Episode 146: Laryssa and Liz on Post-Purchase Strategies to Keep Your Jewelry Customers Coming Back

Success With Jewelry Podcast
Date: October 13, 2025
Hosts: Laryssa Wirstiuk & Liz Kantner

Episode Overview

This episode delves into one of the most crucial – yet often underestimated – pillars of a sustainable jewelry business: transforming first-time buyers into passionate repeat customers. Laryssa and Liz share actionable advice and heartfelt anecdotes, unraveling strategies to foster trust, deepen relationships, and encourage customers to become lifelong collectors. The conversation covers memorable purchase experiences, post-purchase communication, and genuine ways to nurture customer loyalty without feeling “salesy.”

Key Discussion Points & Insights

1. The Value of Repeat Customers

• Cheaper to Retain Than Acquire:
  “It's cheaper to engage an existing customer than it is to acquire a new one.” — Laryssa (03:01)
• Importance During Slow Sales Periods:
  Liz advises brands experiencing slow sales to focus on existing customers and interested prospects rather than expending excessive effort on reach expansion.
  “Dig into the customers you already have or dig into people who have expressed interest in your work… that is a really powerful segment of your business that doesn't get enough attention.” — Liz (02:17)
• Obstacles in Jewelry – Price Point & Purchase Frequency:
  Both acknowledge the high price point in jewelry means buyers may not purchase frequently. However, engaging customers for seasonal or gifting occasions can keep them invested.
  “They can't necessarily buy something every month... but how can you invite them once a year to buy something or check in…?” — Liz (03:25)

2. Creating a Memorable First Purchase Experience

• Ease and Comfort:
  The buying process should be smooth and inviting, whether online, in-person, or via social channels.
  “Having an experience for people where they feel comfortable asking you questions… even if they're not purchasing at that time, you're still open to them.” — Liz (06:19)
• Thoughtful Touches:
  Packaging, handwritten notes, and surprise elements elevate the brand experience, making first-time buyers feel special.
  “Having thoughtful packaging, having a nice unboxing experience can be helpful…a surprise to make it feel extra exciting.” — Liz (06:57)

3. Smart Post-Purchase Communication

• Strategic Email Flows:
  Laryssa highlights the importance of post-purchase email automations.
  “What are the touch points you want to give them after that? A personalized email note. Maybe an email with care and cleaning tips. Maybe an email that personally invites them to write back…” — Laryssa (07:17)
  For lower-priced items, a “win back” email flow might start 75 days post-purchase. For luxury/high-ticket items, the interval can be longer.
• Personalized Follow-Ups:
  Handwritten notes, DMs, and personally following up on how a customer is enjoying their piece deepens the connection.
  “Maybe a quick DM: ‘How are you enjoying your piece? I'd love to see how you're styling it.’ That's really special.” — Liz (07:57)

4. Staying Connected Between Purchases

• Multiple Channels:
  Email marketing, social media, events, and in-person outreach help maintain relationships.
• Personal Invitations:
  Invite past buyers to trunk shows or markets; segment your email list for personalized invites to returning customers during holidays or special releases.
  “Personalized invites and one to one outreach goes a really long way. And it sounds tedious, but it shouldn't feel that way.” — Liz (08:28)
• Tagging & Tracking:
  Organizing contacts by event participation or purchase date makes targeted follow-ups manageable and relevant.
  “Tag the new subscribers with whatever the event was…so it's all organized in your email platform.” — Larissa (09:28)

5. Simple Organizational Practices

• Documentation is Key:
  Document as you go—don’t rely on memory for customer details.
  “When you think you're going to remember something, you won't remember it. Write it down.” — Liz (09:52)
• It’s Never Too Late to Start:
  If you’re not already organized, start now. Lists of past buyers, interested prospects, or habitual Q4 purchasers are a practical first step.
  “Like it's not too late, it's not too late.” — Liz (10:23)

6. Thoughtful Product Recommendations

• Tailored Outreach:
  Reach out with recommendations tied to previous purchases or stated interests (ex: favorite gemstones).
  “Oh, I know you love aquamarine. Here's a piece that's on my bench right now. Or here's a piece I just finished. Or… it reminded me of you.” — Liz (10:54)
• Utilize Wishlist Features:
  If available, monitor wishlists to see what customers might want next.
• Client Relationship Management (CRM):
  Keep track of birthdays, anniversaries, customer milestones, and reach out at opportune moments with relevant offerings.

7. Emotional Impact & Brand Loyalty

• “Sales as a Service”:
  Personalized attention isn’t pushy; it’s a kindness that enhances the customer experience.
  “When people remember things about you, it feels really good.” — Liz (12:21)
• Unforgettable Small Details:
  Experiences such as personalized notes or luxurious packaging stand out and increase the likelihood of repeat purchases and recommendations. Liz shares her own positive memories with brands like May Lindstrom and La Labo, reinforcing the power of memorable touchpoints.
  “How the designer, how the business made you feel, I think is really important.” — Liz (12:45)

Notable Quotes & Memorable Moments

• On Value of Repeat Buyers:
  “Repeat buyers are the foundation of a business and it doesn't feel as, maybe as exciting as getting new customers all the time… but it's really important. It is the foundation of a long term business.” — Liz (15:35)

• On Touchpoints After Purchase:
  “Every touch point is really important. Like that packaging, you know, like after you get the sale is kind of a crucial time, right? The packaging, the follow up, the little details like the handwritten note…” — Liz (15:47)

• On Emotional Connection:
  “Sales as a service…when people remember things about you, it feels really good.” — Liz (12:21)

Timestamps for Key Segments

• 01:50 – 03:55 – Why repeat buyers matter; challenges and opportunities in the jewelry industry
• 04:25 – 07:17 – Timing and style of post-purchase communications
• 07:17 – 08:25 – Enhancing the unboxing and follow-up experience
• 08:28 – 09:52 – Using events and one-to-one outreach for long-term connection
• 09:52 – 10:54 – Organization tactics and not letting details slip through the cracks
• 10:54 – 12:45 – Personalized product recommendations & building a CRM
• 12:45 – 15:47 – Emotional resonance of thoughtful customer experiences
• 15:35 – End – Recap and emphasis on the long-term value of repeat buyers

Summary & Takeaways

Laryssa and Liz advocate for consistent, heartfelt engagement with existing customers as the bedrock of jewelry business longevity. They stress that every interaction—no matter how small—can turn a single purchase into a relationship, and a one-time buyer into a lasting collector and brand advocate. Personalization, organization, and a service-oriented mindset are at the core of their recommended strategies. These tactics nurture trust, generate word-of-mouth, and convert customer satisfaction into business stability and organic growth.

For jewelry designers and entrepreneurs:
Lean into your community. Build lasting relationships. Focus on the customer experience after the sale as much as before—and watch your brand flourish.