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 #170! Liz chats with Kelsey Lim, the founder and designer behind Abel Objects, a fine jewelry brand created with future generations in mind, guided by timeless design and responsible production. Kelsey spent years as a graphic designer and art director before going all in on Abel in 2023.

In today's episode, Liz and Kelsey discuss the realities of pricing as a solo jewelry maker, the power of transparency in building customer trust, using Substack as a business tool, and the magic of collaborative pop-up events.

In the bonus segment for Insiders only, Kelsey shares her tips for tracking overhead costs and navigating price increases as gold prices continue to climb.

Learn more about Abel Objects: https://abelobjects.com/ Follow them on Instagram: https://www.instagram.com/abelobjects/

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, your go-to source for honest conversations about marketing, mindset, and what it actually takes to grow a jewelry brand.

In Episode #169, we're diving into one of the biggest jewelry holidays of the year: Mother's Day.

If you've ever thought "Mother's Day isn't really right for my brand" — this episode is for you. Because the brands that win at Mother's Day aren't the ones doing the most. They're the ones who plan ahead, lean into the emotion behind the purchase, and show up consistently across channels.

In this episode, we break down how to approach your Mother's Day marketing from messaging and timing to product selection and multi-channel strategy — in a way that actually feels like you.

Because you don't have to do it like Kay Jewelers. You just have to do it in a way that connects.

💎 In this episode, you'll learn:

• Why Mother's Day is a major sales opportunity — even if you've never leaned into it before

• How to approach the holiday in your own voice, without copying what big brands do

• Why self-purchasers are a huge (and often overlooked) audience for Mother's Day marketing

• The emotional power of jewelry as a gift — and how to tap into that authentically

• When to start promoting and why planting early seeds matters more than a big launch

• Why you need to say it more than once (try 4–6 touchpoints minimum)

• How to use shipping deadlines as a marketing tool, not just logistical info

• Which products to feature — and how past sales data can guide your decisions

• Why a multi-channel approach (email, website, social) is essential for holiday marketing

We also talk about a key mindset shift: 👉 Hallmark holidays exist for a reason — they give your business a predictable, emotionally resonant moment to merchandise and connect with customers. Use them.

Mother's Day marketing doesn't have to feel generic or pushy. When you lead with meaning and tell your real story, you give gift-givers something they can carry into the moment of giving — and that's what makes jewelry unforgettable.

🔒 Insider Bonus – What You'll Hear When You Join

In the insiders-only continuation, we get more candid about the realities of holiday marketing — and what actually moves the needle.

We dig into:

• Why generic marketing advice falls flat — and why knowing your audience is everything

• The honest conversation around "silver bullet" moments (Gigi Hadid, Target placement, and what's really going on behind the scenes)

• Why going through a holiday season as an observer first can be one of the best things you do for your brand

• How to take notes on campaigns that resonate — and ones that don't — to sharpen your own voice

• Laryssa's practical tip for getting your Mother's Day marketing moving today

• How many emails is too many? (Spoiler: probably fewer than you think)

• Why weekly emails aren't enough during a promotional runway — and how to think about frequency without fear

👉 Love this teaser? Unlock the full insider episode on Patreon for deeper strategy and real-world application.

Liz Kantner helps independent jewelry artists find their voice and grow through consulting, digital strategy, and her Stay Gold Collective community. Learn more at lizkantner.com.

Laryssa Wirstiuk is the founder and creative director of Joy Joya, a digital marketing agency specializing in email marketing for jewelry brands. She's also the author of Jewelry Marketing Joy and the creator of JoyDeck. Learn more at joyjoya.com.

Welcome to the Success With Jewelry podcast, your go-to source for honest conversations about marketing, mindset, and what it actually takes to grow a jewelry brand.

In Episode #168, we're tackling a topic that comes up constantly: hiring a virtual assistant.

