The Glossy Podcast: Founder Stephanie Gottlieb on Elevating Strategies to Reach New Heights

Episode Title: Founder Stephanie Gottlieb: ‘To get to the next level, you need to change your strategies’
Host: Jill Manoff
Release Date: December 18, 2024

Introduction

In this insightful episode of The Glossy Podcast, host Jill Manoff sits down with Stephanie Gottlieb, the founder, CEO, and designer behind Stephanie Gottlieb Fine Jewelry, a New York City-based brand launched in 2013. Stephanie shares her journey from a diamond wholesaler to building a renowned jewelry brand that savvy leverages pop culture and social media to stay ahead in the competitive fashion and luxury industries.

Early Career and Founding Stephanie Gottlieb Fine Jewelry

[02:13] Stephanie Gottlieb:
"I started working in the diamond wholesale industry right out of college, where I absorbed everything about diamonds and the luxury space. Two months in, I was hooked."

Stephanie recounts her initial foray into the jewelry world, working for a family-owned diamond wholesaler. This experience provided her with comprehensive knowledge across marketing, sales, and production. Her passion for trend-focused design led her to launch her own brand, aiming to cater to a more fashion-forward clientele compared to the classic aesthetics of her previous employers.

Building a Brand on Trends and Personalization

[05:05] Stephanie Gottlieb:
"I used the fact that I was a woman who understood what women want to carve out a space for myself in a male-dominated industry."

Stephanie highlights the importance of understanding her target audience—primarily women—and leveraging her unique perspective to create jewelry that resonates with their desires. Starting with bridal and custom pieces, her brand quickly gained traction through personalized and bespoke offerings.

Evolving from Bridal to Collections

[06:13] Stephanie Gottlieb:
"Bridal is where I started, and it remains a significant part of our business. We've recently shifted to designing in collections, which allows us to stretch our creativity and build around our iconic pieces like the Slider Bangle and the Candy Button."

Initially focused on one-off bridal pieces, Stephanie transitioned to developing cohesive collections after appointing a brand president. This strategic shift enabled the brand to sustain growth by emphasizing signature items and expanding their creative horizons.

Harnessing Social Media for Brand Growth

[10:39] Stephanie Gottlieb:
"I really built this brand by harnessing the power of social media. Our community engagement has been such a blessing over the years."

Stephanie credits social media as the backbone of her brand's growth, facilitating direct communication with customers and enabling a personalized client experience. While the brand account now serves as a sophisticated landing page, Stephanie herself maintains a strong personal presence, reinforcing the brand's authenticity and relatability.

Team Building and Strategic Leadership

[12:09] Stephanie Gottlieb:
"To get to the next level, you need to change your strategies. Rebuilding our team and bringing in experienced leaders has been essential."

After eight years of organic growth, Stephanie recognized the need to evolve her business strategies. Bringing on a seasoned brand president, who is a lifelong friend and a natural problem solver, allowed her to delegate effectively and focus on her strengths in creative and product development.

[15:50] Stephanie Gottlieb:
"She's an incredible problem solver and has seamlessly integrated into our team, helping us become a better version of ourselves."

This leadership transition has been pivotal in restructuring the organization, enhancing financial oversight, and fostering a collaborative team environment.

Navigating Industry Trends: Lab-Grown Diamonds and Colored Gemstones

[20:16] Stephanie Gottlieb:
"Lab-grown diamonds have confused customers, but our brand is committed to natural diamonds. We emphasize the emotional and symbolic significance of owning a natural diamond."

Stephanie addresses the rising debate between natural and lab-grown diamonds, reaffirming her brand's commitment to natural stones. She underscores the importance of educating customers on the unique value of natural diamonds and their enduring emotional significance.

[23:25] Stephanie Gottlieb:
"We're leaning back into color with increased demand for colored gemstones, which feels safer for clients amidst the lab-grown conversation."

Embracing trends, Stephanie highlights a renewed interest in colored gemstones and the popularity of stacking and layering jewelry, allowing customers to express personal style while maintaining the brand's commitment to craftsmanship and quality.

A Defining Moment: Taylor Swift and the Global Halo Effect

[26:12] Stephanie Gottlieb:
"When Taylor Swift wore our 87 necklace at the Super Bowl, it was surreal to see our piece on such a globally recognized icon."

One of the episode's highlights is the story of how Stephanie's varsity lettering collection caught the attention of Taylor Swift, leading to the iconic moment of her wearing the 87 necklace during the Super Bowl. This exposure resulted in a significant uptick in international interest, particularly in London, illustrating the profound impact of celebrity endorsements.

[28:55] Stephanie Gottlieb:
"Taylor Swift took the brand global. It was the finishing touch to her ensemble, and people immediately recognized the personalization we offer."

Collaborations and Expanding Market Reach: The Partnership with Studs

[21:16] Stephanie Gottlieb:
"Our partnership with Studs marries our colorful designs with their ear-piercing expertise, creating accessible fine jewelry pieces for new markets."

Stephanie discusses her brand's latest collaboration with Studs, marking the first time she's ventured into the piercing category. This partnership aims to attract a younger audience, particularly Gen Z, by offering stylish yet accessible fine jewelry pieces that complement modern self-expression trends.

[22:44] Stephanie Gottlieb:
"Collaborations will continue to focus on the jewelry space, aligning with our strategy to attract future buyers."

Challenges and Strategic Responses

[29:30] Stephanie Gottlieb:
"Standing out in a crowded market requires more creative marketing and unique product offerings. We remain committed to quality despite rising material costs."

Stephanie candidly addresses the challenges facing her business, including market saturation and increasing costs of materials like gold. Her strategy involves emphasizing product quality, maintaining a focus on natural diamonds, and exploring innovative marketing techniques to differentiate her brand.

[30:45] Stephanie Gottlieb:
"We're excited to highlight our iconic pieces like the Slider Bangle in upcoming marketing campaigns, giving them the hero moments they deserve."

Looking ahead, Stephanie plans to enhance marketing efforts around her brand's signature items, ensuring they receive the spotlight needed to maintain and grow their market presence.

Future Plans and Expanding Presence

[31:35] Stephanie Gottlieb:
"We're looking to engage in more eventing in key cities like Dallas and Miami, leveraging our collaborations to activate and connect with new audiences."

Stephanie shares her plans to expand her brand's physical presence through trunk shows and events in major cities, fostering deeper connections with existing and potential customers.

[32:13] Stephanie Gottlieb:
"Our team is excited to see how our new offerings, especially through partnerships like Studs, will resonate with our audience."

Conclusion

Stephanie Gottlieb's journey from a diamond wholesaler to leading a dynamic fine jewelry brand underscores the importance of adaptability, strategic leadership, and leveraging modern marketing channels like social media. Her commitment to natural diamonds, personalized customer experiences, and strategic collaborations positions Stephanie Gottlieb Fine Jewelry for continued success in the evolving luxury market.

Notable Quote: [12:09] Stephanie Gottlieb:
"To get to the next level, you need to change your strategies."

Stephanie's story is a testament to the power of evolving business strategies and maintaining a clear vision while embracing industry trends. Whether you're an aspiring entrepreneur in the fashion and luxury sectors or a jewelry enthusiast, this episode offers valuable insights into building and sustaining a successful brand in today's competitive landscape.