Success With Jewelry Podcast, Episode 149

Title: Laryssa and Liz on Using Behind-the-Scenes Content to Build Trust
Date: November 3, 2025
Hosts: Laryssa Wirstiuk & Liz Kantner

Episode Overview

In this episode, Laryssa and Liz dig deep into the value of behind-the-scenes (BTS) content for jewelry brands. Dispelling myths about perfection and high production value, they show how authentic, in-progress glimpses can build trust, foster connection, and educate customers on what truly makes a jewelry business unique. The hosts share personal anecdotes, practical tips, and real-world examples—making this a must-listen for any jeweler who wants to stand out and create genuine engagement.

Key Discussion Points & Insights

1. Why Behind-the-Scenes Content Matters

• Connection and Transparency:

  • BTS content shows the process, materials, and passion behind jewelry, making it easier for customers to connect with the brand.
  • "People just want connection. I think they want to like really understand a brand and what they're buying. And yeah, a connection is everything and really showing like your bench, showing your sketchbook, it does build trust because you're, you're not hiding anything." — Liz (02:24)

• Changing Industry Norms:

  • Previously, luxury brands only shared polished, stylized images, but now even high-end brands use BTS content.
  • "I've been seeing more and more brands doing this over the years and especially higher end brands, which wasn't normally something that was happening." — Laryssa (01:45)

2. Overcoming Perfectionism and Logistics

• It Doesn’t Have to Be Perfect:

  • Share quick, real photos (iPhone is fine), not just polished or edited images.
  • “It doesn’t always have to be this really produced thing...it can just be a photo of your bench.” — Laryssa (03:47)

• Make It Manageable:

  • Even large brands like Hemmerle post carousels with rougher “bench shots” alongside finished products.
  • “They have really beautiful images and then sometimes they put out content that is not as produced. But I always love that.” — Liz (04:19)

3. Real-Life Examples and Storytelling

• Physical Space and Process:

  • Photos of benches, sketches, tools, or unfinished pieces all help tell the brand’s story and showcase work involved.
  • “It’s such an interesting contrast…the finished piece of jewelry versus…the grunt work, the hands on…the dirty part of…creating that piece.” — Laryssa (08:55)

• Events and Customer Involvement:

  • Sharing live shop photos, inviting customers to watch the process, or opening workshops for tours creates a sense of community and experience.
  • “For parties we would like open up the shop and let people walk through and look at the tools and all of that. And they just loved it.” — Liz (05:25)

• Stone Sourcing and Design Evolution:

  • Sharing content from gemstone sourcing trips (e.g., Tucson Gem Show) or photos of stones before the piece is made piques curiosity.
  • “It’s so fun to see Tucson content when that time of year rolls around…designers showing what they’re looking at, what they’re thinking about bringing home…” — Liz (10:09)

4. Strategic Organization of Content

• Collect, Organize, and Plan:

  • Keep folders of process images organized by piece for easier storytelling and marketing.
  • “I used to do this…take photos and…hold onto it until the piece was done. So then you could have a strategic plan…” — Liz (11:24)

• Value Add for Customers:

  • Including BTS photos in a physical booklet with a purchase creates a special touch for high-end or one-of-a-kind pieces.
  • “We would give them behind the scenes photos and content which was like just cool addition.” — Laryssa (12:16)

5. Differentiation and Sincerity

• Standing Out from Mass Producers:

  • Emphasis on handcrafting and design is a crucial differentiator—share it!
  • “The fact that you are like making or designing and hands on with what you're creating…is a big differentiator. Like, that's really important and that will help you stand out right now…” — Liz (13:24)

• Tangible Proof of Value:

  • As costs of gold and materials rise, showing the transformation process increases perceived value.
  • “Because the value of it is just so insane right now to like be able to really tell that story in a 360 way.” — Laryssa (14:14)

• Case Study – Going Viral:

  • Example: Kindred from Artifacts’ TikTok engraving videos captured major celebrity attention (e.g., Taylor Swift) through process sharing.
  • “The process is what…seems like she found her on TikTok because of these process videos she was doing.” — Liz (14:32)

6. Tips for Creating and Sharing BTS Content

• What to Share:

  • Bench shots, tools, materials, stones, sketchbooks, or even a messy workspace add credibility and interest.
  • “Just tidy up your bench a little bit and snap a photo. It doesn't have to be fancy.” — Laryssa (15:06)

• Low-effort Video Ideas:

  • Simple “day in the life” or hands-at-work clips suffice and feel authentic.
  • “Do a day in the life like I did.” — Liz (15:46)

• Building Trust by Showing Your Face:

  • Going on camera—even sporadically—helps build audience relationships, although it can be intimidating.
  • “I need to go on camera and, like, talk to my audience again. I haven’t done it in ages…I'm scared.” — Liz (16:49)

7. Where to Share BTS Content

• Social Media:

  • Instagram carousels, Reels, TikTok videos.
  • “That’s perfect content for social media, but also in emails, like giving your email list a sneak peek of what’s coming or what’s on your bench…”—Laryssa (17:56)

• Email Newsletters:

  • Give subscribers first looks or previews of process and new pieces.

• Product Pages and Websites:

  • Add process images to product pages for context and authenticity.
  • “Having these other shots, one, in this age of AI, it will confirm that it's not AI because it looks more real…” — Liz (18:38)

• Encouragement to Get Started:

  • “Just, you know, pause this podcast or when the podcast is over or right now, while you're listening, just snap a photo of your bench.” — Laryssa (19:15)

Notable Quotes & Memorable Moments

• On the emotional power of BTS:
  “You're not hiding anything. This is what you're doing, this is your process, this is what you're passionate about.” — Liz (02:24)

• On not overthinking content:
  “Don’t be like too precious about it because I think being able to engage your audience is really the goal here.” — Laryssa (05:24)

• On connecting BTS to sales strategy:
  “I like to hold back my behind the scenes content for clients…so then you could have a strategic plan of like okay, well I'm launching this thing…let me put together content that shows how it was made…” — Liz (11:07)

• On ending perfectionism:
  “Don’t overthink the quality and just get into the habit of doing it.” — Laryssa (19:15)

• Call to action, community-building:
  “Maybe…I don't know if anybody will do this, but DM it to us…I'd love to see your bench right now. Yeah, send us a DM to get started.” — Liz (19:28)

Timestamps for Key Segments

• 01:44: Why behind-the-scenes is more powerful than ever
• 03:01: Perfectionism myth-busting; what BTS really looks like
• 05:25: The in-person workshop experience & audience connection
• 08:22: High jewelry brands' approach—showing tools, sketches
• 10:09: Tucson gem show & stone sourcing stories
• 11:24: Organizing BTS content for strategic releases
• 13:24: BTS as a differentiator from mass production
• 14:32: How process content sparked viral celebrity attention
• 15:06: Simple, low-effort content ideas
• 16:49: The challenge (and value) of showing your face on camera
• 17:56: Best channels and platforms for sharing BTS content
• 18:38: Adding BTS to product pages for authenticity (and anti-AI!)
• 19:15: Real-time encouragement to start sharing BTS now

Conclusion

Laryssa and Liz’s conversation is packed with encouragement, authenticity, and actionable ideas to help jewelry brands harness the power of behind-the-scenes content. Their advice: don’t aim for perfection—aim for connection, education, and realness. Start with a single photo of your workspace and let your audience into your world.

To connect with the hosts and share your own behind-the-scenes shots, DM them or tag @successwithjewelry on Instagram.
For more tips, visit successwithjewelry.com