When you're running a jewelry business on your own, it's easy to hit a wall where you're spending all your time on repetitive tasks instead of the work that actually grows your brand. But hiring can feel intimidating — especially if you've never done it before.

In this episode, we break down what a virtual assistant actually is, how to figure out what to delegate, and how to set the relationship up for success from the start.

Because hiring help doesn't have to mean hiring an employee. It just means getting the right support in the right place — so you can focus on the things that move your business forward.

💎 In this episode, you'll learn:

• What a virtual assistant actually is — and why it's a smart first hire for small jewelry businesses
• Why having a clearly defined scope of work matters more than finding a "do everything" person
• The difference between hiring through a VA agency vs. a platform like Upwork (and the tradeoffs of each)
• What qualities to look for when screening candidates — even from an initial conversation
• Why writing a real job description matters, even for a freelancer or VA
• How to set realistic expectations around training and onboarding (it won't be turnkey)
• Why the first task you delegate should be the one eating up the most time or pulling you away from revenue-generating work
• What tools — like a project management system — can make working with a VA significantly easier

We also talk about a key mindset shift: 👉 If you're disappointed by the work, look at yourself first — because hiring is a collaborative effort.

Bringing on a VA isn't about removing yourself from the business overnight. It's a first step toward building the kind of support that lets you grow intentionally.

🔒 Insider Bonus – What You'll Hear When You Join

In the insiders-only continuation, we get much more specific about what delegation actually looks like in practice — and the honest challenges that come with it.

We break down:

• Laryssa's VA success story — how two VAs became long-term contractors she's worked with for over two years
• Specific tasks jewelry businesses can delegate (social scheduling, sales outreach, product descriptions, line sheet updates, photo organization, email building, and more)
• The difference between hiring a VA and hiring an agency — and when each makes sense
• Why organized asset folders are one of the most overlooked things that make delegation possible

We also talk candidly about:

• The control issues that come with letting go of tasks (Liz gets real about this)
• How your business evolving can change what you need from a hire — and why that's normal
• Basic labor laws every small business owner should know before hiring
• Why trial periods and quarterly check-ins protect both you and the person you hire
• The one thing you can do this week to start preparing: document your most repeatable processes
• Why hiring for personality — not just skill — makes remote work actually enjoyable

👉 Love this teaser? Unlock the full insider episode on Patreon for deeper strategy and real-world application.

Liz Kantner helps independent jewelry artists find their voice and grow through consulting, digital strategy, and her Stay Gold Collective community. Learn more at lizkantner.com.

Laryssa Wirstiuk is the founder and creative director of Joy Joya, a digital marketing agency specializing in email marketing for jewelry brands. She's also the author of Jewelry Marketing Joy and the creator of JoyDeck. Learn more at joyjoya.com.

Welcome to the Success With Jewelry podcast, your go-to source for honest conversations about marketing, mindset, and what it actually takes to grow a jewelry brand.

In Episode #167, we're diving into something that's quietly powerful—but often overlooked: clienteling.

For a long time, jewelry brands relied heavily on social media and email to drive sales. But as visibility becomes harder and algorithms become less predictable, one thing is becoming clear: real relationships are what actually move the needle.

In this episode, we talk about how to reconnect with that more personal side of selling—through thoughtful outreach, intentional follow-up, and building genuine connections that lead to repeat business.

Because the truth is… client relationships don't happen by accident. They're built.

💎 In this episode, you'll learn:

• Why direct outreach is becoming more important as organic reach declines
• How high-end and legacy jewelry brands rely on relationships—not just marketing—to drive sales
• The difference between passive marketing (posting, emailing) and active selling
• Why clienteling doesn't have to be complicated (and often works best when it's simple)
• How small gestures—like a handwritten note or a thoughtful message—can create lasting impact
• Why "feeling salesy" is often just a mindset barrier (and how to reframe it)
• The importance of identifying your top clients, collectors, and prospects
• How to follow up without feeling pushy or overwhelming
• Why consistency matters more than perfection when building relationships

We also talk about a key mindset shift: 👉 Sales is a service.

