Episode Overview

Episode 154 of Success With Jewelry switches up the usual format as Laryssa Wirstiuk interviews her co-host, Liz Kantner, for an in-depth conversation about finding your place in the jewelry industry, the importance of community, and the evolving definition of success as a jewelry business owner and advocate. Liz shares her personal journey from digital marketing to jewelry, reflects on lessons from her career, and gives heartfelt advice to emerging designers.

Key Discussion Points & Insights

Liz’s Entry into the Jewelry Industry

• Unconventional Start
  • Liz describes moving from Philadelphia to Denver without a job, landing her first jewelry role via Craigslist with designer Todd Reed. She admits to knowing little about the industry initially.
    • “I found a jewelry social media job on Craigslist working for Todd Reed. Little did I know that he was one of the top jewelry designers. And I knew nothing about any of it.” (02:15)
  • She likens her time at Todd Reed to a “master’s degree” due to the hands-on experience and exposure to the craft.
    • “Walking into Todd's workshop, where he had many master goldsmiths and seeing them take a flat sheet of metal and turn it into truly a work of art that you could wear was just...I didn't know you could do that.” (06:49)

Passion for Craft and Community

• Liz’s original interests centered around music and collecting vintage items, but her passion for handcrafted art and jewelry deepened through direct exposure in the industry.
  • “I was very into music… I appreciated art, but I never really got into it until that moment of walking into that workshop and seeing a piece being made and then learning more about the craft.” (09:01)
• Community was integral to her decision to stay in the jewelry field.
  • “The community and the people in the jewelry industry was kind of like what made me want to stay.” (05:32)

Professional Evolution & The Birth of Stay Gold Collective

• Liz transitioned from her initial role into supporting emerging jewelry brands at JCK New York and through Instagram consulting.
  • Relationships, rather than outreach, drove her client roster.
    • “My whole business started from relationships and just knowing people and chatting with people and someone saying, oh, I need help with social media, and me saying, oh, I could probably help you...” (15:01)
• She noticed a widespread lack of industry education for emerging designers, which led to the creation of the Stay Gold Collective in 2019.
  • “So many designers didn't have access to like education about the industry...I was kind of like, what if I created something where I put out this information for any designer who was interested?” (16:53)

Navigating Change & Burnout in Digital Marketing

• Liz moved away from content strategy and social media management, feeling burnout from rapid changes and client expectations for “vanity metrics.”
  • “Digital marketing changed so quickly...some of the newer things that happened, like the reels and the putting your face on camera…that is not where I'm at or what I want to be.” (20:11)
  • “I was getting so burnt out on social media clients because you'd be giving these reports and they'd be like, why is it not growing?” (22:25)
• Shifted focus towards intentional offerings and finding the right client fit.

What Makes a Jewelry Brand Stand Out Today

• Having a distinct point of view and leaning into a niche are key.
  • “Leaning into your niche is what stands out…having a really strong point of view, that's what helps you stand out.” (25:17)
• The biggest mistake Liz sees: prioritizing trends or external demands over personal vision, which leads to losing focus.
  • “Anytime you're really bending in a big way that doesn't align with what you had been wanting to do…That's a mistake that often leads to just, you know, just losing focus.” (27:12)

Origin Story of the Podcast & Its Value

• Liz values the podcast as both an outreach tool and a way to find her own professional community after Covid isolation.
  • “I manage a community…I didn't have a community, and Covid was very isolating. And to have people to talk to…was really helpful.” (31:06)
• Podcasting demands significant effort: strategy, cohesiveness, longevity.
  • “Podcasts take a lot of work…To make it make sense to be cohesive, to think about episodes, to connect with your listeners, it’s all a lot of work and a lot of strategy.” (32:18)

Creativity, Balance & Success as a Solopreneur

• Liz struggles to self-identify as a creative, citing imposter syndrome, but acknowledges creativity in business strategizing and content planning.
  • Laryssa encourages redefining creativity and noticing small creative acts.
    • “I like to invite people to expand their definition of creativity…like how you style your jewelry for the day, that's a creative exercise.” (37:45/39:13)
• Liz’s definition of success has evolved: she's shifted her goal from “getting big” to prioritizing community, calm, and local engagement.
  • “In past years…I've really wanted to be small…leaning into local, staying more connected with my local community rather than always looking to like big cities.” (41:11)
  • “Success for me...is just to have a calm, anxiety free day to day where I feel happy.” (42:04)

Advice for New Jewelry Designers

• “Find a community is a big one…this whole concept of community over competition is the vibe of many jewelry designers.” (43:31)
• Liz is approachable and offers personal help for those seeking local community: “If you can't find that, feel free to shoot me a message and I will see what I can do to help you.” (44:12)

Memorable Quotes & Notable Moments

• On community and learning from others:

  “I found this fascination for designers…just seeing them take a flat sheet of metal and turn it into truly a work of art that you could wear.” (06:49)

• On the hardest part of content strategy:

  “I was getting so burnt out on social media clients because you'd be giving these reports and they'd be like, why is it not growing? …defending that got exhausting.” (22:25)

• On what sets successful brands apart:

  “Having a distinct point of view, leaning into a niche…that’s what helps you stand out.” (25:17)

• On evolving definitions of success:

  “I've really wanted to be small or like get smaller or like be behind the scenes…staying more connected with my local community.” (41:11)

• On podcasting:

  “Podcasts take a lot of work…To make it make sense to be cohesive, to think about episodes, to connect with your listeners, it’s all a lot of work and a lot of strategy.” (32:18)

• On creativity:

  Laryssa: “I like to invite people to expand their definition of creativity…like how you style your jewelry for the day, that's a creative exercise.” (39:13)

Timestamps for Key Segments

• Liz’s Start in Jewelry: 02:00 – 07:30
• Finding Community and Passion for Craft: 05:30 – 10:00
• Career Transition, Stay Gold Collective: 13:00 – 18:00
• Impact of Digital Marketing Changes: 20:00 – 23:00
• Standing Out & Avoiding Mistakes: 25:00 – 28:00
• Podcast Origins & Podcasting Lessons: 30:45 – 33:00
• Creativity & Imposter Syndrome: 36:00 – 40:00
• Definition of Success and Community Focus: 41:00 – 44:00
• Advice for New Designers: 43:00 – 44:30
• Quick-fire Fun Questions: 44:45 – end

Conclusion

This episode is an honest, warm exploration of Liz Kantner’s professional path, her perspective on building a meaningful jewelry business, and the unifying power of community in the industry. Liz advocates for authenticity, intentionality, and forming genuine connections, both locally and online. The episode offers encouragement for both emerging and established designers, reminding listeners that sustainable success comes from clarity of purpose and shared support.

For more insights and to join the conversation, visit successwithjewelry.com.