Success With Jewelry

Welcome to the Success With Jewelry podcast, hosted by Laryssa Wirstiuk and Liz Kantner, two experts passionate about helping independent jewelry artists thrive. Welcome to episode #193! You've designed the pieces, you've done the work - now how do you actually launch it? Whether it's a new collection, a one-of-a-kind sculptural series, or something totally new for your brand, the launch strategy matters just as much as the product itself. Laryssa and Liz are breaking down what a smart, intentional launch actually looks like. In today's episode, Laryssa and Liz cover: Why the first question to ask yourself before planning your launch is whether the pieces can be remade - and how that changes everything How much lead time you actually need, and why the answer depends heavily on where your business is right now Why the teasing and runway period isn't just about building hype - it's your best opportunity to grow your email list before launch day How to use built-in scarcity (hello, one-of-a-kind pieces) to drive urgency and get people to sign up for early access The case for a 24-hour email subscriber early access window - and why being crystal clear about the timeline is non-negotiable Why you are always over-communicating less than you think: if people are still asking your customer service when the launch is happening, you haven't said it enough Why not selling out immediately is not a bad sign - it can take 7+ touchpoints before someone is ready to buy The importance of setting launch dates even when things feel uncertain, and revisiting them regularly rather than waiting until everything's perfect In the bonus segment for Insiders only, Laryssa and Liz get into the numbers behind email marketing and what it really takes to see results from a launch. Liz Kantner works with independent jewelry artists to help them find their unique voices and succeed in today's marketplace. With over ten years of experience in jewelry marketing and sales, Liz offers consulting services and digital strategy. She's also the founder of the Stay Gold Collective, a private group providing live training, industry insights, and personalized feedback. Learn more at https://www.lizkantner.com. Laryssa Wirstiuk is the founder and creative director of Joy Joya, a digital marketing agency for the jewelry industry. She's the author of Jewelry Marketing Joy and the creator of JoyDeck, a platform designed to make marketing accessible for jewelry makers and designers. Discover more at https://joyjoya.com.

Welcome to the Success With Jewelry podcast, hosted by Laryssa Wirstiuk and Liz Kantner, two experts passionate about helping independent jewelry artists thrive. Welcome to episode #192! One of the most common pivots Laryssa and Liz see jewelry designers make is the move from lower price points - gold fill, silver, fashion jewelry - into fine jewelry. It's a big shift, and it's not just about the product. Today they're talking through what it actually takes to make that transition successfully, and what most people don't anticipate going in. In today's episode, Laryssa and Liz cover: Why so many jewelry designers want to move into fine jewelry - and why the mindset piece is often the hardest part Why you can't just carry both price points: how offering lower and higher priced work in the same brand can actually devalue the fine pieces The importance of telling the story behind the transition - and why a sudden overnight switch will feel jarring to your audience How to think about gold karats and entry-level price points as a bridge for new customers Why moving to fine jewelry means revisiting your branding, your photography and your overall presentation - not just the product How selling at a higher price point requires more storytelling, more trust-building and more time Why going to a new price point is basically like starting a new business - and how to be realistic about that timeline The case for planning your assortment to include a few more accessible entry-level pieces so new customers have a way in In the bonus segment for Insiders only, Laryssa and Liz dig deeper into what this transition looks like in practice - including a real-world example from a well-known jewelry brand making a controversial pivot right now. Liz Kantner works with independent jewelry artists to help them find their unique voices and succeed in today's marketplace. With over ten years of experience in jewelry marketing and sales, Liz offers consulting services and digital strategy. She's also the founder of the Stay Gold Collective, a private group providing live training, industry insights, and personalized feedback. Learn more at https://www.lizkantner.com. Laryssa Wirstiuk is the founder and creative director of Joy Joya, a digital marketing agency for the jewelry industry. She's the author of Jewelry Marketing Joy and the creator of JoyDeck, a platform designed to make marketing accessible for jewelry makers and designers. Discover more at https://joyjoya.com. Tune in to hear Liz and Laryssa share valuable insights, tips, and strategies for success in the jewelry industry!

Welcome to the Success With Jewelry podcast, hosted by Laryssa Wirstiuk and Liz Kantner, two experts passionate about helping independent jewelry artists thrive. Welcome to episode #191! We're wrapping up our Q4 holiday planning series with the thing that often falls to the bottom of the to-do list - getting your website ready before you start driving holiday traffic to it. Laryssa and Liz walk through everything you need to check, update and have in place so your website is doing its job when it counts most. In today's episode, Laryssa and Liz cover: Why your website needs specific attention before the holidays - and what's different about holiday traffic How to update your homepage to speak to holiday shoppers: imagery, featured products, giftable items and more Why user-generated content and testimonials on your homepage can be especially powerful this time of year Navigation: how to think about what to include, what to cut, and whether a gifting section makes sense for your brand What to add to your product pages to make it easier for gift buyers to feel confident purchasing How to present shipping cutoffs and deadlines in a way that creates urgency without being stressful Why gift cards are worth adding to your site - especially for last-minute shoppers What to do if you find a big problem on your website right before Q4 In the bonus segment for Insiders only, Laryssa and Liz share a holiday website audit checklist you can work through this week to make sure you're not leaving any sales on the table. Liz Kantner works with independent jewelry artists to help them find their unique voices and succeed in today's marketplace. With over ten years of experience in jewelry marketing and sales, Liz offers consulting services and digital strategy. She's also the founder of the Stay Gold Collective, a private group providing live training, industry insights, and personalized feedback. Learn more at https://www.lizkantner.com. Laryssa Wirstiuk is the founder and creative director of Joy Joya, a digital marketing agency for the jewelry industry. She's the author of Jewelry Marketing Joy and the creator of JoyDeck, a platform designed to make marketing accessible for jewelry makers and designers. Discover more at https://joyjoya.com. Tune in to hear Liz and Laryssa share valuable insights, tips, and strategies for success in the jewelry industry!

