Marketing With Laryssa

Developed by Italian economist Vilfredo Pareto in the early 1900s, the Pareto principle, or "the 80-20 rule", states that approximately 80% of the results come from 20% of the causes or efforts. Did you know that the Pareto principle has a place in jewelry marketing? When it comes to marketing, a common trend among many jewelry businesses is that 80% of revenue will actually only come from 20% of...

Given the fact that 2020 has been such a strange and difficult year for many reasons, you probably can't even imagine the holiday season at this point. Alternatively, you may actually be looking forward to the holidays, since you feel confident that you'll be able to make up for any sales you lost in March and April, when COVID-19 was at its peak in the US. This podcast episode will be released ar...

My full-length book JEWELRY MARKETING JOY is now available for pre-order on Amazon. To learn more about the book and to find out how you can get your paperback copy, visit jewelrymarketingjoy.com.

If you collect email addresses on your website or sell anything from your ecommerce storefront, then you have access to sensitive data that your customers would definitely not want exposed. Jewelry businesses of every size - even the small ones - should be actively protecting customer data and addressing their customers' privacy concerns. No business is immune to data breaches and cyber attacks. L...

With my background in creative writing, I personally love writing product descriptions. I find them to be extremely challenging in the best way, not only because the short word count is limiting but also because finding new things to say about jewelry can be difficult ("beautiful" gets old quickly). Listen to this episode to find out how to improve your product descriptions, which will enhance the...

What are the best practices for jewelry ecommerce homepages, and which features and elements should your homepage definitely include? In this episode, we'll share some best practices and tips. As you think about the following features and elements, remember: the goal is to actually get your customers off your homepage, so they can shop products within your site.   Check out the accompanying blog p...

We interview Liz Kantner, a self-described marketer, content creator, jewelry brand advocate, and more. Though not a jewelry designer herself, Liz is passionate about helping independent jewelry artists - especially emerging designers - thrive in the modern marketplace. After graduating college with a degree in marketing and communications and then building her work experience in marketing, Liz to...

In last week's episode, we explained how you can determine an appropriate jewelry marketing budget and plan your marketing spend based on your current circumstances and goals. If you're struggling to imagine how that money will be spent, then you'll definitely want to listen to this episode, which explains how much you can expect to pay for various types of marketing services when enlisting the as...

You may have heard the phrase "You have to spend money to make money", and that definitely applies to jewelry brands that want to increase market share and remain competitive in their respective categories. How much should you be spending on marketing your jewelry brand every year, and how should you be distributing that marketing budget across multiple marketing channels? In this episode, we'll h...

Jewelry entrepreneurs often use the terms "marketing strategy" and "marketing plan" interchangeably. However, the two things are not the same, and you actually need both for your jewelry business. In this podcast episode, we'll discuss how the two documents differ and how you can start putting both together. Check out the accompanying blog post here: https://joyjoya.com/2020/07/24/what's-the-diffe...

In "Jewelry Marketing in the Time of Coronavirus" (episode 72), we discussed the importance of multichannel and omnichannel for jewelry brands. However, we haven't really explored these two sales models in detail, and we never really explained how multichannel marketing is different from omnichannel marketing. We'll elaborate in this episode. https://joyjoya.com/2020/07/16/multichannel-vs-omnichan...

Have you ever used a funnel to transfer a large amount of liquid to a container with a narrow opening? You can probably imagine how a funnel is shaped, with a wide top and a graduated, triangular shape that leads to a small spout. Did you know that a funnel should also play an important role in your jewelry marketing strategy? In marketing, a funnel refers to the steps you'll need to take in order...

In my experience speaking to jewelry entrepreneurs, I find there's a lot of confusion about the terms "marketing", "public relations", and "sales", which are sometimes used interchangeably. Though these business functions often support each other, they're very different. In this episode, I'm going to clarify what each one means, so you can feel confident utilizing the three functions in your busin...

We interview Sneh Parmar, the CEO and co-founder of Lucky Labs. Unlike most guests on this podcast, Sneh is not part of the jewelry industry. However, the Lucky Moments platform that Sneh has developed through his company could potentially help omnichannel jewelry brands, especially if they want to more effectively connect digital and physical shopping experiences for customers. Check out the acco...

If you're not spending more time, energy, effort, and money on your jewelry product pages than you are on basically every other part of your ecommerce website, you could be sabotaging your conversion rate. Yes, product pages are more important than even your homepage! In this episode, we'll explain why jewelry product page optimization matters and how you can start optimizing those pages. Check ou...

After reading a recent article from Business of Fashion titled "Now's the Time for Brand Founders to Speak Up. Here's How.", we were inspired to consider how jewelry founders can be the faces of their brands. Especially this year, when consumers are craving personal and meaningful relationships with the businesses they support, a founder can physically embody a brand's values. In this new episode,...

In our recent episode "Jewelry Marketing for a Post-COVID-19 Future", we emphasized the fact that customer experience will need to remain at the center of all your jewelry marketing efforts in 2020 and for the foreseeable future. One of the most effective ways to improve customer experience is to be personal with your marketing and outreach. In this new episode, we'll share five ways you can do th...

We interview Liana Kadisha Cohn, the co-founder of Switch, a jewelry rental service that offers customers the opportunity to borrow unlimited designer, fine, one-of-a-kind, and vintage jewelry for a monthly subscription fee. Check out the accompanying blog post here: https://joyjoya.com/2020/05/22/interview-with-liana-kadisha-cohn-co-founder-of-switch/

Since late March, we've been doing a lot of thinking, reading, writing, and speaking about the COVID-19 pandemic and its impact on retail in general and the jewelry industry in particular. We've also spoken to many industry experts and have watched many webinars on the subject, in an effort to gain some clarity and better serve our clients. Now that businesses are slowly starting to reopen, and li...

We interview Deb LaBudde, founder and CEO of Memo, a highly-curated ecommerce fine jewelry retailer that offers customers a very unique and innovative shopping experience – at home. Check out the accompanying blog post here: https://joyjoya.com/2020/05/08/interview-with-deb-labudde-founder-and-ceo-of-memo/

Since the implementation of "shelter in place" rules during the coronavirus pandemic, more jewelry brands have been opting to replace their lucrative in-person event marketing strategy with a virtual one, taking advantage of free platforms like Instagram Live. Through these platforms, brands are able to connect with their audiences in real time, engaging and interacting with them in a meaningful w...

We interview Tracy Matthews, successful jewelry business owner and Chief Visionary Officer of Flourish & Thrive Academy, which helps other jewelry business owners launch, grow, and scale profitable businesses. Check out the accompanying blog post here: https://joyjoya.com/2020/04/24/ interview-with-tracy-matthews,-cvo-of-flourish-&-thrive-academy /

I recently invited my clients and Instagram followers to submit their questions about running a jewelry business in the time of coronavirus. This post is part three of a (so far) three-part series, and I'll be answering three questions at a time. If you'd still like to submit a question, you can always email me laryssa@joyjoya.com, and I'll do my best to answer it. Check out the accompanying blog...

I recently invited my clients and Instagram followers to submit their questions about running a jewelry business in the time of coronavirus. This post is part two of a (so far) three-part series, and I'll be answering three questions at a time. If you'd still like to submit a question, you can always email me laryssa@joyjoya.com, and I'll do my best to answer it. Check out the accompanying blog po...

I recently invited my clients and Instagram followers to submit their questions about running a jewelry business in the time of coronavirus. This post is part one of a (so far) three-part series, and I'll be answering three questions at a time. If you'd still like to submit a question, you can always email me laryssa@joyjoya.com, and I'll do my best to answer it. Check out the accompanying blog po...