Joy Joya Jewelry Marketing Podcast

Episode #287 - "Celebrating Joy Joya's Business Anniversary at 8 Years"

Welcome to Episode #287. In today's episode, I'm excited to celebrate my 8-year business anniversary! I launched Joy Joya in May 2016, just after relocating to Los Angeles. At the start, it was merely a basic website and a big dream. I began as a glorified marketing copywriter, gathering a small group of clients, primarily jewelry businesses, helping them with product descriptions and storytelling - but also by necessity advising them on their marketing activities.

I've touched on my journey in previous podcast episodes, but never delved deeply, mostly because I thought it might not captivate everyone. You see, there are consultants and thought leaders out there with dramatic, almost cinematic stories of staggering transformations or extraordinary rags-to-riches journeys. You know the ones I'm talking about - they hit complete rock bottom and then transform their lives and businesses to ultimately make millions. That's really awesome! But frankly, my story isn't like that. In the past, I've been hesitant to share because it lacked that Hollywood drama.

However, eight years into running my business, my confidence has grown significantly in both my capabilities and the narrative of my journey. This confidence has made me more eager to empower others who might feel their stories aren't headline-grabbing because they didn’t craft their first piece of jewelry atop Mount Everest. Or maybe you're out there thinking you haven't yet achieved a more "conventional" definition of success, so you're not sure how to hype your business up in your storytelling.

Lately, I’ve been reflecting on the idea that while sensational stories might capture some people's attention, others are definitely looking for tales that resonate more quietly with their realities. They want more understated, yet equally powerful stories where triumph unfolds subtly. I believe my story is one of those genuine, relatable tales. So today, I choose to celebrate and share it, hoping it resonates with those of you who might think your own stories aren’t scripted for the silver screen.  

Transcript: https://joyjoya.com/joyjoya-business-anniversary

00:00 Start 3:53 Primary Episode Content 31:46 The Gold Mine

Episode #286 - "Tips For Optimizing Your Jewelry Product Pages"

Welcome to Episode #286.Today, let's delve into the significance of your ecommerce site's product detail page, especially concerning jewelry sales, and I'll share some pointers to enhance its appeal. Every person holds certain perceptions of value, shaped by individual experiences. These perceptions encompass pricing, expected treatment, and the surrounding environment. Surprisingly, if customers feel they're getting a good deal, they may overlook minor imperfections in the product.

Imagine lusting after a luxurious clothing item or accessory slightly beyond your budget. When finally deciding to splurge, you have two options: Option A, you could walk into a high-end store, pay full price, and savor the entire experience—being treated as a valued customer, relishing the ambiance, and reveling in the feeling of indulgence. 

Option B, you might opt for a discounted or second-hand version, accepting compromises like less pristine packaging or a longer wait time. Or like maybe you're at a sample sale and don't even have a place to try things on or anyone to help you. In this case, your expectations are tempered by the knowledge of the deal you're getting.

However, in the former scenario, any deviation from your expectations—such as unhelpful sales staff or a messy store—can bug you, as you had anticipated a seamless experience. This irritation wouldn't happen if you had already decided to compromise for a better price and came to the transaction with lower expectations.

Most jewelry brands, regardless of price point, don't sell bargain items; their products are considered discretionary purchases and should be presented accordingly. Customers, especially when buying jewelry at a stretch in terms of budget, anticipate a certain level of presentation, service, packaging, and quality. And a stretch in someone's budget doesn't even necessarily have to be fine jewelry. Even a $100 item could be a huge stretch and a treat. 

Their expectations play an integral role in the shopping experience, which should ideally be pleasant and enjoyable—unless, of course, you're rummaging through cheap earrings at a garage sale.

Unfortunately, many brands fail to replicate this experience online, missing the mark on what customers crave and what would entice them to make a purchase. So, even if you believe your product page is adequate, I encourage you to consider whether it truly aligns with your customers' expectations. If you're wondering why customers visit your site and don't buy, it's time to get real about your product presentation. Keep listening for the scoop.

Transcript: https://joyjoya.com/jewelry-product-page

00:00 Start 6:09 Primary Episode Content 24:09 The Gold Mine

Episode #285 - "The 10 Essentials of Managing Your Ecommerce Jewelry Store"

Welcome to Episode #285. Today, I'm diving into the must-knows of managing your online store. I'll chat about what you should understand about your ecommerce setup and why it's essential to seek help if you're unsure.

I've been chatting with some jewelry business owners who have their online store on Shopify but aren't fully familiar with all of Shopify's features and capabilities. Maybe they relied on a developer before and never fully got the hang of it themselves.

If you don't have a dedicated ecommerce team for your online shop, it's vital to grasp some basics. While I'll focus on Shopify, the same principles apply to other platforms too, like Squarespace and Wix.

Think about it like this: running an online jewelry store is similar to running a brick-and-mortar one. Just like you need to know how to switch on the lights and open the display cases, understanding your ecommerce system is crucial. Even though it's online, it's just as important. Take some time to understand it, and I'll explain why in this episode.

Transcript: https://joyjoya.com/jewelry-ecommerce-essentials

00:00 Start 2:19 Primary Episode Content 25:32 The Gold Mine

Episode #284 - "Carousels? Reels? What's Up With Instagram For Jewelry?"

Welcome to Episode #284. In today's episode, I'm diving into the current best practices for Instagram content. What formats are hitting the mark? What kind of results can you realistically expect from your social media efforts? 

I've recently completed over a dozen social media audits, pouring over the data from various brands, so feel free to ask me anything in the YouTube comments or by DMing me on Instagram @joyjoyamarketing. 

My deep dive has revealed a crucial insight: there's no one-size-fits-all strategy that guarantees success for every brand. Each one has its unique aspects. Understanding your analytics is key to making informed decisions. But is posting on Instagram all there is to it? Stay tuned to discover more.

Transcript: https://joyjoya.com/instagram-jewelry-businesses-2024

00:00 Start 1:55 Primary Episode Content 16:50 The Gold Mine

Episode #283 - "Hero Images for Jewelry Ecommerce and Digital Marketing"

Welcome to Episode #283. Today, we're diving into the world of heroes, but not the kind you might expect from comic books or Marvel films. Instead, our focus will be on hero images and their critical role in digital marketing.

The term "hero image" originates from web design and refers to the prominently large and often wide image that captures your attention at the top of a website or an email campaign before any scrolling occurs. This image may sometimes feature overlaid text or photos, and can even extend to videos or carousel sliders.

The purpose of the hero image is to reassure your visitors or viewers that they've arrived at the right destination. Upon viewing the hero image, individuals should feel a connection to your brand and/or a resonance with the products you offer. It's meant to be an inviting gateway that encourages exploration, similar to the welcoming display window of a physical jewelry store. 

This is your chance to showcase your brand's identity and inject visual appeal into your homepage or email campaign, especially since other design elements on most effective ecommerce sites and email campaigns should be simplified to ensure the thet load efficiently across various devices. When someone enters your online store via the homepage, the hero image lays the groundwork for their shopping experience online.

If you're eager to discover how to maximize the impact of hero images on your website and emails, continue listening to or watching this episode.

Transcript: https://joyjoya.com/hero-images-for-jewelry-ecommerce-and-digital-marketing

00:00 Start 2:55 Primary Episode Content 16:21 The Gold Mine

Episode #282 - "Finding the Right Audience for Your Fine Jewelry"

Welcome to Episode #282. Today, I want to chat about finding an audience for your fine jewelry, especially if you sell at more aspirational, luxury price points. This episode was actually inspired by some content I've been watching on TikTok and it really got me thinking about the target audience for high-end accessories.

