Success With Jewelry – Episode 156: 2026 Trends: Flexibility, Consistency, and What Shoppers Want Now

Hosts: Laryssa Wirstiuk & Liz Kantner
Date: January 12, 2026

Main Theme

In this episode, Laryssa and Liz dive into the trends shaping the jewelry industry in 2026, focusing on how brands can adapt to a rapidly changing landscape. They draw on nearly two decades of combined jewelry marketing experience to emphasize flexibility, the growing importance of consistency, personal connection, and what today's shoppers truly want. They also reflect on business anniversaries, how AI is changing marketing, and why in-person engagement and brand values are more important than ever.

Key Discussion Points & Insights

1. Milestones and Reflection (00:57–04:44)

• Announcing their 10-year business anniversaries (02:17)
• Gratitude to listeners and reflection on three and a half years of podcasting
• Candid discussion about planning for celebrations and staying transparent with listeners

2. Major Trends for 2026 (05:08–19:26)

A. Flexibility as a Core Strategy (05:10–05:43)

• Liz: “The number one thing to plan for is flexibility… I feel like designers have been kind of needing to be a little nimble in what they’re doing.”
• Both agree: marketers and designers must adapt quickly amidst ongoing changes in the marketplace, scheduling, and digital channels

B. Consistency in Branding & Engagement (06:21–07:08)

• Laryssa: “Showing up consistently is going to be super important. Probably more important than ever before.”
• Consistency and flexibility go hand-in-hand—be open to changes but stay reliable in brand presence and messaging.

C. In-Person Community and Local Presence (07:08–08:05)

• Don’t rely only on digital marketing. Even as online tools evolve, in-person community building and events are crucial, especially for smaller brands.

  • Laryssa: “If that’s not a path you can afford to take, in-person can be a great alternative to just more organically get in front of your audience.” (07:35)

D. AI’s Dual Impact on Marketing (08:05–09:56)

• Search behavior and digital marketing are rapidly shifting due to AI.
• Human connection and authenticity gain value as AI-generated content increases.
  • Liz: “There’s so much more value in human content and handcrafted things and showing up imperfectly because of all of this very perfect AI content that’s coming out.” (08:05)
  • Laryssa: Comments on public doubt when seeing perfect content: “Everyone immediately is not sure... people just doubt everything now.” (08:48–09:24)

E. Clienteling and Personalized Marketing (09:27–10:27)

• Building one-on-one relationships can distinguish high-end and custom jewelry brands.
  • Liz (on clienteling): “It’s really like having a database of people who have purchased from you before or leads and staying in touch with them and building relationships with them.” (10:03)

F. Values-Based Shopping (10:27–11:51)

• Shoppers want to align with brands that share their values.
  • Liz: Cites Bombas and Emily Chelsea as brands that communicate their values effectively. (10:53–11:47)

G. Collaborations and Micro-Communities (11:51–14:51)

• Collaborating with like-minded brands is one of the best ways to grow.
• Micro-communities (small, engaged groups) drive deeper, more authentic engagement than chasing big influencers.
  • Liz: “When you’re looking at influencers... look at a smaller, really engaged group because that’s going to go much further for you than looking for somebody with a ton of followers.” (13:39)

H. The Power of Small Joys (12:00–13:39)

• Self-purchasing and “treat yourself” messaging resonate due to challenging times.
• Leaning into small joys and little luxuries (festive experiences, minor indulgences) can enhance brand appeal.
  • Liz: “It’s such a small thing, but it transported me for, like, an hour... small joys and things like that are something to lean into.” (12:00)

I. Trends in Jewelry Purchases: Personal & Emotional (15:29–17:13)

• Heirloom redesigns, sentimental symbols, birthstones, engravings, and custom work are trending.
  • Laryssa: “All the top bestsellers were ones that were more meaningful and especially involving family sentiments...”
• Custom work is valued for the personal experience and connection to the process.

J. Shift Toward Intentionality in Shopping (17:34–19:05)

• High-end purchases are becoming slower and more considered.

• Consistency in storytelling and engagement throughout the year fosters trust that leads to Q4 sales.

  • Liz: “Trusting that the work you’re doing now is building trust... so that by the time we get to December 2026, somebody is like, I know that brand. I know their values. I know their story.” (18:37)

Notable Quotes & Memorable Moments

• Liz: “The number one thing to plan for is flexibility.” (05:10)
• Laryssa: “So much has changed, and it’s been super difficult as a marketer to keep explaining things to clients… digital marketing is changing so quickly, especially as it affects online search behavior with AI.” (05:43)
• Liz: “There’s so much more value in human content and handcrafted things and showing up imperfectly because of all of this very perfect AI content that’s coming out.” (08:05)
• Laryssa: “When I scroll on Instagram now... everyone immediately is not sure. There was even a video... but there were still people... is this AI? It was real, but people just doubt everything now.” (08:48–09:24)
• Liz: “Clienteling... is really like having a database of people... and building relationships with them.” (10:03)
• Laryssa: “If that’s not a path you can afford to take, in-person can be a great alternative to just more organically get in front of your audience.” (07:35)
• Liz: “Collaborations—that’s the best way to grow.” (11:51)
• Liz: “Lean into connection in 2026—and small joys.” (17:27)
• Laryssa: “The higher the price point, the more you have to plant the seeds and trust that work will pay off maybe months from now.” (18:21)

Important Timestamps

• 00:57–04:44: Reflections on podcast longevity and 10-year anniversaries
• 05:08–05:43: Flexibility as 2026’s essential attribute
• 06:21–07:08: The new level of importance for consistency
• 07:08–08:05: Building in-person connections overtakes digital for some brands
• 08:05–09:56: AI’s effect on search, marketing, and the rise of human authenticity
• 09:27–10:27: Defining and practicing clienteling
• 10:27–11:47: Values-led shopping and standout brands
• 11:51–14:51: Collaborations and micro-communities as the best growth channels
• 12:00–13:39: The emotional importance of small joys and self-purchase
• 15:29–17:13: Emotional and personalized jewelry purchases dominate trends
• 17:34–19:05: Intentionality, trust, and the long sales funnel

Wrap-Up: Key Takeaways

• Lean into personal connection and small joys.
• Balance flexibility with consistency—adapt, but show up reliably.
• Double down on your unique values and communicate them.
• Embrace both online innovation and in-person engagement.
• Know that building relationships and brand trust is a slow, long game—especially for higher-end purchases.
• Consider micro-communities and meaningful collaborations as more effective than big influencer partnerships.

[19:26]
The episode ends with encouragement to the community: “Are you planning on leaning into personal connection this year? Let us know!”

Listeners can find more tips and community resources at successwithjewelry.com.