Finding the Right Audience for Your Fine Jewelry

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 7 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 #282. Today, I want to chat about finding an audience for your fine jewelry, especially if you sell at more aspirational, luxury price points. This episode was actually inspired by some content I’ve been watching on TikTok and it really got me thinking about the target audience for high-end accessories. The first post was from a TikTok user named “Level Blue”, who teaches ladies how to be elegant in her own words. One of the posts I watched was called “3 luxury things elegant ladies never buy”, and #2 was very branded jewelry, I won’t name any brand names but you know what I mean, fine jewelry that features very obviously brand motifs or details that can be connected to the luxury brands that make them. According to this TikTok-er, “elegant” ladies don’t buy this type of jewelry because it’s so overly fake to the point that wearing is it tacky – who even knows if what you’re wearing is real or fake? Elegant ladies wear unique jewelry that you won’t find copied or on a lot of other people. The other TikToks that have been inspiring me is the account Class of Palm Beach; the content creator basically goes on the streets of Palm Beach, FL to ask people about their outfits. Of course, I’m always interested to hear about the jewelry. Most of the time, it’s just stacks on stacks of Cartier love bracelets or lots of Tiffany, which don’t get me wrong is fine if you love those things. But every once in a while, a person who’s interviewed wears something different, like one recent TikTok showed a women wearing necklace layers with Foundrae. And in the comments, all the people were asking, “Whoa I love that jewelry, so unique, what was the brand again?” Where I’m going with this is: there are two types of high-end buyers – the ones who really like the brand names and the recognition of wearing something that looks expensive. If you’re listening to this podcast, and your business isn’t named Cartier, Tiffany, Van Cleef, or similar, then you will likely never cater to this customer because their money is going to be spent elsewhere. You don’t have literal centuries under your belt building a brand name. So what’s left for you? You’re catering to the people that “Level Blue” is catering to, the customers who want to look elegant without looking like they’re wearing something that can easily be copied. And speaking to the customer who does want something different and something that’s going to make them feel special and unique is going to mean having a clear story, voice, and personality in your brand, so that you can reach those customers who will feel proud to be wearing something unique. And in this episode, I want to chat about how to do just that and reach that customer.

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.

Okay, let’s get into today’s episode, my Sparklers! Again, if you sell fine jewelry, and your brand isn’t named Cartier, Tiffany, or Van Cleef, then this one’s for you. In the realm of luxury jewelry, two distinct consumer archetypes emerge: the brand loyalists and the seekers of uniqueness. Brand loyalists are those who gravitate towards the cachet and recognition of established luxury names, finding value in the heritage and prestige these brands convey. On the other hand, seekers of uniqueness abstain from the overt symbols of brand identity in favor of pieces that articulate a distinct sense of style and individuality. These consumers are drawn to jewelry that speaks to their personal narrative and aesthetics, favoring craftsmanship and uniqueness over widespread recognition. For fine jewelry brands looking to carve out a niche in the competitive luxury market, it’s the latter group that presents a fertile ground for growth. By focusing on this audience, brands can differentiate themselves through unique designs, compelling narratives, and an emphasis on personal expression, thereby appealing to those who seek to stand out rather than blend in with the branded crowd. Understand Your Audience – who’s surprised? This is always the place to start So you’ll want to define the Ideal Customer Profile, and surprise – it’s not someone who wears luxury logos proudly. It’s someone who values uniqueness and elegance. And what are typically the characteristics that set this person apart? These individuals often possess a refined taste for design and an appreciation for craftsmanship, seeking pieces that not only adorn but also express their personality and values. They tend to be well-informed, not just about the latest trends, but about the stories and artisans behind the jewelry, placing a premium on authenticity and ethical sourcing. This group values exclusivity, preferring items that are not mass-produced but rather limited in availability or bespoke, ensuring their selections are as unique as their personal style. Socially conscious, they may also prioritize sustainability and ethical practices in their purchases, aligning their luxury choices with their broader values. Additionally, they are likely to be confident, self-assured individuals who see their jewelry as an extension of themselves, not just as a status symbol but as a form of self-expression and creativity. Crafting Your Brand’s Story – Develop a Compelling Narrative and Create Emotional Connections! Crafting a brand narrative that resonates with customers who value uniqueness and elegance involves a thoughtful approach that intertwines your brand’s story with the aspirations and ideals of your audience. These are just a few action-oriented and specific tips to ensure your brand narrative effectively captures their attention: Emphasize Artisanship and Craftsmanship: Highlight the meticulous attention to detail, the quality of materials, and the skill of the artisans behind each piece. Share stories of how each item is made, perhaps through behind-the-scenes videos or artisan interviews. This underlines the exclusivity and uniqueness of your offerings, appealing to those who value craftsmanship. Create a Strong Brand Heritage or Mythology: Even if your brand isn’t centuries old, you can build a compelling narrative around its origins, inspirations, and the journey to its current state. Craft tales that speak to the founding principles, the challenges overcome, and the milestones achieved. This builds an emotional connection and gives your brand a memorable identity. Utilize Visual Storytelling: Make your narrative visually compelling through high-quality photography and videography that captures the essence of your brand and products. Use these visuals to tell stories on your website, social media, and marketing materials, ensuring they all convey your brand’s unique aesthetic and elegance. Connect to Larger Lifestyle Themes: Align your brand narrative with broader lifestyle themes that resonate with your target audience, such as sustainability, global travel, or cultural appreciation. This can make your brand more relatable and aspirational, drawing in consumers who see your jewelry not just as accessories but as expressions of their personal values and experiences. 3. Marketing Strategies Utilizing Social Media Effectively: Engaging with audiences through content that highlights your brand’s uniqueness and storytelling. Showcase the Creation Process: Offer a glimpse into the making of your jewelry. This could include everything from selecting materials to the intricate processes of design and manufacture. Highlighting the artisanal aspect can create a deeper appreciation for the craftsmanship and uniqueness of your pieces. Host Live Q&A Sessions: Use platforms like Instagram Live or Facebook Live to host sessions where you or your designers discuss your inspirations, answer questions about jewelry care, or share styling tips. This interactive approach builds a community and makes your brand more relatable. Utilize User-Generated Content: Encourage your customers to share photos of themselves wearing your pieces with a specific hashtag. Reposting these images not only provides social proof but also shows potential customers how your jewelry looks in everyday settings, adding a personal touch to your brand. Email Marketing: Make everything feel personalized and high touch. Tailor your messages based on customer interests and past purchases. For instance, customers who have bought engagement rings might be interested in anniversary pieces, while those who appreciate a specific collection could be notified about new additions. Exclusive Previews and Offers: Use email to give your subscribers first access to new collections, limited editions, or special discounts. This exclusivity fosters loyalty and makes them feel valued. Educational Content: Include content that adds value beyond just selling products, such as jewelry care tips, the history behind certain gems, or styling advice. This positions your brand as an authority and builds trust with your audience. Personalized Recommendations: Based on purchase history or browsing behavior, send personalized product recommendations. This bespoke approach can significantly enhance customer experience and drive sales. Content Creation on the Website: Blog Posts with Depth: Create blog content that dives deep into topics related to your brand ethos, such as the importance of sustainable sourcing, the stories behind your collections, or guides on choosing the perfect piece for special occasions. This not only improves SEO but also engages readers with meaningful content. Behind-the-Scenes Videos: Embed videos on your site that show the craftsmanship that goes into creating your jewelry. This can include interviews with designers, tours of your studio, or documentaries about the sourcing of materials. Customer Testimonials and Stories: Feature detailed customer stories and testimonials that highlight their experiences with your brand. This could be through written features or video interviews. Authentic stories can significantly impact potential customers’ perceptions and decisions. 4. Building Customer Relationships Exceptional Customer Service Personalizing the customer experience to build loyalty and word-of-mouth referrals. Community Engagement: Creating a sense of community among your customers through events, exclusive previews, and more. Leveraging customer feedback and stories in your marketing.

