Podcast Summary: Success With Jewelry - Episode 103: Laryssa Interviews Iz Alayon, Founder of Iz & Co.
Introduction
In Episode 103 of the Success With Jewelry podcast, hosts Laryssa Wirstiuk and Liz Kantner engage in an insightful conversation with Iz Alayon, the founder of Iz & Co. Specializing in edgy, bold, and meticulously designed fine jewelry based in New York City, Iz shares her extensive experience and strategies in maintaining exceptional client relationships. The episode, released on October 7, 2024, delves deep into how Iz’s core brand values guide her interactions with customers, the personalization techniques she employs, and the role of storytelling in building trust and loyalty within the high-end jewelry industry.
Iz’s Journey and Business Background
Iz Alayon brings nearly 30 years of experience in the jewelry industry to the table. She began her career as a gemologist and diamond grader at the Gemological Institute of America (GIA) for approximately nine years before moving to Harry Winston, where she served as a gemologist for another seven years. In 2012, Iz launched her e-commerce business, initially leveraging Etsy to reach customers seeking unique and alternative jewelry pieces. Over the past decade, Iz has cultivated a niche market catering to clients who prefer unconventional designs, such as skulls and coffins crafted in gold and platinum, alongside traditional colorless diamonds.
Notable Quote:
“Others as well that are in the industry.” – Iz Alayon [01:57]
Core Values in Client Relationships
Iz emphasizes the importance of appreciation and empathy in client interactions. She believes that every purchase, regardless of size, deserves gratitude since clients have myriad choices available. Iz avoids viewing customers merely as transactions, prioritizing personal connections over sales targets.
Notable Quotes:
“I always show appreciation to my clients... they are choosing from hundreds, thousands of options that they have out there and they're going with me.” – Iz Alayon [06:05]
“Empathy and putting yourself in the customer’s shoes... goes such a long way.” – Laryssa Wirstiuk [10:01]
Personalization Strategies
Personalization is at the heart of Iz’s customer service philosophy. She treats each client interaction as if she were dealing with a friend or family member, ensuring that every communication is warm and tailored to individual needs. Iz personally handles customer service alongside her wife to maintain this personalized touch, believing that delegating these interactions would dilute the quality and authenticity she strives for.
Notable Quotes:
“I treat it as a friend.” – Iz Alayon [13:06]
“I just feel that I'm gonna sound so cliché... I want to do it myself.” – Iz Alayon [11:22]
Creating a Memorable Post-Purchase Experience
After a purchase, Iz ensures a memorable experience through meticulous attention to detail. Every order, regardless of its value, includes a handwritten thank-you note accompanied by a positive quote. This gesture not only expresses gratitude but also spreads positivity, resonating deeply with clients who appreciate the thoughtfulness behind each message.
Notable Quotes:
“We write handwritten thank you notes every one of our clients... we actually write a positive quote.” – Iz Alayon [15:04]
“There's nothing wrong can come out of that.” – Iz Alayon [17:29]
Storytelling and Authentic Marketing
Authenticity is a cornerstone of Iz’s marketing strategy. Instead of chasing fleeting trends, she focuses on conveying her genuine interests and values through her brand. This includes integrating her love for tattoos, music, and alternative styles into her product designs and social media presence. By creating a cohesive and authentic narrative, Iz builds a strong connection with her target audience, fostering trust and loyalty.
Notable Quotes:
“If you are trying to be somebody you’re not... it wasn’t overnight, but little by little you see the success.” – Iz Alayon [27:14]
“Being authentic is, I believe, the best approach...” – Iz Alayon [25:52]
Engaging Repeat Customers and Expanding Product Lines
To encourage repeat business and attract referrals, Iz has diversified her product offerings beyond engagement rings. By introducing more affordable items such as earrings, pendants, and piercings, Iz caters to a broader clientele while maintaining the personalized service that fosters customer loyalty. This strategic expansion not only provides additional touchpoints for engagement but also enhances the overall customer experience.
Notable Quote:
“We're thinking of having a lot more items that are also number one, more affordable and also have nothing to do with engagements...” – Iz Alayon [30:27]
Leveraging Referrals and Word-of-Mouth Marketing
Iz relies heavily on word-of-mouth referrals as a natural and effective marketing strategy. By delivering exceptional customer service and fostering genuine relationships, clients willingly refer friends and family without the need for formal incentives or rewards. This organic approach ensures high-quality referrals and long-term customer relationships.
Notable Quotes:
“It's the easiest marketing in a way that it's something that you can control.” – Iz Alayon [21:38]
“If you do that and you're holding their hand throughout the whole experience... that’s gonna cost you to have a bunch of referrals.” – Iz Alayon [19:54]
Conclusion and Where to Connect
Iz Alayon’s approach to jewelry marketing underscores the significance of authenticity, empathy, and personalized customer service in building a successful brand. By staying true to her values and continuously engaging with her clients on a personal level, Iz & Co. has established a loyal customer base and a strong reputation in the high-end jewelry market.
Connect with Iz & Co.:
- Instagram: @iz&co
- Personal Instagram: Iz Alayon
- Website: www.izenco.com
Final Thoughts
Listeners and viewers are encouraged to reflect on their own client relationship strategies and consider how empathy and personalization can enhance their business success. Success With Jewelry invites its community to share insights and engage further by visiting their website and participating in the ongoing conversation about achieving excellence in the jewelry industry.
Notable Quote:
“Always treat them the way they should be treated and the way that you would like to be treated.” – Iz Alayon [30:27]
This comprehensive summary encapsulates the key discussions from Episode 103, providing valuable insights into Iz Alayon’s business philosophy and strategies for maintaining strong client relationships in the competitive jewelry market.