Merchant Spotlight: Dichroic and More

Q: What drew you to the fused glass market when you decided to create your store in 2001?

Dichroic and More: We were Glass Fusing hobbyists and were unable to find any internet sellers geared to the hobbyist and small studio artists. Brick and Mortar stores just didn't have the selection and because of their overhead, what they had was priced very, very expensive.

Q: What were the needs of hobbyists and small studio artists at that time that you were trying to target?

Dichroic: Hobbyist and small studio artists were unable to get wide selection and variety at a low price and with low shipping charges. We found a need and filled it.

Q: How have their needs changed over the years, and how has your store grown to meet these needs?

Dichroic: Because of the internet, the hobbyist and small studio artist are more informed. They are more knowledgeable on technique. They know when new products are introduced. We are constantly adding new items as they come on the market. We are also providing our buyers with more and more variety samplers so that they will have a wide selection at a low, low price.

Q: What exactly is dichroic glass and what are its uses?

Dichroic: First of all, our customers are Glass Fusing Hobbyist who purchase our items for use in their projects. As well as, Glass Fusing Artists who use our products in making Jewelry or Decorative and Functional Glass items to sell in Galleries, Boutiques, or Craft Shows and Fairs. We do not sell finished Glass Jewelry or Platters & Bowls to the end user. Having said that, we sell all types of glass fusing items in 90 and 96 COE, not just Dichroic Glass.

Dichroic means two colors. When this glass is viewed from different angles, it appears as numerous colors. The word "dichroic" is pronounced Dye-Cro-Ick. The name comes from two Greek roots, "di" for two and "chroma" for color. Therefore dichroic literally means two-colored . It can split a beam of light into two beams with differing wavelengths. This glass appears to be different colors when viewed from different angles or in varying degrees of illumination. That is why Dichroic Glass is so popular in jewelry.

That was the definition. What Dichroic Glass really is, is something hard to describe and almost as difficult to photograph. It's stunningly dramatic, eye-catching and dazzling.

Q: What are customers expecting when they purchase your products?

Dichroic: Price, Selection, Quality, Fast Shipping, Good Communication, and a 100% Satisfaction Guarantee or your Money Back.

Q: What are they looking for in dichroic glass?

Dichroic: Whats new and what will make the jewelry that they are creating stand out and pop.

Q: You offer custom made kilns that are built to order; can you tell us a more about them?

Dichroic: We sell quite a few kilns. Sometimes its a small 110 volt table top kiln for the new hobbyist, that has taken a few classes. Or as our customer grow their businesses or have more confidence to make larger more challenging works of art, they find they have needs for larger and/or different kilns. We have great purchasing power and offer some of the lowest prices on Glass Fusing, Bead Making, Ceramic and Pottery, and PMC kilns. We are Authorized Distributors for Aim Kiln, Jen-Ken Kiln, and Paragon Kiln.

Q: What were some of the chief obstacles that you've had to overcome in creating and maintaining your online business?

Dichroic: It just takes so much time to photograph and add all the new items. As I said above, Dichroic is so hard to photograph.

Q: Why did you choose to incorporate social media channels (Facebook, Twitter) in your business strategies?

Dichroic: Its just so immediate. Customers are value orientated. We try to keep putting items on sale. Using the social media, our customers quickly know Whats on Sale How have they benefited your store? We are better able to control our inventory and keep our supply chain moving merchandise. Thus we are able to provide our customers with lower prices and quicker delivery.

Q: What methods do you use in offering a high level of customer service?

Dichroic: 100% Satisfaction or Your Money Back and we keep our customers informed all through the sales process. And finally we listen and respond to our customers. We receive hundreds of emails, every day. Every email gets answered.

Q: According to your site, you are continually expanding the inventory -- what new products or product categories would you like to see added in the near future?

Dichroic: More kits and more decals.

Q: What else would you like to share with us about DichroicAndMore.com?

Dichroic: We are Glass Fusing Artists ourselves. We get it. We treat every customer how we would expect to be treated. Here is an example: we over-pack. Why? Because this is glass and we do not want our customers to receive their glass, from us, broken.