Marketing With Laryssa

In this episode, I share my 5 jewelry marketing predictions for 2023. What should you be anticipating in the new year? How can you shift and adjust your marketing strategy to accommodate consumer expectations and the overall industry landscape? This is a must-listen if you'd like 2023 to be the best year ever in your jewelry business.

I'll be covering:

• A recap of my predictions for 2022 - how did they pan out?
• 5 jewelry marketing predictions for 2023
• What you can do to prepare

There's also a free ebook download to complement this episode. You can visit joyjoya.com/2023 to get your copy.

Sparkle Award:

Awe Inspired - https://www.jckonline.com/editorial-article/jewelers-giving-tuesday/

News Articles:

Why Own a Diamond Ring When You Can Rent One?

https://wwd.com/accessories-news/jewelry/top-jewelry-rental-platforms-opportunities-setbacks-1235415718/

Taking the Temperature of a Growing Jewelry Market

https://wwd.com/accessories-news/jewelry/independent-retailers-temperature-growing-jewelry-market-1235417921/

Competition in the Jewellery Market Is Heating Up | BoF

https://www.businessoffashion.com/articles/retail/direct-to-consumer-jewellery-versus-incumbents/

Other links from this episode:

Ebook Download - https://joyjoya.com/2023

2022 Predictions - https://joyjoya.com/jewelry-marketing-trends-2022/

Transcript: https://joyjoya.com/jewelry-marketing-predictions-2023

You're checking out a weekly segment of this podcast called "THE GOLD MINE", which is a more intimate, personal, and brief take from me about a topic of my choosing - but typically in the categories of entrepreneurship, growth, mindset as well as my own personal observations about the industry.

If you're new to this podcast, welcome - you can get interviews and business development/marketing tips on Sundays and The Gold Mine with me on Wednesdays. If you're a return viewer, thanks for following along!

In this week's episode, I'll be talking about how to be more productive in your jewelry business and with your marketing at this festive time of year. It's cold outside, there are cookies, there are Black Friday sales to shop, gifts to wrap, etc. There are SO MANY excuses not to be productive at this time of year. I know that I personally struggle with it and have a tinge of seasonal depression that really just makes me want to sleep/nap more than other times of year.

BIG DISCLAIMER: Despite the topic of this episode, I don't believe that life should be all about work and productivity. Just wanted to make that clear. You're allowed to have a life and enjoy things and take breaks. In fact, I encourage rest, and I encourage you to unplug from your business. You're not a machine that should constantly be "on". Instead, I'm going to be talking about staying focused and productive in balance with life, as balanced as you can possibly get it. So that you're able to achieve all your goals and have your cookies too.

I'll be discussing:

• The importance of choosing work or choosing rest - and not letting the two bleed together
• 3 tips for maintaining productivity when there are a million distractions
• What to do if you've gone off the rails

Learn more: https://joyjoya.com

2:30 - Primary Episode Content

In this episode, I share my interview with Alanna Brannigan, an SEO expert who places great emphasis on strategic content creation. Alanna's the founder of Harvest Moon Marketing, a boutique digital marketing agency that specializes in SEO and content marketing. She has more than six years of experience as an SEO specialist and has worked with companies of all sizes, from multi-million dollar corporations to mom and pop shops. What I like best about talking shop with Alanna is that she has a way of talking about SEO that doesn't make you want to fall asleep or get super overwhelmed. She's able to explain pretty complex concepts in inviting and accessible terms. Let's get into beginner SEO with Alanna.

In this episode, we'll be covering:

• What are some of the most impactful tactics that ecommerce jewelry business owners can be implementing?
• Why should ecommerce business owners consider publishing blog content?
• In Google Analytics, what are the most important metrics to track for SEO and for business success in general?
• …and more!

Sparkle Award:

2022 DESIGN EXCELLENCE AWARDS - https://accessoriescouncil.org/design-excellence-awards

News Articles:

Why you shouldn't cut back on marketing during a recession - https://venturebeat.com/business/why-you-shouldnt-cut-back-on-marketing-during-a-recession/

Why some brands are making small-scale zines and magazines - https://www.marketingbrew.com/stories/2022/11/10/why-some-brands-are-making-small-scale-zines-and-magazines

This marketplace is helping small brands find short-term retail space - https://www.retailbrew.com/stories/2022/11/09/this-marketplace-is-helping-small-brands-find-short-term-retail-space

Connect with Alanna: https://harvestmoonmktg.com/

Transcript: https://joyjoya.com/jewelry-seo-crash-course

Do you want to enter to win $400 worth in prizes? All you have to do is write a review of this podcast on Apple Podcasts and send a screenshot to @joyjoyamarketing on Instagram or to [email protected]. You also need to follow @joyjoyamarketing on Instagram if you don't already. One lucky winner will get:

- $200 Amazon gift card- $100 credit to spend on the @chrysmela website- "Jewelry Is Joy" sweatshirt in size (sizes S-2XL)- 30 min. jewelry marketing strategy call with Laryssa

$400 Value

Winner will be chosen at random from all qualified entries on November 30, 2022 at 11:59pm PT. Limited to US residents only.

