
Welcome to the Success With Jewelry podcast, hosted by Laryssa Wirstiuk and Liz Kantner, two experts passionate about helping independent jewelry artists thrive. Welcome to Success with Jewelry Episode #120! This week we’re diving into the...
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Liz Kantner
Welcome to the Success with Jewelry podcast where we invite you inside our conversations about business success and marketing for jewelry designers and entrepreneurs, where Larissa and Liz.
Larissa
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 Kantner
Welcome to episode 120. This week we're diving into the importance of headshots and visually representing your brand. Your imagery speaks volumes before you even say a word, so how you present yourself matters. In the bonus content, we'll share examples of brands with strong imagery. Hey, Larissa, let's get into it.
Larissa
This is such an important topic. I love it.
Liz Kantner
It's really important. I am going to get new headshots this spring and I. You just got new headshots, so it's on our minds.
Larissa
Yeah, it's, it's, it's fun, but also kind of challenging. And we'll talk about that today.
Liz Kantner
Yeah, you worked with your husband, which makes it even more challenging, I think.
Larissa
Yeah, we could talk more about that, but it, there was a lot of planning that went into that and a lot of thought. And I can talk more about, like, what was I thinking about and what were the questions I was asking and all that.
Liz Kantner
Yeah, let's start with kind of like why, why?
Larissa
The why?
Liz Kantner
The why of it all, like, why is it important to show your face? And I think that some designers really struggle with this because they kind of want to just make jewelry or just be at their bench or just be designing and want to be very behind the scenes with it. But you know, especially in jewelry and selling a high end good, you need to build trust. And someone seeing your face is an important piece of that building trust.
Larissa
Yeah. Especially with AI. Now you have to be your real self because people can tell for the most part, not always when something is like AI or AI rendered versus like, oh, this is a real picture of a person.
Liz Kantner
And this is especially true if your name is on the door. Like, if your brand is your name, then we need to see you.
Larissa
Yeah. The other day, my mom, because she knows I like jewelry, I guess on her Instagram she saw some brand come up and she's like, larissa, check this out. They say, like they're having a going out of business sale closing tonight. Everything's like 70% off. You should look at it. And I opened the website and it was like trying to Be some kind of like homespun handmade jewelry brand. But I think it was just some weird, like overseas like Amazon esque brand that had the picture of the woman whose name was supposed to be Helen. It was like this AI generated like older, mature lady. And I was like, what am I looking at right now?
Liz Kantner
Yeah. And the thing is, like, not only for, you know, building trust and, you know, being clear that you are who you are, it's important to have a headshot for like, press opportunities. If you're a trade show or a direct to consumer event and you want to be featured by that trade show or direct to consumer event or featured in press locally, you need a headshot.
Larissa
And also on social media, the ones that tend to perform really well are the ones that are pictures of the person. So if you have like a variety of headshots or lifestyle shots or like maker shots, those are great to post every now and again to get some good engagement.
Liz Kantner
Definitely true. And I think that, you know, like, you could go really formal and polished with your headshot. But I also love headshots, especially if you're a maker of like in your studio working, if that's how you feel more comfortable showing up for your audience. I love that.
Larissa
Yeah, have a variety. That's what I did too. So I could talk about that more.
Liz Kantner
Yeah, tell us more about your experience.
Larissa
So I did headshots in November and my husband was the photographer. But there was probably like a month, month and a half of planning leading up to that where I made like a vision board on Pinterest looking at other headshot examples. And also I did the exercise of thinking through my target audience, segmenting them out, because I actually speak to different target audiences. And how can I visually portray myself in a way I think would resonate or feel like right for each segment of my target audience. So I almost had to reflect like these different facets of myself through the pictures, which is very hard to do because it comes down to like the look, like, what outfit am I wearing? Am I a little more buttoned up or am I just having fun? And it's colorful and thinking through locations because we went around like our city and I had to think, oh, that might be a good place for like this kind of look or this kind of look and like pre imagine everything I wanted to get out of it as well as where am I going to be using these pictures? Because it's not just on social media. It's going to be on my website, LinkedIn, press opportunities, other places. So you need, like, different formats, different, like, croppings and stuff like that. So I literally had to plan all this out in a master document and make sure the day of, we have a limited amount of time. Like, we have to hit all these notes.