When you approach outreach as helping someone discover something meaningful—not just pushing a product—it completely changes how it feels (for both you and your customer).

And if you've been relying only on content and hoping people will come to you… this episode might be the nudge you need to take a more proactive approach.

🔒 Insider Bonus – What You'll Hear When You Join

In the insiders-only continuation, we get much more tactical about how to actually do clienteling in a way that feels sustainable.

We break down:

• How to structure your outreach so it doesn't feel overwhelming
• Simple systems for tracking conversations (even without a formal CRM)
• How often to follow up—and when to let things go
• Real examples of outreach that lead to commissions and repeat sales
• Why quarterly touchpoints can be more effective than constant communication

We also talk candidly about:

• The fear of being "too salesy" (and why avoiding it can hold you back)
• Why most outreach doesn't convert immediately—and why that's normal
• How playing the long game leads to stronger, more valuable client relationships

👉 Love this teaser? Unlock the full insider episode on Patreon for deeper strategy and real-world application. https://www.successwithjewelry.com

Liz Kantner helps independent jewelry artists find their voice and grow through consulting, digital strategy, and her Stay Gold Collective community. Learn more at lizkantner.com.

Laryssa Wirstiuk is the founder and creative director of Joy Joya, a digital marketing agency specializing in email marketing for jewelry brands. She's also the author of Jewelry Marketing Joy and the creator of JoyDeck. Learn more at 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.

In Episode #166, Liz is joined by Robin Kramer, jewelry industry consultant, speaker, and mentor with more than two decades of experience helping designers turn creative vision into sustainable success. As the founder of Red Boot Consulting and co-founder of both Flourish & Thrive Academy and CURATED at Luxury Lifestyle, Robin has helped countless jewelry brands strengthen their wholesale strategy, elevate their presence, and build meaningful relationships within the industry.

In this episode, we're diving into what makes wholesale work in the long term. Robin shares why wholesale is still one of the most powerful ways to grow brand recognition and revenue, what retailers are really looking for, and how jewelry brands can create lasting relationships with stockists through consistency, professionalism, and genuine connection.

💌 In this episode, you'll learn: - Why wholesale is about more than revenue — it also builds brand recognition and validation - What makes a jewelry line stand out to retailers today - The importance of consistency, professionalism, and a strong point of view - Common mistakes brands make when trying to get wholesale accounts - How to build lasting relationships with stockists after getting your first accounts - Why trade shows still matter and how in-person connection can strengthen your wholesale strategy

✨ For Insiders ONLY, Robin goes even deeper into how jewelry brands can prepare for wholesale success before ever stepping onto a trade show floor. She shares practical advice for outreach, follow-up, identifying the right store partners, and taking a more thoughtful approach to building a wholesale strategy that fits your brand.

🎧 Ready to strengthen your wholesale relationships and approach retail with more confidence? Listen now — and if you're not yet an Insider, join us for the bonus content at https://patreon.com/SuccesswithJewelry.

Robin Kramer is a jewelry industry consultant, speaker, and mentor with more than two decades of experience helping designers transform creative vision into sustainable success. She founded Red Boot Consulting in 2010 and co-founded Flourish & Thrive Academy in 2012, supporting designers in building strong brands and wholesale strategies. Most recently, she co-founded CURATED at Luxury Lifestyle, a program within New York City's premier home, gift, and lifestyle trade show that helps emerging fine jewelry designers elevate their presence and build meaningful connections with retailers, press, and buyers. Known for her warm, approachable style and signature red boots, Robin helps designers grow with clarity, confidence, and long-term strategy.

Connect with Robin: redbootconsulting.com Follow Robin on Instagram: @redbootgal

Liz Kantner helps independent jewelry artists find their voices and thrive in today's marketplace through consulting, digital strategy, and her Stay Gold Collective community. Learn more at lizkantner.com.