Thanks for checking out this episode, and I look forward to getting back to regular content next week.

You're checking out a weekly segment of this podcast called "THE GOLD MINE", which is a more intimate, personal, and brief take from me about a topic of my choosing - but typically in the categories of entrepreneurship, growth, mindset as well as my own personal observations about the industry.

If you're new to this podcast, welcome - you can get interviews and business development/marketing tips on Sundays and The Gold Mine with me on Wednesdays. If you're a return viewer, thanks for following along!

In this week's episode, I'll be talking about how you can maintain confidence in your marketing whenever you're trying something new and how you can trust that something can potentially work for your business, even when the future is uncertain.

I'm not saying that you should 100% naively believe that everything will work when it comes to marketing because that would be unrealistic, but marketing requires you to give it time to work, and time requires trust and confidence.

In the last episode #213, I spoke about the biggest missed opportunities in marketing, and I think it takes a lot of confidence to seize opportunities like the five I mentioned, so this episode is intended to give you the boost you'll need to take a leap.

I'll be discussing:

• How to set realistic expectations around marketing when you're in an experimental phase
• 3 tips for maintaining confidence when trying something new and uncertain
• What to do if something doesn't work out the way you had planned

Learn more: https://joyjoya.com

2:18 - Primary Episode Content

In this episode, I share 5 of the biggest missed opportunities in jewelry marketing, so you can start planning for 2023 and seize the chance to stand out in the Sea of Sparkle and outshine your competitors. Why keep doing the same thing if it's not 100% driving the results you want and deserve? Get off the beaten path and do something that no brands are doing or that few brands are doing.

I'll be covering:

• Why it's more important to look for missed opportunities than to copy other models in marketing
• 5 of the biggest missed opportunities in jewelry marketing
• How to know you're on the right track and when to pivot, especially if you're doing something that no one else has done or is doing

Sparkle Award:

Catbird - https://www.catbirdnyc.com/

News Articles:

Fashion retailers that push gift cards and discounts will win big this holiday season, a Morning Consult report revealed

https://www.retailbrew.com/stories/2022/11/01/fashion-retailers-that-push-gift-cards-and-discounts-will-win-big-this-holiday-season-a-morning-consult-report-revealed

The 5 Jewelry Trends for Winter 2022-2023 Prove More is More

https://www.marieclaire.com/fashion/jewelry-trends-winter-2022-2023/

Weekend Briefing: How jewelry brands are surviving the supply chain crisis

https://www.glossy.co/fashion/weekend-briefing-how-jewelry-brands-are-surviving-the-supply-chain-crisis/

Other links from this episode:

Blue Ocean Strategy - https://www.amazon.com/Blue-Ocean-Strategy-Uncontested-Competition/dp/1591396190

Episode #172 - Livestream Shopping for Jewelry Brands - https://joyjoya.com/livestream-shopping-jewelry-brands

Episode #187 - Interview With the Email Marketing Heroes on Effective Emails for Jewelry Brands - https://joyjoya.com/email-marketing-heroes-jewelry

Transcript: https://joyjoya.com/missed-opportunities-jewelry-marketing

You're checking out a weekly segment of this podcast called "THE GOLD MINE", which is a more intimate, personal, and brief take from me about a topic of my choosing - but typically in the categories of entrepreneurship, growth, mindset as well as my own personal observations about the industry.

If you're new to this podcast, welcome - you can get interviews and business development/marketing tips on Sundays and The Gold Mine with me on Wednesdays. If you're a return viewer, thanks for following along!

I'll be sharing some ways that your brain may actually be getting in the way of marketing success. Have you ever heard the term "cognitive bias"? If not, don't worry, I'll explain in just a moment. But basically I want to explain to you how your own cognitive bias is getting in the way of your business success.

I'll be discussing:

• What's cognitive bias, and what role can it play in marketing?
• What are the top five cognitive biases that you may be experiencing in your business?
• What steps can you take to overcome your cognitive biases?