Liz Kantner
Thinking through all of that is the most important thing about headshots.
Larissa
You know, you can't just, like, fly into it and expect it to, like, work out. Well.
Liz Kantner
That's so true. Especially what you mentioned about understanding where you're going to actually use those photos so that you have the different shapes that you need, like portrait, landscape, and all of that. I think that's super important. But also what you said about choosing how you want to show up, like, how you want to present yourself is something I'm struggling with, which is why I've put off headshots for so long. My last headshots were in 2019, and they were a little bit more casual. I wore a jean jacket. I had my hair done and did a bunch of makeup. For these new headshots, I'm thinking more so, like, a little bit more. Less, like, hair and makeup and a little bit more buttoned up with what I wear. Because I've obviously aged since then, and I mean, not a huge amount, but I've aged since then, and I just want these to, like, last another five years, so kind of thinking that way. And also my previous headshots were out in the city of Asheville. These new headshots are going to be in a studio, which will be different, and it's a different photographer who is local and great, and I'm excited to work with her, but we're going to do, you know, a questionnaire, a mood board, and all of that stuff. We do it.
Larissa
And all of that subtly has a different vibe. Even the inside, outside choice. Like, that's not an arbitrary choice. It's all of that is communicating something in the picture.
Liz Kantner
What I'm communicating, I'm not sure. No, I am sure.
Larissa
That just sounds very polished. Like, having in a studio.
Liz Kantner
More polished. Definitely. Still approachable. I think that that's a big thing for me, but I do want to just, like, grow my brand up a little bit.
Larissa
That makes sense. Yeah. So the outfits are the hardest part, though.
Liz Kantner
I know. You did a great job, though, and I love that you. You got new headshots and you're actually using them quite frequently.
Larissa
Yeah.
Liz Kantner
Because I feel like sometimes, like, even with, like, sometimes I talk to designers who, like, just did a great styled photo shoot for their jewelry even, and they're like, oh, I haven't used those photos yet. You should always. Any photo shoot you do have a plan and go in with, like, okay, well, I'm going to do this photo shoot. I'm expecting the photos back on this date. Here's how I'm going to roll it out.
Larissa
I think that's very important. It did take someone to have on my team who helps me with social to see those pictures and kind of imagine the ways they could be used because I'm so close to them. Like, I think they came out great, but sometimes I'm like, oh, okay, pictures of me, whatever. And I think, like, when it's you, it's hard to. To like, move forward with that.
Liz Kantner
It is hard. I still, like. I like my old headshots, but I still, like, when I look at them, I. I cringe a little bit, you know, because it's a picture of me. It's weird to.
Larissa
Yeah, that's exactly. You're, like, looking at yourself.
Liz Kantner
You're like, okay.
Larissa
I mean, the picture's good. Like, what am I gonna do with this? And. But now I have like 50 pictures. I better find a way to use them. Right.
Liz Kantner
And 50 is a lot. That's an incredible amount of headshots to have.
Larissa
Yeah. Well, I think the difference too. And we can maybe talk about this. So there's like, headshot, which I think is the more traditional. Like, this is me in the press. This is like the picture I'm using to represent everything. And for me, I kind of wanted more of like, just content because I am so much my brand. And I felt like I needed pictures that aren't just like the quote unquote headshot, if that makes sense.
Liz Kantner
Right. And you did some, like, where you're at your laptop and.
Larissa
Yeah.
Liz Kantner
You're doing different things.
Larissa
A lady about town.
Liz Kantner
I'll probably do one with my favorite coffee mug.
Larissa
Yeah.
Liz Kantner
Things like that.
Larissa
It's good to have options.
