Episode #303 - "How to Leverage "Micro Moments" in Jewelry Marketing"

Learn more about JOYDECK: https://myjoydeck.com/
Get the FREE Content Repurposing Masterclass: https://www.myjoydeck.com/masterclass

Welcome to Episode #303. I want to talk about micro-moments in marketing! In marketing, "micro-moments" refer to the small instances when consumers turn to their devices to act on a need, whether it's to learn something, do something, discover something, watch something, or buy something.

These micro-moments provide opportunities for a jewelry brand to engage with customers by being present with relevant, helpful content or offers at the exact time they're needed.

As a jewelry brand, it's crucial to be present during micro-moments because these customers have a clear intention. Instead of interrupting them, you're connecting with them right where they are.

In this episode, I'll share examples of micro-moments and offer guidance on how you can tailor them to your brand and storytelling. This approach will help you connect with your ideal customers where they are, offering them more than just a product—providing real value and fostering an emotional connection.

In our "Gold Mine" segment, I want to talk about the importance of kindness and humility in business and how these qualities can take you further than you might expect.

Transcript: https://joyjoya.com/micro-moments-in-jewelry-marketing

00:00 Start
3:53 Primary Episode Content
15:15 The Gold Mine

Episode #302 - "How to Pivot Jewelry Marketing For Rising Gold Prices"

Learn more about JOYDECK: https://myjoydeck.com/
Get the FREE Content Repurposing Masterclass: https://www.myjoydeck.com/masterclass

Welcome to Episode #302. I want to talk about gold prices! As I'm recording this episode, the price of gold is over $2,500 per ounce. With gold prices continuing to soar, fine jewelry designers and small brands are finding themselves at a crossroads.

Do you stick to your roots, crafting luxurious pieces in the traditional solid gold your customers love, or do you pivot to keep your creations accessible and your business thriving? 

The good news is, there's no need to choose just one path. In fact, the rise in gold prices is the perfect opportunity to flex your creative muscles, offering fresh, innovative solutions that not only meet the market's demands but also elevate your brand's allure.

Imagine transforming the challenge of rising costs into a golden opportunity—literally! By embracing out-of-the-box marketing and merchandising strategies, you can continue to dazzle your customers with the magic of gold, all while staying true to your brand's unique identity. 

Whether it's mixing metals, introducing new materials, or simply reimagining how you tell your brand's story, the possibilities are as limitless as your creativity. So in this episode, I'm going to dive into some fun and inventive ways to navigate these golden waters and come out shining brighter than ever.

 In our "Gold Mine" segment, I just want to share some fun things that have been happening on JoyDeck this month - and how you can join our new jewelry marketing support platform if you're interested. 

Transcript: https://joyjoya.com/how-to-pivot-jewelry-marketing-for-rising-gold-prices

00:00 Start
4:29 Primary Episode Content
18:30 The Gold Mine

Episode #293 - "Are Your Email Subscribers Seeing Your Jewelry Emails?"

Welcome to Episode #293. In today's episode, I want to discuss the importance of quality over quantity in email marketing and how to maintain a healthy subscriber list.

This topic arose because I've noticed a significant increase in spam subscribers on my clients' lists recently, and I've heard similar stories from others in the marketing community. This issue, known as "list bombing," is described in Klaviyo's support documentation as "a malicious attack where the attacker exploits a signup form or checkout page by making a large number of fake submissions, filling the associated list with emails and phone numbers that have not consented or are invalid."

Although a rise in email subscribers might appear beneficial for your brand at first glance, it only holds true if all the new contacts are genuine.

Sending emails to these fake profiles can harm your deliverability, as your emails might get caught in spam traps. You'll also see a decline in your open rates. Later in this episode, I'll delve deeper into list bombing and share ways to protect yourself against it.

The main focus today is to ensure your subscribers are legitimate, genuinely interested, and actively engaging with your emails, regardless of whether you have 100 or 100,000 subscribers. Stay tuned for tips on achieving this with your email marketing strategy.

Transcript: https://joyjoya.com/jewelry-email-subscribers

Apply for the grant: https://jewelrybrandincubator.com

00:00 Start
3:31 Grant Announcement
6:56 Primary Episode Content
20:00 The Gold Mine

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 gratitude and why it's more important than ever to express genuine gratitude - not only to the people who have purchased from you but also to the people who follow your marketing content on email and social media. We're about a month away from Thanksgiving, so I wanted to plant this seed in your head and give you some time to prepare for the season of gratitude.

