many different products, especially as you introduce a new service, but then as you see a par- ticular product or service start growing in popularity, you can focus your energy and time on building that area. GP Charity Jackson is co-owner of Visual Horizons Custom Signs based in Modesto, California. She has been in business since 1995 and has worked in the sign industry for nearly 30 years. You can visit her website at www. vhsigns.com. Having a laser engraver means we can produce quality, custom products in-house.