112 - Laryssa and Liz Brainstorm Together For a Bold and Intentional 2025

Summary

Success With Jewelry Podcast: Episode 112 - Brainstorming for a Bold and Intentional 2025

Release Date: January 6, 2025

In Episode 112 of the Success With Jewelry podcast, hosts Laryssa Wirstiuk and Liz Kantner take listeners behind the scenes for an insightful brainstorming and strategy session as they prepare for a more organized and intentional year in 2025. This episode, titled "Laryssa and Liz Brainstorm Together For a Bold and Intentional 2025," delves deep into their reflections on the past year, evaluates the performance of their content, and maps out strategic plans to enhance their podcast and better serve their audience of jewelry designers and entrepreneurs.

Reflecting on 2024: Content Performance and Top Episodes

The episode kicks off with Laryssa and Liz celebrating their achievements from 2024. Liz shares her initiative to create a countdown on their Instagram, highlighting the top five podcast episodes of the year. “I did a countdown on our Instagram of the top five posts from 2024, and that was pretty fun and pretty eye-opening” (01:08), Liz reveals. Laryssa complements Liz’s efforts, mentioning, “I've actually been loving what you've been doing with the content. I had to pull the five episodes because we were asked what are top episodes were by JCK” (01:21). This reflection underscores the importance of audience engagement and understanding which content resonates most with their listeners.

Content Strategy: Flexibility vs. Planning

Laryssa and Liz discuss the balance between spontaneous content creation and structured planning. Liz notes, “Because we're kind of sometimes last minute in recording, we're able to be nimble with the content too. So it feels really very in the moment or like real time” (02:36). This flexibility allows them to address current trends and topics, keeping their podcast relevant and timely. However, they also recognize the need for more deliberate planning to ensure consistency and strategic alignment in their future content.

Enhancing Podcast Quality: Sound and Structure

Addressing feedback from listeners, Liz acknowledges previous issues with sound quality and shares their progress: “We fixed that because my mic was lower than Larissa's, and I didn't realize that was a thing. And we figured it out recently, so the sound should be more even” (06:21). Additionally, both hosts contemplate enhancing the podcast’s professionalism by potentially adding intro music and utilizing more advanced recording tools. Larissa adds, “There are more professional tools than Zoom that I have used. But, you know, it's more time and full disclosure. Like, this is not our bread and butter.” (07:00). They weigh the benefits of improved quality against the time and resources required.

Setting Goals for 2025

The core of the episode revolves around setting clear and focused goals for 2025. Liz emphasizes the importance of having a shared vision and more structured content planning: “I think that just getting more focused in terms of like, the content we want to put out and getting ahead of it and like, having like a clearer vision would be helpful” (08:24). Laryssa concurs, highlighting the exploratory nature of their current goals: “What do we ultimately want out of it? And I don't think there's a goal around that yet because we're exploring and figuring it out” (08:57). This introspection is aimed at refining their podcast’s direction to better serve their audience and achieve their business objectives.

Managing Burnout and Consistency

The hosts candidly discuss their experiences with burnout throughout 2024, acknowledging the challenges of maintaining regular podcast production: “In 2024, we were both very burned out, and it was kind of an accomplishment just to keep showing up and putting the podcast out every week” (09:40). They reflect on the difficulties of sustaining energy and creativity, especially during busy periods like December. This honest conversation serves as a reminder of the importance of self-care and sustainable work practices in entrepreneurship.

Leveraging Social Media: Instagram Engagement

A significant portion of the discussion focuses on their social media strategy, particularly their Instagram presence. Liz shares her journey of improving their Instagram engagement: “This year, I think we've really started to get traction and... finding out who's out there and what they're gaining from the podcast” (11:39). She discusses how more interactive posts, such as question boxes, have led to increased comments and engagement. Laryssa encourages listeners to follow and engage with their Instagram to provide support and feedback, stating, “If you follow us, make sure you engage with us, because we need that encouragement” (12:55).

