7 Ways to Maintain Jewelry Marketing Consistency

Episode #319 - "7 Ways to Maintain Jewelry Marketing Consistency"

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Welcome to Episode #319! I'm thrilled to announce the Winter 2025 Joy Joya Emerging Jewelry Brand Incubator Grant Winner in today’s episode. I'll get to that shortly and hope to have the winner join us on the podcast soon to introduce themselves as well.

But the main topic today is maintaining holiday marketing consistency into the new year. We saw many of our clients and jewelry brands in our network excel with their marketing during the holiday season. They experimented with new strategies, kept their messaging consistent, and persevered even when things got extra busy and challenging. Good work, everyone.

However, I understand how tough it can be to sustain that momentum in the new year, especially after taking time to rest and enjoy the holiday festivities. It can feel overwhelming to dive back in—trust me, I’ve wished for just a bit more time off too! 

But it's crucial to get back on track because it's easy to fall behind. Before you know it, Mother's Day will be here, and you might not have a solid strategy or plan for the year. Don’t procrastinate—take action for your own success. In this episode, I’ll share 7 tips to help you maintain your marketing consistency.

Also, stay tuned for "The Gold Mine," where I’ll discuss my personal tactics that are especially important to me in January as I strive to start the year strong with my marketing efforts.

Links From the Episode:


Episode #232: https://joyjoya.com/blogs/podcast/achieve-results-by-setting-goals-for-your-jewelry-marketing-content

Magick Alchemy: https://magickalchemy.co/

Magick Alchemy on Instagram: https://www.instagram.com/magick_alchemy

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 woman-run marketing agency that helps jewelry brands thrive through compelling stories and authentic connections. For more than eight 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, and I'll help you shine in a sea of sparkle.

Welcome to episode 319. I'm thrilled to announce the Winter 2025 Joy Joya Emerging Jewelry Brand Incubator Grant winner. In today's episode, I'll get to that shortly and hope to have the winner join us on the podcast soon to introduce themselves as well. But the main topic today is maintaining holiday marketing consistency into the new year.

We saw many of our clients and jewelry brands in our network excel with their marketing during the holiday season. They experimented with new strategies, kept their messaging consistent, and persevered even when things got extra busy and challenging. So, good work, everyone—pat yourselves on the back. But I also understand how tough it can be to sustain that momentum in the new year, especially if you took time off to rest and enjoy the holiday festivities.

It can definitely feel overwhelming to dive back in. Trust me, I wished for just a little bit more time off too. But it's crucial to get back on track because it's so easy to fall behind—and really quickly. Before you know it, Mother's Day will be here, and you may not have a solid strategy or plan for the year.

Don't procrastinate. Take action for your own success, and in this episode, I'll share seven tips to help you maintain your marketing consistency. Also, stay tuned for the Goldmine, where I'll discuss my personal tactics that are especially important to me in January as I also strive to start the year strong with my marketing efforts.

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 for free by subscribing or leaving a rating and review on Apple Podcasts. It's greatly appreciated.

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

All right, I'm beyond thrilled to introduce the Winter 2025 Joy Joya Emerging Jewelry Brand Incubator Grant winner—wow, that's a mouthful—and her name is Susan Bird. Though you might know her as Suzy, the visionary behind Magic Alchemy.

Suzy’s journey is nothing short of captivating. Born in Odessa, Ukraine, her family sought refuge in the United States in 1996, bringing with them precious heirloom jewelry that had survived wars and traveled across seas. These pieces weren’t just beautiful—they were vessels of family, love, and history. That sparked Suzy’s lifelong passion for jewelry.

From the age of 16, Suzy began crafting her own creations, starting with polymer clay and whimsical pendants. Her dedication led her to explore wire wrapping and electroforming, transforming her artistic vision into stunning pieces. Despite early challenges, including a heart-wrenching robbery that threatened to dim her spirit, Suzy’s resilience shone through. She vowed to reignite her passion, and in 2018, she took the bold step to run Magic Alchemy full-time.

Suzy’s work is a testament to her unwavering commitment and boundless creativity. Whether she's designing a dream ring for a wedding, an anniversary, or an heirloom piece, Suzy pours her heart into every creation, ensuring each piece tells a story of love and legacy.

We chose Suzy and Magic Alchemy for several reasons:

  • Her strong "why"—the deep-rooted passion that fuels her artistry truly shines and inspired us when we read about her brand and met her.
  • She has built an incredibly engaged audience in a short period, showcasing her ability to connect and captivate.
  • Susie's energy and passion are infectious, and her niche audience perfectly aligns with her unique style and heartfelt story.

Suzy, congratulations on winning the grant this time around. We can't wait to see how you'll refine your craft, grow your audience even more, and continue to create magical pieces that speak love through generations.

Stay tuned as we, over the next few months, dive more into Suzy's inspiring journey and her plans for the future of her brand. And if you want to check out her brand yourself, check out the links in the show notes.