Laryssa Wirstiuk is the founder and creative director of Joy Joya, a digital marketing agency for jewelry brands. She's also the author of Jewelry Marketing Joy and the creator of JoyDeck, a platform that makes marketing easier for jewelry designers. Discover more at joyjoya.com.

Welcome to the Success With Jewelry podcast, your go-to source for honest conversations about marketing, mindset, and what it actually takes to grow a jewelry brand.

In Episode #165, we're answering listener questions about one of the most overwhelming parts of running a jewelry business: content.

Between Instagram posts, emails, Stories, and everything else you're told you "should" be doing, it's easy to feel like you're constantly behind. In this episode, we break down what types of content are actually performing well right now, how to balance engagement and selling, and how to create a content plan that supports your business instead of draining your energy.

If you've ever wondered what to post, how often to show up, or how to turn followers into customers, this conversation will help you simplify your approach.

💎 In this episode, you'll learn:

• Which content formats are currently performing best on Instagram

• Why close-up product photos and casual founder content often outperform polished imagery

• Why carousel posts and photo dumps are driving strong engagement right now

• How to balance storytelling content with product-focused sales posts

• The biggest mistake jewelry brands make when approaching Instagram today

• Why the "perfect grid" mindset is outdated — and what works better instead

• How content pillars make planning easier and prevent burnout

• Why consistency matters more than chasing algorithm trends

• How to turn Instagram followers into actual customers

• The importance of moving followers into deeper relationships through email or direct conversations

We also talk about how social media content rarely leads directly to a sale — but plays a critical role in building trust that eventually leads someone to buy.

When your content includes a mix of storytelling, behind-the-scenes moments, and product highlights, you create a stronger relationship with your audience — and that relationship is what drives long-term sales.

🔒 Insider Bonus – What You'll Hear When You Join

In the insiders-only continuation, we go deeper into the tactical side of creating and sustaining content as a jewelry business owner.

We talk about how to analyze your content performance without getting stuck in post-by-post comparison, how to use inspiration from outside the jewelry industry, and the simple tools and habits that help us plan content without feeling overwhelmed.

We also discuss the challenge of staying consistent when you're a creative person with too many ideas — and how to channel those ideas into a structure that actually works.

👉 Love this episode? Unlock the full insider conversation on Patreon for more behind-the-scenes marketing insights and strategy.

Liz Kantner helps independent jewelry artists find their voice and grow through consulting, digital strategy, and her Stay Gold Collective community. Learn more at lizkantner.com.

Laryssa Wirstiuk is the founder and creative director of Joy Joya, a digital marketing agency specializing in email marketing for jewelry brands. She's also the author of Jewelry Marketing Joy and the creator of JoyDeck. Learn more at joyjoya.com.

Welcome to the Success With Jewelry Podcast, your go-to source for real conversations about business, marketing, and what it actually takes to succeed as a jewelry brand.

In this solo episode, Laryssa Wirstiuk, founder of Joy Joya, answers a listener-submitted question about a common email marketing tactic: Should you resend campaigns to people who didn't open the first email?

Liz will be back next week, but for today's episode, Laryssa is diving into one of her favorite topics: email marketing. She answers the first listener question here on the public episode, and the rest of the Q&A continues in the extended Insider version.

If you've ever wondered whether resending to non-openers is helping your email performance — or quietly hurting it — this episode breaks it down.

✨ Why resending to non-openers is no longer a best practice ✨How Apple Mail privacy changes made open rates much less reliable ✨What a healthy email engagement rate actually looks like ✨Why chasing disengaged subscribers can hurt your deliverability ✨What to focus on instead if you want better email results

Instead of repeatedly sending to people who didn't open, focus on the subscribers who are already showing signs of engagement. That approach creates less friction, supports stronger deliverability, and leads to healthier long-term email performance.