I'll be discussing:

• Why gratitude is so important
• Who should you be thanking and how to thank them
• Make gratitude a lasting value

Links from the episode:

"Breaking the Habit of Being Yourself" - https://www.amazon.com/Breaking-Habit-Being-Yourself-Create/dp/1401938094

Learn more: https://joyjoya.com

In this episode, I share my interview with Paul Rutter, a celebrated customer experience expert who's been recognized by USA Today, ABC, NBC, MarketWatch, and FOX. Over the past three decades, Paul Rutter has managed and guided some of the largest and most luxurious cruise ships in the world, where living with his customers, clients, and coworkers is a way of life. Speaking frequently to leaders around the globe, Paul asks a singular question: 

"Could YOU or YOUR company survive if you had to live and work with your customers, clients, and coworkers?"

His time on the high seas has taught him that through approaching customer service with the intent to exceed his customer's expectations, rather than just meet them, creates higher levels of customer satisfaction, retention, loyalty, and repeat business. Perfect is the starting line, not the end goal. 

He's also the author of bestseller "You Can't Make This Ship Up", a hilarious look at the lessons he's learned at sea and now applies to land-based businesses. 

In this episode, we'll be covering:

• Why should every single customer experience is critical for a business owner
• How the customer experience also positively impact team morale and help a business owner attract the best employees
• Where to start if you want to begin improving your customer experience
• …and more!

Sparkle Award:

Octave Jewelry - https://instoremag.com/octave-jewelry-wins-2022-halstead-grant/

News Articles:

New Email and SMS Marketing Reports Showcases Their Value to Brands - https://www.mytotalretail.com/article/new-email-and-sms-marketing-reports-showcases-their-value-to-brands/

Marketers ramp up promotions to curb expected holiday lows, survey says - https://www.retaildive.com/news/holiday-marketing-promotions-shopping-inflation/633736/

Pinterest Provides New Insights for Marketers - https://www.socialmediatoday.com/news/pinterest-provides-new-insights-for-marketers-updated-conversions-api/634209/

More about Paul Rutter:

https://www.paulrutterspeaks.com/

Transcript: https://joyjoya.com/jewelry-customer-experience

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 PR and the marketing conditions that need to be met in order to ensure that PR will truly work for you. In the last episode, I mentioned the Rough Cut podcast and how hosts Alain and JB were discussing PR and whether or not "anyone truly gives a damn!" I see a lot of jewelry brands investing in PR before they're ready to do that, so hopefully this short episode will help someone out there save money or at least invest their money more strategically.

I'll be covering:

• The foundation you need before investing in PR and why
• What will PR yield for you, and is it worth it?
• What to do if you decide you're not ready for PR

Links from the episode:

https://podcasts.apple.com/us/podcast/does-she-even-go-here/id1613238094?i=1000581405357

Learn more: https://joyjoya.com

In this episode, I'll be sharing the top five holiday marketing trends I've been seeing so far for 2022. At this point in the game, you should already have developed a strategy for your holiday marketing, and you've begun executing on it. But I want to share these trends because I think it's interesting to see "how things are going" out there in the world of the jewelry industry. You can also potentially make some small pivots to adjust to consumer behavior, and I'll suggest some adjustments in this episode.

I'll be covering:

• What are the five holiday marketing trends in 2022?
• What pivots, if any, can you make at this point?
• What can you learn for next year?

Sparkle Award:

Stephanie Gottlieb opens virtual jewellery store in the metaverse

https://mobilemarketingmagazine.com/stephanie-gottlieb-opens-virtual-jewellery-store-in-the-metaverse

News Articles:

Pop-Up Strategies That Power Unique Shopper Journeys

https://www.retailtouchpoints.com/topics/customer-experience/pop-up-strategies-to-create-unique-consumer-journeys-for-long-term-success

Brands are investing in original sound marketing on TikTok

https://www.modernretail.co/marketing/brands-are-investing-in-original-sound-marketing-on-tiktok/

Rough Cut Podcast: Does She Even Go Here?

https://podcasts.apple.com/us/podcast/does-she-even-go-here/id1613238094?i=1000581405357

Other links from this episode:

Episode #197 - 5 Direct Mail Marketing Ideas for Jewelry Brands - https://joyjoya.com/direct-mail-marketing-jewelry

Transcript: https://joyjoya.com/jewelry-marketing-trends-holiday

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 LUCK and the role it plays in marketing and business growth. When it comes to the jewelry brands that make it big, are they just lucky, or do they actually know something you don't know? Why did THEY find success and not you?