Liz Kantner
Yeah. I. I'm actually often jealous of designers and makers because you can design and make and, like, be in the zone of doing this stuff in your photography. And it's so engaging and I love to see it. Whereas, like, Larissa and I, we have to, like, be on our laptop.
Larissa
I know. I'm like, what am I gonna show myself doing? Like, I'm sitting here on my laptop drinking a coffee.
Liz Kantner
One of our longer term goals. Just because I don't. Well, maybe. Maybe it is in August. Get a photo, like, with our microphones together. Yes.
Larissa
Let's do it.
Liz Kantner
Let's do it.
Larissa
We need a Photographer, though.
Liz Kantner
Photographer. We need a photographer. We'll think about it. We have to figure it out.
Larissa
Because I feel all the times we. We've been together, it's just like a selfie like this, and, you know, that never comes out that great.
Liz Kantner
Never comes out that great. And it's always. We always take it at, like, the end of the day, and I feel like we should take it, like, first thing in the morning. We're fresh when we're fresh. Because I, like, feel like the last few times, I'm like, oh, gosh, I'm so tired. I do not want a photo. So, yeah, let's definitely do that, because having photo. A photo of us together would be.
Larissa
It would be good for our content.
Liz Kantner
For our content, too.
Larissa
Or they have these things now that are, like, headshot generators for, like, we just take pictures of both our faces and have it put us together in, like, a podcast setting.
Liz Kantner
Oh, my gosh. I mean, I guess we could do that. No, I don't want to do that.
Larissa
We want to make it feel more.
Liz Kantner
Authentic, because that's who we are. We're authentic. Which, by the way, I listened back to our episode about emails in 2025, and I normally don't listen fully back to episodes, but I was listening for clips to pull for Instagram, and I said, like, and so many times in that episode. And I hope people notice. I am consciously trying to not do that today. I don't know.
Larissa
I don't know if I even noticed that, but maybe because it's you and you're listening to yourself.
Liz Kantner
It was me. I was listening to myself, and I was like, how can I stop doing that? And I don't think I do it every episode. I don't. Mm. So that's off topic, but something that's truly on my mind.
Larissa
Yeah, well, Liz will work on that. I. I haven't noticed you saying that at all this episode, so I think you're doing a good job. Thank you.
Liz Kantner
I appreciate that. So talk a little bit about how you and Jordan aligned on, like, how, like, how did you go about choosing the color palette and mood? And then how did you communicate that to him?
Larissa
Yes, I think it did help to have, like, a Pinterest board. And I know not everyone would have the luxury of this because they're probably just hiring a photographer. Thankfully, my husband knows me, obviously. I think he knows, like, my vibe and, like, the colors I usually wear in the way I like to present myself, and so that helped a lot, and I think it also helped. And if you're able to do this with a photographer. I think this is a good tip. I'm comfortable with him. Otherwise, like, I might be a little self conscious with, like, a photographer, I don't know. So it helped me almost be a little bit silly and, like, play a little bit with more, like, poses and movements and expressions that maybe I would have held back a little bit with someone I didn't know as well. So it does help to have, like, a comfortable relationship with the photographer.
Liz Kantner
Yeah, I think that's something to check when you're talking to a photographer. It's like, will I do? I feel comfortable. Are they asking me the right questions? What is their process planning and leading up to the photo shoot? Because I would say if they aren't doing a mood board or doing a questionnaire or trying to get to know you or understand what your goals are, I would say that's maybe a red flag.
Larissa
And I also shared with him all, like, the documents I made because even though I know my target audience, I almost kind of, like, rewrote it. Rewrote that in the context of doing photos. So, like, how does that apply to the photos? And for me, I have this side of my brand that's, like, more casual and approachable and like this podcast hosty person. But then there's also a side of me that's like the corporate lady who does work with, like, bigger brands, like bigger business leaders and stuff. And the casual Larissa, it doesn't necessarily, like, connect with that person. So I have to have these, like, two facets of myself at the same time. Not making them feel like they're two different people or something. You know what I mean?
