Marketing With Laryssa

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 episode, I address a question I frequently get asked: is the jewelry market oversaturated? The short answer is "yes" and "no", but here's a breakdown of what I'll be discussing.

• The current state of the marketplace - is there space for new and emerging jewelry brands?
• How can a new brand best position itself in the marketplace? What's required of brands today?
• Once you've established your brand, how can you find your target customer and capitalize upon your place?

Links from the episode:

"How I Built This - Rivian" - https://podcasts.apple.com/kn/podcast/rivian-rj-scaringe/id1150510297?i=1000578203598

Ep #151 - Interview With Benjamin Smithee - https://joyjoya.com/interview-with-jewelry-marketing-expert/

Blue Ocean Strategy - https://www.blueoceanstrategy.com/what-is-blue-ocean-strategy/Learn more: https://joyjoya.com

In this episode, I share the best opportunities in direct mail marketing for jewelry brands today.

Some people consider direct mail to be a more "traditional" or "old school" marketing strategy, since it involves actual paper as well as the United States Postal Service.

It's the practice of engaging your prospects and customers through printed marketing materials like postcards, catalogs, coupons, and other types of mailers.

In this episode, I'll be sharing five ways that you can utilize direct mail marketing for your jewelry brand. They include:

1. Handwritten notes/cards
2. An offer within a box/package
3. Catalog or other glossy mailer
4. Postcards
5. Content publication like a magazine

Sparkle Award:

Kendra Scott - https://www.marketingbrew.com/stories/2022/09/08/kendra-scott-bet-big-on-bamarushtok-2022-and-it-paid-off

News Articles:

Sotheby's Brings Back 'Brilliant & Black' Selling Exhibition - https://www.nationaljeweler.com/articles/11245-sotheby-s-brings-back-brilliant-black-selling-exhibition

Don't Call Them Grandmas! The Enduring Appeal of the Senior Fashion Icon - https://www.vogue.com/article/the-enduring-appeal-of-the-senior-fashion-icon

6 Formerly "Dated" Jewelry Trends That Will Be Big This Fall - https://www.whowhatwear.com/fall-jewelry-trends-2022/

Other Links from the Episode:

Ep #135 - Interview With David Wachs - https://joyjoya.com/interview-with-david-wachs-about-handwritten-notes-in-marketing/

Our Sponsor:

This episode was sponsored by Chrysmela (https://chrysme.la/), maker of the most secure earring back in the world. Joy Joya listeners and viewers who are interested in learning more about partnering with Chrysmela can email Mayumi at info [at] chrysme.la. Chrysmela offers white labeling as well as wholesale opportunities.

Interview With Mayumi Ishii: https://joyjoya.com/interview-with-mayumi-ishii-of-chrysmela-disrupting-the-jewelry-marketplace/

Transcript: https://joyjoya.com/direct-mail-marketing-jewelry

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!

This week's topic is all about an exciting new endeavor that I'm launching with Liz Kantner, my partner in the Success With Jewelry Webinar Series. We launched a podcast with both a free version and membership version!

As of this recording going live, you'll be able to find the first three episodes to listen for free (in both audio and video formats).

Links from the Episode:

Success With Jewelry Community: https://www.successwithjewelry.com

Success With Jewelry Podcast (Video): https://www.youtube.com/channel/UC45j5KQQJPKDLKQtFljHm0g

Success With Jewelry Podcast (Audio): https://podcasts.apple.com/us/podcast/success-with-jewelry/id1642413048

Learn more about Joy Joya: https://joyjoya.com

In this episode, I share my interview with Tammy Cohen, a knowledgeable, passionate, and vibrant woman who has been partnering with top-tier corporate executives and entrepreneurs to develop their personal and professional brands for more than 20 years—with an emphasis on the gem and jewelry business since 2013.

She also specializes in a very interesting niche in the jewelry industry, supporting jewelers who make proprietary and branded products, specifically proprietary diamond cuts. Through her branding expertise and her agency TC Brand Consulting as well as her Post Purchase Navigating Training Program (PPN), she helps jewelers protect their brand valuation post purchase.

