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Success With Jewelry
143 - Laryssa and Liz on Packaging as Part of the Customer Experience
00:18:39
Welcome to the Success With Jewelry podcast, hosted by Laryssa Wirstiuk and Liz Kantner, two experts passionate about helping independent jewelry artists thrive. In Episode #143, we’re digging into a detail that’s easy to overlook but hugely...
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- [00:00]
A
Welcome to the Success With Jewelry Podcast. Your Go to source for real conversations about business marketing and what it takes to actually succeed as a jewelry brand. Today.
- [00:11]
B
I'm Larissa, the strategist systems queen and the one who finds joy in turning big marketing challenges into step by step plans that actually work. Email marketing and generating revenue through it is the specialty of my agency, Joy.
- [00:24]
A
Joya and I'm Liz, your creative compass and advocate for designers doing things differently. I live for brilliant brand storytelling, beautiful visuals, and helping designers confidently show up and shine. I founded the Stay Gold Collective to create community and support for independent jewelry brands.
- [00:43]
B
Together, we bring you nearly two decades of jewelry marketing experience and on this podcast we're pulling back the curtain on everything we've learned. We Whether you're just starting out or scaling to your next big milestone, you'll get honest insights, helpful tips, and maybe a few laughs along the way.
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A
This is episode 143. Today we're talking about something that often gets overlooked but has a huge impact on how customers experience your brand. Packaging as part of the customer experience and branding through unboxing. 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. In this episode, we'll dive into how you can use packaging to reinforce your brand, create memorable unboxing experiences, and make smart, intentional choices that align with your values. And if you're an insider, we're taking the conversation further with a bonus episode where we share examples of standout unboxing experiences and practical tips for elevating your packaging, even on a budget. Let's get into it.
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B
I just had a funny thought when you were reading the intro. Tell me more. As a fellow 80s baby and we grew up in the 90s, was 143 like something that people wrote on like notes in school or like, was that like a thing for you? Because I like had this vivid memory from my childhood of 1, 4, 3.
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A
What does it mean?
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B
It means I love you.
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A
I remember like writing notes to friends and like folding them up like a football. Like that was a big deal. Yes, yes. And drawing those like crazy like S shapes.
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B
But I don't remember 143-the-like Stussy or whatever because I just googled it because I'm like what? Why does it mean that? So it was popularized in the 90s when people used pagers as a way to say I love you.
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A
Oh my gosh, that's funny.
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B
Yeah.
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A
When we were in school, we didn't have phones. I didn't have a phone. So you would write notes and pass them to your friends in the hallway.
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B
Yeah, I have still at my parents house, like a big box of notes that I really liked and I saved that are just like ridiculous. Like, they're like, hey, did you see like Maddie today? Like.
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A
It'S funny thinking about because there's like this whole like thought in like parenting, like at the beginning of the summer that was like 90s kid summer kind of thing where you like have less technology and like kids are outside all day until the street lights come on and you know, just like biking to their friend's house, like using a landline, stuff like that. And it's interesting in marketing too, because we've circled all the way back to like a handwritten note being really a special thing.
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B
And so just it always was a special thing.
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A
Channeling the 90s and then the like little Boo Boo trend.
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B
Yes.
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A
That like, is like reminiscent of Beanie Babies in a big way.
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B
Yes. So yes, I love it. It all comes back around.
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A
Everyone just wants to feel nostalgic and cozy and all of those things.
- [04:03]
B
So how does that tie into packaging?
- [04:06]
A
So many ways. So I think this was a great topic idea that Larissa came up with because I've been getting a lot of questions about packaging recently and kind of coming from an episode about holiday planning, I think that hopefully we can get into some ideas for ways that you can kind of do something cool with your packaging for those holiday orders just to make them feel more special. But kind of always think, think in a way where your packaging shows up and is exciting.
- [04:38]
B
Yeah, I'm. It's such a part of the experience. And now also with so many consumers thinking more about like reuse, repurpose, sustainability, blah, buzzword, whatever. But people do think about that. They don't want like extra junk lying around their house. So also the role that packaging plays, like after that initial, like unboxing or that initial, like receiving the item experience. Yeah.
- [05:06]
A
And you know, if somebody's buying something really special, you want that unboxing experience to also feel special. And I watch a lot of unboxing, like of, you know, jewelry, people unboxing things just because they come up. I don't seek them out necessarily. But anyway, there is some packaging where I'm like, oh, that's just a plastic baggie. I don't love that. Especially if somebody spent like 500 on that thing. Like, you know, even if you're selling like, you know, reselling antique goods and stuff like that. Like, it's still. You don't necessarily have to have a whole branded experience, but it should still feel special.
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B
And I would say it's hard, it's not easy to really know, like, what is my customer going to enjoy and even love beyond that moment?
