We have discussed engraving with computerized rotary engravers, and we have discussed engraving with a laser. For the most part, we have discussed machines that have come to be regarded as regular or standard sizes, machines with large engraving areas. We have talked about those machines, which have a footprint even larger than their table size, although they also come with a fair amount of power and wide range of applications.

What if you’re looking for something different, something a little more specific and compact, a smaller engraver? What if you’re looking at diversifying without making a huge investment in capital?

In this article we talked to a few of the industry’s top manufacturers of engraving equipment and asked them about their table-top equipment. Here’s what they had to say.

THE MACHINES

What’s out there and available to you in the way of smaller engraving equipment? What are the features of that equipment?

Diane Clancy of Gravograph in Atlanta, Georgia, says that, “We have three systems that are ideal for the gift shop setting. The IS400G was created for a very large gift chain of ours. It is a complete system that includes the machine, accessories and very user-friendly gift software. It has a point and shoot feature that automatically determines the size of the material and engraving area so no rulers are needed. This red pointer beam also allows the user to pre-test the engraving job by tracing the object on the material before engraving it.” Clancy says that this feature helps reduce errors.

Clancy adds that Gravograph’s IM4 is an affordable marking system that is convenient and easy to operate. Many users purchase it to replace their old manual machine, partly because it is so compact and quiet. She says the system comes with the engraving machine, software options, tools and accessories. There are two user-friendly software programs, says Clancy, and they include fonts, ornaments and symbols that will enhance your creativity. The IM4 is ideal for watches, bracelets and pendants, to name just a few gifts.

“Another option is the LS700 laser,” says Clancy. “This is a compact system with GravoStyle 5 software. It’s perfect for first time users or shops with limited space. It can fit on a desk top, and it’s great for users looking for a detailed or ornate mark with low production. The red spotting beam reduces error by allowing you to perform a trial run before engraving the object.”

Mike Dean of Epilog Laser in Golden, Colorado, says that, “Epilog’s newest products are the Legend TT and the Epilog Mini models. The TT (Table Top) was released last year and was an outgrowth of our EX line of lasers. Like the larger EX lasers, the TT is a high-performance system, but in a smaller format (24" x 12") and at a lower starting price. The Epilog Mini was released earlier this year and has already proven to be a very popular addition to our product line. The Mini has an 18" x 12" inch area and starts at $9,995 and also incorporates the same advanced technology that is found in our EX series.”

Dean adds that, “One of the biggest challenges that retailers such as gift shops face is taking advantage of the many new technologies that are available to them. Retailers in this category are under a lot of pressure because there are a lot of new and emerging technologies they could use, but they may be afraid they don’t have the resources to absorb them. With the new low cost, smaller format laser systems, like the Epilog Mini, retailers are finding a new way to take advantage of the additional revenues that the latest laser technology can bring to their companies by allowing them to expand their product lines and customize their products.”

For smaller engraving machines from Universal Laser Systems, located in Scottsdale, Arizona, David Stevens notes that, “Currently we have our VersaLaser series, that includes the VL-200 with a 25-watt laser and a 16" x 12" engravable area—and our VL-300, which has a 24" x 12" engravable area and can hold a 30-, 40- or 50-watt laser tube. The VersaLaser has been very popular, with thousands already out in the market.”

Bobby Reidel of Vision Engraving in Phoenix, Arizona, says that, “Our VE-810XD engraver, which includes the added versatility of a self-centering vise as well as an 8" x 10" flat table, has proven to be our most popular seller into the gift market.”

From Xenetech, in Baton Rouge, Louisiana, Jimmy DuBose says, “We sell our 912 System, which has been around for awhile, to the gift market. We also have a jewelry system, our Viper JE System, which will be released this July. It can engrave small jewelry items, from rings to pendants, charms and other similar items. The engraving bed is 7" x 11", and it comes standard with a cylindrical attachment for engraving in the inside and outside of rings.”

Tricia Jackson of Newing-Hall in Toledo, Ohio, says that, “We have three models, the 240 SE, the 240 DS and a 300, which are ideal for the gift market. They are all table-top engravers, and they all have a table area of 16.5" x 15".”

