Marketing With Laryssa

We interview Marco Giovanelli, CEO of business development and strategy consulting firm Giovanelli Consulting. He's committed to helping luxury brands improve their value propositions, increase their profits, research new market possibilities, expand their product offerings, and more. In this episode, we focus mostly on the importance of omnichannel sales and marketing in an uncertain economy. Che...

Here's the thing: if you want to be a successful jewelry brand, then you can never press "pause" on your marketing strategy, not even when a pandemic creates economic uncertainty and forces people to stay at home. However, you will definitely need to adjust your marketing campaigns and reconsider the role of marketing in your overall business strategy. We explain how to do that. Check out the acco...

We interview Mayumi Ishii, the exclusive U.S. distributor of Chrysmela, which makes and sells the most secure earring back in the world. Since it was launched in 2008, the proven technology has been patented in five countries: the US, UK, France, Italy and Japan, where the brand has dominated the entire jewelry category for a few years. In this episode, we talk about what it's like to introduce a...

Like it or not, we live in a data-driven world. With each of your jewelry brand's digital footprints, you generate heaps of data, from your ecommerce store and your social media presence to your email marketing, digital advertising campaigns, and beyond. You probably have more data associated with your jewelry brand than you realize, and you're likely not fully capitalizing on it. The truth is tha...

Unfortunately, too many jewelry business owners have unrealistic expectations about what marketing can achieve, especially on a short timeline. They hope that the right marketing initiative will be able to solve long-standing problems by doing things like erasing years of poor customer service, adding sparkle to a lackluster product assortment, putting a bandaid on a flawed business model, and mor...

In this episode, we interview Owen Cappellini, a video marketer with a true passion for authentic storytelling. In July of 2017, he started working with YouTube watch vlogger Teddy Baldassarre to help him grow his channel from 13,000 subscribers to 178,000 subscribers. Teddy's videos have amassed 26.6 million views and have been watched for more than 2 million hours. We focus mostly on Owen's expe...

Last week, we discussed the benefits of video marketing for your jewelry brand. Now that you understand why you must invest time, effort, and money into video marketing, you may be wondering how to create content that's in line with current YouTube and other video trends. In this episode, we'll explain how your target customers are using video to discover new brands and shop, so you can reach them...

Many jewelry brands spend a lot of time and resources on their product and lifestyle photography, ensuring that the photos accurately represent their brand and depict it in an attractive way. However, most don't invest nearly as much effort into video, which can potentially communicate a brand story even more effectively than photos. In this podcast episode, we discuss the benefits of video for yo...

Do you sometimes feel completely overwhelmed by all your marketing initiatives? Do you feel pressure to "do" more marketing, just to keep up with your competitors and your head above water? If you answered "yes" to one or both of these questions, then you may be guilty of participating in "Checklist Marketing" for your jewelry brand. Check out the accompanying blog post here: https://joyjoya.com/2...

Do you sell your jewelry direct-to-consumer from your own ecommerce store? If so, you'll want to do everything you can to earn your customers' trust and demonstrate that they can feel safe purchasing jewelry from your site. One of the easiest ways to do that is to get an SSL certificate. In this episode, we provide a crash course in SSL certificates and explain how one can boost your jewelry marke...

When you graduated from school, you probably thought you were finally done with tests. We hate to break it to you, but if you'd like to develop a successful marketing strategy for your jewelry brand, then you'll still need to do a few more tests. In this episode, we're going to introduce you to A/B testing and explain how you can use it in jewelry marketing. Check out the accompanying blog post he...

I interview Cheryl Freund, a Los Angeles-based jewelry designer and the founder of ceejayeff. In this episode, we chat mostly about experiential or event marketing, since she planned her own jewelry brand launch party and then hosted it in November 2019. Check out the accompanying blog post here: https://joyjoya.com/2020/01/13/interview-with-cheryl-freund,-founder-and-designer-of-ceejayeff/

If you run an ecommerce jewelry store, and you're already taking advantage of social media marketing, then you're familiar with how social media can help direct new customers to your ecommerce store. But have you ever heard the term "social ecommerce"? In this episode, we'll explain what it means and how your jewelry brand can start taking advantage of it. Check out the accompanying blog post here...