Learn more: https://joyjoya.com

In this episode, I share my interview with Mark Smelzer, the former publisher of JCK and the current Chief Content Executive at Jewelers Mutual Group. Mark started his career in magazine ad sales in Los Angeles when he became the publisher of a city magazine called Buzz. After that, he moved to Variety, the entertainment trade publication, but a corporate shake-up there propelled him to become the publisher of JCK magazine. At the time, 18 years ago, he knew very little about the jewelry industry, but he grew to love it and has seen it go through countless changes. In 2021, he shifted to an exciting new role at Jeweler's Mutual, and he conceived of the event Conversations in Park City, which recently took place in mid-October. I'm really excited to have Mark on the podcast today to chat about his time in the industry as well as his experience of the unique retreat in Utah.

In this episode, we'll be covering:

• What's it like to organize and execute on a major event for the jewelry industry?
• Why are leadership development and networking events so important for this industry?
• What are some of the most exciting and invigorating things happening in the industry today?
• …and more!

Sparkle Award:

Diamonds Do Good - https://www.nationaljeweler.com/articles/11405-the-new-diamonds-do-good-bracelet-has-launched

News Articles:

Cookies Are Ruining Your Holiday Sales. Here's Why Session-Based Personalization is the Best Alternative - https://www.mytotalretail.com/article/cookies-are-ruining-your-holiday-sales-heres-why-session-based-personalization-is-the-best-alternative/

25% of Diamond Jewelry Sales in 2021 Were Made Online - https://www.jckonline.com/editorial-article/diamond-jewelry-sales-2021-online/

TikTok Launches 'TikTok Academy' Marketing Education Platform - https://www.socialmediatoday.com/news/tiktok-launches-tiktok-academy-marketing-education-platform/635046/

Connect with Mark on Linkedin: https://www.linkedin.com/in/marksmelzer/

Transcript: https://joyjoya.com/mark-smelzer-community-jewelry-industry

You're checking out a weekly segment of this podcast called "THE GOLD MINE", which is a more intimate, personal, and brief take from me about a topic of my choosing - but typically in the categories of entrepreneurship, growth, mindset as well as my own personal observations about the industry.

If you're new to this podcast, welcome - you can get interviews and business development/marketing tips on Sundays and The Gold Mine with me on Wednesdays. If you're a return viewer, thanks for following along!

In this week's episode, I'll be sharing what I personally love to get out of a customer experience. This is a followup to episode #207, when I talked to customer experience expert Paul Rutter all about how to delight your customers. I believe customer experience and marketing are intimately intertwined and that more jewelry brands should be focused on optimizing the two together.

I'll be discussing:

• Why customer experience is such an important part of marketing
• Some things I personally love to get out of a customer experience
• And how you can start leveraging your customer experience for marketing

Links from the episode:

Episode #207 - Interview With Paul Rutter - https://joyjoya.com/jewelry-customer-experienceLearn more: https://joyjoya.com

In this episode, I share 5 tips for engaging past customers to give yourself the best chance at sales success during the holiday season. Of course, you always want to be trying to acquire new customers, but retaining your past customers is more efficient and also most cost-effective when it comes to marketing spend. And this year, when predictions for holiday sales are feeling a little uncertain, you'll want to expend the most effort on the people who already know and love your brand.

I'll be covering:

• Why it's important to engage past customers for the holidays
• 5 tips for engaging past customers, even as we enter November
• Why to continue this focus in 2023 and beyond

Sparkle Award:

Cast's First Store Wants to Shake Up Fine Jewelry Retailhttps://wwd.com/business-news/retail/casts-opens-first-store-corte-maera-marin-fine-jewelry-1235392343/

News Articles:

It's not too late to test a live-shopping strategy for the holidayshttps://www.retailbrew.com/stories/2022/10/18/it-s-not-too-late-to-test-a-live-shopping-strategy-for-the-holidays

The RealReal Predicts This Year's Gift Giving Will Focus On "Elevated Classics"https://www.jckonline.com/editorial-article/the-real-real-gift-giving/

Consumers to shop more in stores this holiday: surveyhttps://www.retaildive.com/news/consumers-shop-more-in-store-holiday-season-survey/634674/

Other links from this episode:

Episode #205 - Top 5 Jewelry Marketing Trends for Holiday 2022 - https://joyjoya.com/jewelry-marketing-trends-holiday

Episode #131 - How to Involve Customers in Jewelry Marketing - https://joyjoya.com/involve-customers-jewelry-marketing/

Transcript: https://joyjoya.com/retain-jewelry-customers-holiday-sales