She also sees opportunities for women to thrive and grow exponentially and founded a women's business network called Women Beyond the Table (WBTT).

In this episode, we discuss:

• The role that brand storytelling plays in marketing, especially for a unique and/or proprietary product
• What the jewelry industry needs more of
• Why and how jewelry brands should care about post-purchase valuation as well as the customer experience overall
• …and more!

Sparkle Award:

Swarovski - https://www.adweek.com/brand-marketing/accessory-brand-swarovski-wants-to-be-a-part-of-consumers-self-improvement/

News Articles:

The only two things that matter in marketing - https://martech.org/the-only-two-things-that-matter-in-marketing/

LVMH Americas CTO on the bold "connection" strategy that will define luxury retail - https://www.retailbrew.com/stories/2022/08/26/lvmh-americas-cto-on-the-bold-connection-strategy-that-will-define-luxury-retail

Pandora CEO Talks Affordable Luxury and the Price Of Silver - https://www.thestreet.com/investing/pandora-ceo-jewelry-trends

Other Links from the Episode:

https://tcbrandconsulting.com/

https://www.linkedin.com/in/tammy-cohen-915815143/

Transcript: https://joyjoya.com/tammy-cohen-jewelry-branding

Welcome to the Joy Joya Podcast. If you're a jewelry industry entrepreneur or professional who's ready to start thinking differently about business development and marketing, this podcast is for you.

I'm your host Laryssa Wirstiuk, and I'm the founder of Joy Joya, a marketing strategy agency specifically for jewelry brands. Since 2016, I've been helping business owners and their teams reach their target customers more effectively and think about their brand storytelling in new ways. I'm also the author of the book Jewelry Marketing Joy and frequently speak at industry events, both in-person and virtual.

When you listen to this podcast, you'll find two different formats: on Sundays, I alternate between interviews with jewelry industry movers and shakers and then solo episodes where I share tips and insights about specific, relevant topics. I'm always looking for ways to push the industry to be more forward-thinking, so you can expect to find some of the most cutting-edge information about marketing here.

On Wednesdays, I publish 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 prefer video to audio, then you can also search for Joy Joya on YouTube and find video versions of each episode. Either way, I'd love for you to subscribe and follow along. For more information about me and Joy Joya, visit joyjoya.com or follow along on Instagram @joyjoyamarketing.

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!

This week's topic is all about maintaining focus in marketing. I'll be talking about:

1. What's "shiny object syndrome" and how can you recognize that you have it?
2. What are some other ways that businesses lose focus in marketing, and why does this happen?
3. What are my tips for maintaining focus

Links from the Episode:

Ep. #190: https://joyjoya.com/jewelry-marketing-strategy-challenges

Learn more: https://joyjoya.com

In this episode, I share my 5 out-of-the-box tips for your best holiday ever. I have a few other episodes about holiday planning and marketing, #97 and #138 if you'd like to check those out as well.

Ep. #97: https://joyjoya.com/planning-jewelry-ecommerce-for-holiday-2020/ Ep. #138: https://joyjoya.com/holiday-jewelry-marketing/

I won't be repeating any of that content in this episode, so I suggest you review those as a primer. Here's a summary of the out-of-the-box tips I'll be covering:

• Create a proprietary holiday or special event
• Think about giftable bundles, upsells, and cross-sells
• Forget discounting for BFCM - surprise and delight instead
• Add direct mail to the mix
• Update and add to your top-of-funnel content

Sparkle Award:

Icebox - https://www.nytimes.com/2022/08/29/fashion/jewelry-electronic-mining-recycling.html

News Articles:

Instagram's Latest Feature Test Is About Being BeReal - https://techcrunch.com/2022/08/23/instagrams-latest-feature-test-is-about-being-bereal/

Companies Used to Announce Products. Now They "Drop" Them - https://www.wsj.com/articles/companies-used-to-announce-products-now-they-drop-them-11661572855?mod=djemalertNEWS