Evolving Episode Structure and Topics

Laryssa and Liz explore ideas to keep their podcast content fresh and engaging. They recognize that while broad topics have been successful, there is value in delving into more niche and specific subjects. Liz mentions, “I think getting more specific and, like, leaning into one portion of a thing could be cool” (15:22). They discuss the potential of creating episodes focused on very specific marketing tactics or industry trends, thereby providing more actionable insights for their listeners.

Future Guest and Collaboration Plans

Guests play a pivotal role in the success of the podcast, as highlighted by their analysis of top episodes featuring interviews. The hosts express their intention to continue featuring guests and even dream of attracting high-profile figures in the jewelry and marketing industries. Liz mentions potential guests like Stephanie Gottlieb and Danielle from Gem Gossip, aiming to provide diverse perspectives and expertise. Additionally, Liz entertains the idea of inviting marketers from other industries to discuss corporate marketing strategies, broadening the scope of their content.

Balancing Niche and Broader Marketing Content

A key takeaway from the brainstorming session is the balance between staying within the jewelry industry's niche and incorporating broader marketing insights. Liz articulates this dual focus: “I want to lean more into the jewelry world... but also lean out of the jewelry world” (21:34). By doing so, they aim to address the specific needs of jewelry entrepreneurs while also drawing valuable lessons from other sectors, enhancing the overall value of their podcast.

Conclusion and Listener Engagement

As the episode wraps up, Laryssa and Liz invite listeners to share their ideas and feedback to help shape the podcast's future direction. They emphasize the importance of community and listener input in their creative process: “If you love the podcast, we'd love to hear from you. Send us a message or leave us a review” (21:50). This call to action reinforces their commitment to fostering a supportive and interactive community around the Success With Jewelry podcast.

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Notable Quotes:

• Liz on Instagram countdown: “I did a countdown on our Instagram of the top five posts from 2024, and that was pretty fun and pretty eye-opening” (01:08)

• Laryssa on exploring podcast goals: “What do we ultimately want out of it? And I don't think there's a goal around that yet because we're exploring and figuring it out” (08:57)

• Liz on podcast structure: “I think getting more specific and, like, leaning into one portion of a thing could be cool” (15:22)

• Liz on balancing content focus: “I want to lean more into the jewelry world... but also lean out of the jewelry world” (21:34)

This episode serves as a comprehensive blueprint for Success With Jewelry as they navigate the challenges and opportunities of podcasting in a dynamic industry. By openly discussing their strategies, successes, and areas for improvement, Laryssa and Liz provide valuable insights not only for their listeners but also for fellow entrepreneurs striving for success in the jewelry market.

Transcript

[Liz]

Welcome to the Success with Jewelry podcast where we invite you inside our conversations about business success and marketing for jewelry designers and entrepreneurs.

[Larissa]

We're Larissa and Liz, jewelry marketing experts with a combined 16 years of experience in jewelry marketing and proven track records and helping jewelry brands meet their goals. When you listen to or watch this podcast, you get an intimate and exclusive peek behind the curtain of all the things you wish you could know about earning success in this industry.

[Liz]

Welcome to episode 112 and to 2025. This week, we're switching things up and inviting you behind the scenes for a brainstorm and a strategy session. We're planning for a more organized, intentional year of content, and you're coming along for the ride. In our bonus segment, we'll share some of our biggest, boldest ideas for the podcast and talk through whether they make sense and if there's something you, our listeners, would love. Hey, Larissa, let's dive in.

[Larissa]

Happy almost 2025. We're recording it just at the end.

[Liz]

Of the year, December 30th.

[Larissa]

Yes, it's exciting.

[Liz]

It is exciting. And we did this. And I didn't get your approval for this, but I did a countdown on our Instagram of the top five posts from 2024, and that was pretty fun and pretty eye opening.

[Larissa]

I've actually been loving what you've been doing with the content. I had to pull the five episodes because we were asked what are top epis were by jck.

[Liz]

A big deal, A big win.

[Larissa]

No big deal. So we had the information already and Liz just took it and ran with it.

[Liz]

I always like this time of year when everybody is counting down or like, you know, doing a year in review. I'm always like, oh, man, I should do that. And this year I was like, oh, I have it right here. I'm going to do it totally.

[Larissa]

Meanwhile, I've just disappeared from social media for the past week and a half.