I'll be discussing:

• The role of luck in marketing and business success
• What's more effective and sustainable than luck?
• How you can create more luck for yourself

Links from the episode:

Ep #194 - 3 Tips to Maintain Focus in Jewelry Marketing - https://joyjoya.com/focus-in-jewelry-marketing

Learn more: https://joyjoya.com

In this episode, I share my interview with a fascinating and creative woman who I met at this year's JCK Las Vegas, when I participated with her on a panel called "The Fringe of Marketing". Janzen Riley Tew is a talented and visionary photographer as well as the founder of the marketing and design agency Denim + Velvet, which services the fashion and jewelry industries. I personally consider her to be the TikTok queen, so we spend a lot of time chatting about the social media platform in this episode. 

In this episode, I'll be covering:

• What jewelry brands can do to ensure they're effectively communicating their vision and identity in 2022 and beyond
• Why should today's jewelry brand's consider investing time and energy into TikTok
• Storytelling opportunities for jewelry brands on TikTok and Instagram Reels and well as some best practices for using both platforms
• …and more!

Sparkle Award:

The Clear Cut - https://digiday.com/marketing/why-a-dtc-jewelry-company-is-placing-its-bets-on-organic-growth-via-tiktok/

News Articles:

The top luxury categories among US consumers - https://www.insiderintelligence.com/content/top-luxury-categories-among-us-consumers

Art's New Perch: Your Neck, Not Your Wall - https://www.nytimes.com/2022/09/29/arts/design/artist-jewelry-sothebys-auction-fashion-jewels.html

Instagram Expands Test of Multiple Links in User Bios - https://www.socialmediatoday.com/news/Instagram-Testing--Multiple-Links-in-User-Bios/633203/

More about Janzen Riley Tew:

Denim & Velvet - https://www.denimandvelvet.com/
Denim & Velvet Instagram - https://www.instagram.com/denimandvelvet/

Transcript: https://joyjoya.com/jewelry-branding-expert

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 being an early adopter in business or marketing. Do you typically get curious about the latest trend, tech tool, or innovation? Or do you wait for others to try it first before you give it a look? In recent years, some of these things have included TikTok, NFTs/metaverse, AR/VR try-on, and livestream shopping, just to name a few.

I'll be discussing:

• My personal take on early adoption - what do I think?
• Should you try to be more of an early adopter? Or should you watch and learn?
• If you do choose to be an early adopter, how can you do it in a balanced and strategic way?

Links from the episode:

Ep #201 - When to Adopt a New Social Media Marketing Platform - https://joyjoya.com/interview-with-jewelry-marketing-expert/

Learn more: https://joyjoya.com

In this episode, I answer the question, "How can you tell whether a new or new-ish social media platform is right for your jewelry business?"

I've had a number of listeners and viewers as well as clients ask me, "Should I jump the shark on Instagram and start a TikTok account? Or even supplement Instagram with TikTok?" But the question isn't only limited to IG and TikTok. Social media networks are popping up all the time. Last year, Clubhouse was a social trend. This year, BeReal is taking hold. Even Pinterest just introduced a new collaging app for Pinterest users. Do you feel confused and overwhelmed?

In this episode, I'll be covering:

• What to do when you start hearing buzz about a new social media platform?
• How will you know if it's right for you?
• How do you start on a new platform?

Sparkle Award:

Greenwich St. Jewelers - https://www.entrepreneur.com/growing-a-business/how-this-family-owned-jewelry-business-rebuilt-after-911/434991

News Articles:

Etsy set to drop $600 million on marketing this year, CEO says - https://finance.yahoo.com/news/etsy-600-million-on-marketing-ceo-154054219.html

How prioritization frameworks can make you a better marketer - https://sproutsocial.com/insights/prioritization-frameworks/

Content marketing: What it is and why marketers should care - https://martech.org/content-marketing-what-it-is-and-why-marketers-should-care/

Other Links from the Episode:

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

Transcript: https://joyjoya.com/jewelry-social-media-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!