Liz Kantner
I think you did a nice job with that because, like, for example, like, the photo where you're wearing your blazer, it's like a hot pink blazer. It's like your colors. It's still very you, even though it is leaning towards more the professional corporate side of you.
Larissa
Yeah. Thank you. And I think, like, the poses and locations help too. Like, I have one picture I posted on Instagram where I'm in, like, a Boba shop, and it's, like, really colorful and, like, poppy behind me. And then there's stuff where I'm more, like, in the city and there's like, generic, like, city things behind me, you know? So though, even just that shift creates a different vibe.
Liz Kantner
What would you say? Because your husband is a professional photographer, have you ever. My first headshot ever for my own business was a DIY photo. And I think it was pretty good. But what do you. When did. Should people invest in hiring a professional.
Larissa
Versus so you took that picture yourself, like you or someone?
Liz Kantner
Not the one I'm using now, but my first headshot for my business was one I took myself.
Larissa
Wow, that's impressive. I don't trust myself to take a good picture of myself. I think if you have some kind of skill with photography and you understand, like, lighting and posing and all that, you could probably do an okay job. But I think 75% of the success of what makes a good picture is getting the light right, because it'll make your face look all different if it's not correct, you know?
Liz Kantner
Yeah, I think that, you know, and my head. My last headshots lasted for five years. And that's a de. Like, even if you're paying, you know, $1,1500, like, that's a good investment. You're going to use that a lot. That's going to pay off. So I'd say it's something to really think about investing in, working with a professional.
Larissa
They do last a long time, especially if you make them feel more like, classic, I guess. And you have a lot of different looks or even outfits, like, a few different looks, just to mix it up. That way you don't just have, like, one picture that you're using for, like, five years.
Liz Kantner
Okay, can we talk about all the different. Can you talk through all the different places that you've used your headshot, your new photos?
Larissa
So I think maybe I'm a little different because I do post a lot of content, but like, YouTube, thumbnails, Instagram, LinkedIn, my website, press. If I do, like, trade shows and. Or like, speaking, it would be used for that also for my platform Joy deck. Like, a lot of the graphics have my face somehow incorporated into them. And it's funny, like I was saying before, I don't know if I would have chosen to do that because it's me, and I don't, like, think to, like, put my face on everything. But I think the way that I plan those pictures and the color palettes and everything, they also very much vibe with my brand palette. So they kind of seamlessly work visually with the whole visual package and almost, like, blend into the colors and everything, which I sort of did intentionally, but also I think I just like all those colors.
Liz Kantner
Yeah, you have a clear aesthetic with, like, color story. And where was I going to go with this anyway?
Larissa
But that's a good thing to think about for jewelry brands. Like, I'm assuming that your brand Colors, you like them. Can you sort of like embody or complement that with your look so that if you are like using it on your website, for example, it kind of harmoniously works with the whole package?
Liz Kantner
Yeah. So headshots and like how you show up in that way should align with the way you visually present your jewelry too. And we're really just talking about headshots here. But I think that, you know, getting really clear on how you want your jewelry presented as well and being very consistent in that is a good thing too. And making sure those two things align.
Larissa
I. I might be like imagining this, but isn't there someone who was in the New York the curated who like wears Gold's stuff a lot? Am I imagining this?
Liz Kantner
No, you're not imagining that. That. That's Susan from Sunlit. She really thought through and we really encourage, I encourage anybody doing a trunk show or a pop up or a trade show or a direct to consumer event to think about what you're wearing in terms of like your brand, like how you're showing up. And she had this beautiful golden cape and her jewelry. Sunlit is like, you know, obviously very gold and like reflective and inspired by the sun and really textured. And she had this like golden coat. And I was like, this alignment is beautiful. Like I just love that dressed her brand for this trade show where she was presenting her brand.
Larissa
Those details, they matter. Details, they're so important. And when they're done right, I feel like people notice it but not like consciously. It kind of just feels like harmonious when you take it all in.
Liz Kantner
That's so true. Like thinking forward to my new shoot, like I really see what was wrong with my previous one. What worked, it was fine for that.