Will Curtis of Roland DGA Corp. in Irvine, California, says that, “When it comes to small engraving equipment, Roland innovation has made production faster, easier and more precise. The new MPX-60 photo impact printer uses a unique stippling technology to imprint photos and text on jewelry, pendants, tags and awards. The MPX-60 removes no material and operates quietly, making it ideal for jewelry stores, gift shops and mall kiosks.”

“The new RX-50 engraver uses a spinning worktable that works in conjunction with a powerful, 50,000-RPM spindle. This unique spiral-axis engraver produces 3D reliefs with crisp text and vivid graphics in less than half the time of conventional engravers. It’s perfect for producing 3D medals, awards and corporate seals.”

Curtis adds that Roland also offers their EGX 20 and EGX 30, table-top engravers with small footprints which make them ideal for kiosks and stores tight on space.

BENEFITS OF BEING LITTLE

Wondering what’s so great about these small machines? We’ll tell you.

According to Curtis, “A small device more easily fits in a gift shop, jewelry shop or mall kiosk. Plus small devices are usually quiet and do not annoy customers.”

Jackson agrees, “Our machines are computer driven, and they can fit comfortably on a table in a shop or kiosk. Also, with an engraving area of 16.5" x 15", they can still fit a wide range of different sized material on the machine.”

DuBose notes that the obvious advantage of small engraving machines is that they have a lower cost than their big brothers, making them excellent entry-level investments or great additions for a diversifying business.

To that, Clancy adds that, “At Gravograph, we see big growth in gift retailers that are adding engraving to their product offering, whether on a large or small scale. It’s important that they look at this as a revenue generating service. We have customers who have increased their profits by 20% simply by adding engraving. Understanding that this may not be their primary business, they need a complete engraving system that is easy to learn and use. Finding features like WYSIWYRE (What you see is what you engrave) and Point and Shoot provides the ability to pre-test your job before it runs and therefore reduce your errors and wasted gifts.”

Dean notes that, “Any shop that can expand with a small machine is opening up their doors to more customers and high revenue sales. A small engraving machine is an unobtrusive piece of equipment that can be easily moved into your gift shop and set up on a table. A small machine is an excellent way to get into the engraving industry and to explore the potential of personalizing gifts. Soon, you’ll find it’s time to add a second, larger engraver or to trade in your small laser for a larger one.”

Reidel goes back to the benefits of space. “Most of our gift shops do not have a large amount of room to dedicate to engraving. Our VE-810 series engravers have a footprint of only 22.5” long by 19” wide and are only 14.5” tall, making them an easy fit into almost any work area.”

“One of the benefits of our small laser engravers is that while they take up little space, their lasers can still engrave a wide array of products and materials,” says Stevens. He adds that the VersaLaser also has its own filtration unit, so that it can be used in some instances when external filtration is either not available or is not desired.

On another note, Dean adds that since growth often requires equipment purchases, another way for the retailer to get into a niche is to start out with used equipment or by leasing to own a laser. This can be a less expensive way of getting involved, and if the equipment has a solid reputation, not only can you depend on it for your business, but if it doesn’t work out the way you had hoped, that equipment still has value and can be sold to someone else.

ON THE ROAD AGAIN

Another good thing about these small machines is that they can easily be packed up in the car and taken on a road trip.

“The IM4 was created with mobility in mind. This machine only weighs 21 pounds and can be hooked up to a laptop anywhere. It is versatile enough to take to a trade show’s off-site location or even a customer’s place of business. You just need electricity,” says Clancy.

Curtis says that Roland’s EGX 20 and RX-50 are both transportable, and he notes that the MPX-60 transports particularly easily and sets up in minutes. A single screw holds the head safely in place.

“The Epilog Mini is very easy to transport, weighing only 70 lbs. You will need to ventilate it to the outside to remove dust and fumes from the air as it engraves. Epilog’s laser systems are made to be transported—just ask our distributors who take their lasers all over the country in the back of their vehicles. The steel sheeting of the system is fabricated for maximum strength and durability,” says Dean.