To hear the rest of this listener Q&A episode, head to SuccessWithJewelry.com and become an Insider. For $10/month, you'll get access to extended weekly episodes, bonus content, and more candid conversations about what really works in jewelry marketing.

And if you've been enjoying the podcast, please leave a review on Apple Podcasts or Spotify. Those reviews help more jewelry business owners discover the show.

Welcome to the Success With Jewelry podcast, your go-to source for honest conversations about marketing, mindset, and what it actually takes to grow a jewelry brand.

In Episode #163, we're revisiting a topic that's never flashy but always effective: email marketing.

While everyone is chasing social media trends (Reels are out… carousels are in… or are they?), email continues to be one of the most reliable ways to generate consistent sales. If you're craving more predictable revenue, stronger collector relationships, and less dependence on algorithms, this episode is for you.

We talk about why email still works, what most designers misunderstand about list size and segmentation, and how consistency actually keeps you out of spam — even if it feels counterintuitive.

💎 In this episode, you'll learn:

• Why email marketing is more stable than social media for driving sales

• How email creates a shorter path to purchase (often just 1–2 clicks from cart)

• The must-have flows every jewelry brand needs (especially a strong welcome series)

• Why most welcome flows are underbuilt — and how to think in terms of a "series," not a single email

• When segmentation matters (and when it doesn't)

• The three major factors that affect whether you land in the spam folder

• Why sending only during sales or quarterly can actually hurt your deliverability

• How consistency builds trust — and keeps your sender reputation healthy

We also address common fears:

• "My list is too small."

• "I don't want to bother people."

• "What do I even say?"

If you've been avoiding email because it feels technical, intimidating, or risky, this episode reframes it as what it truly is: a relationship-building tool that drives revenue when used intentionally.

🔒 Insider Bonus – What You'll Hear When You Join

In the insiders-only continuation, we go deeper into the practical side of building revenue through email.

We talk about simple structural systems that make email sustainable, how to layer in one-to-one outreach for high-ticket pieces, and why every email needs a clear call to action (and it should not be buried at the bottom).

We also get candid about email anxiety — from last-minute marketing "emergencies" to the reality that once you hit send… you can't unsend. And yet, mistakes happen — even to professionals — and they're rarely as catastrophic as they feel.

👉 Love this teaser? Unlock the full insider episode on Patreon for instant access and more exclusive strategy conversations.

Liz Kantner helps independent jewelry artists find their voice and grow through consulting, digital strategy, and her Stay Gold Collective community. Learn more at lizkantner.com.

Laryssa Wirstiuk is the founder and creative director of Joy Joya, a digital marketing agency specializing in email marketing for jewelry brands. She's also the author of Jewelry Marketing Joy and the creator of JoyDeck. Learn more at joyjoya.com.

Welcome to the Success With Jewelry podcast, hosted by marketing strategist Laryssa Wirstiuk and creative consultant Liz Kantner. Together, we're passionate about helping independent jewelry brands thrive through honest conversations about what it really takes to succeed.

In Episode #162, we're diving into a topic that might feel outdated at first glance — blogging. Yes, blogging. Before you mentally tune out, hear us out: long-form content may be one of the most overlooked tools for building long-term visibility for your jewelry brand, especially in today's AI-driven search landscape.

We talk about why blogging isn't what it used to be (and why that's a good thing), how it supports both Google and AI search visibility, and how to think of your blog less as something you "promote" — and more as a passive discovery tool that works behind the scenes. We also explore how blogs can answer real customer questions, deepen your brand story, and become a rich source of content you can repurpose across email and social media.

💎 In this episode, you'll learn:

• Why blogging is becoming more important in the age of ChatGPT and AI-powered search

• The difference between old-school blogging and strategic, search-driven content

• How to avoid writing generic topics (like "The 4 Cs") and instead lean into your niche

• A simple way to turn emails into blog posts (and blog posts into social content)

• Why every blog post should be shoppable — with a clear call to action

• How to use blog content to grow your email list and support inquiries

If blogging has felt intimidating or irrelevant, this episode reframes it as a long-term asset — not another content chore.