Larissa
What was wrong?
Liz Kantner
No, like in these small details that you're talking about just from, you know, I was wearing like very like fast fashion clothes. I was wearing more makeup than I ever wear. I just like there was a few things that felt like very not me, but that's who I was then. Right. So it's kind of like I need to like evolve to who I am now. So I'm like going to wear like more like ego conscious clothes like that are like more small batch. And then I said like less makeup, kind of more, you know, looking direct at camera, approachable, polished, but not overdone, I guess.
Larissa
Yeah, I like that. And where are you? Do you have specific plans about where you want to be using your pictures? Have you thought through that part already?
Liz Kantner
I haven't. I'm very nervous. I Because I don't love photos of myself. And I think a lot of people feel like they're in that boat. And that's another reason why I've put it off for so long, because I've also, like, had a kid and had baby weight and lost baby weight and.
Larissa
Like, you know, I.
Liz Kantner
Obviously, that's like, a really vulnerable thing to say on this podcast, but it's like, I kind of.
Larissa
So real.
Liz Kantner
It's so real. I'm finally starting to feel like myself again. Even though it's been years. My kid's about to be four. But it just. It took me a long time to feel like, oh, I feel kind of like enough of myself again to pursue this. But. Yeah, so I'm nervous about how they're going to turn out, just like. Or how I'm going to feel about them or like, you know, all of that. But I definitely need to update. I use my. My old headshots a lot on my website, and I think those need to be refreshed. I did a logo refresh last year, and it's a little bit more like the. The color that we're using is a little bit more muted. So I think that thinking about those colors with, like, the clothing choices and the backdrop choices and stuff like that will be important just to kind of, like, tone down my website a little bit. I don't know. Trying to say here, but kind of make it more muted and make it more focused on the content and less of, like, hey, I'm Liz Kantner.
Larissa
You know. Yeah, it makes sense. Well, it sounds like you have a good plan. Let me ask you this, because actually, even more so than clothing, I agonized over the jewelry I was wearing. I know, because I'm like, people are gonna judge that. They're gonna judge me.
Liz Kantner
That's a big one. I. I thought. I've been thinking about that. I. Part of me wants to, like, wear, like, very fun earrings and, like, switch them up throughout. But I think what makes the most sense is to wear the actual daily jewels that I usually wear, which is pretty straightforward and hasn't changed much, especially in the past couple of years. So I think I might just do that and keep it simple. I think that that's what I did in my previous headshots, too, is, like, these are the pieces I really wear the most. And I think I will do that again.
Larissa
I like that. Yeah. That was actually one area where Jordan and I had some disagreement because he was encouraging me to wear something that really stood out that was like, Very statement. And that's not me normally. Like, I have pieces that I like, so I kind of just picked pieces that I like and wear semi regularly. But maybe they're like a step up from, like, my everyday jewels. That's kind of how I went with it.
Liz Kantner
Yeah, that might. I think I'll wear, like, trade show. Liz. Jewelry versus jewelry trade show.
Larissa
Larissa. That's. That's kind of what it was. Yeah, I.
Liz Kantner
By the way, I saw the video you posted. I don't know whenever I saw this morning, but those gold hoops, and I think I've commented on them before, but the gold hoops you have are amazing. I need a gold pair of hoops like that.
Larissa
They're not even solid gold.
Liz Kantner
Oh, really? Are they hollow?
Larissa
No. So they have. And actually, I've been trying to find more jewelry like this because I think it's brilliant. They have, like, a resin core. I think that makes them feel, like, really solid and durable and they're not gonna, like, you know, get dings on them, but they are plated over that, so they're, like, very substantial and they feel good, but they're not, like, solid gold throughout.
Liz Kantner
Interesting.
Larissa
I think I got it from, like, JTV or something.
Liz Kantner
Like, one of those was classic.
Larissa
Yeah. But, yeah, those are some good ones. There should be more jewelry with, like. I even googled this. I was like, this is a good idea and kind of a good cost effective way to get, like, a chunky look without it, like, damaging this, like, resin core. We're going way off topic.
