Podcast
Success With Jewelry
Hosted by Laryssa Wirstiuk and Liz Kantner · EN
Welcome to Success With Jewelry - your guide to growing a meaningful, profitable jewelry business. Hosted by marketing experts Laryssa and Liz, who together have over 16 years of experience helping brands thrive, this podcast gives you an exclusive look at what really works in jewelry marketing today. We're here to share honest conversations, hard-won lessons, and proven strategies to help you reach your goals and feel less alone in your business journey.
72episodes
Episodes
Newest firstAll episodes
173 - Laryssa and Liz on Website Best Practices for Jewelry Brands: How to Audit Your Homepage and Make a Strong First Impression
1w ago00:25:14Summary readyWelcome to the Success With Jewelry podcast, hosted by Laryssa Wirstiuk and Liz Kantner, two experts passionate about helping independent jewelry artists thrive. Welcome to episode #173! This is part one of a three-part series on website best practices for jewelry brands. Laryssa and Liz start with the big picture - your homepage - and what it actually needs to do to turn browsers into buyers. In today's episode, Laryssa and Liz cover: Why your website matters more than ever in 2026 and why the DIY approach only gets you so far How to audit your own homepage with fresh eyes (hint: look outside the industry too) What your homepage needs to do in the first few seconds - and the most common mistakes that send visitors away Why your homepage should be dynamic, not set-and-forget The case for always having a visible, working email signup on your site Key metrics to check so you know if your homepage is actually working In the bonus segment for Insiders only, Laryssa and Liz share a homepage audit checklist you can use this week, real examples of jewelry brand homepages that get it right, and the one thing you can do on your homepage right now to make an immediate improvement. Insiders also get access to our homepage audit checklist. Liz Kantner works with independent jewelry artists to help them find their unique voices and succeed in today's marketplace. With over ten years of experience in jewelry marketing and sales, Liz offers consulting services and digital strategy. She's also the founder of the Stay Gold Collective, a private group providing live training, industry insights, and personalized feedback. Learn more at https://www.lizkantner.com. Laryssa Wirstiuk is the founder and creative director of Joy Joya, a digital marketing agency for the jewelry industry. She's the author of Jewelry Marketing Joy and the creator of JoyDeck, a platform designed to make marketing accessible for jewelry makers and designers. Discover more at https://joyjoya.com. Tune in to hear Liz and Laryssa share valuable insights, tips, and strategies for success in the jewelry industry!
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172 - Liz Interviews Lauren Jennings of Palm Sunday on Building a Newsletter Your Readers Actually Look Forward To
2w ago00:27:19Summary readyWelcome to the Success With Jewelry podcast, hosted by Laryssa Wirstiuk and Liz Kantner, two experts passionate about helping independent jewelry artists thrive. Welcome to episode #172! Liz chats with Lauren Jennings, the designer behind Palm Sunday, a fine jewelry brand rooted in responsible production and timeless design, based in St. Petersburg, Florida. Lauren draws inspiration from her coastal surroundings and travels throughout Italy and the Mediterranean, and brings a background in fashion design to everything she creates. In today's episode, Liz and Lauren dig into Lauren's weekly newsletter, the Palm Sunday Times - how she built it, why she started it, and how it's become one of the most meaningful parts of running her business. They cover: Why Lauren made the decision to move her audience off social media and into her inbox How her fashion background shaped the look, feel and voice of her newsletter The simple content template she uses every week so she's never starting from scratch How she balances storytelling, behind the scenes content and selling without feeling pushy Why a small email list is more powerful than you think Tips for growing your list that actually feel right for a luxury brand In the bonus segment for Insiders only, Lauren shares how she manages all of this content without doubling her workload, her unexpected love for Threads, and why she thinks there is still a huge white space opportunity for jewelry designers in the newsletter space. Learn more about Palm Sunday: https://www.palm-sunday.com/Follow on Instagram: https://www.instagram.com/palm__sunday Liz Kantner works with independent jewelry artists to help them find their unique voices and succeed in today's marketplace. With over ten years of experience in jewelry marketing and sales, Liz offers consulting services and digital strategy. She's also the founder of the Stay Gold Collective, a private group providing live training, industry insights, and personalized feedback. Learn more at https://www.lizkantner.com. Laryssa Wirstiuk is the founder and creative director of Joy Joya, a digital marketing agency for the jewelry industry. She's the author of Jewelry Marketing Joy and the creator of JoyDeck, a platform designed to make marketing accessible for jewelry makers and designers. Discover more at https://joyjoya.com. Tune in to hear Liz and Laryssa share valuable insights, tips, and strategies for success in the jewelry industry!
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171 - Laryssa and Liz Talk Brand Voice: Does Your Marketing Copy Actually Sound Like You?
3w ago00:30:48Summary readyWelcome to the Success With Jewelry podcast, hosted by Laryssa Wirstiuk and Liz Kantner, two experts passionate about helping independent jewelry artists thrive. Welcome to episode #171! Laryssa and Liz dig into one of the most common struggles they see with jewelry brands — writing copy that actually sounds like you. Whether it's your website, emails or Instagram captions, the words you use are a huge part of your brand, and when they feel off, customers notice. In today's episode, Laryssa and Liz cover: Why finding your brand voice is harder than it sounds The most common copy mistakes jewelry brands make (and how to avoid them) Whether to write as "I" or "we" — and why it matters more than you think How to use content pillars so you're never staring at a blank page again Why you're probably not salesy enough (yes, really) How to know when your copy is actually working In the bonus segment for Insiders only, Laryssa and Liz share real brand copy examples and a simple exercise to help you find and document your brand voice. Liz Kantner works with independent jewelry artists to help them find their unique voices and succeed in today's marketplace. With over ten years of experience in jewelry marketing and sales, Liz offers consulting services and digital strategy. She's also the founder of the Stay Gold Collective, a private group providing live training, industry insights, and personalized feedback. Learn more at https://www.lizkantner.com. Laryssa Wirstiuk is the founder and creative director of Joy Joya, a digital marketing agency for the jewelry industry. She's the author of Jewelry Marketing Joy and the creator of JoyDeck, a platform designed to make marketing accessible for jewelry makers and designers. Discover more at https://joyjoya.com. Tune in to hear Liz and Laryssa share valuable insights, tips, and strategies for success in the jewelry industry!
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170 - Liz Interviews Kelsey Lim of Abel Objects on Pricing, Substack, and Building Community
4w ago00:34:17Summary readyWelcome to the Success With Jewelry podcast, hosted by Laryssa Wirstiuk and Liz Kantner, two experts passionate about helping independent jewelry artists thrive. Welcome to episode #170! Liz chats with Kelsey Lim, the founder and designer behind Abel Objects, a fine jewelry brand created with future generations in mind, guided by timeless design and responsible production. Kelsey spent years as a graphic designer and art director before going all in on Abel in 2023. In today's episode, Liz and Kelsey discuss the realities of pricing as a solo jewelry maker, the power of transparency in building customer trust, using Substack as a business tool, and the magic of collaborative pop-up events. In the bonus segment for Insiders only, Kelsey shares her tips for tracking overhead costs and navigating price increases as gold prices continue to climb. Learn more about Abel Objects: https://abelobjects.com/ Follow them on Instagram: https://www.instagram.com/abelobjects/ Liz Kantner works with independent jewelry artists to help them find their unique voices and succeed in today's marketplace. With over ten years of experience in jewelry marketing and sales, Liz offers consulting services and digital strategy. She's also the founder of the Stay Gold Collective, a private group providing live training, industry insights, and personalized feedback. Learn more at https://www.lizkantner.com. Laryssa Wirstiuk is the founder and creative director of Joy Joya, a digital marketing agency for the jewelry industry. She's the author of Jewelry Marketing Joy and the creator of JoyDeck, a platform designed to make marketing accessible for jewelry makers and designers. Discover more at https://joyjoya.com. Tune in to hear Liz and Laryssa share valuable insights, tips, and strategies for success in the jewelry industry!
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169 - Laryssa and Liz on Marketing Your Jewelry for Mother's Day
Apr 1300:19:16Summary readyWelcome to the Success With Jewelry podcast, your go-to source for honest conversations about marketing, mindset, and what it actually takes to grow a jewelry brand. In Episode #169, we're diving into one of the biggest jewelry holidays of the year: Mother's Day. If you've ever thought "Mother's Day isn't really right for my brand" — this episode is for you. Because the brands that win at Mother's Day aren't the ones doing the most. They're the ones who plan ahead, lean into the emotion behind the purchase, and show up consistently across channels. In this episode, we break down how to approach your Mother's Day marketing from messaging and timing to product selection and multi-channel strategy — in a way that actually feels like you. Because you don't have to do it like Kay Jewelers. You just have to do it in a way that connects. 💎 In this episode, you'll learn: Why Mother's Day is a major sales opportunity — even if you've never leaned into it before How to approach the holiday in your own voice, without copying what big brands do Why self-purchasers are a huge (and often overlooked) audience for Mother's Day marketing The emotional power of jewelry as a gift — and how to tap into that authentically When to start promoting and why planting early seeds matters more than a big launch Why you need to say it more than once (try 4–6 touchpoints minimum) How to use shipping deadlines as a marketing tool, not just logistical info Which products to feature — and how past sales data can guide your decisions Why a multi-channel approach (email, website, social) is essential for holiday marketing We also talk about a key mindset shift: 👉 Hallmark holidays exist for a reason — they give your business a predictable, emotionally resonant moment to merchandise and connect with customers. Use them. Mother's Day marketing doesn't have to feel generic or pushy. When you lead with meaning and tell your real story, you give gift-givers something they can carry into the moment of giving — and that's what makes jewelry unforgettable. 🔒 Insider Bonus – What You'll Hear When You Join In the insiders-only continuation, we get more candid about the realities of holiday marketing — and what actually moves the needle. We dig into: Why generic marketing advice falls flat — and why knowing your audience is everything The honest conversation around "silver bullet" moments (Gigi Hadid, Target placement, and what's really going on behind the scenes) Why going through a holiday season as an observer first can be one of the best things you do for your brand How to take notes on campaigns that resonate — and ones that don't — to sharpen your own voice Laryssa's practical tip for getting your Mother's Day marketing moving today How many emails is too many? (Spoiler: probably fewer than you think) Why weekly emails aren't enough during a promotional runway — and how to think about frequency without fear 👉 Love this teaser? Unlock the full insider episode on Patreon for deeper strategy and real-world application. Liz Kantner helps independent jewelry artists find their voice and grow through consulting, digital strategy, and her Stay Gold Collective community. Learn more at lizkantner.com. Laryssa Wirstiuk is the founder and creative director of Joy Joya, a digital marketing agency specializing in email marketing for jewelry brands. She's also the author of Jewelry Marketing Joy and the creator of JoyDeck. Learn more at joyjoya.com.
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168 - Laryssa and Liz on Hiring a Virtual Assistant for Your Jewelry Business
Apr 600:22:07Summary readyWelcome to the Success With Jewelry podcast, your go-to source for honest conversations about marketing, mindset, and what it actually takes to grow a jewelry brand. In Episode #168, we're tackling a topic that comes up constantly: hiring a virtual assistant. When you're running a jewelry business on your own, it's easy to hit a wall where you're spending all your time on repetitive tasks instead of the work that actually grows your brand. But hiring can feel intimidating — especially if you've never done it before. In this episode, we break down what a virtual assistant actually is, how to figure out what to delegate, and how to set the relationship up for success from the start. Because hiring help doesn't have to mean hiring an employee. It just means getting the right support in the right place — so you can focus on the things that move your business forward. 💎 In this episode, you'll learn: What a virtual assistant actually is — and why it's a smart first hire for small jewelry businesses Why having a clearly defined scope of work matters more than finding a "do everything" person The difference between hiring through a VA agency vs. a platform like Upwork (and the tradeoffs of each) What qualities to look for when screening candidates — even from an initial conversation Why writing a real job description matters, even for a freelancer or VA How to set realistic expectations around training and onboarding (it won't be turnkey) Why the first task you delegate should be the one eating up the most time or pulling you away from revenue-generating work What tools — like a project management system — can make working with a VA significantly easier We also talk about a key mindset shift: 👉 If you're disappointed by the work, look at yourself first — because hiring is a collaborative effort. Bringing on a VA isn't about removing yourself from the business overnight. It's a first step toward building the kind of support that lets you grow intentionally. 🔒 Insider Bonus – What You'll Hear When You Join In the insiders-only continuation, we get much more specific about what delegation actually looks like in practice — and the honest challenges that come with it. We break down: Laryssa's VA success story — how two VAs became long-term contractors she's worked with for over two years Specific tasks jewelry businesses can delegate (social scheduling, sales outreach, product descriptions, line sheet updates, photo organization, email building, and more) The difference between hiring a VA and hiring an agency — and when each makes sense Why organized asset folders are one of the most overlooked things that make delegation possible We also talk candidly about: The control issues that come with letting go of tasks (Liz gets real about this) How your business evolving can change what you need from a hire — and why that's normal Basic labor laws every small business owner should know before hiring Why trial periods and quarterly check-ins protect both you and the person you hire The one thing you can do this week to start preparing: document your most repeatable processes Why hiring for personality — not just skill — makes remote work actually enjoyable 👉 Love this teaser? Unlock the full insider episode on Patreon for deeper strategy and real-world application. Liz Kantner helps independent jewelry artists find their voice and grow through consulting, digital strategy, and her Stay Gold Collective community. Learn more at lizkantner.com. Laryssa Wirstiuk is the founder and creative director of Joy Joya, a digital marketing agency specializing in email marketing for jewelry brands. She's also the author of Jewelry Marketing Joy and the creator of JoyDeck. Learn more at joyjoya.com.
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167 - Laryssa and Liz on Clienteling, Direct Outreach, and Building Real Jewelry Relationships
Mar 3000:22:17Summary readyWelcome to the Success With Jewelry podcast, your go-to source for honest conversations about marketing, mindset, and what it actually takes to grow a jewelry brand. In Episode #167, we're diving into something that's quietly powerful—but often overlooked: clienteling. For a long time, jewelry brands relied heavily on social media and email to drive sales. But as visibility becomes harder and algorithms become less predictable, one thing is becoming clear: real relationships are what actually move the needle. In this episode, we talk about how to reconnect with that more personal side of selling—through thoughtful outreach, intentional follow-up, and building genuine connections that lead to repeat business. Because the truth is… client relationships don't happen by accident. They're built. 💎 In this episode, you'll learn: Why direct outreach is becoming more important as organic reach declines How high-end and legacy jewelry brands rely on relationships—not just marketing—to drive sales The difference between passive marketing (posting, emailing) and active selling Why clienteling doesn't have to be complicated (and often works best when it's simple) How small gestures—like a handwritten note or a thoughtful message—can create lasting impact Why "feeling salesy" is often just a mindset barrier (and how to reframe it) The importance of identifying your top clients, collectors, and prospects How to follow up without feeling pushy or overwhelming Why consistency matters more than perfection when building relationships We also talk about a key mindset shift: 👉 Sales is a service. When you approach outreach as helping someone discover something meaningful—not just pushing a product—it completely changes how it feels (for both you and your customer). And if you've been relying only on content and hoping people will come to you… this episode might be the nudge you need to take a more proactive approach. 🔒 Insider Bonus – What You'll Hear When You Join In the insiders-only continuation, we get much more tactical about how to actually do clienteling in a way that feels sustainable. We break down: How to structure your outreach so it doesn't feel overwhelming Simple systems for tracking conversations (even without a formal CRM) How often to follow up—and when to let things go Real examples of outreach that lead to commissions and repeat sales Why quarterly touchpoints can be more effective than constant communication We also talk candidly about: The fear of being "too salesy" (and why avoiding it can hold you back) Why most outreach doesn't convert immediately—and why that's normal How playing the long game leads to stronger, more valuable client relationships 👉 Love this teaser? Unlock the full insider episode on Patreon for deeper strategy and real-world application. https://www.successwithjewelry.com Liz Kantner helps independent jewelry artists find their voice and grow through consulting, digital strategy, and her Stay Gold Collective community. Learn more at lizkantner.com. Laryssa Wirstiuk is the founder and creative director of Joy Joya, a digital marketing agency specializing in email marketing for jewelry brands. She's also the author of Jewelry Marketing Joy and the creator of JoyDeck. Learn more at joyjoya.com.
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166 - Liz Chats With Robin Kramer About Building Stronger Wholesale Relationships
Mar 2300:29:56Summary readyWelcome to the Success With Jewelry podcast, hosted by Laryssa Wirstiuk and Liz Kantner — two experts passionate about helping independent jewelry artists thrive. In Episode #166, Liz is joined by Robin Kramer, jewelry industry consultant, speaker, and mentor with more than two decades of experience helping designers turn creative vision into sustainable success. As the founder of Red Boot Consulting and co-founder of both Flourish & Thrive Academy and CURATED at Luxury Lifestyle, Robin has helped countless jewelry brands strengthen their wholesale strategy, elevate their presence, and build meaningful relationships within the industry. In this episode, we're diving into what makes wholesale work in the long term. Robin shares why wholesale is still one of the most powerful ways to grow brand recognition and revenue, what retailers are really looking for, and how jewelry brands can create lasting relationships with stockists through consistency, professionalism, and genuine connection. 💌 In this episode, you'll learn: - Why wholesale is about more than revenue — it also builds brand recognition and validation - What makes a jewelry line stand out to retailers today - The importance of consistency, professionalism, and a strong point of view - Common mistakes brands make when trying to get wholesale accounts - How to build lasting relationships with stockists after getting your first accounts - Why trade shows still matter and how in-person connection can strengthen your wholesale strategy ✨ For Insiders ONLY, Robin goes even deeper into how jewelry brands can prepare for wholesale success before ever stepping onto a trade show floor. She shares practical advice for outreach, follow-up, identifying the right store partners, and taking a more thoughtful approach to building a wholesale strategy that fits your brand. 🎧 Ready to strengthen your wholesale relationships and approach retail with more confidence? Listen now — and if you're not yet an Insider, join us for the bonus content at https://patreon.com/SuccesswithJewelry. About Our Guest Robin Kramer is a jewelry industry consultant, speaker, and mentor with more than two decades of experience helping designers transform creative vision into sustainable success. She founded Red Boot Consulting in 2010 and co-founded Flourish & Thrive Academy in 2012, supporting designers in building strong brands and wholesale strategies. Most recently, she co-founded CURATED at Luxury Lifestyle, a program within New York City's premier home, gift, and lifestyle trade show that helps emerging fine jewelry designers elevate their presence and build meaningful connections with retailers, press, and buyers. Known for her warm, approachable style and signature red boots, Robin helps designers grow with clarity, confidence, and long-term strategy. Connect with Robin: redbootconsulting.com Follow Robin on Instagram: @redbootgal About Your Hosts Liz Kantner helps independent jewelry artists find their voices and thrive in today's marketplace through consulting, digital strategy, and her Stay Gold Collective community. Learn more at lizkantner.com. Laryssa Wirstiuk is the founder and creative director of Joy Joya, a digital marketing agency for jewelry brands. She's also the author of Jewelry Marketing Joy and the creator of JoyDeck, a platform that makes marketing easier for jewelry designers. Discover more at joyjoya.com.