[Liz]

That's actually one of my goals is to. To be on social media less. But for now, I'm like, I just. It's not. I'm not addicted, but maybe I am. I don't know. I need to stop scrolling. So I would be on it whether we were doing this or not. So at least it felt productive.

[Larissa]

Yeah. Thanks, Liz. I really like the countdown. I think it's great.

[Liz]

Oh, good, good. I posted our top one today. But what we. I think one of the biggest things we took away from it is that you guys liked our guests. You like that we had guests and you liked the interviews.

[Larissa]

And so we're gonna do more or continue to do that in 2025.

[Liz]

Right. We were kind of thinking about who we want to interview, and so if you have any ideas, we'd love to hear from you. I think something else that worked well is, like, I feel like we. Because we're kind of sometimes last minute in recording, we're able to be nimble with the content too. So it feels really very in the moment or like real time. So we're talking about kind of like, what is happening now. And as much as we want to, like, get ahead of it and plan, I think it's still good to. For listeners to hear kind of what's happening now versus, like, oh, we recorded this three months ago. Yeah.

[Larissa]

And I think it's also allowed us to be more relaxed to two. I think when we started it and we've talked about this before, we were kind of buttoned up and, like, we had our outline and whatever. And now it's a little more free form.

[Liz]

Yeah. Which is fun because I feel like you and I always have things to say or like. I think what I love about recording the podcast is I have all of these ideas from the week or things I've been thinking, and I have no one to tell them to because no one around me wants to hear about marketing, you know, and so it's nice to kind of have a place to put all of it.

[Larissa]

It just made me think, like, over the holidays, like, no one I in my family or whatever that is close to me, like, does marketing and I'm like, dang, I don't have to talk about marketing. This is weird.

[Liz]

But you're thinking about it, right?

[Larissa]

I'm still thinking about it, but I don't have anyone to talk to about it.

[Liz]

I've been thinking about it a lot. I keep dming myself because I have a private account with staygold where I can share stuff, but I didn't want to share stuff, like, over the holidays. I know we're still in the holidays, but it feels like, you know, we're kind of back a little bit. Anyway, I sent myself all these posts that I was, like, going to share in this morning. I went on and I shared, like, all of these ideas and thoughts and things I saw. I was like, oh, wow. I didn't mean to, like, overwhelm people. I just, you know, I was thinking.

[Larissa]

Got to hold back a little bit.

[Liz]

I know. And then I just, like, I saw at the store the other day, Dove Soap and Crumble cookies. Collaboration and, like, show that too. I don't know, but I was like, what a strange collaboration.

[Larissa]

Totally. How does that even fit?

[Liz]

I don't know how that fits. But then I was thinking about it, and I was like, oh, well, Crumble has, like, a pretty devoted following because they essentially, if you're not familiar with Crumbl cookies like you, they switch up their flavors every week. So if you order, you know, like, you only have a week or I don't know how much time, I think every week to order the special flavors. So there's, like, some urgency there. But they have, like, this kind of these fans of Crumble Cookies, and so maybe Dove's trying to, like, lean into a niche or, like, trying to capture this, like, fan base.

[Larissa]

That's cool. I like that crossover. Not unexpected, just unexpected.

[Liz]

I was like, oh, this is strange. I took a picture of the display and I was like, I don't know who I'm going to show this to.

[Larissa]

I'm usually just mumbling to myself, who is this for? It's like, what I say all the time. Like, looking at some piece of marketing. I'm just like, who is this for?

[Liz]

Well, so, like, what's interesting about that is, like, I was so intrigued by the display. It stood out. It was, like, in the middle of the aisle, and I had still no interest in walking over and smelling it or looking at the product. Like, it just didn't intrigue me to the point of, like, oh, I wonder what this smells like, like, what types of product they're doing or, like, what flavors or anything like that. It's just like, oh, that's weird.

[Larissa]

Took a picture your marketing brain.