Liz Kantner
We're way off topic. I think I'm gonna wrap it up. Everyone is getting a new headshot on your to do list. Let us know, Visit success with Jory.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 the success with jewelry community. Thank you.
Success With Jewelry Podcast Summary
Episode 120: Laryssa and Liz Talk About Headshots For Jewelry Business Owners Like You
Release Date: March 3, 2025
Hosts: Laryssa Wirstiuk and Liz Kantner
In Episode 120 of the Success With Jewelry podcast, hosts Laryssa Wirstiuk and Liz Kantner delve into the pivotal role of headshots in establishing and visually representing a jewelry business. Drawing from their combined 16 years of experience in jewelry marketing, they offer insightful discussions, practical tips, and personal anecdotes to help jewelry designers and entrepreneurs enhance their brand image through effective headshots.
Liz Kantner opens the discussion by highlighting the significance of headshots in creating a trustworthy image for high-end jewelry brands:
"Your imagery speaks volumes before you even say a word, so how you present yourself matters."
[00:27]
Laryssa Wirstiuk reinforces this by emphasizing the role of authenticity, especially in an era dominated by AI-generated content:
"Especially with AI. Now you have to be your real self because people can tell for the most part, not always when something is like AI or AI rendered versus like, oh, this is a real picture of a person."
[01:59]
They discuss how headshots are not only crucial for building trust but also essential for various professional opportunities such as press features and trade shows.
Laryssa shares her meticulous approach to planning a headshot session with her husband as the photographer:
"There was a lot of planning that went into that and a lot of thought. I made a vision board on Pinterest...I segmented my target audience and reflected different facets of myself through the pictures."
[04:19]
Key Considerations Include:
Laryssa recounts her recent headshot session, emphasizing the collaborative effort with her husband and the strategic planning involved:
"I had to plan all this out in a master document and make sure the day of, we have a limited amount of time to hit all these notes."
[05:54]
Liz reflects on her upcoming headshots, expressing both excitement and nervousness:
"I'm going to do something more buttoned up...to make these last another five years."
[07:18]
She discusses the evolution of her brand image and the desire to present a more polished yet approachable persona.
Choosing the Right Photographer:
"It helped me almost be a little bit silly and play a little bit with more poses and movements..."
[13:56]
Investing in Professional Quality:
"My headshots lasted for five years...it's a good investment."
[16:54]
Utilizing Headshots Across Platforms:
"I have these side of my brand that's more casual and approachable...different facets of myself at the same time."
[17:44]
Consistency in Visual Branding:
"Can you embody or complement your brand colors with your look so that it harmoniously works with the whole package?"
[19:05]
Example of Effective Alignment:
"This alignment is beautiful...dressed her brand for this trade show."
[20:04]
Attention to Detail:
"Less makeup, more polished but not overdone."
[21:14]
Self-Consciousness and Authenticity:
"I'm nervous about how they're going to turn out...feeling like enough of myself again to pursue this."
[22:25]
Balancing Personal and Professional Image:
"I have two facets of myself...not making them feel like they're two different people."
[15:13]
Plan Ahead and Utilize Team Support:
"It took someone to have on my team who helps me with social to see those pictures and imagine the ways they could be used."
[08:30]
Diversify Your Headshots:
"Variety of headshots or lifestyle shots or maker shots...great to post every now and again to get some good engagement."
[03:50]
Consistency and Long-Term Use:
"Headshots...if you're paying, you're going to use that a lot. That's going to pay off."
[16:54]
Laryssa and Liz emphasize the transformative impact that well-planned and executed headshots can have on a jewelry business’s branding and trustworthiness. They encourage listeners to approach headshots strategically, ensuring alignment with their brand's aesthetic and target audience while maintaining authenticity. By sharing their personal journeys and offering actionable advice, they empower jewelry designers and entrepreneurs to enhance their visual presence and, consequently, their business success.
For more insights and resources, visit successwithjewelry.com.
Notable Quotes: