6 Ways to Revitalize Your Jewelry Business When You're Feeling Stuck

Episode #321 - "6 Ways to Revitalize Your Jewelry Business When You're Feeling Stuck"

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Welcome to Episode #321—and happy Groundhog Day! Since this episode is dropping on the day when a fuzzy little critter supposedly “predicts” how many more weeks of winter we’ve got, I can’t help but think of the other Groundhog Day—the classic Bill Murray movie, where he’s stuck reliving the same day over and over.

When you’re super busy running your jewelry business, it’s easy to slip into a similar routine—doing the same marketing activities for years and wondering why nothing’s changing. It’s enough to make anyone feel like Bill Murray, waking up to the same scenario day after day.

Today, I’m sharing six steps to help you break out of that loop and keep your jewelry business moving forward—no matter which way the groundhog’s shadow goes. Let’s create a new season for ourselves!

Also, stay tuned for “The Gold Mine,” where I’ll be having a fun "book club" moment. Let’s just say it involves a legendary jewelry family and the power of storytelling—plus how we can tap into that same magic in our own brands.

Transcript

Tired of marketing feeling like an uphill battle full of algorithms, ads, and empty numbers? You’re in the right place.

I’m Laryssa Wirstiuk, founder of Joy Joya, a women-founded marketing agency that helps jewelry brands thrive through compelling stories and authentic connections.

For over 8 years, I’ve been elevating jewelry businesses of all sizes by focusing on heartfelt narratives and strategic content. Think of this podcast as your weekly marketing huddle—whether you’re sipping a latte or tackling your to-do list, I’m here to guide you.

Let’s toss aside the one-size-fits-all playbook and create a marketing strategy as unique as your brand. You bring the vision; I’ll help you shine in a Sea of Sparkle.

Welcome to Episode #321—and happy Groundhog Day! Since this episode is dropping on the day when a fuzzy little critter supposedly “predicts” how many more weeks of winter we’ve got, I can’t help but think of the other Groundhog Day—the classic Bill Murray movie, where he’s stuck reliving the same day over and over.

When you’re super busy running your jewelry business, it’s easy to slip into a similar routine—doing the same marketing activities for years and wondering why nothing’s changing. It’s enough to make anyone feel like Bill Murray, waking up to the same scenario day after day.

Today, I’m sharing six steps to help you break out of that loop and keep your jewelry business moving forward—no matter which way the groundhog’s shadow goes. Let’s create a new season for ourselves!

Also, stay tuned for “The Gold Mine,” where I’ll be having a fun "book club" moment. Let’s just say it involves a legendary jewelry family and the power of storytelling—plus how we can tap into that same magic in our own brands.

Before we dive in, a quick reminder: this podcast is available in both audio and video formats. You can listen on your favorite podcast platform or watch on YouTube by searching "Joy Joya." Support the podcast by subscribing and leaving a rating and review on Apple Podcasts—it’s free and greatly appreciated!

And if you didn’t know, I also co-host another podcast, Success With Jewelry, with my friend Liz Kantner, a fellow jewelry marketer and founder of the Stay Gold Collective. We offer a free version available on all podcast platforms and YouTube, plus a membership community with extended episodes and extra resources.

Alright, let’s jump into today’s episode, my Sparklers! It’s time to break free from that Groundhog Day routine once and for all. Here are 6 internally focused, “shake-it-up” strategies for jewelry business owners who feel stuck on repeat—and want to revitalize their marketing and operations from the inside out.

Conduct a Candid “Brand Health Check”

  • Schedule a half- or full-day retreat—just for you, or with your team if you have one. Break down each aspect of your brand—logo, tagline, color palette, tone, copywriting, product mix—and ask, “Does this still represent my/our brand?” or “Where are we missing the mark?” This honest, big-picture examination can spark new ideas or reveal hidden gaps.

  • That doesn’t mean you have to toss everything and start over. Instead, be mindful and thoughtful about any changes. Maybe you’ve had a nagging feeling that your color palette isn’t quite right, or you know it’s time to bring in a brand designer to help everything look more professional. Or perhaps you’ve been putting off a new photoshoot—figure out how to make it happen! By focusing on small, intentional updates, you can refresh your brand without losing the essence that makes it unique.

Map Your Customer Journey from Scratch

Grab some sticky notes or use a flowchart tool like Miro and visually plot out how customers currently discover, engage with, and purchase from your brand. Then ask, “Is this journey efficient, enjoyable, and consistently on-brand?” This exercise can reveal crucial areas for improvement—like tweaking your website layout or fine-tuning your email welcome series.

Here are a few places where disconnects often happen:

  • Custom Jewelry Process: If you offer custom pieces, is the path from initial design inquiry to final delivery crystal clear for your customers?

  • Email Signup Incentives: When someone joins your email list—especially if they’re expecting a code or special offer—how smooth is that process?

  • Social Media Strategy: Think about the actions you want followers to take. Are you leading them toward those actions with a clear plan?

  • Post-Purchase Experience: Once someone buys from you, how do you keep the excitement alive? Is there a memorable “thank you,” an unboxing moment, or a long-term re-engagement plan?