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A
And I mean, just now more than ever, I think it's hard to find good packaging at the right price without extra fees and all of that. There's a lot of layers to it. And it doesn't like what we're talking about here. Doesn't mean you need to go out and like, reorder all of your packaging and make sure it's like leather and from Italy and all of that. Like, we're not saying that in this episode. Just saying think about the presentation as someone is opening it. And there's a lot of things you can do that are just like little touches to make it feel special. Like, there are a few brands that like, do like wax seals, like with a ribbon and their brand color and like, that's a really simple, lovely way to add a touch of personality to maybe just a basic box.
- [06:35]
B
Have you ever gotten a package that really stood out in your head?
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A
Yeah, there's. I am lucky enough to own a pair of Lauren Nicole earrings. And her unboxing experience was really lovely. Like, branded outer box, open it up. Just like really lovely blue pouch. I think I have photos that I can share with insiders.
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B
Maybe I could do a post because.
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A
I do take photos of packaging and like unboxing stuff frequently or like, not frequently. I don't get stuff that frequently, but, like, when I receive things. So that was a really lovely experience. And then May Lindstrom is one I always mention because she has like black, like little crinkle cut things to match the black packaging of the, the, the skin care. And then she, even though she's a larger company now, always writes a handwritten note. And she writes Elizabeth because that's like the name that comes through when I'm like entering my credit card information. But I have all these handwritten notes from May Lindstrom that are just, oh.
- [07:38]
B
My God, I love, love a handwritten note. Yeah.
- [07:43]
A
And that's what I expect if I'm spending, you know, and I don't do this often. But I love her skincare. I love the blue cocoon. And I think it's like $200. And so if I'm spending 200 on skincare, I want a beautiful experience.
- [07:58]
B
Yes, I agree, I agree with that? Yeah. I had a mentor once who had this particular rant about like higher end department stores. I don't know if Nordstrom is even considered higher end anymore. Is it? I don't know. It used to be, I think at some point. But in the age of E commerce and how a lot of those, like, more, I don't know, these department stores, you'd go into and kind of expect a more higher touch experience moving toward E commerce. Even Saks. I've had a bad experience ordering E Commerce from Saks. The packaging's like so trash. It's like in some plastic wrap, it looks like crap. Like, you know, it's like you have to really match what the brand vibe is, otherwise it's gonna leave a bad impression on your customer.
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A
I have this really distinct memory for one of the higher end jewelry brands I worked with where we had a long marketing meeting about our packaging and we talked about it a lot and. But we had this long meeting and we were talking about how to create this. And this was kind of before, like people were really posting on social media in the way that they are now unboxing things. But this experience, like if you're buying a high end good. So you'd get the package and it would be a bigger box and you'd have the piece of jewelry and it's in its beautiful box. And then you'd have a candle with instructions to like, pull the candle out and light it, to like set the scene and set the mood for you to put your piece of jewelry. And I love that thought process because, you know, it should feel like you're getting something really special and it should feel a little bit like you've walked into the store and you're having this special experience buying this thing.
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B
I love that. What a cool idea. Yeah.
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A
When you look at the cost of.
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B
What it would be to do that.
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A
In a way that was like as elevated as this brand was, it didn't quite make sense. But yes, I love that idea too, because you do want to create some sort of unboxing experience. Something that makes it feel special but also like, true to you.
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B
Definitely.
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A
So even designing packaging that feels super memorable, like fun tissue paper, like ordering tissue paper with like, you know, either your logo on it or in a fun color or like with like, you know, maybe like fun drawings on it or sketches that could be like just something that's different and a way to kind of make your experience stand out than just buying tissue paper at, you know, a local craft store.
- [10:32]
B
I had to that point. I had an unboxing experience with Catbird a couple years ago, and it has always been burned in my brain. Not because it was, like, very luxury feeling, but because it was very quirky and very Catbird. I think part of their story or their tagline is something around, like, poetry in jewelry or something like that. And they had literally, it was like a photocopied crossword puzzle that they made. It was like, unique to them with all these, like, words and poetic things that they chose and a Catbird pen. And it was so, like, low, low rent. It was literally like a photocopy. But it was also cute and very reflective of, like, this story that they wanted to tell.
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A
I received a package once that was, like, scented or like it. They must have sprayed something in the box before they sent it, and it had this, like, distinct, like, beautiful smell.
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B
Yes.
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A
And that was really nice too, because that's, like, part of, like, kind of the idea of lighting the candle, but a little less extreme.
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B
Aesop does that. I think they, like, spray all their stuff with whatever fragrances they have. Yeah.
- [11:48]
A
So there's a lot of little ways to make it feel memorable. Also, I've received packages where there's like, a little note, like, we'd love to see this, like, share it on social media kind of thing. So you can encourage your customer to do an unboxing video.
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B
Yeah. And people will do it. Maybe not all of them, but someone will take you up on it, especially if it's worth sharing.
