126 - Laryssa and Liz Share, "What's Working For Our Clients?"

Summary

Success With Jewelry Podcast: Episode 126 Summary

Release Date: April 14, 2025
Hosts: Laryssa Wirstiuk and Liz Kantner
Episode Title: "What's Working For Our Clients?"

In Episode 126 of the Success With Jewelry podcast, hosts Laryssa Wirstiuk and Liz Kantner delve into the strategies and insights that are currently driving success for their jewelry clients. This episode offers a behind-the-scenes look at effective marketing techniques, seasonal business planning, and the importance of authentic connections in the jewelry industry.

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1. Transition to Patreon and Enhancing Podcast Quality

Early in the conversation, Laryssa and Liz discuss their recent shift to Patreon as a platform for their podcast. They acknowledge initial technical challenges but highlight the smooth transition post-resolution.

• Extending Insider Membership Offer:

  • Laryssa (02:27): "We're extending our Insider membership offer to $5 a month until April 18, which includes access to extended episodes and extra content."

• Improved Audio Quality:

  • Liz (02:54): "We're leveling up our audio quality by moving away from Zoom recordings to ensure a better listening experience."

• Audience Engagement:

  • The hosts express gratitude to new listeners and encourage ongoing interaction through direct messages and reviews. They emphasize the importance of listener feedback in shaping the podcast's direction.

2. Celebrating Achievements and Community Shoutouts

Laryssa and Liz share their excitement about winning the second-best jewelry podcast award, acknowledging Rough Cut as the top contender.

• Podcast Awards:

  • Laryssa (04:16): "We’re honored to be number two in the jewelry podcast awards, right behind Rough Cut."

• Highlighting Other Podcasts:

  • They recommend the A Thousand Facets podcast for its intimate artist interviews and invite listeners to share their favorite jewelry podcasts, fostering a sense of community.

3. Navigating Q2: Planning and Seasonal Strategies

The conversation shifts to strategies for Q2, particularly addressing the challenges of maintaining business momentum during the slower summer months.

• Adjusting Business Plans:

  • Liz (08:16): "Summer is typically a slower period, making it challenging to keep the momentum going after events like Mother’s Day."

• Sustainable Consistency:

  • Liz (09:02): "Our main message is to be consistent in a sustainable way. If you plan to take time off, pre-schedule content or communicate transparently with your audience."

• Personal and Engaging Content:

  • Laryssa (10:17): "Keeping content light and fun during the summer, such as sharing personal stories or styling tips, helps maintain engagement."

4. Effective Marketing Strategies: Emphasizing Email Marketing

A significant portion of the episode is dedicated to the effectiveness of email marketing for jewelry businesses.

• Email Marketing Success:

  • Laryssa (10:50): "Even high-end clients benefit from consistent email communication, as it keeps the brand top-of-mind and can lead to sales."

• Positive Mindset Towards Emails:

  • Liz (11:21): "Shifting your mindset to view email marketing as a fun opportunity to connect can result in more authentic and engaging content."

• Advantages of Personalized Emails:

  • Laryssa (11:48): "As Cami from Loam Marketing pointed out, emails from smaller brands provide a refreshing break from the usual marketing clutter, making recipients more receptive."

5. Building Authentic Connections and Networking

The hosts emphasize the importance of one-on-one connections and networking as pivotal strategies for business growth.

• Personal Outreach:

  • Laryssa (12:48): "Reaching out to people individually and building a prospect list helps create authentic connections that stand out amidst the noise."

• Community Engagement:

  • Liz (13:15): "Participating in local events, networking, and being active in your community can significantly enhance your brand’s visibility and relationships."

6. Encouraging Experimentation and Continuous Growth

As the episode concludes, Laryssa and Liz encourage listeners to experiment with new strategies during slower business periods and to give them time to assess their effectiveness.

• Trying New Strategies:

  • Liz (13:33): "Use slower periods like late spring to try something new and commit to it for a few months before deciding its effectiveness."

• Community Involvement:

  • Listeners are invited to share their Q2 focuses and engage with the podcast community through the website and social media channels.