[Liz]

Yeah, totally. But so, you know, listener feedback and I share this on the Instagram recently, and this is a kind of an idea that Larissa and I were just kind of talking about, and I wonder if anybody has an opinion and we'd love to hear it, but one of the feedbacks we did get was our sound, and I think we fixed that because my mic was lower than Larissa's, and I didn't realize realized that was a thing. And we figured it out recently, so the sound should be more even. But Larissa mentioned, like, well, maybe we could, like, up our game and, like, do intro music and, like, kind of think about it more seriously. And I wonder if that would impact everyone.

[Larissa]

Like, yeah, and there's more professional tools than zoom that I have used. But, you know, it's more time and full disclosure. Like, this is not our bread and butter. And so Liz are trying and I are trying to figure out, like a cost benefit analysis for the podcast, you know?

[Liz]

Right. Because right now it's really something we just like doing and. And that's great. And it's cool because I feel like this year we've really started to get traction and. Or at the very least, like heard from more people that they were listeners. So we know now that we're not speaking into the void, but, you know, where do we want to go with it? And that's kind of what we're thinking about.

[Larissa]

Yeah. And we're thinking about you and how to make it better, but, you know, got to be patient.

[Liz]

Yes, it is a slow moving wheel, but in terms of goals and you know, we haven't, like, we're talking about this on air. Like, we had a short discussion before we hopped on, but we're really. This is like a meeting that you are listening to. But goals for 2025, you know, key themes we want to focus on with the podcast or, like, opportunities for like, deeper dives or anything like that. Do you have any goals for the podcast?

[Larissa]

Well, I think kind of what we talked about is like, what do we ultimately want out of it? And I don't think there's a goal around that yet because we're exploring and figuring it out. And I know we've been doing this now for like two years or something like that, but it's still. Two years seems like a long time, but it's kind of a baby time for a podcast. Like, it's still evolving. We're trying to, like, see who our audience is. And so what we want out of it, we're exploring it still, I think.

[Liz]

Yeah. And like, the clearer it's. The clearer you get on your goals, like, the more focused you become. And I think that something we do know is we want to be more focused in what we're doing and have, you know, like a shared vision. I think that this past year I like, you know, we would just come up with ideas and just either like, run with it or not. And it just was, you know, we were. As much as we talk about planning and how you should plan out, we weren't super planned with what we were doing. We had like, general ideas, but it was kind of like, oh, here's an idea. Okay, let's do that. And I think that just getting more focused in terms of like, the content we want to put out and getting ahead of it and like, having like a clearer vision would be helpful.

[Larissa]

Yeah. And I think especially in 2024, and I don't Want to speak for you, but I think this is true. We were both very burned out, and it was kind of a accomplishment just to keep showing up and putting the podcast out every week.

[Liz]

Yes. And I agree. Like, that's so true. I think we didn't record at all in December, except for this one.

[Larissa]

Yeah.

[Liz]

This one on December 30th. I think this is our first podcast that we're recording in month because we were able to get ahead of it, and I think the idea was to stay ahead of it so that we had content in case we, you know, I was traveling or Larissa was traveling, or we had a busy work week and we didn't have time to record and things like that. But we just kind of used it all up because I was so burnt out in December that I just could not fit another thing in.

[Larissa]

Same. Yeah. And so to Liz's point about getting more ahead of things, I think that will free us up for more time and mental space to, like, be strategic and have a vision together, rather than just being like, okay, we got this done. Great.

[Liz]

You know, I know it's. I think that. I mean, this is a. Like, a passion project, but it's certainly something that I think helps expose us to new designers and, you know, gives us an opportunity to share some more of our thoughts, you know, and people to have a better understanding of, like, our. The way we think about marketing and, like, you know, makes people more comfortable to, like, approach us, to work with us if they want to, and things like that. So there's, like, a lot of positives with this for our businesses, even though it is a passion project, but it is hard to prioritize, you know, things like this.

[Larissa]

Absolutely. I mean, we have so much on our plates, but it's fun at the end of the day, and I think that motivates us, too.

[Liz]

Yeah. Once we're on, it's great. And after we do it. And I love promoting it, and I think this year, actually, that's a big thing that I think we figured out this year was how to show up on Instagram, which was something that we were, like, really unsure about beforehand. Um, like, I was kind of just posting, like, clips randomly or just the, you know, cover photo of, like, me and Larissa and, like, what episode it was. So I think that the Instagram has gotten a lot more fun to do, and it's been a really fun way to connect with listeners and kind of find out who's out there and what they're gaining from the podcast.