The holiday season is about enjoying time with loved ones, expressing gratitude, indulging in holiday treats, and being generous. However, it's also about gifts! With the holidays quickly approaching, we'd like to take some time to explore how you can utilize gifts in your jewelry marketing strategy, now and at any time of year. In this episode, we announce a giveaway! To complete the survey assoc...

If you're thinking about launching a jewelry ecommerce store in the New Year or moving your ecommerce store to a different platform, you may be wondering about the various platforms and the advantages and disadvantages of each one. In this episode, we'll be comparing some of the best-known ecommerce platforms, so you can make an informed decision. Check out the accompanying blog post here: https:/...

In this episode, we spoke to Iryna, who runs an e-commerce jewelry business called Yarema Jewelry. She asked me about how a jewelry business owner can decide how to focus her marketing efforts and how a newcomer in the jewelry industry can stand out from among well-established brands.

During the holiday season, you're busy fulfilling orders for the holidays and providing the best customer service possible. You hardly have time to focus on any new marketing initiatives, and you hope that all the marketing efforts you put into place before the holidays are still running smoothly. However, sometimes your digital marketing efforts get pushed aside, or something – like your website...

In this episode, I interview Kathleen Cutler, founder of Bespoke Commerce and CEO of Kathleen Cutler Strategy. Kathleen helps high-end jewelers bring more money into their businesses by using sales strategies and systems that are easy for her clients to learn and maintain. I first met Kathleen in person at the most recent Jewelry Ecomm Live! event in Miami, where she was also a presenter and spoke...

I don't give B2B jewelry brands enough attention! The marketing strategies that work for B2C jewelry brands don't always work for B2B jewelry brands and vice versa. To complicate matters further, some jewelry brands are both B2C and B2B, so they'll need to focus especially hard on segmenting their marketing efforts for both target audiences. Check out the accompanying blog post here:  https://joyj...

The Halloween holiday is an excellent time to reflect on spooky things, like the common marketing mistakes that jewelry brands make. Even though they can sabotage the growth and success of your jewelry brand in a very scary way, these mistakes can be avoided. In this episode, we share five of those mistakes, so you can steer clear of them. Check out the accompanying blog post here: https://joyjoya...

When it comes to crafting an impactful brand identity for your jewelry brand, design is everything, since brand identity is the ultimate visual representation of your brand. Does your brand identity capture and convey everything you want your customers to know about your mission, values, and products? If not, it may be time to reconsider the importance of design and work with a design professional...

If you've started the process of researching potential influencers for your jewelry brand, then you've likely seen the handle @liketoknow.it in those influencer's Instagram captions. Have you been wondering what it means? In this episode, we explain what you need to know about the LIKEtoKNOW.it platform and how you can leverage it in your digital marketing strategy. Check out the accompanying blog...

In this podcast episode, I discuss how you can prepare your marketing strategy for Black Friday and the upcoming holiday shopping season. October's here. Boo! At the beginning of Q4, the retail landscape can get spooky for jewelry brands. If you haven't already planned your marketing strategy for Black Friday and the holiday shopping season, then now's the time to brush aside the ghosts and goblin...

In this podcast episode, I share the most effective methods for contacting influencers and managing the influencer relationship from start to finish. If you're interested in learning more about influencer marketing, you're in luck because throughout the month of September we'll be focusing exclusively about influencer marketing, which is also the subject of my upcoming presentation at Jewelry Ecom...

In this podcast episode, I explain how you can find the best influencers to align with your jewelry brand's marketing goals. If you're interested in learning more about influencer marketing, you're in luck because throughout the month of September we'll be focusing exclusively about influencer marketing, which is also the subject of my upcoming presentation at Jewelry Ecomm Live! in Miami on Octob...