Marketing With Laryssa

In this episode, I share my interview with Jeff Mason, a photographer and gemologist specializing in product and jewelry photography. With 20 years of industry experience, he brings his knowledge of gemstones and passion for photography together to best represent your jewelry and brand image. Jewelry photography is one of the top requested topics I've gotten from listeners and viewers, so I'm very excited to share this episode with you.

Jeff and I chat about things like:- The most important qualities of an effective jewelry product photo- Tips for representing the personality of jewelry or gemstones in photography- Overcoming the challenges of photographing jewelry- What a jewelry brand should look for when hiring a product photographer and how to know you're hiring the right person as well as how much you can expect to pay

Links mentioned in this episode:Transcript: https://joyjoya.com/interview-jeff-mason-jewelry-photography Sparkle Award: https://sparkleaward.comKoehn & Koehn Jewelers: https://www.koehnjewelry.comJeff Mason Photography: https://www.jeffmasonimages.com

In this episode, I share a post-JCK, mid-year trends report based on what I observed in Vegas this year. I had such a great time at the show, meeting virtual friends in person, seeing how brands have grown and evolved (even from last year's JCK), being overwhelmed by the sheer number of people and exhibitors - and I can't wait to share my insights and takeaways with you.

Links mentioned in this episode:Transcript: https://joyjoya.com/jewelry-industry-trends-jck-2022 Sparkle Award: https://sparkleaward.comCasual Carats: https://casualcarats.com/Cameo: https://www.cameo.comGreenland Ruby x Reena Ahluwalia: https://www.greenlandruby.glDebra Navarro Jewelry: https://debranavarro.com Rahaminov: https://rahaminov.com

In this episode, I share my interview with Monica Stephenson, founder of ANZA Gems. She started her company in 2015 with the mission of improving the lives of artisanal gemstone miners and helping East Africans participate more fully in the global gemstone trade.

They buy gemstone rough directly in East Africa and support individuals all along the supply chain by paying fair prices to miners and dealers, and use artisan cutters to facet one-of-a-kind spectacular gemstones for the wholesale trade, with a percentage of sales going to educational and entrepreneurial initiatives in the regions where they buy.

Monica also co-founded Moyo Gems as a collaboration between international traders, NGO Pact, NGO Tanzania Women Miners Assoc, and Everledger (Blockchain platform) to bring the gemstones of the women miners of Tanga, Tanzania to market.

If you didn't think she was busy enough, she's also: The current Board president of Ethical Metalsmiths On the international board of WJA On the Board of Gem Legacy On the advisory board of Black in Jewelry Coalition

Let me tell you - this woman's a powerhouse!

Links mentioned in this episode: Sparkle Award: https://sparkleaward.com Gucci x Oura: https://www.gucci.com/us/en/st/capsule/gucci-x-oura ANZA Gems: https://www.anzagems.com Moyo Gems: https://moyogems.com Ethical Metalsmiths: https://ethicalmetalsmiths.org/board-advisors/monica-stephenson WJA: https://www.womensjewelryassociation.com/boardstaff Gem Legacy: https://gemlegacy.org/our-team/ Black in Jewelry Coalition https://blackinjewelry.org/ Transcript: https://joyjoya.com/interview-monica-stephenson

In this episode, I share five valuable AI-powered tools that can support you with jewelry marketing. Do you feel intimidated by the term AI? Are you convinced that AI or artificial intelligence is only reserved for the Silicon Valley types? Then you'll be surprised to know that AI can help you save time and energy in marketing, so you can focus on other areas of your business. Why do everything manually when you can automate? Links mentioned in this episode:Sparkle Award: https://sparkleaward.com Greenland Ruby: https://www.greenlandruby.gl/greenland-ruby-enters-metaverse-ruby-nft/#enternow Transcript: https://joyjoya.com/ai-tools-jewelry-marketing

In this episode, I share my interview with Kasey Luck, founder and CEO of Luck & Co, an agency that helps 7- and 8-figure e-commerce brands maximize their email and SMS revenue. Kasey and her team frequently double the email and SMS revenue of brands they work with. What's their secret? A combination of a customer-centric approach, being good with numbers, and having fun with content. Kasey's writing on email marketing has been published in the Huffington Post and Growth Hackers. Kasey and I chat about:- The role of email marketing in a comprehensive digital marketing strategy- How often jewelry brands should be sending emails - The top tips for growing an email list, including whether or not giveaways work - Tips for email automation - How SMS can complement email marketing - And more!