In this week's episode, I'll be celebrating the two-year anniversary of Jewelry Marketing Joy! It was published on October 11, 2020. I'll be sharing:

• Why did I decide to write a book?
• What is it like to write a book? How long did it take?
• What writing a book has affirmed for me about marketing and why that matters for you?

Get the book: https://www.amazon.com/Jewelry-Marketing-Joy-Approachable-Introduction/dp/0985831944

Learn more: https://joyjoya.com

In this episode, I share Leo Plebani, an ecommerce marketing expert who specializes in customer retention. Leo first entered the world of ecommerce when he was hired as an "Online Sales Manager" for a large Italian company based in New York. From there, he transitioned to being a freelance consultant, managing and scaling ecommerce companies to 7-figure revenues. He loves the world of ecommerce and invests in it both as an agency owner and as an entrepreneur by launching my own ecommerce projects. His approach to ecommerce marketing is both innovative and a little bit old school, making it unique. 

We chat about:

• How can ecommerce brands improve customer retention?
• What are some ways that ecommerce brands can measure and monitor customer retention?
• What's involved in your "secret formula" for boosting customer retention?
• Why is direct mail having a comeback now in 2022?
• What types of customers respond the best to direct mail?
• …and more!

Sparkle Award:

Jenny Wu - https://www.cnet.com/tech/computing/this-jewelry-store-lets-you-order-3d-printed-samples-before-you-buy/

News Articles:

Here's Why Jewelry Retailers Should Care about Disney+ and Netflix's Upcoming Ad-Supported Subscriptions - https://instoremag.com/heres-why-jewelry-retailers-should-care-about-disney-and-netflixs-upcoming-ad-supported-subscriptions/

Pinterest's invite-only platform Shuffles is Gen Z's new favorite app - https://passionfru.it/shuffles-pinterest-gen-z-trend-1890/

For luxury brands, resale is almost an inevitability - https://www.retailbrew.com/stories/2022/09/13/for-luxury-brands-resale-is-almost-an-inevitability

More About the Guest:

• Leo's agency website: dtcgang.com
• Postpilot to send postcard campaigns:
  Referral link: https://www.postpilot.com/?via=dtcgang
  Discount Code to get 50% off any plan for the first 3 months: DTCGANG50
  Reach out to Leo to get 1000 free postcards
• https://www.linkedin.com/in/plebanileonardo/
• IG: http://instagram.com/plebanileonardo
• FB: https://www.facebook.com/plebanileonardo/

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/ecommerce-customer-retention 

Episode #292 - "JCK Vegas 2024 Recap - and How to Do a Mid-Year Jewelry Marketing Reset"

Welcome to Episode #292. In today's episode, I want to cover a few different topics. First, I want to announce a very special opportunity that I'm opening up to emerging jewelry brands everywhere. If you've been intrigued by Joy Joya's grants in the past, you MUST check out this one.

I also want to give a recap of my experience at JCK Las Vegas this year. It was one of my favorite times at JCK yet, and I'm so impressed with the events team and all their amazing efforts.

Lastly, I want to share some tips about how you can facilitate a mid-year course correction for your marketing if you feel like you've gone off track. June is a time when we feel like we need a break, especially if you're coming back from the trade show. But at the same time, it's also a great opportunity to start planning for the holidays and get ahead of the busy season that's coming before we know it. You'll want to hear my tips for regaining your business equilibrium.

In the Gold Mine, I share some things about JCK that inspired me and that I want to pass along to you to hopefully give you some ideas to spark your mid-year reset and go into the second half of 2024 with innovation in mind.

Transcript: https://joyjoya.com/jewelry-marketing-reset

Apply for the grant: https://jewelrybrandincubator.com

00:00 Start
3:01 Grant Announcement
8:31 Primary Episode Content
20:51 The Gold Mine

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

Episode #291 - "Writing Effective Social Media Captions For Jewelry Businesses"

Welcome to Episode #291. In today's episode, I'm going to dive into the art of writing effective social media captions. 

