Answers to FAQs About Holiday Jewelry Marketing

Laryssa Wirstiuk 0:00
Ready to break free from algorithms, vanity PR, and money-sucking ads? My name’s Laryssa Wirstiuk, and I’ve learned in 8 years of jewelry marketing that content is the crown jewel. My agency Joy Joya takes a holistic approach, leading with laser-focused storytelling, impactful content creation, and strategic content distribution. This method has worked for the solopreneur as well as the multi-million-dollar company, and now I’m sharing these systems and tactics with you. Here’s to standing out in the Sea of Sparkle.

Welcome to Episode #304. We’re in it, my Sparklers! Holiday planning season is here, and I know some of you are feeling excited, behind, or even a bit overwhelmed. No worries! In this episode, I’m tackling the top questions I’ve been getting from clients about holiday marketing because I can promise you it’s been a hot topic of conversation these past few weeks. I’ll cover how to create effective promotions that build urgency without necessarily relying on discounts, and how to use content, gift guides, and email marketing to boost sales. I’ll also share insights on whether to participate in Black Friday and Cyber Monday, and ways to turn holiday shoppers into loyal customers. In the “Gold Mine” segment, I’ll share some of my favorite tips for managing overwhelm during the busiest time of the year for jewelry brands. If you’re handling everything on your own, I’ve got a pep talk just for you!

But before we get to the solid gold, I’d like to take a moment to remind you that this podcast has both audio and video – so you can either listen on your favorite podcast platform or watch on YouTube by searching “Joy Joya”. You can support the podcast for free by taking the time not only to subscribe but also to leave a rating and review on Apple Podcasts. Also, if you didn’t know, I co-host another podcast called “Success With Jewelry” with my friend Liz Kantner, who’s also a jewelry marketer and the founder of the Stay Gold Collective. We have a free version of the podcast, available everywhere you listen to podcasts and on YouTube as well as a membership community with extended episodes and additional resources. Last week and this week on the podcast, we shared two episodes focused on holiday planning! If you’re looking for guidance, motivation, inspiration, and that extra push to get your holiday marketing on track, be sure to check out those episodes along with this one. They’ll be incredibly helpful if you’re eager for more content!

Okay, let’s get into today’s episode, my Sparklers! Holiday planning has been a hot topic in client meetings recently, and I’ve noticed many of you have the same burning questions. While every jewelry brand is unique—with its own products and audiences—there are some key strategies that apply across the board. In this episode, I’ll share some valuable insights to help you navigate the holiday season with confidence and ease. Let’s get you prepared and excited for the months ahead!

So let’s get into these frequently-asked questions: What are the most effective holiday promotions and how can I create urgency without necessarily relying on discounting?

There’s a time and a place for a discount, and most shoppers love a good sale—that can often be the push an on-the-fence shopper needs to make a purchase, especially during the holiday season. But remember, discounts can easily get lost in the sea of holiday deals, with so many businesses slashing prices. So, while discounts can be effective, consider some other strategies to stand out and create urgency without solely relying on lowering your prices.

Consider a Gift-With-Purchase Offer. Instead of reducing prices, offer something extra—like a pair of earrings or a jewelry care kit with purchases over a certain amount. This adds value and makes customers feel like they’re getting more for their money.

Bundled Products are another great way to drive sales. By offering curated sets, such as a necklace and earring combo or a set of stacking rings, you encourage customers to purchase multiple items, creating a sense of value without needing to discount individual products.

Offering Limited-Time Services like free gift wrapping or personalized engraving can also add a special touch that makes your jewelry feel more unique and gift-ready, which adds urgency for holiday shoppers. If you do choose to offer a discount, consider a Flash Sale or Early Bird Special. These create urgency by limiting the time or availability of the discount, making it feel more exclusive and exciting.

Finally, leverage the power of FOMO (Fear of Missing Out). Use phrases like “limited stock” or “while supplies last” in your marketing to create a sense of urgency without having to lower prices.

So the next question I hear a lot, How do I leverage content, gift guides, and email marketing to maximize holiday sales? The right mix can create a seamless customer experience that feels personalized and thoughtful. Start with your content strategy. Especially leading up to the holiday season, focus on creating engaging and shareable content that showcases your jewelry in a way that tells a story. Content that highlights the craftsmanship and uniqueness of your pieces can help build an emotional connection with your audience and will make your jewelry feel ultra giftable. Gift guides are incredibly effective during the holiday season because they simplify the shopping experience for your customers. Create guides based on themes like “Gifts Under $100,” “Personalized Pieces,” or “Jewelry Recommendations Based on Personality.” You can have multiple gift guides and promote them as a series. You can also collaborate with other brands to cross-promote products, making your guide even more valuable. Email marketing is another powerful tool to boost sales. Consider sending emails that are segmented and personalized, targeting different groups with offers or product suggestions that match their preferences. For example, if you have email marketing data from the previous year, segment out subscribers who bought during the previous holiday season – they’re potentially low-hanging fruit! Always remember to remind customers of any limited-time offers or shipping deadlines. Also, don’t forget to leverage automated emails, like abandoned cart reminders, to nudge potential customers toward completing their purchase.