The first post was from a TikTok user named "Level Blue", who teaches ladies how to be elegant in her own words. One of the posts I watched was called "3 luxury things elegant ladies never buy", and #2 was very branded jewelry, I won't name any brand names but you know what I mean, fine jewelry that features very obviously brand motifs or details that can be connected to the luxury brands that make them. According to this TikTok-er, "elegant" ladies don't buy this type of jewelry because it's so overly fake to the point that wearing is it tacky - who even knows if what you're wearing is real or fake? Elegant ladies wear unique jewelry that you won't find copied or on a lot of other people.

The other TikToks that have been inspiring me is the account Class of Palm Beach; the content creator basically goes on the streets of Palm Beach, FL to ask people about their outfits. Of course, I'm always interested to hear about the jewelry. Most of the time, it's just stacks on stacks of Cartier love bracelets or lots of Tiffany, which don't get me wrong, is fine if you love those things. But every once in a while, a person who's interviewed wears something different, like one recent TikTok showed a woman wearing necklace layers with Foundrae. And in the comments, all the people were asking, "Whoa I love that jewelry, so unique, what was the brand again?"

Where I'm going with this is: there are two types of high-end buyers - the ones who really like the brand names and the recognition of wearing something that looks expensive. If you're listening to this podcast, and your business isn't named Cartier, Tiffany, Van Cleef, or similar, then you will likely never cater to this customer because their money is going to be spent elsewhere. You don't have literal centuries under your belt building a brand name.

So what's left for you? You're catering to the people that "Level Blue" is catering to, the customers who want to look elegant without looking like they're wearing something that can easily be copied. And speaking to the customer who does want something different and something that's going to make them feel special and unique is going to mean having a clear story, voice, and personality in your brand, so that you can reach those customers who will feel proud to be wearing something unique.

And in this episode, I want to chat about how to do just that.

Transcript: https://joyjoya.com/audience-for-your-fine-jewelry

00:00 Start 5:47 Primary Episode Content 21:29 The Gold Mine

Episode #281 - "Tactics for Boosting Your Jewelry Ecommerce Performance"

Welcome to Episode #281. Today, let's dive into a "part two" of last week's discussion on achieving ecommerce sales goals through key metrics like Average Order Value (AOV), Conversion Rates, and the number of Website Visitors.

While I outlined the importance of these metrics, I didn't delve into strategies for enhancing your performance in these areas. 

In this episode, I'm excited to offer practical advice on elevating your AOV, boosting conversion rates, and increasing your site's traffic. Coupling the insights from episode #280 with today's tips should empower you to elevate your online jewelry sales, providing clarity on the actionable steps you can take to turn your sales aspirations into reality. 

This approach aims to make your goals more attainable and demystify the process of achieving online success.

Transcript: https://joyjoya.com/boost-jewelry-ecommerce-performance

00:00 Start 1:57 Primary Episode Content 16:30 The Gold Mine

Episode #280 - "Jewelry Marketing Metrics for Ecommerce Goals"

Welcome to Episode #280. Today, I'd like to share some strategies to help ease the pressure of meeting your ecommerce sales goals by instead zeroing in on more digestible metrics that can be tackled in bite-sized pieces.

I stumbled upon this method of achieving sales targets back in 2014, thanks to an article on BigCommerce's blog. Sadly, the article is no longer available, but I managed to save the ecommerce formula that they share. Over the years, I've revisited this formula countless times because of its straightforwardness and its effectiveness in demystifying online sales.

Consider this: you probably have a clear income goal in mind. But have you broken down what that goal means in terms of website visitors needed, conversion rates to aim for, and the average order value you should target?

The essence of what I'm sharing today is this: if you're selling jewelry online, it's crucial to stay informed about your key ecommerce metrics. This doesn't mean you need to be an expert in Google Analytics or a data guru. In fact, we're going to keep things simple. Our focus will be on the most impactful metrics, devising marketing strategies that directly influence those metrics.

Transcript: https://joyjoya.com/jewelry-metrics-ecommerce-goals

00:00 Start 2:23 Primary Episode Content 16:50 The Gold Mine

Episode #279 - "Jewelry Storytelling: Get Your Audience to STOP and Pay Attention"

Welcome to Episode #279. Today, I'm revisiting the topic of brand storytelling for what must be the thousandth time, simply because I can't seem to emphasize its importance enough. 

Recently, I stumbled upon a small business grant sponsored by a global bank, which understandably attracts a vast number of applicants. A unique aspect of this application process is the requirement to submit a 500-word essay detailing your business's journey and how it has navigated the current economic landscape. However, there's a catch: your story must be shared publicly, as all submissions are compiled on a single webpage for open viewing.

Curiosity got the better of me, and I found myself diving into the narratives of fellow entrepreneurs. With every page refresh, a flood of new entries appeared, signaling thousands of applications from business owners nationwide, including those from the jewelry sector. Intriguingly, the use of AI for crafting or refining these stories was prohibited, placing the onus on the applicant's innate storytelling abilities to compellingly answer the prompt within the tight word limit.

As I read some of the submissions, I couldn't help but marvel at the monumental task awaiting the judges: selecting finalists from such a rich tapestry of stories. It's clear that each business owner would greatly benefit from the grant. 

This leads to the pressing question: In a sea of narratives, how does one capture attention? Whether it's in a grant application or communicating with customers, standing out is crucial. Stay tuned for my insights on how to make people STOP AND PAY ATTENTION to your story!

Transcript: https://joyjoya.com/jewelry-storytelling-tips-jewelry-brands

00:00 Start 3:27 Primary Episode Content 19:01 The Gold Mine

Episode #278 - "The Role of Production in Jewelry Marketing"

Welcome to Episode #278. Today, I'd like to discuss a common challenge many jewelry business owners face when it comes to planning their marketing content. Surprisingly, it's not about their marketing skills or knowledge, but rather about production; yes, about the actual designing and making of their products.

When we help our clients organize their content calendars, typically looking six months ahead, we sometimes hit a roadblock: not knowing the production schedule. Together, between us and the business owner, we have no shortage of good and interesting ideas. But if the production calendar hasn't been fleshed out, we can't plan marketing effectively.

I understand that production can be complicated, especially if you're not making everything yourself. Even if you are, relying on suppliers and delivery times can be tricky. But even business owners who handle everything sometimes struggle to plan ahead because they prioritize creativity over sticking to a schedule.

While being creative is amazing and important, it's important to realize that running a solid business powered by effective marketing needs some insight into production. Without it, planning can really become chaotic, which isn't ideal for running a jewelry business.

So, how can you make sure your production and marketing align better? Stay tuned for some advice.

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

00:00 Start 3:36 Primary Episode Content 19:41 The Gold Mine

Episode #277 - "What 'Works' in Jewelry Marketing"

Welcome to Episode #277. Today, I'm diving into the topic of when marketing actually "works". Sometimes, marketing seems like a big mystery. Is it all about posting on social media? Sending out emails? Is there a magical formula for boosting sales? And when exactly does marketing start to show results? If you're fairly new to the business world, these might be some of the burning questions on your mind, making it tough to see how marketing could genuinely benefit your business and what signs indicate that it's hitting its mark.

In this episode, I'm going to unpack what effective marketing can really look like for you and what it means for marketing to truly "work". I think you might find my insights surprising, but in the best possible way! I'm going to let you in on some behind-the-scenes of what it looks like for our clients when we've uncovered a way for their marketing to really do what it can do best.