By mapping out and refining each step, you’ll give customers a smoother, more enjoyable experience—and keep them coming back for more.

Revitalize Your Brand’s Core Values

  • Over time, it’s natural to drift from what originally inspired your business—especially if you’ve been at it for years. If you feel stuck in a rut, revisiting your brand’s mission and values can work wonders. You might be amazed at how much both you and your business have evolved! If your guiding principles have shifted, document those new or refreshed pillars and let them guide every future marketing move, partnership, and piece of content. Then, don’t be shy about sharing them. When you reconnect with what truly fires you up, your customers will sense—and celebrate—the renewed energy, too.

Refine Your “Impact Statement”

  • After rekindling your core values, take it a step further by pinpointing the tangible difference your brand makes for customers, your community, or the world at large. This goes beyond simply stating “we value sustainability” or “we give back”—it’s about articulating how you’re actually making that impact. Maybe you’re empowering women to feel more confident, supporting fair-trade artisans, or championing zero-waste production. Once you get crystal-clear on your impact and communicate it internally, you’ll unlock a deeper sense of purpose. And that renewed passion naturally translates into more authentic, compelling marketing that resonates with the people who share your vision. It’s the perfect complement to your refreshed values, forming a powerful one-two punch for taking your brand to new heights.

Upgrade Your Tools and Tech

  • Sometimes, feeling stuck isn’t about creativity—it’s about clinging to outdated tools. Take a hard look at your workflow. Could a better project management app or more robust email platform free up mental space for innovation? Maybe you’ve been frustrated with your e-commerce platform and it’s time to switch. Yes, adopting new tools (or migrating existing ones) comes with a learning curve and takes effort—but if it removes roadblocks in the long run, it’s worth doing sooner rather than later.

Create a Roadmap for Continuous Learning

  • Growth doesn’t happen by accident, so make ongoing education a priority for everyone on your team—including yourself. Tune in to design, marketing, or entrepreneurship podcasts, enroll in online courses or workshops, or seek out a mentor, consultant, or coach. These regular doses of inspiration help you avoid that “same old, same old” feeling and stay ahead of the curve.

  • On the subject of continuous learning, here’s my shameless plug for JoyDeck. This program is all about helping emerging jewelry brands tap into their full potential and thrive in a competitive market. Whether you’re looking to elevate your brand or need a more focused strategy to stand out, JoyDeck’s expert guidance, tailored resources, and industry-specific expertise have you covered. It’s like having a strategic partner on call for every small jewelry brand owner. Ready to get started? Visit myjoydeck.com for more info and to begin your free 30-day trial.

So, what do you think? Are there any areas in your jewelry business where you’ve been feeling stuck or on repeat? I’d love to hear about your experiences—drop a comment on YouTube or shoot me a DM on Instagram. Let’s keep the conversation going!

Alright, Sparklers, it’s time for THE GOLD MINE—where I share personal stories from my entrepreneurial journey and connect them to impactful marketing lessons.

In this week’s GOLD MINE, I’m excited to have a little “book club” moment with you. I’ve been reading The Cartiers: The Untold Story of the Family Behind the Jewelry Empire, and I’m absolutely captivated. There’s a particular passage about Pierre Cartier—second-eldest son of jeweler and Cartier founder Alfred Louis Francois Cartier—and how he approached sales conversations in such a fascinating way.

The author writes, "his technique for negotiating, say, the sale of a pearl necklace was not at all what most people might imagine of the art of selling. He never said, 'this is a great buy, a necklace of X pearls of Y grains, perfectly matched and costs Z dollars.' He talked of painters of the seventeenth century who painted grandes dames with pearl necklaces, or he described the rich colors of the yellow and pink pearls that made up the matched necklaces. Or he discussed the difficulty of matching pearls or discoursed on India and her love of beauty and jewels. At the crux of it, he had an intuitive understanding of people's motivations."

I absolutely love this passage. Sure, it’s not rocket science, but it’s such a valuable reminder of something we already know deep down: jewelry purchases are driven by emotion and the magic that surrounds each piece. Hearing that Cartier used this very technique all the way back in the early 1900s—telling stories to charm clients and deeply understanding what motivated them—feels like a reassuring nod to the timeless power of storytelling.

So this is a nudge for all of us: are you building your brand purely on price, materials, and the physical product? Or are you weaving a tale that enchants your customers with the romance of your jewelry? Let’s all lean into a little more enchantment!

If you haven’t read The Cartiers yet, I highly recommend giving it a try. I’m only a third of the way in, but it’s already proving to be a juicy and insightful read.

If you found today’s episode helpful, be sure to subscribe, leave a review, and share it with fellow jewelry enthusiasts. 

And that's it for today! If you want to reach out, you can always email me Laryssa at laryssa@joyjoya.com. And if you loved this podcast, please share it with a friend who'd appreciate it. Don't forget to subscribe as well as leave a review on Apple Podcasts. 

If you're completely new to digital marketing, then you'll want to purchase and read a copy of my book JEWELRY MARKETING JOY. Visit joyjoya.com/book for more information.

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