Stevens says that Universal’s VersaLaser is also extremely portable. “Little preparation is required if you wanted to transport it: roll it into the back of the truck, grab your laptop and you’re pretty much set. With the filtration unit, which is built into its own cart that carries the VersaLaser, it’s not much more difficult than transporting a printer.”

Reidel notes that for Vision, “Our VE-810’s weigh only 45 pounds, so they are very portable. All you need to run them is a portable (laptop) computer and a 110-volt outlet. Several of our customers travel from one event to another and don’t have a retail location.”

DuBose says that the Viper JE’s users go onsite to different shows and events with the equipment. “There are at least two different ideas with that. Some people actually have a trailer or van where they have their equipment set up. If it’s an outdoor event, some people will actually have a cart on which to put their equipment and roll it into an event.”

DuBose adds that Xenetech’s machines come with Windows-based, 32-bit software made specifically for their machines, called Xenetech Graphic WorkStation.

Jackson says that 240 SE, 240 DS and 300 from Newing-Hall are all able to be taken on the road with little effort. “The controller is mounted on top of the table, so all they’d have to do is unplug it from the computer, disconnect the controller, pack it and load up. I actually traveled with it put together in the trunk of my car, so I know it’s movable.” She adds that if the controller is taken off, the machine can be moved by one person. Put together, she recommends two people carry it.

SMALL GIFTS FOR SMALL MACHINES

Reading this, your mind may already have thought up several gifts that you could personalize and sell by the bundle. But just in case it has not, here are a couple of ideas.

Curtis notes that, “Roland’s MPX-60 personalizes pendants, tags and awards with graphics and text.”

“Gravograph-New Hermes is a total solution provider. Our line of engravables offers desk accessories in black, white and green marble and mahogany and walnut for the corporate customer. It has a wedding collection with crystal champagne flutes, a cake & knife serving set, silver-plated photo albums, a satin and gold-plated photo book and more. There are also gifts for the wedding party, such as money clips that can be personalized with the wedding date, grooms initials and jewelry boxes for the bridesmaids,” says Clancy.

She adds that the IS400G has a self-contained lubrication system for engraving glass. In addition to glassware, the IS400G is used for plates, picture frames, corporate awards, jewelry boxes, pens, pencil sets and more.

Dean says that, “The products you can personalize with Epilog’s lasers are really unlimited. From pens to picture frames to desk sets, it’s up to your imagination. We find new, creative ideas that the laser is being used for every time we talk to a customer. If the product is made of a laserable material, such as wood, acrylic, fabric, plastic, coated metals or one of the numerous other materials, you can personalize it.”

DuBose says that, “There are wide arrays of gift and jewelry items you can engrave on with the Viper JE. It’s almost unlimited in what it can engrave as long as it fits in the machine and has a relatively flat surface to engrave on.”

Discussing products for the VersaLaser, Stevens says, “It accommodates thousands of products of many different materials, including leather, wood, acrylic and marble. I’ve even put photographs into chocolate. There’s really no limit in terms of products, because the VersaLaser is basically just a cutting and engraving tool.”

“There are literally hundreds and hundreds of engravable products available on the market, from pens to letter openers, key chains to tie tacks—the choices are plentiful,” adds Reidel.

“Our customers engrave products made of brass, gold, silver, aluminum, stainless steel and plastic, and our machines can engrave glass as well. Any number of gifts, from a pocket watch to a jewelry box, can be engraved with our machines,” says Jackson. She adds that the Newing-Hall engravers have an adjustable height of five inches.

JUST A LITTLE BIT OF A LEARNING CURVE

Luckily, it seems that there is a correlation between the size of a machine and the length of its learning curve. According to their manufacturers, all of the machines we’ve been discussing take very little time to learn to use. Of course we all learn at different speeds, but most of you will be up running on most of these machines the same day you receive them, sometimes just a few hours after they arrive.

Curtis says that, “With a USB port, the MPX-60 sets up as easily as a desktop printer. Once you are up and running, you’ll be ready to imprint in just three steps. Import an image via scanner or digital camera. Lay out and edit your graphics and press print.”

“Many shops have constant staff turnover therefore users have little experience. Thanks to Gravostyle G ‘zero headache’ software (templates, power help features, WYSIWYRE, etc), users have the point-and-shoot feature that allows them to automatically determine the material size and engraving area. They can also pre-test the engraving by tracing the image on the object before engraving begins,” says Clancy.