Another frequently asked question, should my brand participate in Black Friday and Cyber Monday (BFCM), and how can I stand out from the marketing noise? Deciding whether your jewelry brand should participate in Black Friday and Cyber Monday (BFCM) depends on your overall strategy and audience. BFCM can be a great opportunity to boost sales and reach new customers, but it also comes with heavy competition and a lot of marketing noise. To stand out during BFCM, focus on what makes your brand unique. Highlight the craftsmanship, quality, and story behind your jewelry pieces. Consider offering something special that goes beyond just a discount, like exclusive designs, early access for loyal customers, or a limited-time gift with purchase. Additionally, use compelling visuals and storytelling in your marketing to create an emotional connection with your audience. Make sure your messaging is clear and focused on the unique value your brand brings. By doing this, you can cut through the clutter and attract shoppers who are looking for more than just the biggest discount. You can also choose to do BFCM completely on your own terms and on dates that fall outside of that weekend! Shoppers are shopping earlier and earlier for the holidays, so depending on your audience BFCM might even be too late to convert them. So keep that in mind!

And this is such an important question, and one that I don’t think we consider enough when we’re thinking about holiday marketing, How can I build customer loyalty and turn holiday shoppers into repeat customers? Yep, it’s important to think early about the post-holiday experience too! Building customer loyalty and turning holiday shoppers into repeat customers starts with creating a memorable shopping experience. During the holidays, go the extra mile with personalized touches—like handwritten notes, beautiful packaging, or surprise gifts with purchases—that make your customers feel valued and appreciated. After the purchase, maintain the relationship with thoughtful follow-ups. Send thank-you emails and offer tips on how to care for their new jewelry. You could also invite them to join your loyalty program or provide early access to future collections, making them feel like they’re part of an exclusive community. Offering exceptional customer service is key. Respond quickly to inquiries, handle any issues with care, and ensure that every interaction reflects the quality and attention to detail that defines your brand. Lastly, use your email marketing and social media channels to stay connected. Share content that resonates with your customers’ interests, like styling tips, behind-the-scenes looks, or stories about your brand’s values. By engaging with them consistently and authentically, you’ll encourage them to return to your brand long after the holiday season is over. What do you think? How are you navigating these questions for your own brand? Did I give you some new food for thought? Let me know in a comment on YouTube or DM me on Instagram what you think. I’d love to help!

Okay, let’s get into the GOLD MINE. Welcome to another edition of THE GOLD MINE – a segment where I get personal and share insights on entrepreneurship, mindset, success, growth, and all things business. THE GOLD MINE allows me to share topics and insights close to my heart.

In this week’s GOLD MINE, I want to talk about overwhelm because if there’s a season for it, the holidays are definitely it, especially for jewelry business owners. Not only are you juggling your own stress, but your customers might be feeling overwhelmed too, and that energy can definitely spill over onto you! Honestly, I’m in a season of overwhelm myself. Sometimes, no matter how much you plan, when it rains, it pours. I haven’t figured out a way to completely avoid overwhelm—sometimes life and business are just that way.

But here’s the thing about overwhelm: if you can push through those uncomfortable feelings, it really builds resilience. I like to think of overwhelm as an intense rainstorm that comes out of nowhere. You’re caught in the middle of it without an umbrella, no car, nothing to protect you, so you have to get to your destination on foot. The rain is cold, it feels like ice water, and you’re soaked through. That’s what overwhelm feels like. But what’s the alternative? Stand still and freeze? Risk getting sick? No, you have to keep moving. You put on a determined face, maybe clench your teeth, use whatever you have—maybe a tote bag—to shield yourself, and just keep going. Someone might see you and offer you a ride, but you can’t count on it. Sometimes, that’s just how it feels—pretty rough, I know.

Okay, okay, I’m not suggesting you brave an ice-cold downpour this holiday season just to toughen up. So, what can you actually do to handle overwhelm? First, acknowledge the feeling instead of pushing it away. Recognizing that you’re overwhelmed is the first step in managing it. Take a moment to breathe, reset, and remind yourself that feeling this way is normal, especially during such a busy season.

Next, break down your tasks into smaller, manageable steps. When I’m overwhelmed, my top coping mechanism is making lists – but trying to limit them to what I can reasonably get done that day or having another list for everything else. It’s easy to get overwhelmed when you look at all the things you need to do all at once. Instead, focus on what you can accomplish in the next hour or the next day. Prioritize the most important tasks and tackle them one at a time. Practice self-care and don’t forget to take breaks. Even a short walk, a quick meditation, or just stepping away from your work for a few minutes can help clear your mind and reduce stress. I’m so bad at this and trying to get better.

Also, lean on your support system. Whether it’s asking for help from a friend, a family member, or a colleague, or just talking things out with someone who understands, sharing the load can make a huge difference. Spend time with people who encourage and remind you to do your self-care. Finally, keep perspective. Remember why you’re doing what you do and who you’re doing it for. Oh man, I need to follow my own advice! By nature, when you’re stressed, it’s extra hard to maintain perspective, but you have to be mindful. The holidays can be hectic, but they’re also a time for connection, celebration, and gratitude. By focusing on the positive aspects, you can shift your mindset and navigate the busy season with a bit more ease. What do you think? How do you manage overwhelm during the holiday season? Let me know in an Instagram DM or YouTube comment.

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.

Transcribed by https://otter.ai