Alright, let’s dive into today’s episode, my Sparklers! Maintaining your holiday marketing momentum into the new year can feel daunting, especially after a busy season. But don’t worry—I’ve got you covered with seven actionable steps to keep your marketing strategy shining bright all year long. Let’s get started!

Step 1: Reflect and Analyze Holiday Campaigns

"First up, let’s talk about reflecting and analyzing your holiday campaigns. The holiday season is usually the busiest and most revenue-generating time of the year for many of us in the jewelry business. It’s a prime opportunity to gather insights that will help you plan and shine even brighter in the year ahead.

Start by reviewing your performance metrics. Take a deep dive into what worked and what didn’t. Look at your sales data, website traffic, social media engagement, and email open rates. These numbers are your roadmap to understanding your successes and areas for improvement.

Next, gather customer feedback. Use surveys or social media polls to get a sense of your customers’ experiences and preferences. Ask yourself these specific questions:

  • How did I expect the holiday season to go?

  • How did it actually go, and how did the reality compare with my expectations?

  • What should I never do again?

  • What should I try again?

  • What should I try again with some tweaks, and what would those tweaks be?

  • What are some ideas that came out of the holiday season that I don’t want to forget for next year?

  • Given the way things panned out, when should I start preparing for the holidays next year?

Answering these questions will give you a clear picture of what to keep, what to change, and what new ideas to explore."

 

Step 2: Reflect on the Past Year

"Now, let’s broaden that reflection to encompass the entire past year. It’s not just about the holidays; it’s about your overall journey. Ask yourself the same set of questions:

  • How did I expect the year to go?

  • How did it actually go, and how did the reality compare with my expectations?

  • What should I never do again?

  • What should I try again?

  • What should I try again with some tweaks, and what would those tweaks be?

And don’t forget to dream big with your BHAG—that’s your Big Hairy Audacious Goal. This exercise of reflection helps you wrap your head around your goals for the upcoming year. One of the biggest challenges with goal setting is not knowing where you stand, which makes it hard to figure out where to go from there. Plus, not knowing what’s possible can make it tough to imagine a goal.

But when you stick to regular business and self-reflection, digging deeper into your business, you start to set goals that are truly grounded in your reality and aspirations. Trust me, this clarity makes all the difference."

Step 3: Set Your Goals

"Alright, moving on to setting your goals. I know, I know—goal setting might sound a bit boring, and I’ve probably talked about it a million times before. But stick with me because it’s crucial. I have a section in my book, Jewelry Marketing Joy, all about goal setting, and if you need more details, check out episode #232 where we dive into setting SMART goals. I’ll drop the link in the show notes for you.

Here’s the gist: your goals should be Specific, Measurable, Attainable, Relevant, and Time-Bound. But here’s a game-changer for me: don’t just set business goals. Incorporate personal goals too. Why? Because you’re a whole person, not just a business owner. Your personal goals, like getting better rest or improving your work-life balance, can significantly impact your ability to achieve your business goals. When you’re well-rested and balanced, your creativity and productivity soar, helping you reach those business milestones more effectively."

 

Step 4: Get Ahead with Your Content Calendar

"Okay, now that we’ve tackled the goal-setting beast, let’s talk about something that might make you groan a little—but trust me, it’s worth it. Get as far ahead of your content calendar as possible. I know it sounds like a chore, but the payoff is huge.

A lot of my clients pour so much effort into holiday content planning that they end up playing catch-up in January. It’s like falling off a cliff! To avoid that, block out half a day to sit down with your calendar and map out your content for at least the next six months. Even if your plans will change, having something in place gives you a solid foundation to build on.

Use the insights and reflections from your holiday analysis to rough in some ideas for next year’s holiday campaigns. Think it’s too soon? Nope, it’s not. Plot it in now, and you’ll thank yourself later when you’re breezing through January without the stress of last-minute planning."

 

Step 5: Automate Where You Can

"Next up, let’s talk about automation. Automating your marketing activities can save you a ton of time and provide a smoother customer experience. Here are some key areas to consider:

  • Email Marketing Automation: Set up automated email sequences for welcome emails, abandoned cart reminders, and follow-ups. Tools like Mailchimp, Klaviyo, or ActiveCampaign can help you design these workflows without much hassle.

  • Social Media Scheduling: Use tools like Buffer, Hootsuite, or Later to schedule your posts in advance. This ensures you maintain a consistent presence on social media without having to be glued to your phone or computer all day.

  • Customer Relationship Management (CRM): Implement a CRM system like HubSpot or Salesforce to manage your customer interactions and data efficiently. This can help you personalize your marketing efforts and keep track of customer preferences.

  • Inventory Management: Automate your inventory tracking with tools like TradeGecko or Zoho Inventory. This ensures you always know what’s in stock and can avoid over-promising or under-delivering on orders.

  • Analytics and Reporting: Set up automated reports to track your key performance indicators (KPIs). Google Analytics, for example, can be configured to send you regular updates on your website’s performance, helping you stay informed without manual checks.

By automating these tasks, you free up valuable time to focus on creative and strategic aspects of your business, all while providing a seamless experience for your customers."

Step 6: Make Content Creation Fun

"Let’s move on to something that should actually be enjoyable—making content creation fun. Let’s face it, some days you might feel like throwing your Instagram out the window. But finding ways to make content creation enjoyable can keep your creativity flowing and prevent burnout.

Here are some ideas:

  • Be Playful: Inject some personality into your posts. Share behind-the-scenes moments, bloopers, or fun facts about your creative process.

  • Try New Tools: Experiment with new Instagram features or other social media tools. Whether it’s Reels, Stories, or interactive polls, using new tools can keep things fresh and exciting.

  • Set Aside Playtime: Dedicate specific times to play and experiment with your content. Approach it with curiosity and an open mind, rather than waiting until you’re stressed to post.

  • Collaborate with Others: Partner with fellow jewelers or influencers for joint content projects. Collaboration can spark new ideas and make the process more enjoyable.

  • Challenge Yourself: Set creative challenges or themes for your content. For example, a 'Monday Mood' post or a 'Friday Feature' showcasing a specific piece from your collection.

By making content creation a fun and engaging part of your routine, you’ll not only enjoy the process more but also produce more authentic and captivating content for your audience."

Step 7: Nurture Your Existing Customer Relationships

"Finally, let’s talk about nurturing your existing customer relationships. Your current customers are your biggest advocates, and keeping them engaged is key to long-term success.

Here are some ways to deepen those relationships:

  • Get Personal: Reach out to your customers on a personal level. Send handwritten thank-you notes, birthday wishes, or personalized messages to show you care.

  • Send Cards or Gifts: During special occasions or holidays, send small tokens of appreciation. It could be a discount code, a freebie, or a special card.

  • Personalized Email Campaigns: Tailor your email content based on customer preferences and past purchases. Personalized recommendations and exclusive offers can make your customers feel valued.

  • Engage on Social Media: Respond to comments, messages, and mentions. Show genuine interest in your customers’ lives and feedback.

  • Gather Feedback: Send out surveys or feedback forms to understand what your customers love and what they’d like to see more of. Use their input to improve your products and services.

  • Create Community: Foster a sense of community by encouraging customers to share their own stories and experiences with your jewelry. Feature customer photos or testimonials on your platforms.

  • Exclusive Access: Offer your loyal customers early access to new collections, special sales, or exclusive events. This makes them feel like VIPs and keeps them coming back for more.

Positive feedback and strong relationships will keep you motivated and provide a steady foundation for your business growth."

So what do you think? Have you ever tried any of these tips at the tip of the year before? Share your thoughts in a comment on YouTube or send me a DM on Instagram.

The Gold Mine

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, share my personal tactics that help me kickstart January and set the tone for a strong year ahead in my marketing efforts.

1. Structuring My Day with a Morning Routine

"First up, I’ve been working on making my day a bit more structured, especially when it comes to my morning routine. If you’re anything like me and have fallen into the habit of checking social media or emails first thing in the morning, this might resonate with you. Recently, I downloaded an app for my iPhone called ScreenZen. It blocks access to certain apps before 9 AM and after 5 PM. At first, I thought it was a bit silly to restrict myself from using apps, but I realized that I was opening them out of habit, just to fill the void—not because it was genuinely beneficial or something I wanted to do. If you find yourself mindlessly scrolling or checking emails first thing, I highly recommend giving ScreenZen a try. It’s made a huge difference in how I start my day, allowing me to focus on what truly matters instead of getting distracted by notifications."

2. Embracing a Holistic Approach to Goals

"Next, I’m really striving to be more holistic about my goals. It’s easy to hyperfocus on business objectives, but I believe it’s equally important to incorporate personal goals. For instance, I’m committed to getting back to meditation every day, especially first thing in the morning. This practice centers me and sets a positive tone for the day. Additionally, I’m making a conscious effort to increase my daily steps and remember to stretch regularly—something I’ve notoriously struggled with in the past. By balancing my business goals with personal wellness goals, I find that I’m more energized, focused, and ready to tackle whatever the day throws my way."

3. Weekly Meetings with Myself

"One of the most impactful practices I’ve adopted this year is scheduling weekly meetings with myself every Friday. During these sessions, I review my goals for the year, assess the action steps I’m working on, and evaluate my progress. It’s a time to reflect on what’s going well and identify areas where I might be falling off track. Importantly, if I realize I’ve slipped up, it doesn’t mean I’m lazy or that I’ve done something wrong. Instead, it’s an opportunity to reassess my structure, tools, or plans to help me get back on track. There’s always a chance to return to your habits or goals at any time, so don’t beat yourself up if you’re not meeting every expectation you set for yourself. This approach keeps me accountable while also being kind to myself, ensuring that I stay motivated and resilient throughout the year."

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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