Links mentioned in this episode:Sparkle Award: https://sparkleaward.comGraff: https://www.graff.com/us-en/home/Graffabulous: https://robbreport.com/style/jewelry/graff-graffabulous-2022-high-jewelry-collection-1234676982/ Luck & Co Agency: https://luckandco.agencyKasey Luck: https://www.youtube.com/c/KaseyLuckTranscript: https://joyjoya.com/interview-kasey-luck-email-marketing

In this episode, I chat about how you can make trends work for your brand, even if you're not a trend-driven business.

Here's the thing about trends: not every jewelry brand is necessarily trend-driven. So how can you still find value in trends, and incorporate them into your marketing and merchandising in a responsible way? I'm going to share with you 5 tips.

Links from the episode:Transcript: https://joyjoya.com/trends-jewelry-marketing Episode #169: https://joyjoya.com/interview-with-sophie-simon-gemologist-and-colored-gem-trader/ Sparkle Award: https://sparkleaward.com Mother's Day Celebration for Single Moms: https://www.today.com/parents/mother-s-day-2020-6-ways-help-mom-need-t180647 Marla Aaron: https://marlaaaron.com/pages/lockyourmom BizBash: https://www.bizbash.com

In this episode, I share my interview with Dana Bronfman, a New York City-based modern fine jewelry designer, best known for her "quietly bold" aesthetic. Dana works with a small team of master jewelers in New York to create each piece from reclaimed and fairmined gold, as well as carefully-chosen, responsibly-sourced diamonds and gemstones. She's also been a Fairmined Licensee since 2016. Dana's considered a leader in responsible sourcing in the industry, and she regularly contributes to industry conversations on the topic.

In this episode, we chat all about responsible material sourcing and jewelry making; it's one of the most requested topics I get from listeners and viewers. Dana's a true gem in the industry, and I'm really excited to share this conversation with you!

Links mentioned in this episode: Sparkle Award: https://sparkleaward.com Vito's Gems x Catbird: https://www.catbirdnyc.com/designers/vitos-gems.html Transcript: https://joyjoya.com/interview-dana-bronfmanDana Bronfman: https://danabronfman.com

In this episode, I talk about the opportunities for jewelry brands in livestream content. I recently gave a presentation on this topic at the AGS Conclave event, and the thing I loved most about giving this presentation was the audience feedback and collaborative discussion at the end. A number of retailers in the room chimed in to share their experiences about how powerful livestream content has been for their businesses, not just during COVID,, but also now with customers craving flexibility and convenience in shopping. It was inspiring to me and truly affirmed the power of livestream content.

Links mentioned in this episode:Transcript: https://joyjoya.com/livestream-shopping-jewelry-brands Sparkle Award: https://sparkleaward.comMcKinsey 2021: https://www.mckinsey.com/business-functions/mckinsey-digital/our-insights/its-showtime-how-live-commerce-is-transforming-the-shopping-experience Klarna 2021: https://www.klarna.com/assets/sites/2/2021/06/29084219/The-State-of-Smoooth-Klarnas-2021-Reopening-Insights-Report-min.pdf

In this episode, I share my interview with Megan Crabtree, the founder of Crabtree Advisory. Before starting her business, she built a long and successful career in the jewelry industry, culminating in senior sales roles with several leading firms in the jewelry retail and manufacturing space. She's a true industry veteran.

She's personally provided training to more than 1,500 jewelry retailers throughout the US & Canada. She's traveled the world and visited jewelry factories to solve quality issues in China, India, Dubai and Turkey. Crabtree Advisory helps jewelry manufacturers and retailers to streamline, improve quality and sell more. Their clients gain on average 30-60% more revenue after working with Crabtree Advisory.

In this episode, we chat about: - Storytelling and brand development specifically for manufacturers but also offering - Secrets of successful manufacturer and retailer partnerships - Tips for building and growing a product assortment in a strategic way - And more! We also chat about American Gem Society's Conclave. I'm purposely publishing this episode the week of April 24th because during this week, Megan and I will both be at Conclave presenting and meeting in person for the first time!

Links mentioned in this episode: Sparkle Award: https://sparkleaward.com https://imgur.com/HEqCiCg Transcript: https://joyjoya.com/interview-megan-crabtree Crabtree Advisory: https://crabtreeadvisory.com/

In this episode, I share five reasons why your jewelry marketing data may be incorrect or steering you in the wrong direction - and what you can do about it.

Links mentioned in this episode:

Transcript: https://joyjoya.com/jewelry-marketing-data Sparkle Award: https://sparkleaward.com Tiffany's custom boxes: https://hypebeast.com/2022/4/tiffany-co-renewed-elevated-jewelry-box