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Key Takeaways:

• Embrace Consistency: Maintain regular communication with your audience through sustainable and authentic methods, especially during slower seasons.

• Leverage Email Marketing: Utilize email as a powerful tool to keep your brand connected with existing customers and to drive sales.

• Build Personal Connections: Focus on one-on-one interactions and community engagement to foster genuine relationships and enhance brand loyalty.

• Adapt and Experiment: Use slower business periods as opportunities to experiment with new strategies, giving them sufficient time to evaluate their impact.

• Engage with the Podcast Community: Actively participate in the podcast’s community by sharing feedback, leaving reviews, and connecting through different platforms to maximize your learning and networking opportunities.

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Notable Quotes:

• Liz (09:02): "Our main message is to be consistent in a sustainable way. If you plan to take time off, pre-schedule content or communicate transparently with your audience."

• Laryssa (10:50): "Even high-end clients benefit from consistent email communication, as it keeps the brand top-of-mind and can lead to sales."

• Liz (11:21): "Shifting your mindset to view email marketing as a fun opportunity to connect can result in more authentic and engaging content."

• Laryssa (13:33): "Use slower periods like late spring to try something new and commit to it for a few months before deciding its effectiveness."

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For more insights and strategies tailored to jewelry designers and entrepreneurs, visit successwithjewelry.com and become part of the growing Success With Jewelry community. Don’t forget to subscribe, leave a review, and engage with Laryssa and Liz through their social channels to stay updated on the latest episodes and exclusive content.

Transcript

[A]

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

[B]

We're Larissa and Liz, jewelry marketing experts with a combined 16 years of experience in jewelry marketing and proven track records on 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.

[A]

Welcome to episode 126. In this episode, we're catching up and sharing what's on our minds, what's working for our clients, what we're focusing on, and how we're thinking about Q2 and beyond. Plus, this is your last chance to become an Insider for just $5 a month, which is 50% off. And to celebrate, we're dropping an extra long insider episode this week. Hey, Larissa, let's get into it. Let's get into it.

[B]

It's been a minute since we just chatted, you and I. I know.

[A]

I was like, we gotta catch up with the listeners. I feel even though when we have guests on the listeners are listening, I still feel like a little disconnect. Like, when it's just us, it feels like we're really talking to them.

[B]

Yeah, definitely. And we just. I mean, we've been. Have had the opportunity to get so many amazing people on, but just because of scheduling, it's been like one after the other. So now we're here with you, just usually just us.

[A]

And maybe. Maybe we'll have more just us episodes or maybe we'll have a lot of guests. We're not sure yet. We're just kind of going with the flow over here.

[B]

It's ever evolving.

[A]

It's ever evolving. Also, we switched to Patreon. I'm not sure if it was the smoothest switch, but we did it.

[B]

I had some technical difficulties that ended up being so obvious that I should have not had those technical difficulties.

[A]

But we're good now. We're good now.

[B]

We fixed it.

[A]

Thanks to a listener sending me a message. Yeah, so everything's working now. And I know we Talked about the $5 a month only being in March, but I'm just extending it to April 18, and maybe we'll extend it for all of April. I don't know. But the end of April is the hard deadline, and then it will be $10 a month to become an insider on our Patreon page. And what $5 a month or $10 a month or being an insider get to is extended episodes and Extra content.

[B]

Yeah. And now that we've moved one, now that I've gotten past the technical issues, I actually love Patreon.

[A]

It's more straightforward. I like Patreon, too. It makes more sense with what we're trying to do. And, yeah, I like it a lot, too. That's where I originally launched the St Old Collective. It did not make sense for that. Mighty Network makes more sense for that. But for a podcast, Patreon, it's very straightforward. I like it too.

[B]

Yeah. And we're leveling up our audio. Hopefully, people listening to this notice that.

[A]

Our audio is a little better.

[B]

We're not recording on Zoom, which is not the greatest. So hopefully the audio quality is better moving forward.