[Larissa]

Yeah, we should Revisit our Instagram stats at some point, too, because I know that you've improved it so much.

[Liz]

Yeah, I did. Where's my report? My last report was looking pretty good. I think I did November, but I don't think. Well, December is not quite over yet, so I haven't done December, but, yeah, it is looking pretty good. I think that we can push for more engagement, so that's going to be a goal. That's always a goal. Right. Because I'll post question boxes and stuff and really get no response. But we have been getting more comments on posts, which is also good. So, yeah, that's been really fun.

[Larissa]

Yeah, for sure. So if you follow us, make sure you engage with us, because we need that encouragement.

[Liz]

Encouragement in terms of, like, content structure, though, or, like, how we structure the episodes. I think that we're. I think we kind of figured it out and hit a stride. I know a lot of the feedback I get is that people like that. It's so short and actionable. So I don't think that's something that we necessarily need to change. I think just making sure we're covering the right topics or have more ideas for topics. Because sometimes we kind of hit this wall of, like, oh, we've talked about everything. What should we talk about now?

[Larissa]

I mean, there is. Well, I mean, I know from having my podcast forever, too, it can be really hard to keep things fresh.

[Liz]

Totally. And I think that it's interesting that out of the top five episodes, three of them were guests and interviews. And then the two that you like that were just Larissa and I were. One was about holiday planning, which is great. We love talking about planning. And the other one was about Instagram. So it sounds like people want to hear more about Instagram. Yeah.

[Larissa]

So those episodes always perform really well when I do them, too. Like, Instagram is, like, a hot topic. What was funny, though, was you guys liked holiday Planning part one, but Holiday Planning part two did not do very well.

[Liz]

Why that is. I think that. I think that we put those episodes out too late. I think next year we need. Probably part two was like, you know, people were planned out already. I don't know. Or. Or you got enough out of part one. I don't know.

[Larissa]

Yeah, good. Good for you. But we were just talking before, like, Liz and I need to sit down and do a brain dump. Everything we could possibly talk about this year so that we're not just scrambling to, like, find ideas. But of course, there's, like, more timely stuff that comes up, and we can fit that in, too.

[Liz]

Yeah, we can move stuff around. That's the. That's the joy of planning, right? You, like, you know what you're doing, and then if something pops up, you can fit it in because you're ahead of schedule. What was I gonna say? Oh, I lost my train of thought.

[Larissa]

One thing I just thought of, maybe we could think in terms of episode structure. Like, one thing you and I are thinking about this week in, like, marketing or jewelry land or something.

[Liz]

Oh, that's a good idea. I'm thinking about that crumble lab with Dove and how I think that we're going to be seeing, like, a lot of unexpected brand collaborations this year.

[Larissa]

Yeah.

[Liz]

But what I was going to say is that I think that, like, an episode that I really like that we put out recently was all about an elevator pitch. And that's, like, so such a small topic. And so I. I think that I like the idea of being more niche with our conversations and, like, getting more specific. Like, we were talking about doing an episode about head shots, which is, like, such a small thing, but I feel like we have so much to say, and I feel like when we first started the podcast, we, like, had broad topics, and I think, like, getting more specific and, like, leaning into, like, one portion of a thing could be cool.

[Larissa]

Yeah, I like that idea. I just thought of a collab. I, like, went down a rabbit hole over Christmas because we were, like, watching something on TV about, like, the origin of chocolate chip cook cookies, and I was like, what? That can't be right. So I, like, googled it, and it turns out that chocolate chip cookies exist because of a marketing collab back in, like, whatever, so long ago between, like, Nestle and some inn where this woman was, like, making chocolate chip cookies, and they collabed. And Toll House chocolate chips is the result of a marketing collaboration. It's like the OG marketing collab.

[Liz]

That's wild. Where would we be without chocolate chip cookies?

[Larissa]

Yeah. And so I was like, wow, people have been doing collabs since, like, I don't even know how long ago that was. I'm gonna look it up really quick.