Welcome to the Success With Jewelry podcast, hosted by Laryssa Wirstiuk and Liz Kantner, two experts passionate about helping independent jewelry artists thrive. Welcome to episode #190! We're still in our holiday planning series, and this week Laryssa and Liz are tackling one of the biggest decisions jewelry brands face every Q4: whether to participate in Black Friday, how to think about discounting, and what to do instead if a sale doesn't feel right for your brand. In today's episode, Laryssa and Liz cover: Why Black Friday is the noisiest marketing weekend of the year - and what that means for your strategy How to decide whether discounting makes sense for your brand, your margins and your positioning Why staying in your own lane during Black Friday weekend is easier said than done - and how to prepare your mindset for it now Creative alternatives to a straight discount: early access, volume-based collector's sales, limited edition holiday packaging, storytelling deep dives and more What to do if you decide not to participate in Black Friday at all - and why that's a completely valid choice Why Small Business Saturday might be a better fit for independent jewelry brands than Black Friday How to handle an "off day" Black Friday without confusing your customers Why sharing your values during this noisy season can be a powerful differentiator How to set realistic expectations about engagement during the busiest marketing weekend of the year In the bonus segment for Insiders only, Laryssa and Liz share what they're seeing from their own clients right now - including a real example of a limited-run drop with an early access strategy - and a cautionary tale about what happens when a brand misses the moment after an in-person connection. Liz Kantner works with independent jewelry artists to help them find their unique voices and succeed in today's marketplace. With over ten years of experience in jewelry marketing and sales, Liz offers consulting services and digital strategy. She's also the founder of the Stay Gold Collective, a private group providing live training, industry insights, and personalized feedback. Learn more at https://www.lizkantner.com. Laryssa Wirstiuk is the founder and creative director of Joy Joya, a digital marketing agency for the jewelry industry. She's the author of Jewelry Marketing Joy and the creator of JoyDeck, a platform designed to make marketing accessible for jewelry makers and designers. Discover more at https://joyjoya.com. Tune in to hear Liz and Laryssa share valuable insights, tips, and strategies for success in the jewelry industry!

Welcome to the Success With Jewelry podcast, hosted by Laryssa Wirstiuk and Liz Kantner, two experts passionate about helping independent jewelry artists thrive. Welcome to episode #189! We're extending our holiday planning series because there's more to cover - and because if you're listening in September, this is exactly the right time to be thinking about this. Today Laryssa and Liz focus specifically on email marketing for Q4: how to show up in a crowded inbox, what to actually say, and how to use the lead-up to holiday as a storytelling and merchandising opportunity rather than just a sales push. In today's episode, Laryssa and Liz cover: Why the inbox gets more competitive every Q4 - and what that means for how you need to show up Why your email list is your warmest audience, especially at a higher price point Why you should never be showing up for the first time in someone's inbox on November 28th How fall and the seasonal transition create so many natural merchandising and storytelling opportunities - color stories, layering, cozy styling content - before you even have to say the word holiday Why emailing only when you have something new or a sale is a habit to break now How to write subject lines that actually get opened - and what a good one looks like versus the sea of "last chance" and "20% off" sitting in everyone's inbox Why one clear idea per email will always outperform a packed, try-hard send How to think about your customer's mindset and what they're actually doing this time of year In the bonus segment for Insiders only, Laryssa and Liz share what they're doing right now with their own clients to build momentum toward holiday - including a real example of a collection launch that's been teasing for over a month with zero audience fatigue. Liz Kantner works with independent jewelry artists to help them find their unique voices and succeed in today's marketplace. With over ten years of experience in jewelry marketing and sales, Liz offers consulting services and digital strategy. She's also the founder of the Stay Gold Collective, a private group providing live training, industry insights, and personalized feedback. Learn more at https://www.lizkantner.com. Laryssa Wirstiuk is the founder and creative director of Joy Joya, a digital marketing agency for the jewelry industry. She's the author of Jewelry Marketing Joy and the creator of JoyDeck, a platform designed to make marketing accessible for jewelry makers and designers. Discover more at https://joyjoya.com. Tune in to hear Liz and Laryssa share valuable insights, tips, and strategies for success in the jewelry industry!