[A]

Yeah. Let us know what you think. And maybe, maybe this year, too, we'll get a little intro jingle.

[B]

Yes, that's definitely on the list.

[A]

It's on the list. It might take a minute, but I also wanted to shout out all of the new listeners. I feel like I've been getting many messages from people that they just started listening or they just found the podcast. And welcome. Thanks for being here.

[B]

Thanks, new listeners. I know I saw you posted a little review the other day or a little shout out from someone, and it warmed my heart.

[A]

I love hearing that kind of stuff. If you are a listener, whether you've been here for a long time or you're new, shoot us a dm or you can message through Patreon. We're reading all of this. It's not like we're getting floods of them, so it's not that hard to respond to them. But please, please send us a message and let us know that you're listening or leave us a review on Apple Podcasts. That's always really helpful for us, too. And also, I didn't put this in the notes, but we really should shout out the Rough Cut podcast for our award.

[B]

Yes, we won the second best jewelry.

[A]

Podcast award, which is kind of hilarious. And because obviously Rough Cut is number one. And obviously, yes, we are very honored to be number two.

[B]

And my other podcast, Joy Joya, didn't get an honorable mention.

[A]

It didn't. There's actually a lot of great jewelry podcasts that were not mentioned, but maybe they will be next year.

[B]

Yeah, there is so much. If you guys have a jewelry podcast that you really like, we want to hear about it, because maybe there's one we don't know about.

[A]

Yeah, let us know. What. What podcasts are you listening to? I would say that A Thousand Facets podcast is a must Listen, because she interviews artists, and the interviews are really good. They're really, like, intimate. Like, you can really get to know the artists behind the brand or the collection. And I love that.

[B]

That's a good one. Yeah. You know, it'd be fun to have. My voice is crackling, like a listener voicemail or something, where people left us questions or messages.

[A]

That would be amazing. Would anyone leave us voice messages? I don't know, but let's set that up.

[B]

That sounds very fun. I'm gonna look into it.

[A]

That's great. Also, I want to mention that Hannah Cole from Sunlight Tax, who was on a few weeks ago, she has a podcast about taxes, which is really, really helpful and a great resource if anybody's looking for that type of podcast.

[B]

I have to say, if someone's able to make good podcast content about taxes, wow.

[A]

We got some great feedback. At least. I got messages. I'm not sure if anybody said this to you, Larissa, but, like, great feedback about that interview with Hannah, which is funny, because, you know, taxes are not always the thing we want to think about or talk about. But I think she did a great job being very engaging. And actually, her emails. I've been on her email list for a while, and her emails are really engaging, too.

[B]

Yeah. I loved editing that episode. It was so informative.

[A]

I learned a lot.

[B]

Yeah.

[A]

All right, so it's Q2 when this.

[B]

Comes out April 1st.

[A]

I know we're recording on April 1st, but when this comes out, it'll be kind of halfway through April, but it's Q2, so I don't know.

[B]

Happy Q2? Happy Q2.

[A]

That's what I wrote in the outline here. I think that things don't get scary until Q3. Scary meaning, like, oh, gosh, I have to, like, have everything buttoned up. And I feel like a lot of designers that I talk to kind of, like, missed Q1 in terms of planning and stuff like that and are really getting into, like, okay, I'm starting my year now.

[B]

Oh, wow.

[A]

I think it was a slow start to the year. I don't know. People are just kind of figuring out their footing.

[B]

I get it. And sometimes, yeah, January, like, things feel surreal after the holiday season, and then suddenly you wake up and it's April.

[A]

It's kind of what it feels like. I feel like I woke up more so, like, in March, but I think spring, too. I. Every new Year, I see this, like, good point made out there on the Internet, that the middle of winter is not the best time to, like, start fresh and set goals and do all of that. But, like, spring is a great time to do that.

[B]

Yeah. And depending on how your mood is. I know for me, I kind of like, mentally perk up a little bit when, like, the flowers are blooming and the birds are chirping. And so it gives me an extra pep in my step to, like, reinvigorate my plans.