Captions are more than just words beneath a post; they're a powerful tool for enhancing your visual content by adding depth and providing necessary context. They guide your audience's interactions, suggesting what steps to follow next, whether it's liking, commenting, or sharing. By serving as alt text, captions also increase accessibility for visually impaired users and can be translated into various languages, thus broadening your reach. 

Most importantly, well-crafted captions can significantly boost engagement, turning passive viewers into active participants who interact with your content in meaningful ways.

It's also like: you know you need them because your social media post would look a little naked without the caption, but what the heck are you supposed to be doing with that blank space? What are you supposed to say? Why's it so hard to think of something?

In this episode, I'll be covering so many aspects of writing a good caption, from why it's important to know your audience to touching on emotional triggers, telling great stories, and more. If you struggle with captions, this one's for you.

Transcript: https://joyjoya.com/effective-social-media-captions-jewelry

00:00 Start
3:04 Primary Episode Content
20:37 The Gold Mine

In this episode, I share five tips for making the most of customer testimonials and reviews in your jewelry marketing efforts.

You'll learn:

- How to encourage most customer testimonials and reviews
- My five tips for utilizing them to build trust with your target audience
- Your homework to start implementing the power of testimonials and reviews in your business

Sparkle Award:
Chaumet - https://jingdaily.com/chaumet-botanical-exhibition-paris-high-jewelry/

News Articles:
Blue Nile Surrenders to Signet - https://www.jckonline.com/editorial-article/blue-nile-surrenders-to-signet/
Founder Lele Sadoughi on growing her brand at her 'own pace' - https://www.glossy.co/fashion/founder-lele-sadoughi-on-growing-her-brand-at-her-own-pace/
What Brands Should Know as FTC Prepares to Update Green Marketing Guidelines - https://www.wsj.com/articles/what-brands-should-know-as-ftc-prepares-to-update-green-marketing-guidelines-11660042800?mod=hp_minor_pos2

Transcript: https://joyjoya.com/customer-reviews-jewelry-marketing

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

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 "getting ahead of trends". I want to personally share the following things:

• Why I love and hate trends
• What to do about a trend
• My homework for you around trends

Episode #174 "5 Tips for Using Trends in Jewelry Marketing" - https://joyjoya.com/trends-jewelry-marketing

Learn more: https://joyjoya.com

In this episode, I share my interview with two very special guests who are masters at email marketing. But you'll be very surprised by how they acquired and developed their marketing expertise over the years.

The Email Marketing Heroes are Rob and Kennedy - the former is a comedy stage hypnotist, and the latter is a psychological mind reader or mentalist. They found that their experience in performing and getting into people's heads made them perfectly suited to be experts at marketing, more specifically email marketing.

Now as founders of EmailMarketingHeroes.com, Rob and Kennedy's mission is to save the world from that boring, old-fashioned email marketing we've all grown to loathe and give others the tools to become the Email Marketing Heroes in their small businesses. They're also the hosts of the Email Marketing Show Podcast.

In this episode, we answer these questions:

- Why is email marketing so misunderstood, and what can jewelry brands do differently?

- What makes an email marketing strategy effective and successful? What are the key ingredients?

- What makes subscribers stop opening emails, and what are the qualities of an email that subscribers LOVE to open?

- How should jewelry brands specifically think about email marketing?

- What are the different types of emails that jewelry brands should be sending and how often?

…and more!

Sparkle Award:
Rezilient Soles - https://www.azcentral.com/story/entertainment/life/2022/08/04/nike-n-7-shoes-apparel-designer-tracie-jackson/10031798002/

News Articles:
Permanent Jewelry Has Evolved From a Trend to a Permanent Business - https://www.jckonline.com/editorial-article/permanent-jewelry-has-evolved/
TikTok to overtake Facebook in influencer marketing spend this year, YouTube by 2024 - https://techcrunch.com/2022/08/02/tiktok-to-overtake-facebook-in-influencer-marketing-spend-this-year-youtube-by-2024-forecast-claims/
TikTok Shares Marketing Tips and Advice in New Video Overview - https://www.socialmediatoday.com/news/tiktok-shares-marketing-tips-and-advice-in-new-video-overview/628815/

Other Links from the Episode:
Special Download - https://www.emailmarketingheroes.com/joy
https://www.emailmarketingheroes.com/
https://podcasts.apple.com/gb/podcast/the-email-marketing-show/id1482265289

Transcript: https://joyjoya.com/email-marketing-heroes-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 listener, thanks for following along!