🔒 Insider Bonus – What You'll Hear When You Join:

In the insiders-only continuation, we get more tactical about blogging strategy and content planning. We talk about how to structure a simple monthly theme to avoid "blank page syndrome," why consistency (even when it's not sexy) is what truly works, and how Q&A-style blog posts can deepen your storytelling while making content easier to create.

We also get candid about mental health dips, falling off your consistency plan, and what it takes to reconnect with your focus when motivation feels low. Plus, we discuss why repetition is necessary in marketing, how to support high-ticket or one-of-a-kind pieces with deeper storytelling, and where Pinterest fits (or doesn't) in the mix.

👉 Love this teaser? Unlock the full insider episode at Patreon for instant access and more exclusive content.

About Your Hosts Liz Kantner helps independent jewelry artists find their voices and thrive in today's marketplace through consulting, digital strategy, and her Stay Gold Collective community. Learn more at lizkantner.com.

Laryssa Wirstiuk is the founder and creative director of Joy Joya, a digital marketing agency for jewelry brands. She's also the author of Jewelry Marketing Joy and the creator of JoyDeck, a platform that makes marketing easier for jewelry designers. Discover more at joyjoya.com.

Welcome to the Success With Jewelry podcast, hosted by marketing strategist Laryssa Wirstiuk and creative consultant Liz Kantner. Together, we're passionate about helping independent jewelry brands thrive through honest conversations about what it really takes to succeed.

In Episode #161, we're talking about a moment that trips up so many jewelry business owners: saying your price out loud (or writing it in an email) and immediately feeling the urge to apologize, justify, or explain. With metal prices rising and repricing happening fast, pricing confidence isn't just a mindset — it's a communication skill you can practice.

We share simple ways to state your price clearly and calmly, how to handle silence or pushback without spiraling, and why getting out of other people's wallets is one of the most freeing things you can do as a business owner. We also talk about how pricing feedback can be useful data — not a personal insult — and when it might be a sign you're selling in the wrong room.

💎 In this episode, you'll learn:

• Why pricing confidence matters more than ever when you're repricing frequently due to rising material costs

• How to say your price once, neutrally, and stop talking (and why silence isn't a "no")

• A practical trick for in-person selling: using a printed price list to create emotional distance

• How to respond to pushback with boundaries (without defending, discounting, or negotiating on the spot)

• Why "getting out of other people's wallets" builds trust — and protects your margins

🔒 Insider Bonus – What You'll Hear When You Join: In the insiders-only continuation, we go deeper into the emotional layer underneath pricing confidence — including how money beliefs are often shaped by childhood, why finances can feel overwhelming even when you're "doing fine," and how wishy-washy pricing language can quietly erode trust.

We also shift into a behind-the-scenes conversation about what's working for clients right now (spoiler: consistency + planning), how hard it is to measure "missed opportunity," and why being niche and authentic is becoming even more important in an AI-driven search landscape. Plus, we share what we're thinking for the future of the podcast (including bringing interviews back) and talk honestly about bandwidth, content fatigue, and the pressure to constantly keep up.

👉 Love this teaser? Unlock the full insider episode at Patreon for instant access and more exclusive content.

About Your Hosts Liz Kantner helps independent jewelry artists find their voices and thrive in today's marketplace through consulting, digital strategy, and her Stay Gold Collective community. Learn more at lizkantner.com.

Laryssa Wirstiuk is the founder and creative director of Joy Joya, a digital marketing agency for jewelry brands. She's also the author of Jewelry Marketing Joy and the creator of JoyDeck, a platform that makes marketing easier for jewelry designers. Discover more at joyjoya.com.