[A]

I agree. So what are you focused on right now with your brand and your clients?

[B]

Ooh, that's a great question. I mean, as always, we're always leaning into email where. So this is a time of year when we do have to start thinking about the summer months. Like right now, all my clients were set in the Mother's Day plan, which is like a month and a half out. Month. Month and a half out. But we are starting to imagine summer. And summer for most businesses is the slower period. And so this actually becomes a harder time of year to plan for a lot of my clients because it's like, okay, Mother's Day. What's after that? I mean, for some it's like graduation, something like that. But it does become difficult to, like, keep the momentum going.

[A]

Yeah, I. I think that summer is tough, and it's actually a great time for thinking forward to Q4, but you still need to show up consistently. Right. So what are you saying to people who are checked out or on vacation or traveling or doing their own thing? It's.

[B]

Yeah, that's tough too, because if you are actually going on vacation, you need to, like, fill in the gaps. I mean, some people can disappear for like, weeks at a time, and it doesn't affect their business. Good for you. But most people have to, you know, either pre schedule content or think about how they're going to fill that time while they're away. So I think the main message that I'm sharing with my clients is, like, be consistent, like, in a way that's sustainable. Because if you are going to want to take time off, I think it's important to show up. But, like, let's be realistic about that. Maybe it means pulling back a little bit on the cadence or being a little more transparent just about what's happening. Like, hey, I'm stepping away a little bit, be authentic and transparent about that. But I think it's important not to just disappear. So we try to, like, work within the boundaries that we have.

[A]

That makes sense. I think that keeping it, like, light and fun in the summer too, and a little bit personal and like, being authentic in, like, hey, I'm going on vacation. Here's How I'm packing my jewelry or you know, like fun content like that.

[B]

Yeah, definitely. But yeah, hair cleaning. Don't put your jewelry and sunscreen or chlorine like that kind of stuff.

[A]

Yeah. Or like fun how to style kind of stuff. Yeah, I always like that type of content.

[B]

Definitely.

[A]

But email marketing is been working for my clients too. Even though they're higher end, just like showing up to their list and maybe they've had conversations about pieces before, but them showing up in their inbox sometimes leads to that sale. So it's all about like that, those consistent reminders to people who are already fans of the brand or collectors of the brand that's really been working.

[B]

Yeah. And bringing like a good energy to it always. So like, if you hate email marketing, if it's a chore to you, that's going to come through in what you're doing. And so maybe shifting your mindset, like, oh, this is a fun chance for me to connect with my audience who wants to hear from me and like changing the script in your brain. And I think that will help you produce something a little bit more personal and authentic.

[A]

Cami from Loam Marketing in one of our recent emails made a great point about this, how one, you're not bothering people. But two, getting an email from an artist or a brand that is smaller that they like following, that they want to support is a nice break from all of the other marketing content and emails that people are getting.

[B]

Oh yeah, totally. I get so excited when I see something like new and different instead of just like another DSW shoe sale or something.

[A]

I know that type of content stuff. It's, it's also so, I don't know, it just kind of keeps coming. It's like an avalanche. And then you're like, oh, well, should I buy new shoes? Do I need new shoes? And then when you really look in your closet, you're like, I do not need new shoes. But then they text you and you're like, oh my gosh.

[B]

Definitely.

[A]

The other thing I'd say before we wrap up this episode is that one on one connection. I know I've said this a lot, but reaching out to people one on one, having a prospect list is super important. It's the best way to create authentic connections and also cut through all of the noise. And also getting out there in person and talking to people or doing events or networking or just going out in your community. It really does go a long way.

[B]

Yeah. I think one other thing to add to that. This is a good time to try something new, especially if it's slower for you and you have a little bit of time, like leading into summer, late spring. Do something you've never done before and actually give it time to try to work. Because doing something like once and deciding it didn't work isn't good. Like, give it like three months so that by the time Q3 comes around, you could say, oh, I want to keep trying that. Or no, tried it. Not for me.

[A]

I love that. That's great advice. All right, everyone, what are you focusing on in Q2? 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.