Episode Summary: Success With Jewelry - Episode 115

Title: Success With Jewelry
Host/Authors: Laryssa Wirstiuk and Liz Kantner
Episode: 115 - Laryssa and Liz Interview Morgan Miller: Empowering Jewelry Brands and Trade Show Tips
Release Date: January 27, 2025
Guest: Morgan Miller, Sales Director at Couture and Luxury Lifestyle at New York Now

Introduction to Morgan Miller

In Episode 115 of the Success With Jewelry podcast, hosts Laryssa Wirstiuk and Liz Kantner welcome Morgan Miller, the Sales Director for both Couture and Luxury Lifestyle at New York Now. Morgan brings nearly 15 years of experience in the jewelry industry, including roles in wholesale and in-house brand management. Her expertise lies in helping a diverse range of jewelry brands— from emerging designers to larger-scale businesses—achieve their strategic goals through trade shows.

Notable Quote:

"I'm working to help smaller independent designers, emerging talent, mid-sized companies, and larger scale businesses meet their strategic goals through the platforms of shows."
—Morgan Miller [01:01]

The Evolving Landscape of Trade Shows

Morgan delves into the critical role education plays for emerging jewelry brands, particularly in navigating trade shows. She emphasizes that trade shows today are far more complex than they were decades ago, influenced by factors like economic recessions, global pandemics, and geopolitical shifts. Successfully participating in these events requires strategic planning and a deep understanding of one's target market.

Key Insights:

• Strategic Alignment: It's essential for designers to align their brand values and target audience with the right trade shows. For instance, a brand focused on handcrafted American jewelry may not benefit from a show that caters predominantly to manufactured overseas products.
• Comprehensive Preparation: Preparation for trade shows involves extensive planning throughout the year, not just the days leading up to the event. This includes outreach strategies, understanding the total addressable market (TAM), and aligning with the right retailers.

Notable Quote:

"The rules of engagement have shifted... you have to really think about what does outreach look like? What does my prospect universe look like?"
—Morgan Miller [10:41]

Curated: Empowering Emerging Designers

A significant portion of the discussion centers around the Curated program within Luxury Lifestyle at New York Now. Launched a year prior and now in its third cycle, Curated serves as an incubator for emerging fine jewelry designers. Morgan explains how the program offers a three-show cycle educational cohort that culminates in the opportunity to present a collection at the trade show.

Program Highlights:

• Educational Syllabus: Participants receive training on creating elevator pitches, refining line sheets, strategic outreach to retailers, visual merchandising, pricing strategies, cost structure analysis, and leveraging trade press.
• Community Building: Curated fosters a sense of community among designers, encouraging collaboration over competition. This environment allows for the sharing of resources and collective problem-solving.
• Mentorship and Support: The program is supported by industry veterans like Liz and Robin Kramer from Red Boot Consulting, ensuring that emerging designers receive top-tier mentorship and guidance.

Notable Quote:

"Curated is about creating community and fostering that... we're greater and stronger together as designers and individuals."
—Morgan Miller [21:25]

The Importance of In-Person Relationships

Morgan and the hosts discuss the irreplaceable value of in-person interactions in the jewelry industry. While digital communication tools have their place, the tactile and personal nature of jewelry necessitates face-to-face meetings to build trust and meaningful relationships.

Key Points:

• Trust Building: Jewelry is a high-value, trust-based industry. Meeting in person allows brands and retailers to establish trust and rapport that cannot be fully achieved through digital means.
• Holistic Engagement: Trade shows offer invaluable opportunities for designers to receive real-time feedback, understand market trends, and refine their offerings based on direct interactions with retailers and consumers.

Notable Quote:

"You cannot get that outside of being able to engage in person."
—Morgan Miller [16:10]

Fostering a Collaborative Community

The conversation highlights how programs like Curated and platforms like Luxury Lifestyle at New York Now are transforming the trade show environment into a more collaborative and supportive space for emerging designers. Morgan credits the leadership of industry veterans and the inclusive ethos of these programs for creating an environment where knowledge is freely shared, and collective growth is prioritized.

Testimonials:

• Laryssa's Experience: Having walked the Curated section at Luxury Lifestyle, Laryssa shares her appreciation for the supportive and collaborative atmosphere among designers.
• Liz’s Perspective: Liz emphasizes how the holistic support provided by Curated complements her work in marketing, offering her clients a well-rounded foundation to succeed.

Notable Quote:

"Creating and fostering a sense of community is going to be the driving force of any event and every individual who participates in it."
—Morgan Miller [36:22]

Conclusion and Call to Action

As the episode wraps up, Laryssa encourages emerging brands to consider applying for the Curated program at Luxury Lifestyle at New York Now. She invites listeners to reach out via the podcast's website for more information and to engage with the community.

Final Thoughts:
The episode underscores the importance of strategic education, community building, and in-person relationships in achieving success within the jewelry industry. Morgan Miller’s insights provide a comprehensive roadmap for emerging designers looking to navigate the complexities of trade shows and build sustainable, trusting relationships with retailers.

Notable Quote:

"Curated has been removing the veil. It is about creating community and fostering that."
—Morgan Miller [29:47]

Apply for Curated: If you're an emerging jewelry brand seeking educational opportunities and community support, visit successwithjewelry.com or contact Morgan Miller directly for more information.

Connect with the Podcast:
If you enjoyed this episode, leave us a review or send us a message. We'd love to hear from you and support your journey to success in the jewelry industry!