Success With Jewelry Podcast: Episode 147

Topic: Laryssa and Liz Chat With Designer Grace Laemmler About the Success With Jewelry Rebrand
Guest: Grace Laemmler, Owner of Shepherd Design Inc.
Date: October 20, 2025

Episode Overview

This episode dives into the recent rebranding journey of the Success With Jewelry podcast. Hosts Laryssa Wirstiuk and Liz Kantner are joined by Grace Laemmler (Shepherd Design Inc.), the designer behind their new visual identity. The conversation explores the inspiration, strategy, and practical steps for a successful rebrand, offering insights for jewelry businesses considering a new look or professional brand design. The hosts and guest also discuss how to collaborate effectively with a designer, and why thoughtful, consistent branding is crucial for business growth.

Key Discussion Points & Insights

1. Introducing Grace Laemmler and Her Design Background

Timestamps: 02:04 – 04:07

• Grace is based in Toronto, Canada, and combines fine art training with a passion for graphic design, leading her to establish her own business, Shepherd Design Inc., after years of freelancing.
• She began doing design while at art school, creating promotional material for classmates and gradually developing her studio.

Quote:

“I saw my classmates needing help with design… I was like, we have to honor their work better. And I started doing design work for them.” – Grace (02:50)

2. The Decision to Rebrand Success With Jewelry

Timestamps: 04:14 – 05:45

• The original logo was DIY—functional for launch but no longer reflected the podcast’s growth or professionalism.
• Upgrading the logo and visual identity was part of leveling up overall, alongside updating sound quality and social media presentation.

Quote:

“We realized that my original logo is probably not the most professional looking, and we're trying to level up our identity and kind of make our podcast feel professional as it is. So, yeah, that's why it was time.” – Laryssa (04:28)

3. The Rebrand Process: Steps and Structure

Timestamps: 05:46 – 09:20

• Grace’s approach: Initial exploratory call, quote, research into company and competitors, building a collaborative mood board, sharing multiple logo directions, refining based on feedback, then creating a full brand guideline and asset package.
• Highlights the importance of time for the creative process, clear communication, and mutual understanding.

Quote:

“I always like to jump on an initial call, to understand what exactly you are looking for… then I start digging in—about your company, your competitors, and what you currently have.” – Grace (05:51)

“You guys were great at communicating… understood the vision… were happy to answer questions… and you understand the importance of this.” – Grace (07:19)

4. Navigating Different Creative Preferences

Timestamps: 08:10 – 12:20

• The hosts appreciated mood boards for visual clarity, sometimes more than words can provide.
• There was instant agreement on the mood board direction, but differences arose in selecting the final logo, leading to collaborative editing for a unified decision.
• Audience feedback was solicited via polls, but with an important caveat: external input should be filtered—too many voices can dilute brand authenticity.

Quote:

“We did not agree [on the final logo]… that's why we circled back to have some edits made… to make it kind of work better for both of us.” – Liz (08:11)

“One thing I would cautious—not cautious, but—sometimes people can pull you into directions that don't make sense. As long as you have the ability and stay true to your vision… then I think it's amazing.” – Grace (13:09)

5. Lessons in Branding Collaboration

Timestamps: 14:05 – 15:48

• Preparatory work included gathering competitor brands, preferred logos, Instagram presence, and completing detailed questionnaires about clients and goals.
• Pro tip: Start collecting inspiration and examples over time rather than scrambling when rebrand time comes.

Quote:

“For me, it's hard to suddenly find things I like. It's good to always kind of be aware of things you like and gather and clip as you go.” – Laryssa (15:08)

6. The Role and Value of Consistent Branding

Timestamps: 17:00 – 19:29

• Consistency is key to brand recognition, especially when customers experience your business in multiple settings (online/offline).
• Creative variety is tempting, but too many divergent styles can confuse audiences and fragment brand recognition.

Quote:

“You are with your brand all the time, but someone who saw you for a minute at a show and saw an Instagram post for a few seconds aren’t. So that’s why it’s very important to be consistent.” – Grace (18:54)

7. When & Why to Rebrand

Timestamps: 19:34 – 22:23

• Triggers for a rebrand: When your visuals no longer represent your business vision/goals, if the brand feels outdated, or if you’re ready to invest beyond DIY materials.
• More established brands can rebrand with insight into their audience and advanced business needs.

Quote:

“If it feels outdated, as in it’s not reflecting your goals or your mission or your vision… your company evolves and sometimes it might just, at this point, it has outgrown your brand.” – Grace (19:46)

8. Tips for Hiring and Working with a Designer

Timestamps: 21:36 – 23:42

• Be open, collaborative, and ready to learn from your designer’s expertise.
• Industry experience gives designers a valuable edge—they intuit client pain points and can help avoid common missteps.

Quote:

“You can learn and see if they’re a good fit from just these conversations… and then just like being ready to collaborate and working together.” – Grace (22:23)

“Not a lot of designers have actually been a metalsmith. That is very special, and I just genuinely, like, I care even more… I understand all the hard work that goes into making a piece.” – Grace (23:17)

9. Common Mistakes in Visual Identity

Timestamps: 23:42 – 25:53

• Top two errors: Inconsistency and lack of accessibility.
• Accessibility issues: Too-small fonts, poor color contrasts—can alienate key customer demographics and diminish engagement.
• Good branding often “flies under the radar”—it’s almost invisible when effective.

Quote:

“Not being consistent… but also, the other thing is accessibility. Making fonts too small, not having the right contrast. If people can’t read, they move on.” – Grace (23:50)

10. What’s Next for Grace

Timestamps: 26:00 – 27:06

• Grace is working on branding for New York City Jewelry Week (fourth year running) and continuing to expand her presence in the jewelry industry, especially in the U.S. and Canada.
• Website: gracelaemmlerdesign.ca
  Instagram: @gracelaemmler

Notable Quotes & Memorable Moments

• “I always like to jump on an initial call… understanding exactly what you are looking for.” – Grace (05:51)
• “It's a compliment when no one notices [the branding] and there are no problems. That means you've done a good job.” – Grace (25:34)
• “When it's good, you don’t notice. You just take in the information.” – Liz (25:24)
• “We leveled up the sound. We got to level up the logo.” – Liz (21:19)
• “If they can’t read… they’re just going to move on to the next.” – Grace (24:24)

Segment Timestamps for Quick Reference

| Segment | Timestamp | |---------------------------------------------|------------| | Introduction & Grace’s Backstory | 02:04–04:07| | Why Rebrand? | 04:14–05:45| | Rebranding Process Steps | 05:46–09:20| | Navigating Creative Preferences | 08:10–12:20| | Collecting Brand Inspiration | 14:05–15:48| | Consistency in Branding | 17:00–19:29| | Signs It’s Time to Rebrand | 19:34–22:23| | Working With a Designer | 21:36–23:42| | Visual Identity Mistakes & Accessibility | 23:42–25:53| | Grace’s Current Projects & Contact Info | 26:00–27:06|

Final Notes

This episode is a masterclass in how and why to refresh your brand identity, especially for jewelry businesses. The conversation is warm, practical, and packed with takeaways for anyone considering a rebrand or seeking to elevate their visual presence. The chemistry between the hosts and guest, and the specificity of advice (mood boards! font sizes! client collaboration!) make it relevant for both newcomers and seasoned professionals.

For more, visit Success With Jewelry or reach out to Grace at gracelaemmlerdesign.ca.