This week's topic is "it takes a village". I want to personally share the following things:

- How and when I realized the value of community in my business
- What community means to me and what my community looks like
- How you can start building community

In this episode, I'm going to be sharing five creative ways that you can use Linkedin in marketing your business. These tips will apply to all categories of jewelry businesses, from D2C and B2B and beyond! 

In this episode, you'll learn:

-What is Linkedin, and why does it play a relevant role in digital marketing?
-What are my five tips? I'll also share examples of how they can be applied and modified in a few different ways
-And finally, a takeaway homework assignment - so you can start using Linkedin to your advantage.

Links mentioned in this episode:

Sparkle Award- https://wwd.com/accessories-news/jewelry/tiffany-nft-wearable-jewelry-nftiff-1235265456/

Product Packaging Design Trends for 2022: From Sustainable Packaging to Personalization-
https://www.envato.com/blog/product-packaging-design-trends/

What consumers want from loyalty programs-
https://www.insiderintelligence.com/content/what-consumers-want-loyalty-programs

Meta Publishes New Guide on How to Get Started with Reels, and How to Improve Reels Performance-
https://www.socialmediatoday.com/news/meta-publishes-new-guide-on-how-to-get-started-with-reels-and-how-to-impro/628198/

Linkedin Profiles
https://www.linkedin.com/in/zulu-ghevriya-7b914252/
https://www.linkedin.com/company/stuller-inc-/

Episode Transcript: https://joyjoya.com/jewelry-linkedin-marketing

This is the first episode of THE GOLD MINE, a new format for the Joy Joya podcast. It represents 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.

As a business owner and someone who closely studies the jewelry industry as well as the businesses within it, I feel like I have a lot to say and contribute that doesn't necessarily match the format of my other episodes, which is based around me sharing tips and interviews. I hope you enjoy this first episode about how I got into the jewelry industry - please let me know by leaving a review.

In this episode, I share my interview with Tom Duma, president of Thom Duma Fine Jewelers in Warren, OH. I first came across Tom through his columns in InStore Magazine; he's written about topics like calculating ROI for marketing, getting five-star reviews, and leveraging traditional marketing.

A local landmark for over 100 years, the store saw moderate success until Tom chose a different path forward. He purchased the store from his father and went on to reinvent the retail experience. Bringing in designers and international architects, he transformed the family business into a luxury destination, even qualifying as one of INSTORE's "America's Coolest Stores" in 2007. Today, Tom continues to redefine what it means to be successful, watching his business grow year over year with new avenues of outreach, marketing and brand development.

We discuss:

- What he's doing to reinvent the retail experience in 2022 and beyond
- Why traditional marketing is more relevant than ever and needs to work alongside digital marketing
- How you can go about testing traditional marketing efforts like radio, tv, and direct mail
- What to expect when experimenting with a new marketing method
- What's it like to be part of a mastermind or performance group …and more!

LINKS FROM THE EPISODE
Articles
"Fashion Should Pay Attention to Instagram's Content Troubles" - https://www.businessoffashion.com/articles/technology/fashion-should-pay-attention-to-instagrams-content-troubles/
"TikTok isn't just challenging YouTube for views. It's impacting Google search traffic, too" - https://www.tubefilter.com/2022/07/14/tiktok-instagram-google-search-traffic/
"Influencers are out—authenticity is in" - https://www.fastcompany.com/90768656/ugc-influencers-content-marketing

Sparkle Award
eBay Authenticity Guarantee - https://www.jckonline.com/editorial-article/gia-ebay-authenticity-guarantee/

Guest
Thom Duma Fine Jewelers - https://www.tdfj.com/

This is a followup episode to build upon last week's interview with Oliver Maroney about NFTs. If you haven't already listened to or watched that episode, I highly recommend you check out that one first before you continue with this one. Here's the link: https://joyjoya.com/nfts-for-jewelry

In this one, I share examples of jewelry businesses currently experimenting with NFTs, so if you're curious about them or want to know more, you can check out what each business is doing.

