Marketing With Laryssa

When they first start thinking about Facebook ads, many jewelry brands assume these ads serve one purpose only: to convert customers. Of course, every jewelry brand wants to convert customers, but these ads can have other objectives that lead the customer through the sales funnel, from awareness to purchase. Check out the accompanying blog post here: https://joyjoya.com/2019/03/25/choosing-objecti...

To stay competitive in today's marketplace, businesses must constantly prioritize innovation and put technology first. In fact, Reuters recently stated that "all companies are technology companies now". Should jewelry businesses also find ways to be technology companies? The question may seem laughable, but it's worth considering. Check out the accompanying blog post here: https://joyjoya.com/2019...

I interview Nan Lung Palmer, the owner of Facets, a business-to-business consulting agency for both emerging jewelry designers and established jewelry companies. Nan helps brands fine tune their merchandising strategies and guide product development for growth and success.  Check out the accompanying blog post here: https://joyjoya.com/2019/03/10/interview-with-nan-lung-palmer-jewelry-merchandisin...

We want to reassure you that it's okay to not find instant success with digital advertising for your jewelry brand. In fact, your initial missteps and stumbles will actually benefit you in the long run. Don't get caught up in "analysis paralysis" and instead find out how you can move forward and gain valuable insights about your brand. Check out the accompanying blog post here: https://joyjoya.com...

If you're not already leveraging the power of email marketing for your jewelry brand, you may be wondering why it's important and how to get started. In this podcast episode, we're going to discuss some of the basic principles of email marketing, so you can begin sending campaigns today. Check out the accompanying blog post here: https://joyjoya.com/2019/02/25/how-jewelry-brands-can-get-started-wi...

I recently read an article in JCK about Pandora's efforts to reinvent itself after an "unsatisfactory" 2018. Pandora executives admit the brand has high brand awareness but lacks brand identity. This got me thinking about the difference between brand awareness and identity and why it matters to jewelry brands. Check out the accompanying blog post here: https://joyjoya.com/2019/02/17/brand-awarenes...

When I tell people that I'm a marketing consultant who works exclusively with jewelry brands, most respond with, "Wow, that's very specific!" As a jewelry business owner, you may also be surprised to find a consultant who handles your specific niche – and wondering how Joy Joya is different. I explain why I decided to focus my attention and energy on jewelry brands and share some of the benefits o...

Maybe your New Year's resolution was to finally launch your jewelry business. Or maybe you haven't even launched yet, and your jewelry business is still a glimmer of hope flickering in your eyes. Either way, you're probably wondering, "What will it take to grow my idea into an empire?" When you're starting a new jewelry business (or really any business), marketing begins way before you do the thin...

In Episode #15 of the Joy Joy Jewelry Marketing Podcast, I share my first interview! I had the privilege to chat with jewelry e-commerce expert, web developer, and content marketing specialist Mike Hauben. Mike is the editor of JewelryEcomm.com and the marketing and creative director for the Centurion Jewelry Show. Mike's father Howard Hauben founded the Centurion Jewelry Show nearly 20 years ago....

You may have seen the viral video of UCLA gymnast Katelyn Ohashi's flawless floor routine. It's true that her movements were technically perfect, but her radiating joy stole the show. Did you know your jewelry brand can learn from Katelyn and apply these lessons to your marketing strategy? In a recent article for Inc., writer Carmine Gallo pointed out, "When you change the way you feel inside, the...

Most jewelry brands today are so focused on perfecting their Instagram profiles that they forget about some other forms of content marketing that can help them attract the best-fit customers in a natural way, without having to shout over the noise of an overcrowded Instagram feed. The main trouble with Instagram is that it's owned by Facebook, so any time you post on Instagram, you're borrowing Fa...

If you've been feeling a sense of deja vu lately, you're not the only one. More luxury brands are taking fewer creative risks with their logos, websites, and Instagram feeds. In fact, according to a recent article in Bloomberg, "Many purveyors of upscale goods are choosing a similar feel." That might work for brands that are basically household names, but what should an up-and-coming fine jewelry...

Hopefully, the holidays were a busy time for your jewelry brand. You ramped up promotions, bent over backwards to make shipping deadlines, and tried your best to serve your customers. You may still feel exhausted, but now's not the time to rest on your laurels and admire your labors.  January will require even more hard work because you don't want to lose the amazing momentum you gained during the...

With about a week until Christmas, you may be brainstorming last-minute sales strategies while there's still time to ship. With proper planning, you've likely already done a great job attracting a steady stream of customers throughout the season, so last-minute shoppers will be simply be icing on the gingerbread! Last-minute shoppers will always be searching for gifts at the 11th hour – and they m...

As a small jewelry brand, do you ever feel like you simply can't compete with the major players in the jewelry industry? Instead of seeing size as a crutch, consider it an advantage. Small jewelry brands actually have colossal opportunities for executing and developing superior branding. The next time you feel discouraged, listen to this podcast episode and brainstorm all the ways you can create a...

The word "influencer" has become synonymous with digital influence. However, we forget influencers exist "in real life", and they've been shaping decisions since the beginning of humankind. After a recent personal experience with influence and jewelry buying, we started to reflect on consumer motivation and the meaning of influence. In this podcast episode, we share an anecdote related to the mean...

You've probably thought about how you can use Pinterest as a customer-facing social media marketing tool. If you use Shopify, you've likely linked your store to your Pinterest account. You may have even promoted some of your Pins. But have you considered using Pinterest as an internal marketing tool? In this podcast episode, we share some ideas for getting the most out of this digital vision board...

With Thanksgiving just a few days away, you'll want to consider how you can thank your customers for choosing to purchase your jewelry. In today's marketplace, customers have many options, and you should never take their support for granted. When a customer makes a purchase, that purchase is more than a monetary transaction – it's an energetic endorsement. Have you been searching for some creative...

How well do you know your customers? What inspires, motivates, and moves them? What are their values, and what's most important to them? As a jewelry designer or retailer, you probably at the very least have a vision of your target customers in your head.  However, if you've never drafted Customer Personas, then you may be missing the mark. Listen to this episode to learn more about the importance...

Engagement marketing, also known as "experiential marketing" or "event marketing", can directly engage consumers with a jewelry brand and its products. The importance of engagement marketing today is hard to deny. According to the recent study conducted by Event Track, "70% of users become regular customers after an experiential marketing event". Are you wondering what engagement marketing can loo...

More clients have been inquiring about influencer marketing lately, and I don't blame them. If you read any popular digital marketing advice, you'll hear about the "magic" of influencers – get your jewelry on just the right celebrity or style blogger, and you'll "make it" in the marketplace. The realities of influencer marketing are a little more complicated. Listen to find out whether or not infl...

If you've ever researched jewelry-related hashtags on Instagram, you've probably seen how saturated some of them are. For example, the #jewelry hashtag alone has more than 50,000,000 posts, while #jewelrydesigner has more than 3,000,000, and #jewelrylover has more than 1,000,000. Do you ever feel like you're struggling to stand out in a sea of sparkle?  Instead of feeling overwhelmed by social med...

Do you have your marketing strategy in place for 2019? You'll want to listen to this episode before you start making decisions about how you'll be allocating your budget and efforts. At the 2018 GIA Symposium, Scott Galloway – marketing professor and founder of market research platform Gartner L2 – shared his thoughts about the future of jewelry, and he predicted that brands will need to promote a...