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 #180! We're back with part two of our email marketing series, and this week Laryssa and Liz are tackling the question they hear most often: what do I actually say in my emails? Because this is where so many jewelry brands get stuck — they have a list, they know they should be sending, they open up their email platform, and then they just stare at it.

In today's episode, Laryssa and Liz cover:

• What makes an email worth opening — and why having a point of view matters more than being creative

• How often you should actually be sending (Laryssa and Liz have slightly different opinions on this one)

• Why sending emails only when you have a show or a sale is not a strategy

• How to plan your email content so you're never starting from scratch

• Why repetition is not annoying — it's actually essential

• How to write in your brand voice and avoid sounding generic or salesy

• Subject lines: why they're harder to write than you think, and when AI can actually help

• How to know if your emails are working

In the bonus segment for Insiders only, Laryssa and Liz share their email content calendar framework for jewelry brands, plus the specific email types they come back to again and again with clients.

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 #179! Liz sits down with Alyssa Downey, owner of Amp'd Designs, a brand and web designer with over a decade of experience helping small businesses build websites that don't just look beautiful — they work for everyone who visits them. Alyssa studied at Pratt Institute, has worked at NYC design studios, as an Art Director at a high-end print company, and in the Art Department at Atlantic Records, and has been running her own design business full time since 2018.

In today's episode, Liz and Alyssa break down website accessibility in a way that actually makes sense for independent jewelry brands — not the intimidating technical version, but the practical one that helps you make sure the customers who want to find you and buy from you actually can.

In today's episode, Liz and Alyssa cover:

• What website accessibility means and why it should be a priority for every jewelry brand

• The legal side of accessibility — and why it's worth paying attention to even as a small business

• The most common accessibility mistakes Alyssa sees on jewelry websites

• Why heading structure matters way more than most designers realize (and it's not just about design)

• Text legibility, tiny fonts, and script typefaces — what's hurting your website and what to do about it

• Color contrast explained: how to check yours and what to do if it fails

• Alt text: why it matters for both accessibility and SEO, and how to write it correctly

• How to audit your own website for accessibility without hiring a developer

In the bonus segment for Insiders only, Alyssa shares the accessibility fixes she sees jewelry websites need the most — including a live look at a few well-known jewelry brand websites — and where to start if this all feels overwhelming.

Learn more about Amp'd Designs: https://www.ampddesigns.com/Follow on Instagram: https://www.instagram.com/ampd_designs

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 #178! We're kicking off a four-part series on email marketing, because as much as we've talked about it on this podcast, the landscape has changed enough that it felt like time to start fresh. Whether you've been doing email marketing for a while and it's starting to feel stale, or you've been putting it off because it feels overwhelming, this series is for you.

In today's episode, Laryssa and Liz cover:

• Why email marketing matters more than ever in 2026 - and why social media alone just isn't cutting it anymore

• The mindset shifts that hold jewelry brands back from getting started (you're not bothering people, we promise)

• What's changed about the email landscape and what's stayed the same

• The biggest mistakes jewelry brands are making with email right now

• How to think about frequency - and why consistency matters more than volume

• Simple, beginner-friendly ways to get started if email marketing feels overwhelming

• Substack versus email marketing: what's the difference and which should you focus on

In the bonus segment for Insiders only, Laryssa and Liz share how they're thinking about email strategy for their own clients right now, and the shifts they've made in the last year that are making a real difference.

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 #177! We talk about email marketing a lot on this podcast, but today Laryssa and Liz are covering specifically how your website should be actively working to grow your list — because a consistent email strategy doesn't help much if your site isn't set up to capture the people who are already visiting.

In today's episode, Laryssa and Liz cover:

• The etiquette of email pop-ups: when they should appear, how often, and for whom

• What makes a pop-up actually work — from tried-and-true to trendy (scratch-offs, spin-the-wheels, and more)

• Why discounts aren't always the right incentive, especially for fine jewelry

• What a lead magnet is and how to think about creating one that fits your brand

• Why a welcome email is non-negotiable (and a cautionary pillow story to prove it)

• Writing pop-up and signup copy that actually sounds like you

In the bonus segment for Insiders only, Laryssa and Liz share a full list of lead magnet ideas that work for jewelry brands, plus pop-up timing and placement strategies.

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 #176! Consider this part four of our website series - because apparently we had more to say. This week Laryssa and Liz are tackling website analytics in the most approachable way possible: not the intimidating, data-heavy version, but the practical one that helps you understand what's working, what isn't, and what to do about it.