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A
That's very true. You do want to think about, like, the practical considerations of packaging. You know, you. You want to balance the cost and brand value. And, like, if you're just starting investing a lot of money in branded packaging, doesn't always make sense. But if you can find, like, you know, a great box, whether it be in your brand color or not, and then, like, have, like, special tissue paper or special sticker or stamp or something like that to brand it. I think there's a lot of creative workarounds to make the packaging feel special, but also, you know, within budgets.
- [12:47]
B
Let me present this quandary to you, Liz, so I can get your take on it. Once upon a time, I knew this brand that did pretty high volume sales. So they had a lot of packaging on hand and they would, like, order crazy amounts in bulk. And then at some point, like, it was really recommended to them. And they were in a place where they needed to do, like, a rebrand. But they held off on making that move because they had ordered a ton of Packaging, like, with their old brand. And then it just kind of became something they put off and put off because they were stuck with this, like, repository of packaging. What would you say about that? Like, should you pivot? Should you, like, work through your packaging? Should you just not order so much packaging? Like, how do you handle a situation like that?
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A
Gosh, it's hard because a lot of packaging companies have minimums. And I had to go through this, like, I had to go through ordering packaging in my jewelry career at one point.
- [13:48]
B
And it was very stressful to make.
- [13:50]
A
Sure that you were getting, you know, not too much of certain things. Like, you had to look at, like, inventory reports and sales reports to, like, see how much we need it of each type. And then we had these custom pieces that needed special boxes.
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B
So it's.
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A
It's tough. I think there's a balance. You don't want to order too, too much. You know, like, think about the long. Like, how long do you want this packaging to last? And like, typically you rebrand or, like, tweak your brand, what, every two years or so, like, you might be making some changes. So I would think about it kind of in those. Like, look at sales reports, like, can you order within those quantities in a.
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B
Way that makes sense.
- [14:30]
A
But I probably would have take. Figured out a way to take the old branded packaging and pull in some of the new brand elements. I don't know.
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B
Yeah, like maybe like a color of tissue paper or some. Something like that.
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A
Because assuming that you're not necessarily changing your logo or like, everything about your brand, so I think that there's a way to maybe still use that or you could just save it for, like, maybe sales that you do or.
- [14:57]
B
Yes, that's a good point. Yeah.
- [15:00]
A
Anytime you do a sample sale, you use that packaging. So I think there's ways to think about it, but I certainly wouldn't let your packaging hold back a larger brand move.
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B
Yeah. And it. You brought up kind of a lot of good points about, you know, sometimes there are minimums that you just can't get around. And. And to your point, you should kind of look at your sales history to forecast and things like that so that you don't get stuck in a situation where 10 years from now, you still have, like, your old packaging. Yeah, for sure.
- [15:32]
A
I think it's important too, with your packaging to like, you know, make it look beautiful, make it feel on brand, but also, like, use it as a marketing move, too, outside of inviting people to share on social media, like have like, a little note card or like an image of you working at your bench, if it was handcrafted or like a little marketing postcard or something like that. I think that's really nice because sometimes people order for you and they from you and they might be a first time customer and they don't know much about your brand.
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B
Yeah, that's very true.
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A
And then we used to do this with custom projects, but like we would take photos of the piece in process and like put like a little like one, it wasn't like super formal, but like a little one sheet together with images of their piece being made. I love that idea too. Like it's just like a little personal extra, extra step to share some details.
- [16:26]
B
Yeah. So many great ideas. I think get creative. Like try to do something you maybe haven't seen before. Within reason and budget, of course. But like I think people appreciate novelty. Yeah.
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A
Like maybe some like fun little treat to go with it.
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B
That makes sense.
- [16:47]
A
Maybe you have a favorite candy or something like that's always fun when there's extras in a box.
- [16:51]
B
I have to say shout out to one of my former clients, Geralyn Sheridan, who, I don't know if she does this as a standard, but she sent me something, so it might have been just for me, but she does these earrings and other designs that are inspired by ribbon candy, which is this like vintage, like Christmas candy that looks like a ribbon. And she acquired some in actual candy and included it in the package for me too so I could see like what it actually it looks like. And it was so cute. And I was like showing people. I'm like, I love this. It's so fun.
- [17:28]
A
That's so fun.
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B
Or even if you have like stickers.
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A
Or, I don't know, little fun extras that you can throw.
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B
I think that's love a good sticker. Stickers.
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A
Yeah, stickers are fun, but. And a handwritten note, I mean like such a nice personal touch. 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. It still feels so special.
- [17:55]
B
Very memorable. Chewy used to do that too. I don't think they do it anymore. The pet. Pet cards.
- [18:01]
A
Oh really?
- [18:02]
B
They used to send cards like back in the day.
- [18:07]
A
I love that. I love a handwritten note. It's just really special and 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.
- [18:23]
B
Yeah. Yeah.
- [18:26]
A
All right. So are you thinking about updating your packaging? 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 part of our community.