[Liz]

I want to do an episode about just local. I think we could do actually a whole series about local. That's what I've been on my soapbox about in the state Gold Collective. It's just, like, focusing on local. I. A lot of opportunity there that are missing.

[Larissa]

Well, that's what this whole thing was. So in the 1930s, there was an inn in Massachusetts called Toll House where, like, all the the celebrities and famous people would go, stay there. And this woman would make these chocolate chip cookies. And it got so famous that Nestle was like, hey, we need to do a collab. And so they printed her recipe, like, on a bag of like, I guess they were very primitive chocolate chips, just like broken up pieces of chocolate. And that's how chocolate chip cookies became so famous and iconic. And Nestle became like the ultimate brand for, like, chocolate chips.

[Liz]

That's wild. I. I would guess that it's still her recipe on the back.

[Larissa]

I think so. Yeah.

[Liz]

Interesting.

[Larissa]

So, yeah, the marketing rabbit hole I went down.

[Liz]

See, you managed to fit marketing into your holiday season.

[Larissa]

Always. I mean, tis the season. Christmas basically is a marketing holiday.

[Liz]

I know. I. Oh, gosh. I could go on a tangent about my kid had a Paw Patrol Christmas. Like, I mean, essentially, like, he. He asked for Paw Patrol toys and that's what he got. And just, wow. I've been talking about Paw Patrol a lot and now we have a Paw Patrol toothbrush and. Oh, wow.

[Larissa]

I love a theme.

[Liz]

Yeah. All the things. So I don't know that doesn't have anything to do with marketing, but it kind of does because I don't know where he heard about Paw Patrol. Maybe school, maybe on a commercial, but it wasn't from me showing it to him.

[Larissa]

Who? Word of mouth. Who knows?

[Liz]

Who knows? Anyway, so the other thing, the last thing we'll talk about before we move on to insiders, but is like, collaborations and guests collaborations continuing on this theme, but our dream guests for the year, and we have a couple of episodes lined up for January, which we've been talking about and we're excited about, but just thinking about, like, you know, actually, actually I was thinking about a dream guest that we should reach out to. And I think. Stephanie Gottlieb. Yes. Yes.

[Larissa]

I bet you. I was gonna ask you because we need to put it in the universe. We need to say it. We need to manifest it.

[Liz]

Well, I saw that she was. Because JCK has a podcast and they posted their top episodes of the year and one was with her and I was like, oh, well, if she went on that podcast, maybe she'd come on our podcast. We might as well about.

[Larissa]

Yeah, I think we should get Danielle from Gem Gossip too.

[Liz]

That would be a good one. That would also be a good one. Yeah, I. I think that. Okay, this is a crazy idea too. And this is what we kind of need to stop. Do I need to stop doing is like just coming up with crazy ideas and just running with it, like putting it into the strategy. But I have a neighbor who is a marketer for, you know, big consumer brands, and I thought it would be really fun to have her on the podcast to talk about, like, big corporate companies are thinking in terms of marketing.

[Larissa]

Sure. I think any and all perspectives are good.

[Liz]

I love to. I think that I want to lean more into the jewelry world, but also lean out of the jewelry world. I want to do both things, you know, because I feel like there are some other great jewelry podcasts out there, but, like, hearing from designers. Like, we're going to have an episode coming up where we're talking about Tucson and tips for shopping at Tucson or going to Tucson for the first time, Tucson being the Tucson gem Show. And I think, like, I love the idea of talking to designers and, like, leaning into the jewelry industry niche, but I also love the idea of looking at marketing and what other people are doing and kind of looking outside of the industry.

[Larissa]

Yes. We get too caught up sometimes in our own little bubble, I think.

[Liz]

Definitely. So if we can balance both those things, I think that we'd have a really good mix of content.

[Larissa]

Yeah. Stephanie, if you're listening, we want you to come on if you're on Stephanie's team, but we're gonna reach out to her, too.

[Liz]

Yeah, yeah. Expect an email in the new year. All right, what do you want to hear this year? Let us know. Visit successwithjewelry.com and if you love the podcast, we'd love to hear from you. Send us a message or leave us a review. Thanks for being a part of our community.