Success With Jewelry Podcast

Episode 139 – Laryssa and Liz on Mastering Direct Outreach to Grow Your Jewelry Business

Release Date: August 18, 2025
Hosts: Laryssa Wirstiuk & Liz Kantner

Episode Overview

In this episode, Laryssa and Liz take an in-depth look at the power of direct outreach for jewelry brands and designers. With over 16 years of combined industry experience, they share actionable strategies for connecting authentically with retailers and clients, crafting messages that get responses, and building lasting relationships to meaningfully grow a jewelry business. The conversation blends real-life anecdotes, practical advice, and a candid, encouraging tone.

Key Discussion Points & Insights

Why Direct Outreach Matters

[01:32 – 02:33]

• Direct outreach is currently one of the most effective tactics for jewelry businesses despite (or because of) the rise of AI and automated marketing.
• Personal contact cuts through the noise and offers much more control over your marketing.
• Quote:
  “You get the most juice from your squeeze, in my opinion, because you have like the most control over it. It feels the most personal.”
  – Laryssa [02:09]

Finding Where to Start with Outreach

[02:33 – 04:21]

• Many opportunities are lost to “dropped balls” (unanswered emails, DMs, or client inquiries).
• Review your inbox and messages for potential leads that have been left hanging, even if a long time has passed.
• Anecdote: Liz recounts meeting a ceramicist who followed up on an old commission inquiry, leading to a significant sale.
• Quote:
  “The number one place to go to is, are there any dropped balls? Are there any people that you haven't followed up with?”
  – Liz [03:26]

Overcoming the Awkwardness of Late Follow-Ups

[04:38 – 05:01]

• It’s never too late to follow up—people understand that life gets busy.
• Quote:
  “If you feel nervous because a lot of time has gone by… I say no, I do it all the time… No one’s gonna be like, oh, why didn’t they reach out sooner?”
  – Laryssa [04:41]

Persistent—but Polite—Follow-Up with Retailers

[05:01 – 06:31]

• Even positive retail conversations need consistent follow-up or you’ll be forgotten; retailers are busy and may not remember to get back in touch.
• Don’t nag, but periodically share updates or congratulate them—not every outreach needs to be a hard sell.
• Quote:
  “You need to keep following up consistently… There are little ways to touch base with people that keep you top of mind.”
  – Liz [05:19]

Building Trust: Beyond Content to Relationship

[06:31 – 07:19]

• Engaging content matters, but conversations and invitations to connect build deeper trust and move things forward faster.
• Trust leads to sales, especially in high-consideration categories like jewelry.
• Quote:
  “If you’re relying on just, I’m putting out great Instagram content and I’m emailing my list, but I’m not having any conversations… that’s not necessarily going to build trust.”
  – Liz [06:43]

Crafting Effective, Authentic Messages

[07:21 – 09:55]

• Personalization is essential—even a basic template should be adapted to the recipient (use their name, reference something specific about them).
• Complimenting and acknowledging the recipient’s work helps your message stand out, especially with editors and store owners.
• Clarity and brevity matter: keep message concise, state who you are, and include a clear (but gentle) call to action.
• Quote:
  “Making sure that their name is in… the message, like, hi, so and so. And then something that feels personal… Anything that feels personal to add… will make it more likely that somebody responds.”
  – Liz [07:42]
• Memorable Moment: Liz jokes about how even personal compliments, as a parent, get her attention.
  “When I get a message that like compliments me, I’m like, oh my gosh, what do you need? Let me help you.”
  – Liz [08:55]

Matching Your Communication Style & Using the Right Channels

[10:01 – 12:02]

• The outreach tone should match your brand voice—don't over-formalize, be authentic but professional.
• Track client preferences on how they like to be contacted (DM, email, text, calls).
• Use a basic Excel spreadsheet to log client details, communication history, and personal notes. This builds cumulative knowledge and keeps outreach personalized as your network grows.
• Quote:
  “Putting together a list, just in Excel… you can just start with an Excel spreadsheet or a list… make notes on who these clients are or leads are, how they prefer to be outreached…”
  – Liz [11:01]

Following Up Without Feeling Pushy

[12:36 – 14:01]

• It’s normal—and often necessary—to follow up until you receive a response, especially if the prospect originally showed real interest.
• Sales is a service, especially with one-of-a-kind pieces; following up helps both you and the client.
• Many people “reply in their heads” but forget to actually send a response—a gentle nudge is appreciated.
• Quote:
  “A gentle follow up is great and you should not feel weird about it.”
  – Liz [13:58]

Celebrate Your Wins and Keep Going

[14:04]

• Acknowledge and celebrate every positive outcome, no matter the size.
• Quote:
  “And celebrate your wins, big and small, always.”
  – Liz [14:04]

Notable Quotes

• “You get the most juice from your squeeze… because you have like the most control over it. It feels the most personal.”
  – Laryssa [02:09]
• “Opportunities waiting to be uncovered.”
  – Liz [03:48]
• “If you feel nervous because a lot of time has gone by… I say no, I do it all the time.”
  – Laryssa [04:41]
• “At the end of the day, people really just want to connect.”
  – Liz [02:33]
• “It’s about relationship building at the end of the day.”
  – Liz [06:31]
• “Clarity and brevity are really important. You don’t want to write a novel.”
  – Liz [09:21]
• “Run it through AI if you don’t trust yourself.”
  – Laryssa [09:55]
• “The more you chat with somebody, the more you know about them.”
  – Liz [10:37]
• “Sales is a service.”
  – Laryssa [13:26]

Key Timestamps

• 01:05 – Introduction to topic: Mastering direct outreach
• 02:09 – Direct outreach vs. mass marketing
• 03:26 – Start by following up on “dropped balls”
• 05:19 – Why ongoing follow-up matters with retailers
• 06:43 – Building trust beyond content
• 07:42 – Crafting personalized messages
• 09:21 – Importance of clarity and brevity
• 11:01 – Tracking client preferences and info
• 13:26 – Following up as a service
• 14:04 – Celebrate wins

Takeaways for Listeners

• Direct outreach is labor-intensive but extremely effective for jewelry brands seeking to forge genuine relationships and stand out.
• Start with your existing network and don’t fear late follow-ups—a “dropped ball” can often still be picked up.
• Craft concise, personal, authentic messages and always track your interactions.
• Celebrate persistence and small victories: these build momentum and confidence in your outreach strategies.

Listener Action:
Laryssa and Liz invite listeners to share their direct outreach stories and encourage feedback or reviews at successwithjewelry.com.