Links mentioned in this episode:

Transcript - https://joyjoya.com/jewelry-nft-marketing
Nominate a Sparkle Award Winner - https://sparkleaward.com
Sparkle Award Winner - https://www.tiktok.com/@maejeanvintage

Jewelry Brands Using NFTs

Jevels - https://jevels.com/
Greenland Ruby - https://instoremag.com/greenland-ruby-x-reena-ahluwalia-fundraiser-goes-phygital-with-ruby-art-nft/
Reena Ahluwalia - https://www.reenaahluwalia.com/shop
Icecap Collectibles - https://icecap.diamonds/collectibles/
Neil Lane - https://www.forbes.com/sites/kyleroderick/2022/03/23/luxury-jewelry-designer-neil-lane-and-collab-bears-launch-historic-nft-jewelry-art-collaboration/?sh=727ddca738c7
Bvlgari - https://www.ledgerinsights.com/bulgaris-exclusive-watch-to-include-nfts/
Jacob & Co. - https://www.forbes.com/sites/anthonydemarco/2022/03/23/jacob--co-launches-nft-collection-of-digital-and-physical-watches-inspired-by-the-metaverse/?sh=122cfc313fb7

In this episode, I interview Oliver Maroney, the general manager of Web3 & NFT's at Cameo. If you have even an ounce of curiosity about Web3 and NFTs, then please check out this interview because we break everything down in easy-to-understand terms.

I saw Oliver talk at JCK and then subsequently reached out to him because I liked his no-nonsense, non-pretentious ways of explaining things. I thought he'd be the perfect expert for my audience, and I was so grateful he agreed to do this interview. With his unique background in media and sports journalism, he's not a Silicon Valley tech type who only knows how to speak the language to other savvy tech industry people.

- Oliver explains Web3 and NFTs in the simplest terms possible for our beginner listeners.

- He also explains the potential that NFTs can have for jewelry brands as well as how they can fit into a digital marketing mix and elevate the customer experience.

- You'll have some great resources and know how to take your first steps to learning more about NFTs and how they can support your marketing efforts.

Links mentioned in this episode:

Transcript - https://joyjoya.com/nfts-for-jewelry
Sparkle Award - https://sparkleaward.com
Valerie Madison TikTok - https://www.tiktok.com/@valeriemadisonjewelry
Cameo - https://www.cameo.com/
OpenSea - https://opensea.io/
Oliver Maroney Linkedin - https://www.linkedin.com/in/olivermaroney/
Oliver Maroney Twitter - https://twitter.com/OliverMaroney

In this episode, I discuss consumer spending patterns I've been seeing in the industry this summer so far and what you can do as a brand to adapt to how people are shopping right now. Listen now to discover 10 things that successful jewelry brands are doing today to weather the changes in consumer spending and future-proof themselves.

Links mentioned in this episode:

Sparkle Award - https://instoremag.com/new-york-retailer-celebrates-centennial-with-100-acts-of-giving/

Adobe Commerce Study - https://business.adobe.com/blog/the-latest/adobe-commerce-study-highlights-the-importance-of-personalized-experiences

Episode #129 - https://joyjoya.com/jewelry-marketing-slow-season/

Episode #114 - https://joyjoya.com/personalization-jewelry-marketing/

National Jeweler Webinar About Livestream Shopping - https://www.nationaljeweler.com/articles/11048-watch-what-to-know-about-livestream-shopping

Episode Transcript - https://joyjoya.com/10-tips-jewelry-recession

Success With Jewelry Webinar - Email Marketing - https://us02web.zoom.us/meeting/register/tZEkdeqprjIuEtLcIqvgUrB5H2T4mHhP4ZcA

Episode #290 - "What If You Have More Than One Type of Target Customer For Your Jewelry Business?"

Welcome to Episode #290. In today's episode, I want to tackle the question: what if you have more than one audience and target customer? Not every jewelry business' target customer fits neatly into one box. Oftentimes, you'll be speaking to customers who span multiple demographics, even if you serve a very specific niche.

Crafting marketing messages that resonate across age groups, cultures, and preferences is both a challenge and an opportunity. Our goal as business owners and marketers in the jewelry industry is to recognize and value the differences among members of our target audience, bridging connections through understanding and respect.

In this episode, I'll be exploring strategies to segment your audience, craft universal yet personalized narratives, and utilize platforms effectively to reach varied demographics. You'll learn how to ensure your brand's voice is heard, understood, and cherished across the spectrum.

Transcript: https://joyjoya.com/multiple-target-customers-jewelry-business

00:00 Start
2:30 Primary Episode Content
14:31 The Gold Mine

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.com
Koehn & Koehn Jewelers: https://www.koehnjewelry.com
Jeff 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.com
Casual Carats: https://casualcarats.com/
Cameo: https://www.cameo.com
Greenland Ruby x Reena Ahluwalia: https://www.greenlandruby.gl
Debra 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.com
Graff: 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.agency
Kasey Luck: https://www.youtube.com/c/KaseyLuck
Transcript: 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.com
McKinsey 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

Episode #289 - "How to Inspire Your Jewelry Customers to Return Again and Again"

Welcome to Episode #289. In today's episode, I want to talk about how you can get your customers to love your jewelry business - and come back again and again.

In the worlds of business and marketing, trends come and go, but one timeless truth remains: retaining customers is super important and will save you on marketing costs in the long run. Marketing thought leader Neil Patel shared this: "Customer retention is seven times more cost-effective compared to customer acquisition." 

This simple yet profound insight underscores a fundamental principle that lies at the heart of every successful jewelry business: the enduring value of cultivating and nurturing lasting relationships with our customers.

Back in 2013, ecommerce businesses were forking out $9, on average, to acquire a fresh-faced customer. Fast forward to the present day, and that figure has ballooned to a staggering $29—a staggering 222% increase. It just makes monetary sense to keep the customers who already like, know, and trust you coming back for more. 

In this episode, I'll be talking more about why returning customers need to be your loyal advocates and partners, how to find out how many customers are actually coming back for more, and the tactics you can use to keep them engaged. 

Transcript: https://joyjoya.com/improve-jewelry-marketing-content

00:00 Start
3:05 Primary Episode Content
19:06 The Gold Mine

In this episode, we chat about Sophie's amazing and eye-opening experiences in the world of gemstone sourcing. She shares details about the forces impacting today's gemstone producers as well as the importance of transparency in the supply chain. She also talks about why she's so passionate about supporting women in the gem and jewelry industries.

In this episode, I give a crash course in search engine keywords for search engine optimization or SEO.

What are they, why do they matter, what role should they play in your comprehensive digital marketing strategy, how can you optimize for them, where should they go? These are all questions I'll answer in this episode.

Links from the episode:
Transcript - https://joyjoya.com/seo-keywords-for-jewelry
Episode #41 - https://joyjoya.libsyn.com/41-3-seo-copywriting-tips-for-jewelry-brands
Episode #132 - https://joyjoya.libsyn.com/132-types-of-keywords-for-jewelry-brands
Favorite Oscars Look - https://www.jckonline.com/editorial-article/2022-oscar-jewelry-winning-looks/

In this episode, I share my interview with Jessica Totillo Coster, founder of Ecommerce Badassery. Jessica's an ecommerce and email marketing strategist for boutique owners and product entrepreneurs. She uses data and experience to help her clients figure out the next best steps in their business. She's also the host of the Ecommerce Badassery podcast!!

Not only was Jessica at one point, the only employee of a 7-figure ecommerce store (managing ecommerce, marketing, and more), but she was also the owner of her own multi-6 figure brick + mortar clothing boutique. She's cut her teeth in ecommerce and digital marketing, and she's learned all the best practices by finding innovative solutions to marketing challenges, even by being "scrappy".

You'll probably catch on in this hour-long conversation that Jessica and I have a lot of synergy and that we both like to nerd out on digital marketing, especially when it comes to marketing for ecommerce brands. 

Links mentioned in this episode:
Episode Transcript - https://joyjoya.com/ecommerce-and-email-expert
Sparkle Award - https://www.thisisthelast.com/
"Influence" by Robert Cialdini - https://www.amazon.com/Influence-Psychology-Persuasion-Robert-Cialdini/dp/006124189X
Ecommerce Badassery - https://ecommercebadassery.com/
Claim Your Free Gift - https://ecommercebadassery.com/joya