Transcript: https://joyjoya.com/what-works-jewelry-marketing

Links From the Episode: "The Confidence Podcast" https://www.trishblackwell.com/podcasts/

00:00 Start 2:09 Primary Episode Content 20:28 The Gold Mine

Episode #276 - "How to Roll Out New Jewelry Marketing Ideas"

Welcome to Episode #276. In this episode, I'll delve into the significance of empathizing with your customers and share strategies on how to do so effectively. Recently, during a client call, we were bouncing ideas back and forth about the direction of their business and which products or collections to prioritize in upcoming campaigns - as well as which types of products would be interesting to develop for the sake of attracting customer attention and interest. 

Despite our extensive brainstorming session, we hit a roadblock when it came to making any final decisions. Why? Because, in the end, our opinions are pretty much close to irrelevant. What truly matters is understanding what resonates with the customers and how they'll respond.

So, instead of continuing our endless brainstorm, we narrowed down our ideas to a few favorites. We decided to gradually introduce and test these ideas to gauge customer reactions before fully committing to any one direction. This way, we ensure that our marketing efforts align closely with what our customers truly love. Being too convinced of how your audience will respond to something is a sure-fire way to set yourself up for disappointment.

Keep listening to understand how to slowly roll out your new ideas to your customers, how to understand whether or not they're worth pursuing, and then what to do once you've found that your customers are responding positively - for maximum impact.

Transcript: https://joyjoya.com/new-jewelry-marketing-ideas

00:00 Start 2:51 Primary Episode Content 16:13 The Gold Mine

Episode #275 - "How Your Jewelry Business Can Gain Organic Traffic and Build Trust"

Welcome to Episode #275. In this episode, I want to talk about why blog posts could still be relevant for your jewelry business in 2024 (notice I said "could be" and not "are relevant") and how to actually write a great blog post for your ecommerce site.

While the term "blogging" may seem a bit old-fashioned, like we just stepped back to the year 2000, it's essential to recognize that well-crafted written content remains a cornerstone for your business in 2024. 

In an era where artificial intelligence can generate articles at lightning speed, the challenge lies in sustaining the trust of your audience. Genuine and reliable written content can distinguish your business, leading to a direct influence on your brand storytelling, customer relationships, discoverability, sales, and overall growth.

Keep listening or watching to find out whether or not your jewelry business is a good candidate for having a blog, what it takes to write an amazing blog post, and what you can expect from your efforts over time.

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

Other Links From the Episode: Episode #238 - https://youtu.be/uN-KeiHnef0 Episode #239 - https://youtu.be/hU-K6OlaKOU Episode #240 - https://youtu.be/Vdfri0o7648

00:00 Start 2:25 Primary Episode Content 20:54 The Gold Mine

Episode #274 - "2 Essential Phases of Marketing for Jewelry Businesses"

Welcome to Episode #274. In this episode, we're diving into the essential stages of marketing for jewelry brands and why it's crucial to understand their distinctions.

I've noticed that many new jewelry business owners might not have a clear grasp of what marketing really involves, and that's perfectly fine! I'm here to provide some clarity. First and foremost, let's clarify that marketing is distinct from public relations and sales. While marketing can certainly support these functions, it operates differently. And if you want more on that, an entire chapter actually, check out my book Jewelry Marketing Joy.

But today on the podcast, I'll explore the two primary types of marketing you'll be engaged in for your jewelry business in the long run.

The first type is "Audience Building" Marketing. These are the marketing activities aimed at getting people to notice your brand. Imagine sending an email campaign to an empty subscriber list or posting on Instagram with zero followers – it wouldn't yield much, would it? To make the second type of marketing, "Customer Relationship Building" Marketing, effective, you also need to be actively involved in"Audience Building Marketing." 

If you're launching a new jewelry brand, you'll likely dedicate most of your efforts to the first type because you need to attract those initial eyeballs and interest. Even if you're an established jewelry business, you can't afford to neglect "Audience Building" Marketing. You should continue to focus on attracting new audiences while nurturing relationships with those who are already interested.

Ready to understand marketing on a deeper level? Keep listening or watching as I explore the differences between Audience Building" Marketing and "Customer Relationship Building" Marketing. I'll provide examples of both types and delve into why "Audience Building" Marketing can be super challenging, as well as what results to anticipate from your efforts.

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

00:00 Start 3:39 Primary Episode Content 15:50 The Gold Mine

Episode #273 - "Email Marketing Design for Jewelry Businesses"

Welcome to Episode #273. In this episode, I want to discuss effective email marketing design strategies tailored specifically for jewelry brands. When we mention "graphic design" or the design aspect of digital materials, it's common to associate it with aesthetics and making things visually appealing. However, in the context of email marketing, it's less about making the email visually pleasing and more about designing it in a way that ensures successful email delivery, along with clear and swift presentation of essential information.

The primary goal is not only to secure a place in the recipient's inbox but also to effectively communicate all the crucial details. According to a 2022 study conducted by Litmus, the average time people spend on an email is just nine seconds. This research revealed that approximately 30% of emails receive less than two seconds of attention, 41% are looked at for a duration of two to eight seconds, and only 29% are viewed for more than eight seconds. In essence, your email design needs to make a significant impact within the first two seconds of viewing.

Later in this episode, I'll also be chatting with Hilary from Hilary Finck Jewelry, who we've been spotlighting as a jewelry brand case study. This is actually our last podcast episode with Hilary as a guest! If you've enjoyed hearing the interviews from Hilary and would like more designer interviews in the future, let me know in a YouTube comment or podcast review. If you're new to this series with Hilary, I'd suggest starting with Episode #252. Doing so will introduce you to Hilary and allow you to follow this narrative from its inception.

Before we begin our conversation with Hilary, I'd like to discuss the constraints of email marketing design and explain why it's not feasible or advisable to treat your emails as pieces of art. Additionally, I'll delve into the current best practices for email marketing design in 2024 and cover other related topics.

Links From the Episode: https://hilaryfinck.com/ https://www.instagram.com/hilaryfinckjewelry/

Apply for the Jewelry Brand Incubator: http://jewelrybrandincubator.com/

Other Links From the Episode: https://www.businessoffashion.com/case-studies/beauty/hero-product-franchise-tarte-nars-too-faced-shape-tape-concealer-orgasm-blush-better-than-sex-mascara/

Transcript: https://joyjoya.com/email-marketing-design-jewelry

00:00 Start 4:38 Primary Episode Content 16:47 Interview 28:57 The Gold Mine

Episode #272 - "Email Marketing List Health for Jewelry Businesses"

Welcome to Episode #272. In this episode, I'm excited to share one of my favorite jewelry marketing activities to kick off the new year - giving your email subscriber list a check-up!

In the world of jewelry marketing, the email list is like a lively and ever-evolving companion that needs some TLC from time to time. Just how often you should pamper it depends on its size – the bigger ones require more frequent spa days, while the smaller ones can enjoy a more casual check-in now and then. So, let's dive into the world of email subscriber list rejuvenation!

Later in this episode, I'll also be chatting with Hilary from Hilary Finck Jewelry, who we've been spotlighting as a jewelry brand case study. For those joining our podcast series for the first time this season, I'd suggest starting with Episode #252. Doing so will introduce you to Hilary and allow you to follow this narrative from its inception.

Before we begin our conversation with Hilary, let's talk about what it means to have a healthy email list, how to regularly manage email list health, and what actions you can take to improve list health if it's looking a little under the weather.

Links From the Episode: https://hilaryfinck.com/ https://www.instagram.com/hilaryfinckjewelry/

Apply for the Jewelry Brand Incubator: http://jewelrybrandincubator.com/

Transcript: https://joyjoya.com/email-marketing-list-jewelry

00:00 Start 4:00 Primary Episode Content 19:13 Interview 31:38 The Gold Mine

Episode #271 - "3 Unconventional Pricing Strategies For Jewelry Marketing" Welcome to Episode #271. As we enter the new year, I'd like to discuss unconventional pricing strategies that you might want to explore in 2024 and beyond. Many jewelry businesses tend to adhere to established pricing norms, and that's perfectly fine. Some offer discounts, while others maintain fixed prices - whatever suits your business model. 

However, today, I won't be addressing these common pricing approaches. Instead, I'd like to focus on pricing as it relates to attracting new customers and enhancing your marketing efforts. You can continue selling your jewelry at the prices you've determined to be suitable, but I'll show you how to leverage those prices strategically to benefit your business.

Later in this episode, I'll also be chatting with Hilary from Hilary Finck Jewelry, who we've been spotlighting as a jewelry brand case study. For those joining our podcast series for the first time this season, I'd suggest starting with Episode #252. Doing so will introduce you to Hilary and allow you to follow this narrative from its inception.

Before we begin our conversation with Hilary, let's discuss some unconventional pricing strategies that you might not have thought about yet and explore how they can boost your marketing efforts this year.

Links From the Episode: https://hilaryfinck.com/ https://www.instagram.com/hilaryfinckjewelry/

Apply for the Jewelry Brand Incubator: http://jewelrybrandincubator.com/

"17 Questions That Changed My Life" By Tim Ferriss https://tim.blog/wp-content/uploads/2020/01/17-Questions-That-Changed-My-Life.pdf

Transcript: https://joyjoya.com/pricing-strategies-jewelry-marketing

00:00 Start 4:01 Primary Episode Content 20:52 Interview 38:43 The Gold Mine

Episode #270 - "Do These 3 Things for Jewelry Marketing Success in 2024"

Welcome to Episode #270. I'm excited to share some handy tips and insights to kickstart your year on a high note and keep that energy going strong! Last year, my episode #223, "Do These 3 Things for Jewelry Marketing Success in 2023," was a hit, one of the most downloaded episodes I've released!

In this episode, I'll quickly recap those three valuable tips because they're still relevant. Plus, I'll throw in three new ones that I believe are perfect for this year, especially with the upcoming marketing trends that are expected to pop up along the way. I'm here to set you up for success!

Later in this episode, I'll also be chatting with Hilary from Hilary Finck Jewelry, who we've been spotlighting as a jewelry brand case study. For those joining our podcast series for the first time this season, I'd suggest starting with Episode #252. Doing so will introduce you to Hilary and allow you to follow this narrative from its inception.

Before we dive into our chat with Hilary, let's quickly revisit the "3 Things" I suggested for marketing success in 2023 from episode #223. We'll discuss why they're still applicable, outline 3 top strategies for achieving marketing success in 2024, and explore how you can stay committed to your marketing efforts.

Links From the Episode: https://hilaryfinck.com/ https://www.instagram.com/hilaryfinckjewelry/

Transcript: https://joyjoya.com/jewelry-marketing-success-2024

00:00 Start4:21 Primary Episode Content 17:28 Interview 34:48 The Gold Mine

Happy holidays and happy new year! I'm taking some time off, but I'll be back with a new episode on January 7th. I hope you get some time to relax and make memories with loved ones!

 TWO ANNOUNCEMENTS:

 1. Joy Joya 2024 "Name Your Price" Emerging Jewelry Brand Incubator 

 Are you an emerging, independent jewelry brand looking for strategic digital marketing from Joy Joya? But you’re also worried that you simply can’t afford professional marketing support?

In 2024, we’re launching an “Emerging Jewelry Brand Incubator” for just 10 brands that will have the opportunity to “Name Their Price” for professional marketing services! We’re determined to make marketing support more accessible.

Nope, this is not a joke, and there’s no “catch”. We’re serious!

This initiative reflects our sincere dedication to making a significant impact – it’s our method for assisting your emerging brand in realizing its full potential and shining brighter than ever before. Applications close January 31st!

For more info, visit https://JewelryBrandIncubator.com. 

2. Ticket giveaway to Halstead's Jewelry Business Forum

Halstead's Jewelry Business Forum is a digital conference created to empower small jewelry business owners. In a live webinar format, attendees will receive professional development in marketing and business skills while being inspired for the New Year. The dates are Monday 1/15-Thursday 1/18.

To enter to win your free ticket, visit the @joyjoyamarketing Instagram (https://www.instagram.com/joyjoyamarketing) find the post for the giveaway, which should be posted right around the time this episode goes live, and follow the instructions there. To learn more about the forum, visit @halsteadjewelrysupplies (https://www.instagram.com/halsteadjewelrysupplies/) on Instagram.

Episode #269 - "Add This to Your 2024 Jewelry Marketing Strategy"

Welcome to Episode #269. Today, I want to talk about the power of events for jewelry marketing, and how figuring out your event strategy should be a major priority in 2024, if it's not already on your radar. But before I talk about events, I also want to stress my special passion for email marketing and how it ties into this discussion.

The latest data reveals that email marketing delivers impressive results, boasting an average ROI of $45 for every dollar invested in Retail, Ecommerce, and Consumer Goods/Services. This holiday season, I've witnessed firsthand with my clients who have robust email lists just how dominant email can be in converting sales.

But how does this connect back to events, you might wonder? Well, to maximize the effectiveness of your email marketing endeavors, you need a robust subscriber list. Acquiring and nurturing this list isn't a simple task. One effective approach is to venture out into the real world and participate in events. This way, your future fans can meet you in person, providing an opportunity to share their contact information with you. Whether or not they make a purchase at the event, they become valuable additions to your email list, enabling you to cultivate a lasting relationship with them over time.

We'll be looking at this topic through the lens of Hilary Finck Jewelry, who we've been spotlighting as a jewelry brand case study. For those joining our podcast series for the first time this season, I'd suggest starting with Episode #252. Doing so will introduce you to Hilary and allow you to follow this narrative from its inception.

Before our conversation with Hilary, I want to talk about the types of events you should be trying in 2024, how to collect email subscribers, and then what to do with those email subscribers once you've added them to your list.

Links From the Episode: https://hilaryfinck.com/ https://www.instagram.com/hilaryfinckjewelry/

https://www.thisoldmarketing.com/will-gemini-be-googles-search-savior-405/

Transcript: https://joyjoya.com/events-jewelry-marketing-2024

00:00 Start 3:49 Primary Episode Content 17:13 Interview 31:56 The Gold Mine

Episode #268 - "How to Set Jewelry Marketing Goals for 2024"

Welcome to Episode #268. Today, I want to encourage you to begin setting goals for 2024, if you haven't already started. This episode is designed to remind you that goal-setting in business should encompass more than just revenue targets. It's about adopting a holistic approach to growth, focusing on various aspects of your business to ensure long-term sustainability.

Many business owners tend to set a financial goal and stop there, without a clear plan to achieve it or breaking it down into manageable steps. This approach can lead to frustration and disappointment. Success in business isn't solely measured by financial gains; it's also about building a sustainable, well-rounded organization. By overlooking goals unrelated to revenue, business owners might miss out on key opportunities for growth and fulfillment.

We'll be looking at this topic through the lens of Hilary Finck Jewelry, who we've been spotlighting as a jewelry brand case study. For those joining our podcast series for the first time this season, I'd suggest starting with Episode #252. Doing so will introduce you to Hilary and allow you to follow this narrative from its inception.

Before our conversation with Hilary, I'll delve into the importance of setting business goals that aren't solely focused on revenue. We'll explore various examples of such non-revenue-related goals and provide guidance on how to select the right areas to focus on for your 2024 objectives. This will help you understand how a broader range of goals can contribute to the overall success and sustainability of your business.

Links From the Episode:

https://hilaryfinck.com/ https://www.instagram.com/hilaryfinckjewelry/

Transcript: https://joyjoya.com/jewelry-marketing-goals-2024

00:00 Start 2:56 Primary Episode Content 17:23 Interview 33:16 The Gold Mine

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.comMcKinsey 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

In this episode, I share my interview with Sophie Simon, founder and CEO of Tsubaa Gems. Sophie's a master at colored gemstones, and her passion for them shines and sparkles. She's also extremely experienced in many different facets of the jewelry industry.

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

In this episode, I share 10 tips for sending better Welcome emails. What's a Welcome email, and why does it play such a vital role in a comprehensive digital marketing strategy? If you don't already have a Welcome email or series, then I highly recommend you make that a top marketing priority when you're finished with this episode. It's that important!  Links mentioned in this episode: Success With Jewelry - https://www.successwithjewelry.com/

Sparkle Award - https://sparkleaward.com

I share my interview with jewelry marketer Liz Kantner. It will be the second time Liz will be joining me on the podcast (episode #92 is our first interview), and today we're also going to be sharing a very exciting announcement about a collaboration that Liz and I will be doing. Liz shares her top five areas of focus for jewelry marketing in 2022. 

Links mentioned in this episode Success With Jewelry Webinar Series - https://www.successwithjewelry.com/ Stay Gold Collective - https://www.lizkantner.com/ Sparkle Award Winner - https://studs.com/ Podcast Transcript - https://joyjoya.com/liz-kantner-jewelry-marketing

In this episode, I explain why you should consider using YouTube as part of your jewelry marketing strategy and also five tips for doing it effectively. If you're optimizing your videos and being smart and strategic about choosing which content to post, you can attract your target customer. Keep listening for the details.

Link to transcript: https://joyjoya.com/youtube-jewelry-marketing Link to Sparkle Award screenshot: https://imgur.com/a/A0oSMPN

In this episode, I share my own recording of a presentation I recently gave for the annual Jewelry Ecomm Conference. The topic of the presentation is "How to Have More Fun With Jewelry Marketing".

I feel pretty passionate about this particular topic for two reasons: 1) in my interactions with jewelry brands, I find that too many of them take their brands and marketing too seriously and 2) the data shows that consumers want to be entertained, to have fun with brands. So how can you start having more fun with jewelry marketing? Stick around for this episode to find out.

Links from the episode: Sparkle Award - sparkleaward.com Dana Rebecca Email Screenshot - https://imgur.com/a/5WFbjTf

In this episode, I share my interview with Anna Samsonova, an independent jewelry consultant and founder of Samsonova Consulting. With 17 years in the jewelry industry, she supports her clients with a big-picture outlook and offers jewelry consulting services in the areas of brand development, merchandising, operations, upscaling, trade shows, and event planning.

I ask Anna specifically about her expertise in brand development and merchandising. We explore topics like: - The role that merchandising plays in brand development - How jewelry brands can approach merchandising in a strategic way - The types of information/data a jewelry brand will need to optimize their merchandising …and more!

Listen to benefit from Anna's wealth of information, knowledge, and experience.

Links from the episode: Women's Jewelry Association (WJA) - https://www.womensjewelryassociation.com/ American Gem Society (AGS) - https://www.americangemsociety.org/ Black in Jewelry Coalition (BIJC) - https://blackinjewelry.org/ Samsonova Consulting - https://www.samsonovaconsulting.com/ Samsonova Consulting Instagram - https://www.instagram.com/samsonovaconsulting/

In this episode, I offer five tips for instantly upgrading your email marketing. Email marketing for jewelry brands can be complex, and optimizing an email marketing strategy can take a lot of time and testing. However, there's always something that every brand - from the solopreneur jewelry designer to the multi-million-dollar jewelry brand - can be doing to instantly optimize the deliverability and effectiveness of their email campaigns. 

A few small tweaks can make a major difference while you're in the process of figuring out your audience habits and adjusting your content calendar to support your business goals. What are some things you can try today and at any stage of your marketing journey? At least one of these five tips will likely apply to you, so keep listening for the scoop.

Check out the transcript here: https://joyjoya.com/instant-email-marketing-upgrades-for-jewelry-brands/

In this episode, I share my interview with Wendy Pease, an expert in global marketing and entering new marketplaces abroad. Wendy is the owner and president of Rapport International, a translation and interpretation services company that specializes in marketing translation. Throughout her career, she's worked with hundreds of companies to help them communicate across more than 200 languages and cultures. Wendy's the author of the book "The Language of Global Marketing" as well as the host of the Global Marketing Show podcast.

In this episode, we discuss the potential that global marketing holds for jewelry brands specifically. What are some of the most common mistakes she's seen in the marketplace as well as the success stories? How can you successfully tap customers in other countries, whether you're a solopreneur or multi-million dollar jewelry brand? How can you effectively communicate the emotional resonance of your jewelry when there's a language barrier? We cover all these questions and more in this fascinating episode.

Here are the links related to this episode: Audio version and full transcript: https://joyjoya.com/wendy-pease-global-marketing-expert/

Wendy's book: https://wendypease.com/the-language-of-global-marketing/

Wendy's podcast: https://wendypease.com/podcast/

Schedule a consultation with Wendy: https://www.rapporttranslations.com/request-a-consultation

In this episode, I share 10 outdated social media marketing tips for jewelry brands because the world of social media is constantly evolving, and if you don't have someone like me in your corner day-in-and-day-out, it can be very hard to keep up with all the changes. 

Who wants to be spending time reading news about Instagram and TikTok? I don't know very many people who do. So listen to this episode and find out how you can get out with the old and start being more current with all your social media marketing.

In this episode, I discuss all the ways that micromanaging is hurting your marketing efforts - AND what you can do about it. WAIT! Before you ignore this episode because you think, "Oh, I don't micromanage, and this doesn't apply to me", hear me out! Even if you're a solopreneur, and you don't have a team of people, you might actually be micromanaging yourself. If you work with freelancers, interns, vendors, business partners, etc., you might be micromanaging them. When you micromanage, you risk thinking too small and missing the big picture - along with major opportunities. I explain how you can change your mindset - and start making progress.

In this episode, I share my predictions about jewelry marketing trends for 2022. Where should you be focusing your time and attention? Which marketing platforms will be most important this year? What will customers want from your brand, and how should you be communicating with them? Listen up for a look into my crystal ball.

I also uploaded an ebook version of this podcast to the Joy Joya website. If you'd like to have a handy PDF reference guide to all of this year's predicted jewelry marketing trends, then visit joyjoya.com/2022 to download it.

I share some specific guidance about how you can set goals for your jewelry brand in 2022. As you probably know, if you don't set clear goals for your business, then you won't be able to see the way ahead - both for the short term and the long term. If you want to set yourself up for success in the coming year, then you'll definitely want to listen to this episode and take note of my five tips.

The focus of today's episode is all about how you can create a virtual "holiday window display" even if you don't have a brick-and-mortar jewelry store. Or, if you do have a brick-and-mortar store, and you want to reach customers outside of your geographic area with your holiday merchandising, then you'll definitely want to listen to my tips and ideas for creating a holiday window display experience using digital technologies.

It may be too late for you to implement these ideas for this holiday season, but I felt inspired by some real-life holiday displays I recently saw while window shopping, and I couldn't help but to want to share my ideas about the topic. You can always keep a running list of what is and isn't working for you this holiday season and add some new ideas, so you're prepared for holiday 2022. It's never too early to plan! Watch for my tips and ideas.

In this episode, I share five tips for hiring a freelancer on sites like Fiverr or Upwork. These two platforms are freelancer marketplaces, so anyone can search them for skilled individuals who can execute a specific one-time task or an ongoing service. You can find freelancers to support you with things like graphic design, social media, website design customizations, and more! December presents an opportunity to evaluate the success of your jewelry brand in 2021 and compile a list of improvements you can make in 2022. Now's the time to level up or delegate the task to someone else, so you can free yourself up to work on bigger-picture items. Listen for my tips.

I share five tips for retaining all the new customers you get from your amazing holiday marketing efforts. The holiday season is an excellent time to focus on customer acquisition efforts because consumers are in the mindset to shop - and they're often looking for unique gift ideas from brands they may not have known before. You'll hopefully attract a lot of new customers throughout the holidays. The trick is to keep these customers and inspire them to return again and again. In general, it can cost five times as much to acquire a new customer than to retain a new customer. If you want to make the most of your marketing spend, then retaining customers is the key to success. Listen for my five top tips.

In this episode, I share my interview with Benjamin Smithee, CEO of The Smithee Group, a digital growth agency that's been empowering entrepreneurs and businesses to dream bigger and achieve multi-generational integrity since 2015. He's consulted some of the largest and most well-known companies around the globe including Coca-Cola, McDonald’s, Comcast, Disney, and hundreds of small businesses. I first met Ben at this year's JCK Las Vegas, but his glowing reputation definitely preceded him. Listen to this interview all about digital marketing opportunities and trends for 2022.

In this episode, I discuss 10 last-minute optimization tactics if you're planning on participating in Black Friday, Small Business Saturday, Cyber Monday, and Giving Tuesday weekend. If you're in the camp of wanting to offer your customers a special treat ahead of the holidays or just want to throw your brand name in the "hat" of participating in the holiday spirit, then this episode is for you. Listen now.

In this episode, I discuss the 7 "P's" of jewelry marketing and why you need to not only familiarize yourself with them but also use them to regularly reevaluate your jewelry marketing strategy and your business processes. If you're stuck in a rut with your sales, or you're struggling to reach and/or convert customers in your target market, then making small adjustments to any one or more of the 7 "P's" may give you the boost you need to see improvements. Listen now.

In this episode, I share my interview with Shayne McCoy Hollander. Shayne is an experienced social media and digital marketing consultant and the founder of Straight Up Social, a boutique social media and digital marketing agency specializing in social media strategy, email marketing, website design, and SEO. She offers luxury brands and the jewelry industry a straightforward and structured approach to digitally reaching and engaging consumers. For nearly a decade, Shayne has managed the global social media for large corporate and non-profit brands such as the Gemological Institute of America (GIA). You can find her social media tips and tricks featured in trade publications such as National Jeweler, InStore Magazine and JCK Online.

In this episode of the podcast, I share my interview with Jeff Fromm. I first met Jeff after I saw him speak at this year's JCK Las Vegas show on the topic of "The Purpose Advantage", which also happens to be the title of his latest book.

Jeff has built a reputation for himself as the "Millennial and Gen Z Marketing Guy", and he's traveled the world sharing his insights and research on how these two generations impact the direction of the marketplace and how brands can reach them. Through a partnership with the Boston Consulting Group, he led the first public study of Millennials in 2010. He's the president of Futurecast, a forwardthinking trends consultancy, and a partner at Barkley, a creative idea company. He's also a regular contributor to Forbes. 

I was particularly interested in the insights Jeff shares in his 2019 book "The Purpose Advantage", which explains how brands can be more "purpose-driven" and why that matters in today's marketplace. In this episode, we'll talk about the meaning of purpose and about how jewelry brands can leverage purpose to stand out in a crowd. Listen now.

In this episode, I share 10 of my favorite positive jewelry marketing habits. I really like this quote by self-development expert Brian Tracy. He says "Successful people are simply those with successful habits." I believe that success in marketing is all about consistency and showing up again and again in a strategic way to engage with your target customers, even when you don't feel like it and even when you feel discouraged. That means leaning into positive habits that you know will eventually make a difference for your business. So what are those positive marketing habits? Listen for my top picks.

In this episode, I share my interview with Amy Elliott, Contributing Editor for JCK and writer of the JCK blog All That Glitters. I chat with Amy all about the trends she noticed at JCK Las Vegas 2021, where I had the chance to meet her in person for the first time. Amy is a writer, editor and brand storyteller who specializes in fine jewelry and fashion, and she's a former staff editor at The Knot, Bridal Guide, Brides Local Magazines + Brides.com and Lucky. She was also the Engagement Rings Expert for About.com, so she knows a ton about the bridal jewelry industry even though she gets tired of talking about it, according to her. I'm so excited to share this conversation with you.  

In this episode, I share my thoughts and reflections about JCK Las Vegas 2021, including industry trends and insights. If you didn't get a chance to attend this year's show, then you'll definitely want to listen to the scoop. Even if you did attend, you'll still want to listen to see if you agree with my takeaways - I'd love to hear about your experience as well! Email hello@joyjoya.com with your comments and thoughts.

In this episode, I discuss SMS or mobile marketing for jewelry brands. SMS marketing basically refers to text-message marketing, which means you send texts to your customers in conjunction with email marketing or in lieu of email marketing.

Did you know that only 39% of businesses are taking advantage of SMS marketing? And only 13% of businesses allow for customers to respond to their SMS marketing messages. However, on the other end of that, 64% of consumers think businesses should contact them via SMS more often, and 50% of consumers say they would opt into an SMS loyalty program if they were offered flash sales, deals, or coupons in return. Listen now to learn more about this form of digital marketing.

In this episode, I discuss the role of a discount pricing strategy in jewelry marketing. Should you be offering discounts and promotions? If so, how much of a discount should you offer? And how often should you be offering discounts? Listen to better understand how to handle special offers and promos for your jewelry brand.

In this episode, I discuss how you can start planning your holiday jewelry marketing in August. What should you be doing this month, and how can you position yourself for optimal holiday profits? Listen for all the tips and tactics that will lead you to your best holiday sales of all time.

I share some tips for repurposing your content, so you can make the most of all your content creation efforts and establish a meaningful presence on the platforms where your customers are spending the most time.

I discuss how you can be a caretaker of your customer data, especially with all the changes happening with social media in the coming months. Too many brands have gotten to the point where they're leaning heavily on their social media channels to build relationships with customers. For example, they're relying on Instagram DMs to manage customer engagement and conversations. Or they have been relying on Facebook retargeting ads to ensure they can get back in front of customers who have shown interest in products.

However, Instagram is changing rapidly and, as a brand, you have to operate with the mindset that what's here today could be gone tomorrow. If Instagram were to shut down tomorrow, would you lose valuable customer data? In addition, changes to data privacy are limiting marketers' ability to run retargeting ads on Facebook and Instagram, so if you relied on those types of ads in the past, you'll lose your ability to do so in the very near future. Listen to hear my tips for caretaking your customer data, so you're not so dependent on these platforms.

I share my interview with David Wachs, the founder of Handwrytten, a service that allows product-based businesses to leverage the lost art of letter writing through scalable, robot-based solutions that write the notes in pen. Used by major meal box companies, eCommerce giants, nonprofits and professionals, Handwrytten is changing the way brands and people connect.

Nowadays most brand communications and marketing are done digitally, so a personal touch like a handwritten note can set a brand apart from others in their industry. David is passionate about discussing why personalization is so important for marketing, and I'm excited to have him on the podcast to share his insights about the power of the handwritten note and more.

I share my interview with Melissa Becker, a Vice President of Berkley Asset Protection, a Berkley Company, and global specialty insurer dedicated to jewelry, fine art and other collectibles. With a 20-year career in the insurance field, Melissa now serves as the marketing and communications leader for its global jewelers block, personal jewelry, and fine art practices. Melissa is also responsible for leading Lavalier, a direct-to-consumer personal jewelry platform. Melissa and I speak about the importance of value-added services in jewelry marketing.

I share my own personal recording of a talk I recently presented to the Women's Jewelry Association of Boston. The title of the talk is "How to Build Brand Awareness and Attract Your Target Customer". I explain why brand awareness is so important, how to start cultivating brand awareness, and how to use the information you do have about your customers to make important decisions about your branding and marketing strategies.

View the video presentation here: https://youtu.be/R0ieNyJ9WzU

In this episode, I discuss different types of keywords for jewelry brands, including SEO keywords and social media keywords. Why do keywords matter, and why do you need to be choosing strategic keywords for your jewelry brand? How can you get started with the process? Listen to this episode for insights.

Are you looking for ways to grow your jewelry brand and build trust with prospective customers? You may want to consider leveraging your current customers and involving them in your marketing efforts. To find out how to make your customers a part of your business and marketing strategies, listen to this episode.

I share my interview with Jill Stein and Sarah Daniel, the co-founders of Brick & Mortar NYC, a boutique agency that helps brands reimagine their retail experience. Together, Sarah and Jill have more than 40 years establishing retail at global luxury brands (Tiffany & Co., David Yurman, John Hardy Jewelry).

They combine their unique backgrounds and perspectives in creative and operations to create experiences that are visually compelling, highly functional, and offer a clear delivery of ROI. They've opened over 100 stores in the US, Canada, Europe, and Asia, ranging in size from 400 square feet to 60,000 square feet.

In this episode, we talk all about the brick-and-mortar customer experience, especially as it relates to jewelry brands and more especially how it's changed and evolved in a post-COVID world.

I share a special episode to mark the unofficial beginning of summer after Memorial Day weekend. For many jewelry brands, summer can be a slow time of year. Major gifting holidays like Valentine's Day and Mother's Day have passed, and some would-be jewelry shoppers are enjoying their summer vacations; maybe they're focused on buying jewelry from the destinations they visit. The next major gifting holidays are in December. What can you do during the summer months if your business slows? In this episode, I'll share some marketing tasks you can work on behind-the-scenes to prepare yourself for holiday and beyond.

In episode #128, I share my interview with Robin Kramer, the owner of Red Boot Consulting. According to her bio, Robin is "a brand marketing maven, natural business nurturer, master of relationships and a sales expert who has an impressive history with leaders in the retail industry that have built their brands on innovative merchandising and strong service cultures." In this episode, we talk all about how to build relationships with retailers and the roles that both your sales and marketing efforts play in creating and nurturing those relationships.

Watch the video version of this episode here: https://youtu.be/d9ZdytaNf64

In this episode, I share some of my favorite tips for growing your jewelry brand's email list. If you're struggling to gain new subscribers for your email marketing efforts, then you'll definitely want to listen and watch for tips that you can implement today. 

Get the transcript here: https://joyjoya.com/2021/05/13/grow-email-list-jewelry-business/

I share my interview with Kate Youngstrom, the Director of Content and Community for Reed Exhibitions, which oversees JCK Events. Kate has worked for Reed for about a decade and has also served as the Director of Events and Education and the event director for Event Director - JCK Tucson.

In this exciting episode, we talk about some behind-the-scenes info about how the JCK Show in Las Vegas will be even more exciting this year. As a content marketing expert, Kate also shares some awesome tips about the content marketing and storytelling for jewelry brands, and she provides advice for jewelry brands that are hoping to break into trade shows in a post-COVID world.

View the transcript here: https://joyjoya.com/2021/05/06/interview-with-kate-youngstrom-jck/

Do you feel completely overwhelmed by Google Analytics for your jewelry business' website? In this podcast episode, I walk through the basics of Google Analytics; these are metrics I check regularly for my jewelry brand clients. Even if you only know these metrics, you'll have access to some very important data.

View the transcript of the episode here: https://joyjoya.com/2021/04/30/google-analytics-for-jewelry/

In this episode, I share some of my favorite tips for generating new blog post content on a regular basis. Yes, that's right I said "blog", a word that makes people roll their eyes when I say it. But blogging still matters today, especially if you want to reach more of your target customers through Google search results. If you want to rank on the first page of Google for a certain keyword related to your brand, then you'll need to satisfy as many of Google's ranking factors as possible, and a blog can help you do that.

You can find the transcript for this episode here: https://joyjoya.com/2021/04/26/jewelry-blog-content-tips/

In episode #123, I chat with Michelle Peranteau, a marketing and brand strategist for luxury brands. Throughout her impressive career working with luxury and jewelry brands, Michelle has built her experience and expertise in all aspects of consumer brand and omni-channel marketing including advertising, digital marketing, social media, content creation, public relations, CRM, philanthropic partnerships, and special events. She’s a true marketing generalist, so she has an amazing bird’s eye view of all the moving parts associated with marketing.

Check out the interview transcript here: https://joyjoya.com/2021/04/16/interview-with-luxury-marketing-expert/

For this episode, I was inspired by a Lifehacker podcast interview with marketing thought leader Seth Godin. He said, "The thing that looks like a shortcut is probably not the best way to get there. The best way to get there is to find a path that most people can't handle."

What does it mean? How can you apply his wisdom to jewelry marketing? In this episode, I share my interpretation of Seth's quote and provide some impromptu tips for jewelry marketing success. Here's the link to the interview with Seth: https://lifehacker.com/how-to-get-better-at-marketing-with-seth-godin-1846620698

I share an interview with Ama McKinley, founder of waist bead jewelry brand Ilium Wing. In this episode, I talk to Ama about topics like branding and setting your jewelry brand apart in a crowded marketplace, marketing with a focus on genuine engagement and community building, the power of emerging platforms like Clubhouse, and tips for executing an on-brand lifestyle photoshoot for your jewelry brand. 

Check out the accompanying blog post here: https://joyjoya.com/2021/04/02/interview-with-jewelry-entrepreneur-ama-mckinley-of-ilium-wing/

All your marketing content should start with a plan and calendar. Do you have a formal planning system in place for your marketing? If not, you're probably scrambling to get your photo/video assets when you need them and possibly missing opportunities to connect with your target customers at optimal times. In this video, I explain why you should start planning your marketing content (social, email, website, and more) in a strategic way, teach you how you can do it in an accessible way (and scale as you grow), and share some of my favorite tools for planning.

Read the transcript of the episode here: https://joyjoya.com/2021/03/27/jewelry-marketing-content-plan/

In episode #119, I explain the difference between "brand marketing" and "product marketing" and why the distinction matters so much for jewelry brands. If you want to understand how to truly distinguish yourself from your competition, then you'll definitely want to listen to this episode.

You can find the transcript here: https://joyjoya.com/2021/03/18/brand-marketing-vs-product-marketing-for-jewelry-brands/

In episode #118, I answer a listener-submitted question. The anonymous listener asked, “How can we transition from a traditional brick-and-mortar jewelry store to an ecommerce jewelry brand?” They explained that they’re a small family business and that they’re struggling with the digital transformation. Listen for the answer.

You can find the transcript here: https://joyjoya.com/2021/03/12/transition-to-jewelry-ecommerce/

I share my interview with Paul Spinak, founder of The Marketing Machine, an innovative and creative marketing agency located in downtown Raleigh NC. Paul is the agency’s creative director, marketing strategist, brand guardian, and sales force all wrapped up in one high-octane package. 

We focus our discussion on two very nebulous topics that confuse many jewelry entrepreneurs - marketing strategy and branding. What in the world do these two terms mean, and how can you wrap your head around them as a small business owner? We’ll answer all those questions in this episode.

Check out the accompanying blog post here: https://joyjoya.com/2021/03/05/paul-spinak-on-jewelry-branding/

In episode #116​ of the podcast, I share some of the most common marketing mindset mistakes that I observe day in and day out. In my opinion, marketing is just as much about mindset as it is about the strategies you implement. If you're able to master mindset and get out of your own way, then you'll absolutely be able to achieve your dreams.

Check out the accompanying blog post here: https://joyjoya.com/2021/02/26/jewelry-marketing-mindset-mistakes/

I interview Jason Fleagle, a branding and marketing expert who has supported global brands like Abercrombie and Fitch and has worked with prominent figures like Kevin Harrington. He's currently a consultant and a catalyst success partner for individuals and organizations, coming alongside them, empowering them, and positioning them for growth.

Check out the accompanying blog post here: https://joyjoya.com/2021/02/21/interview-with-jason-fleagle-content-marketing-for-jewelry-brands/

I share my own recording of a recent presentation I did about personalization in jewelry marketing. Would you like to discover how personalization can help you improve the customer experience and build stronger customer relationships? If so, then you'll definitely want to listen to this episode.

Check out the accompanying blog post here: https://joyjoya.com/2021/02/14/personalization-jewelry-marketing/

In this episode, I interview Derek DeMoro and James Wright, the co-founders of Zigy, which is a social selling solution for the direct-to-consumer channel. As Derek described to me in a blurb about the company, "Zigy is LinkedIn, Instagram, Affiliate Networking, Match.com, Shopify, Tik Tok, a global marketplace and ecommerce analytics all mashed up into a single little app." Listen to learn more about this exciting new platform.

Check out the accompanying blog post here: https://joyjoya.com/2021/02/08/interview-with-derek-demoro-and-james-wright-co-founders-of-zigy/

Laryssa interviews Jen Cullen Williams, a public relations and brand communications strategist who specializes in working with jewelry and luxury brands.

Check out the accompanying blog post here: https://joyjoya.com/2021/01/31/interview-with-jen-cullen-williams-part-two/

Laryssa interviews Jen Cullen Williams, a public relations and brand communications strategist who specializes in working with jewelry and luxury brands.

Check out the accompanying blog post here: https://joyjoya.com/2021/01/24/interview-with-jen-cullen-williams/

Are you frustrated by the Instagram algorithm? I know the answer to that question is “yes”. If you’re like most jewelry brands, then you’re probably wondering why your posts are getting seen and liked by so few people. I understand that it's super frustrating to plan and create awesome content that doesn’t get noticed. Listen to this episode for tips that you can start implementing today.

Check out the accompanying blog post here: https://joyjoya.com/2021/01/15/instagram-engagement-jewelry-brand/

After a rather abysmal, confusing, and challenging year, most jewelry business owners have high hopes for 2021. They’re starting the new year with bright eyes and a renewed commitment to their digital marketing strategies. What can we expect from the coming year? Where should you be investing your marketing dollars, and how should you be redistributing your budget? Based on industry trends and our own experience, we’ve put together five jewelry marketing predictions for 2021. Listen to this episode for more information.

Check out the accompanying blog post here: https://joyjoya.com/2021/01/03/2021-jewelry-marketing-trends/

I recently stumbled upon a really interesting quote by Josh Hayes from Liftoff, a company that helps ecommerce brands optimize their mobile apps. In a blog post, Josh says, "Creatives aren’t a beauty contest, so let performance drive your ad appearance decisions. Oftentimes, the best performing creatives run counter intuitive to what we might think because they aren’t necessarily the most aesthetic. We see this time and time again."

I completely agree with Josh's assertion about "creatives", which are the photos and videos that brands use in their Facebook and Instagram ads. When I build an advertising campaign for a client, I'm not necessarily looking for the client's most beautiful photo and video assets. In fact, the beautiful photos are usually the ones that perform the worst in advertisements. They tend to look too polished. Listen to this episode for more information about why jewelry marketing is not a beauty contest.

Check out the accompanying blog post here: https://joyjoya.com/2020/12/10/jewelry-marketing-isnt-a-beauty-contest/

A hot-of-the-presses report titled "Adobe Analytics Holiday Forecast 2020" predicts that 42% of shopping will be done from smartphones this holiday season. Furthermore, the report states that "smartphone shopping dollars will grow by 55% YoY this season" and that "$28.1B more will be spent on smartphones this year".

If your jewelry brand's website isn't optimized for an ideal mobile browsing and shopping experience, then you could potentially be missing out on critical sales. If your website is built on Shopify, then you're likely ahead of the game, since many Shopify themes are fully responsive, meaning they adjust for any screen size or resolution. It may be too late in the year to completely overhaul your website, but you can make some small changes that will immediately improve the mobile experience. Listen for tips.

Check out the accompanying blog post here: https://joyjoya.com/2020/12/03/mobile-shopping-matters

In conversations with my clients, I often use the phrase "customer touchpoints", but I realize that "touchpoints" is a vague, catch-all term that could probably use some clarification. What are customer touchpoints exactly, and why is it important for your jewelry brand to remain consistent across all of them? In this episode, I'll explain where to find touchpoints and why they matter.

Check out the accompanying blog post here: https://joyjoya.com/2020/11/25/customer-touchpoints-in-jewelry-marketing/

Did you know that nearly 50% of subscribers decide to open a message based on the subject line? The first step to getting a subscriber to read your email is to get that subscriber to open your email. Otherwise, nothing else matters: forget your amazing coupon code and say goodbye to the time you spent crafting clever copywriting and impactful calls to action. Arguably, your subject line matters more than any other aspect of your jewelry brand's email campaign. In this episode, we'll share some email subject line types, so you can diversify your approach to email marketing.

Check out the accompanying blog post here: https://joyjoya.com/2020/10/29/jewelry-email-marketing-subject-lines/

In celebration of the Halloween holiday, I’m shocking you with something spooky: the worst jewelry marketing vampires of all. They drain you of all your time and money, even when you think you’re doing all the right things with your marketing. These vampires can eventually make you lose faith in marketing, so you think twice before trying new marketing initiatives in the future. Listen to this episode to discover how you can identify and avoid these vampires.

Check out the accompanying blog post here: https://joyjoya.com/2020/10/22/jewelry-marketing-vampires-drain-time-and-money/

Not only have I reached a very important milestone in my podcasting journey, but I’m also officially publishing Jewelry Marketing Joy. I’m excited to celebrate 100 episodes of the Joy Joya Jewelry Marketing Podcast and the launch of my book, which is the first-of-its-kind resource for the industry. 

Check out the accompanying blog post here: https://joyjoya.com/2020/10/08/jewelry-marketing-joy-is-officially-here/

We interview Arthur Root, the co-founder and CEO of Nostra, a startup that has created an innovative new ecommerce tool for brands that want to provide their customers with more personalized shopping experiences.

Check out the accompanying blog post here: https://joyjoya.com/2020/10/01/interview-with-arthur-root-co-founder-and-ceo-of-nostra/

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 customers because that minority consists of the best and most loyal customers who buy frequently. Do you find that's true with your business? Listen to this episode to learn more.

Check out the accompanying blog post here: https://joyjoya.com/2020/09/24/whats-the-80-20-rule-in-jewelry-marketing/

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 around the first day of fall, so you might be drinking your pumpkin spice latte or, if you’re like me, buying all the fall-scented candles from Home Goods. You may not be ready for candy canes and Santa Claus, but I hope this episode will encourage you to think about holiday planning and why it matters now. Keep listening to learn more.

Check out the accompanying blog post here: https://joyjoya.com/2020/09/18/planning-jewelry-ecommerce-for-holiday-2020/

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. Listen to this episode for more information.

Check out the accompanying blog post here: https://joyjoya.com/2020/09/03/data-protection-and-privacy-in-jewelry-marketing/