Dean says that, “Our laser systems are extremely easy to learn to use, especially if you have ever used any type of graphic software. Since it hooks up to your computer like a printer, it is easy to set up. The longest portion of the learning curve is learning graphic software, such as CorelDraw. Once you know that, you can quickly master the system.”

Reidel says that, “Our Vision Windows software is very easy to use, and once most of the jobs are created almost anyone can step in and use the machine and software with only a short orientation.”

Jackson says that for Newing-Hall engravers, “If you’re Windows based, it only takes a day to be trained on our engravers with our own Job Layout Software.”

As for the Xenetech learning curve, DuBose says, “Our customers are up and running in the basic operation of our machine and software after a day of training. Of course, with any system, it’s a continual learning process, and we offer secondary learning opportunities for our customers, such as user clinics at shows and our factory. Our distributors are also available to go on site and teach customers on advanced topics.”

Expounding, DuBose says that, “Usually what happens is that the customer has an idea of what they want to produce with the equipment at the beginning, and that’s what they’re trained on. As time passes they often want to add more products or expand into different markets. When they do so, they also want to learn more advanced techniques with their engraver, and that’s why we have secondary learning opportunities available.”

Describing the learning curve for the VersaLaser, Stevens says it is very simple and very fast. “The interface software works with any Windows-based graphic software. Whatever the customer has in mind and wants to use, from MS Word to Excel, CorelDraw to AutoCad, will work. It’s his or her choice. We have a materials-based driver, so no training is required with the system. It’s not needed. Basically, the customer will run VersaLaser like a printer, and it’s easier to use than a copier. It automatically interfaces to a material base. If the user wants to engrave wood, they would select ‘wood’ from a menu and VersaLaser engraves the piece. It makes the user a perfect engraver every time. There’s no trial and error because the settings are already prepared, and we know the settings work because customers call us to tell us how satisfied they are with these machines.”

MARKETING

To be successful at all, you’ve got to do some form of marketing, and it’s best to do several types. However, creating a display showcasing all of the different products you plan to personalize with your small engraver is absolutely essential.

“Most of our customers dedicate a display case to the engravable items that they want to promote. Software jobs for those items have already been created, so the employee opens the job, changes the text, fixtures the item and presses the start button,” says Reidel.

DuBose adds that after you have created samples, it’s a good idea to create a small catalog or brochure that you can hand out to customers or use in a mailing to your area.

“What is interesting about the IM4 is it can go anywhere—desktop or countertop. Some owners have put it in the front window, and while their employees fill the engraving orders, people passing by stop and watch. It is another way to advertise your engraving services,” says Clancy.

“It is amazing how inexpensively retailers can market their engraving service. Often their customers do not ask about engraving services because they are repeat customers, and they know this service is not offered. Simply putting a sign in the window, small table tents and a note in the purchaser’s bag promoting your new service will get the word out. It’s important to note that according to surveys we’ve conducted, 75% of gift-shop customers want their purchases personalized. And once the gift is engraved, it’s a permanent sale,” adds Clancy.

“There are many different ways to market your products created with the laser. Many of our customers have shops where they offer the service of laser engraving, and they have grown their businesses through word of mouth and local advertising. The Internet has opened up a whole new way to reach a wide audience of customers. You can start by customizing a few items and offering them for sale on-line and expand your offerings as you discover how profitable the web can be,” says Dean.

CONCLUSION

“Before making a large purchase like a laser engraver, gift retailers should really look at what they consider to be the market in their area. If you are hearing constant requests for personalization and see people having to take their requests elsewhere, then a laser may be perfect for you. Laser engraving can add that unique edge to the products you already offer, and it can open up entirely new gift lines to your business,” says Dean.

Reidel adds that, “With any machine purchase, one must consider the return on investment. Retailers must consider the sales they are losing by not personalizing as well as the sales they would gain. Engraving adds a substantial amount of margin to any gift item and once personalized it cannot be returned.”

The point is, whether you go with an engraver big or small, don’t forget to pay close attention to the little things.