Instacart is enlisting celebrities and influencers to make your shopping list — in case that's helpful - https://www.theverge.com/2022/8/25/23320625/instacart-celebrity-influencer-curated-grocery-carts-lizzo

Our Sponsor:

This episode was sponsored by Chrysmela (https://chrysme.la/), maker of the most secure earring back in the world. Joy Joya listeners and viewers who are interested in learning more about partnering with Chrysmela can email Mayumi at info [at] chrysme.la. Chrysmela offers white labeling as well as wholesale opportunities. Interview With Mayumi Ishii: https://joyjoya.com/interview-with-mayumi-ishii-of-chrysmela-disrupting-the-jewelry-marketplace/

Transcript: https://joyjoya.com/holiday-jewelry-sales-success

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!

This week's topic is all about my observations around how we refer to women in the jewelry industry. I'll be talking about:

1. The terminology I think needs to change
2. Why I think it needs to be taken seriously
3. What can we do about it?

Links from the Episode:

https://www.forbes.com/sites/forbescoachescouncil/2021/08/09/why-calling-women-girls-is-a-bigger-deal-than-you-may-think/ https://etda.libraries.psu.edu/files/final_submissions/10967

Learn more: https://joyjoya.com

In this episode, I share my interview with Reena Ahluwalia. Recognized as one of the Top Masters of design and art in Canada, Reena Ahluwalia is an award-winning jewelry designer, painter and professor. She is one of a handful of living jewelry artists whose work is featured on a nation's (Belgium) postage stamp.

As a tribute to the British Royal Wedding, Reena created a Diamond Tiara for HRH Kate Middleton. Reena designed a historic diamond piece for the Legislature of Ontario with De Beers Canada. She created the inaugural collection for Rio Tinto Bunder Mine, where diamonds were found 100 years after the fabled Indian Golconda Mines depleted. In 2019, Reena co-created the watch that was awarded the Guinness World Record for Most Diamonds set on a watch.

Coveted internationally by art collectors, Reena paints highly nuanced, hyper-realistic diamonds with ultra-magnified facets. She is a professor and member of the George Brown College Jewellery Program Advisory Committee and a Fellow of (IwB) Institute without Boundaries. Reena gives back to many communities and organizations, including 'Jewelers For Children' (JFC) charity, to help children who are victims of catastrophic illness.

In this episode, we discuss:

- What it's like to carve your own path as a woman in a male-dominated industry - The potential that NFTs hold for the jewelry industry - How can a physical object and digital object complement each other - Example of two jewelry brands doing a very interesting collaboration - …and more!

Sparkle Award:

Icebox - https://www.youtube.com/c/Icebox/videos

News Articles:

The Best Lockets to Hold Your Secrets - https://www.townandcountrymag.com/style/jewelry-and-watches/g40897110/best-locket-necklace/ What's The New Holiday Marketing Calendar? Retail Remix Podcast - https://www.retailtouchpoints.com/podcasts/whats-the-new-holiday-marketing-calendar Sotheby's and Metagolden bring NFT Jewelry to the Global Stage in Inaugural Jewelry Auction - https://www.prnewswire.com/news-releases/sothebys-and-metagolden-bring-nft-jewelry-to-the-global-stage-in-inaugral-jewelry-auction-301606138.html

Other Links from the Episode:

https://www.reenaahluwalia.com/ https://www.instagram.com/reenaahluwalia/ https://www.tiktok.com/@reena.ahluwalia https://twitter.com/reenaahluwalia https://www.greenlandruby.gl/greenland-ruby-enters-metaverse-ruby-nft/

Transcript: https://joyjoya.com/reena-ahluwalia-jewelry-designer

This episode is all about the three most common "big picture", marketing strategy-related issues I see with jewelry brands today.

I want to personally share the following things:

- What are the three most common marketing issues - Why I think these marketing issues are so common and how they're specific to the jewelry industry - What are some things that can be done to overcome them?

Learn more about Joy Joya: https://joyjoya.com