In today's episode, Laryssa and Liz cover:

• Where to actually look at your website data (and why Google Analytics is worth setting up now even if you don't need it yet)

• Vanity metrics versus the numbers that actually matter - and why followers and likes aren't telling you what you think they are

• How to read your traffic patterns and what big peaks and dips are trying to tell you

• Bounce rate, time on site, and conversion rate explained in plain language

• What a healthy conversion rate actually looks like for a jewelry brand (spoiler: it's lower than you'd expect)

• Why digital advertising has become so expensive - and what's working instead

• How often you should actually be checking your numbers

In the bonus segment for Insiders only, Laryssa and Liz share the specific metrics they look at when auditing a jewelry website, plus the questions you should be asking your data every single month.

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 #175! We're continuing our website series, and this week Laryssa and Liz move beyond the homepage and product pages to cover everything else that builds trust and drives action on your jewelry website.

In today's episode, Laryssa and Liz cover:

• Why your about page is selling your brand even if it doesn't have a buy button — and what makes one truly great

• The shipping page details that give customers the confidence to complete a purchase

• Why your custom design page probably needs a serious upgrade

• How to think about navigation so it's actually working for you, not against you

• The role of your footer (and why it's not just an afterthought)

• High-level SEO basics that still matter — and what's changed with AI search

In the bonus segment for Insiders only, Laryssa and Liz share an SEO basics checklist for jewelry brands and their top tool recommendations for monitoring and improving your website performance.

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 #174! This is part two of our three-part series on website best practices for jewelry brands. Last week we tackled the homepage - this week Laryssa and Liz are going deeper into the pages that actually drive sales: your product pages and collection pages. For most jewelry brands these are the most visited pages on the site, yet they're often the most neglected.

In today's episode, Laryssa and Liz cover:

• Why your product page deserves as much attention as your homepage - maybe more

• What information needs to be on every product page (and how to present it without overwhelming shoppers)

• The product photography mistakes that are costing you sales

• How to write product descriptions that balance storytelling, technical detail and searchability

• What to do with sold-out one-of-a-kind listings

• How to tell if a product page is underperforming - and what to do about it

• Their honest take on AI product images (spoiler: don't)

In the bonus segment for Insiders only, Laryssa and Liz share a product page audit checklist, real examples of product pages that get it right, and a few quick fixes you can make this week.

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 #173! This is part one of a three-part series on website best practices for jewelry brands. Laryssa and Liz start with the big picture - your homepage - and what it actually needs to do to turn browsers into buyers.

In today's episode, Laryssa and Liz cover:

• Why your website matters more than ever in 2026 and why the DIY approach only gets you so far

• How to audit your own homepage with fresh eyes (hint: look outside the industry too)

• What your homepage needs to do in the first few seconds - and the most common mistakes that send visitors away

• Why your homepage should be dynamic, not set-and-forget

• The case for always having a visible, working email signup on your site

• Key metrics to check so you know if your homepage is actually working

In the bonus segment for Insiders only, Laryssa and Liz share a homepage audit checklist you can use this week, real examples of jewelry brand homepages that get it right, and the one thing you can do on your homepage right now to make an immediate improvement. Insiders also get access to our homepage audit checklist.

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 #172! Liz chats with Lauren Jennings, the designer behind Palm Sunday, a fine jewelry brand rooted in responsible production and timeless design, based in St. Petersburg, Florida. Lauren draws inspiration from her coastal surroundings and travels throughout Italy and the Mediterranean, and brings a background in fashion design to everything she creates.

In today's episode, Liz and Lauren dig into Lauren's weekly newsletter, the Palm Sunday Times - how she built it, why she started it, and how it's become one of the most meaningful parts of running her business. They cover:

• Why Lauren made the decision to move her audience off social media and into her inbox

• How her fashion background shaped the look, feel and voice of her newsletter

• The simple content template she uses every week so she's never starting from scratch

• How she balances storytelling, behind the scenes content and selling without feeling pushy

• Why a small email list is more powerful than you think

• Tips for growing your list that actually feel right for a luxury brand

In the bonus segment for Insiders only, Lauren shares how she manages all of this content without doubling her workload, her unexpected love for Threads, and why she thinks there is still a huge white space opportunity for jewelry designers in the newsletter space.

Learn more about Palm Sunday: https://www.palm-sunday.com/Follow on Instagram: https://www.instagram.com/palm__sunday

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 #171! Laryssa and Liz dig into one of the most common struggles they see with jewelry brands — writing copy that actually sounds like you. Whether it's your website, emails or Instagram captions, the words you use are a huge part of your brand, and when they feel off, customers notice.

In today's episode, Laryssa and Liz cover:

• Why finding your brand voice is harder than it sounds

• The most common copy mistakes jewelry brands make (and how to avoid them)

• Whether to write as "I" or "we" — and why it matters more than you think

• How to use content pillars so you're never staring at a blank page again

• Why you're probably not salesy enough (yes, really)

• How to know when your copy is actually working

In the bonus segment for Insiders only, Laryssa and Liz share real brand copy examples and a simple exercise to help you find and document your brand voice.

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!