Success With Jewelry – Episode 143: Laryssa and Liz on Packaging as Part of the Customer Experience

Release Date: September 22, 2025
Hosts: Laryssa Wirstiuk & Liz Kantner

Episode Overview

In this episode of Success With Jewelry, Laryssa and Liz explore how thoughtful packaging can elevate a jewelry customer's experience—from creating emotional connections to driving brand storytelling and social engagement. They share personal anecdotes, practical tips, and industry wisdom for designers wanting to reinforce their brand through memorable unboxing experiences. They stress that impactful packaging doesn’t have to be expensive or elaborate; it just needs to feel intentional, special, and reflective of the brand and customer values.

Key Discussion Points & Insights

1. The Emotional & Branding Power of Packaging

• Packaging as Storytelling: How packaging can "set the tone, create an emotional connection, and even turn into a shareable moment on social media." (Laryssa, 01:10)
• Nostalgia and Human Touch: The resurgence of handwritten notes, retro designs, and analog touches evoke feelings of care and nostalgia—seen as desirable in today’s market.
  • “We’ve circled all the way back to like a handwritten note being really a special thing.” (Laryssa, 03:22)

2. Creating a Special Unboxing Moment

• Above and Beyond vs. Simple Touches: A luxury presentation isn't always required; even small details like a ribbon, wax seal, or branded tissue paper can stand out.
  • “There are a few brands that do like wax seals…that’s a really simple, lovely way to add a touch of personality…” (Liz, 05:50)
• Consistency with Brand Values: Packaging should match the perceived value and vibe of the product—especially at higher price points.
  • “If somebody spent like $500 on that thing…like, it should still feel special.” (Laryssa, 05:09)

3. Notable Unboxing Experiences

• Lauren Nicole (Jewelry Brand):
  • “Branded outer box, open it up. Just like really lovely blue pouch... That was a really lovely experience.” (Liz, 06:39)
• May Lindstrom (Skincare):
  • “She, even though she’s a larger company now, always writes a handwritten note… I have all these handwritten notes from May Lindstrom that are just, oh.” (Liz, 07:00)
  • “If I’m spending $200 on skincare, I want a beautiful experience.” (Liz, 07:43)
• Catbird (Quirky Branding):
  • “It was like a photocopied crossword puzzle that they made…with all these like, words and poetic things...so cute and very reflective of this story they wanted to tell.” (Laryssa, 10:32)

4. Brand Consistency & The Role of Practicality

• Aligning Experience with Brand Promise:
  • “You have to really match what the brand vibe is, otherwise it’s gonna leave a bad impression on your customer.” (Laryssa, 08:17)
• Shareability: Encourage sharing with simple prompts, which can drive organic social marketing.
  • “There’s like a little note, like, ‘We’d love to see this, share it on social media’… People will do it, especially if it’s worth sharing.” (Liz & Laryssa, 11:47-12:02)

5. Balancing Impact, Cost, and Sustainability

• Creative Solutions for Small Budgets:
  • “If you can find, like, a great box whether it be in your brand color or not…and then, like, have special tissue paper or special sticker… I think there’s a lot of creative workarounds.” (Liz, 12:12)
• Volume Dilemmas:
  • Be mindful of ordering excess packaging, especially when planning rebrands or updates.
  • “I would have figured out a way to take the old branded packaging and pull in some of the new brand elements…” (Liz, 14:29)
  • “I certainly wouldn’t let your packaging hold back a larger brand move.” (Liz, 14:59)

6. Enhancing with Personal Touches & Surprises

• Memorability: “A little personal extra, extra step to share some details” (Liz, discussing including photos of the jewelry creation process for custom orders, 16:03)
• Small Extras: Candies, stickers, or small on-brand surprises make a big impression.
  • “[Geralyn Sheridan]…does these earrings…inspired by ribbon candy…she acquired some in actual candy and included it in the package for me…It was so cute.” (Liz, 16:51)

7. The Power of the Handwritten Note

• Universal Appeal: “A handwritten note…I will always be like one, I love the product. But like Ma—May Lindstrom being like a bigger brand, getting the handwritten note from her just felt so special.” (Liz, 17:38)
• Easy Implementation: “It doesn't take much time. If you have notecards…just, you know, by your shipping station and you can just write a quick note…” (Liz, 18:06)

Notable Quotes & Memorable Moments

| Timestamp | Speaker | Quote | |---|---|---| | 01:10 | Laryssa | “From the moment your jewelry arrives at someone's doorstep, your packaging helps tell your story. It sets the tone, creates an emotional connection, and can even turn into a shareable moment on social social media.” | | 03:22 | Laryssa | “We’ve circled all the way back to like a handwritten note being really a special thing.” | | 05:50 | Liz | “There are a few brands that do like wax seals…that’s a really simple, lovely way to add a touch of personality to maybe just a basic box.” | | 07:43 | Liz | “If I’m spending $200 on skincare, I want a beautiful experience.” | | 08:17 | Laryssa | “…you have to really match what the brand vibe is, otherwise it’s gonna leave a bad impression on your customer.” | | 10:32 | Laryssa | “…it was so cute and very reflective of, like, this story that they wanted to tell.” (about Catbird's crossword puzzle packaging) | | 12:12 | Liz | “…you can find creative workarounds to make the packaging feel special, but also, you know, within budgets.” | | 14:59 | Liz | “I certainly wouldn't let your packaging hold back a larger brand move.” | | 16:03 | Liz | “We used to do this with custom projects…a little one sheet together with images of their piece being made. I love that idea too. Like it’s just a little personal extra, extra step to share some details.” | | 17:38 | Liz | “A handwritten note…I will always be like one, I love the product. But like Ma Mae Lindstrom being like a bigger brand, getting the handwritten note from her just felt so special.” | | 18:06 | Liz | “It doesn't take much time. If you have note cards that are either on brand, brand colors, whatever, just, you know, buy your shipping station and you can just write a quick note before it doesn't have to be lengthy.” |

Timestamps for Key Segments

• 00:00 – 01:48: Introduction, nostalgia, and framing the episode
• 04:02 – 05:41: Tying nostalgia and special touches into packaging
• 05:41 – 08:46: The impact of packaging quality and brand alignment
• 10:32 – 11:39: Creative, on-brand unboxing examples (Catbird, scenting, Aesop)
• 12:12 – 15:10: Cost and practicality in packaging, adapting branding transitions
• 16:03 – 17:38: Personal touches: project photos, extras, stickers, handwritten notes
• 17:38 – 18:23: The ongoing power and practicality of handwritten notes

Final Takeaways

• Packaging is a vital, often underestimated tool for customer connection and brand storytelling.
• Luxe experiences aren’t about cost, but about intention, alignment, and memorable details.
• Handwritten notes, creative tissue paper, small treats, and encouraging social sharing can transform a routine delivery into a standout, shareable moment.
• Balance budget, sustainability, practicality, and branding—but never let outdated packaging stand in the way of growth.

Are you thinking about updating your packaging? Let Laryssa and Liz know, and check out successwithjewelry.com for more resources!