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165 - Laryssa and Liz on What Content Actually Works (and How to Plan It Without Burning Out)
Mar 1600:18:53Summary readyWelcome to the Success With Jewelry podcast, your go-to source for honest conversations about marketing, mindset, and what it actually takes to grow a jewelry brand. In Episode #165, we're answering listener questions about one of the most overwhelming parts of running a jewelry business: content. Between Instagram posts, emails, Stories, and everything else you're told you "should" be doing, it's easy to feel like you're constantly behind. In this episode, we break down what types of content are actually performing well right now, how to balance engagement and selling, and how to create a content plan that supports your business instead of draining your energy. If you've ever wondered what to post, how often to show up, or how to turn followers into customers, this conversation will help you simplify your approach. 💎 In this episode, you'll learn: Which content formats are currently performing best on Instagram Why close-up product photos and casual founder content often outperform polished imagery Why carousel posts and photo dumps are driving strong engagement right now How to balance storytelling content with product-focused sales posts The biggest mistake jewelry brands make when approaching Instagram today Why the "perfect grid" mindset is outdated — and what works better instead How content pillars make planning easier and prevent burnout Why consistency matters more than chasing algorithm trends How to turn Instagram followers into actual customers The importance of moving followers into deeper relationships through email or direct conversations We also talk about how social media content rarely leads directly to a sale — but plays a critical role in building trust that eventually leads someone to buy. When your content includes a mix of storytelling, behind-the-scenes moments, and product highlights, you create a stronger relationship with your audience — and that relationship is what drives long-term sales. 🔒 Insider Bonus – What You'll Hear When You Join In the insiders-only continuation, we go deeper into the tactical side of creating and sustaining content as a jewelry business owner. We talk about how to analyze your content performance without getting stuck in post-by-post comparison, how to use inspiration from outside the jewelry industry, and the simple tools and habits that help us plan content without feeling overwhelmed. We also discuss the challenge of staying consistent when you're a creative person with too many ideas — and how to channel those ideas into a structure that actually works. 👉 Love this episode? Unlock the full insider conversation on Patreon for more behind-the-scenes marketing insights and strategy. Liz Kantner helps independent jewelry artists find their voice and grow through consulting, digital strategy, and her Stay Gold Collective community. Learn more at lizkantner.com. Laryssa Wirstiuk is the founder and creative director of Joy Joya, a digital marketing agency specializing in email marketing for jewelry brands. She's also the author of Jewelry Marketing Joy and the creator of JoyDeck. Learn more at joyjoya.com.
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164 - Laryssa Responds: Should You Resend Email Campaigns to Non-Openers?
Mar 900:07:38Summary readyWelcome to the Success With Jewelry Podcast, your go-to source for real conversations about business, marketing, and what it actually takes to succeed as a jewelry brand. In this solo episode, Laryssa Wirstiuk, founder of Joy Joya, answers a listener-submitted question about a common email marketing tactic: Should you resend campaigns to people who didn't open the first email? Liz will be back next week, but for today's episode, Laryssa is diving into one of her favorite topics: email marketing. She answers the first listener question here on the public episode, and the rest of the Q&A continues in the extended Insider version. If you've ever wondered whether resending to non-openers is helping your email performance — or quietly hurting it — this episode breaks it down. In this episode: ✨ Why resending to non-openers is no longer a best practice ✨How Apple Mail privacy changes made open rates much less reliable ✨What a healthy email engagement rate actually looks like ✨Why chasing disengaged subscribers can hurt your deliverability ✨What to focus on instead if you want better email results Key takeaway: Instead of repeatedly sending to people who didn't open, focus on the subscribers who are already showing signs of engagement. That approach creates less friction, supports stronger deliverability, and leads to healthier long-term email performance. To hear the rest of this listener Q&A episode, head to SuccessWithJewelry.com and become an Insider. For $10/month, you'll get access to extended weekly episodes, bonus content, and more candid conversations about what really works in jewelry marketing. And if you've been enjoying the podcast, please leave a review on Apple Podcasts or Spotify. Those reviews help more jewelry business owners discover the show.
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