So what do you think about everything I said today? I feel like I was intense, more intense than usual. I don’t know, I’m really passionate about this. And I want you to, despite all the limited time we have all the limited resources we have, how hard it is to like make change and implement things. Even if you take 1/100 of what I said today and try it out. I would love to see that. Not because I told you so, and I told you to do it. But because I think so many people out there are doing the status quo. And that’s not the way to find new opportunities for growth. And so challenging yourself and trying something new. Even if it doesn’t work out. That’s how you’re gonna keep pushing yourself forward in your business and eventually finding success and meeting your goals.

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, we’re delving into the crucial shift away from the prevalent last-minute, do-it-all approach that I’ve observed among solopreneur jewelry business owners. It’s easy to see the appeal of this mindset. As a solopreneur, you primarily answer to yourself, bearing the sole responsibility for your actions—or inactions. If a task goes undone, you’re the primary person affected, barring any direct consequences for your customers. So, the question arises: why bother changing this mindset? Scalability: Systems and processes are foundational to scaling your business. They allow for consistent results and make it easier to delegate tasks when you do decide to expand, whether by outsourcing or hiring. Without processes, every new task or project starts from scratch, which is inefficient and not scalable. Efficiency and Productivity: Having clear processes in place saves time and reduces the mental load of remembering every detail, allowing you to focus more on growth-oriented activities. It streamlines your operations, making it easier to manage and execute tasks effectively. Stress Reduction: Relying on a last-minute approach can be stressful and lead to burnout, especially as your business grows and tasks become more complex. Planning and processes help mitigate this stress by providing clear guidelines and steps to follow, making daunting tasks more manageable. Better Decision Making: With plans in place, you can make more informed decisions about your business. Planning involves setting goals, researching, and forecasting, which provides a clearer picture of your business landscape and helps you make decisions that align with your long-term vision. And most importantly? Time for Creativity and Innovation: When you’re not constantly in a reactive mode, you have more time to think strategically and come up with innovative solutions or ideas. This can lead to new products, services, or improvements that can significantly impact your business. Moving away from a solopreneur mindset that relies heavily on doing things last minute to one that embraces planning and processes can significantly impact your business’s efficiency, scalability, and overall success. It’s about setting up a foundation that not only supports current operations but also paves the way for future growth and opportunities. What do you think? Do you have the last-minute mindset? Drop me a message via Instagram DM, leave a review on the podcast, or comment on our YouTube channel.

Did you have any questions about today’s episode? You can always email me Laryssa at laryssa@joyjoya.com. If you loved this podcast, please share it with a friend who’d appreciate it. And 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