How to Use Jewelry Marketing to Tap into a $70 Billion Market

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 #308. I want to talk about something worth a whopping $70 billion—and that’s just in the US alone. Did that catch your interest? Can you guess what I’m referring to? Yes, it’s the wedding industry, and today, I’ll explore how you can dive into it. In the vast world of jewelry, clear lines are drawn: there are those who specialize in wedding jewelry and those who don’t. It’s rare for a brand to excel in both areas. However, just because you’re not primarily a wedding jewelry brand doesn’t mean you should overlook this lucrative market. So, how can you, as a non-wedding jewelry brand, tap into this sector? This episode is all about uncovering those opportunities, even if engagement rings and wedding bands are just a small part of your assortment – or not at all what you sell. And in our GOLD MINE segment, I’m diving deep into the often overlooked aspect of effective marketing—not always about increasing spend for greater returns but finding ways to cut costs and capitalize on cost-saving opportunities. This approach is crucial in today’s uncertain economic climate. Stay with me until the end for key strategies that could significantly enhance your business approach by making it more financially sustainable.

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.

If you’re a jewelry business owner doing it all on your own, you know the challenges—changing customer behaviors, rising material costs, and unpredictable algorithms. It’s hard to juggle everything. After working with larger brands for over 8 years, I saw the need for something tailored to you. And that’s why I created JoyDeck—the first jewelry-specific marketing platform that’s affordable, accessible, and built to actually help you succeed. It gives you the full experience of working with Joy Joya—tailored to your budget—so you can start small and scale at your own pace. With JoyDeck, you don’t need a huge budget or team. You get everything you need to take control of your brand’s future. And I’m proud to be your guide on this journey. Ready to stop struggling and start thriving? Take the first step today. Start your free trial, and let’s grow your jewelry brand together. Visit myjoydeck.com/trial to claim your complimentary 30 days. Link in the show notes as well.

Okay, let’s get into today’s episode, my Sparklers! This one’s all about leveraging the humongous wedding industry, even if you don’t sell engagement rings and wedding bands. Now, first things first—you’ve got to understand the wedding market. Weddings today are more than just one big event. It’s an entire series of occasions that, over the years, have expanded well beyond the traditional wedding day. We’re talking pre-wedding events like engagement parties, bridal showers, bachelorette and bachelor parties, rehearsal dinners, the wedding day itself, and let’s not forget anniversaries! Not to mention destination weddings, post-wedding brunches, vow renewals, and milestone celebrations like the first anniversary. Now, I’m not here to say whether this explosion of wedding events is good, bad, or neutral—I’m just here to help you make sure your jewelry brand is a part of it. Weddings are visual, and visual sells. People want their entire wedding journey, from the proposal to the big day to anniversaries, to be styled to the nines. And remember, it’s not just the couple getting married that’s in need of something special. Parents of the bride or groom, the wedding party, close friends, and even guests are all potential customers who want to look their best at these events.

“Wedding Season” Is All Year Round Now, I know some people talk about wedding season as if it’s just from late spring to early fall. But if you’ve been around long enough, you know that’s only part of the picture. Sure, summer is peak season for outdoor weddings, but weddings happen all year round, and every season comes with its own unique styles and trends. So, consider it wedding season all the time. It just means there are different ways to position your pieces throughout the year. Winter weddings? Showcase rich, dramatic pieces like dark gemstones and bold, statement looks. Spring weddings? Lean into delicate, floral-inspired jewelry. Summer weddings? Think resort-ready pieces and lighter, more playful designs for those destination weddings.

Once you understand just how far-reaching and continuous wedding events are, you can start to brainstorm how your products align with wedding opportunities year-round. Align Your Products with Wedding Themes Alright, time to think creatively about the pieces you already sell. Identify products that fit into wedding-related themes. Start by asking yourself: What would someone wear as a wedding guest? What would a bride gift her bridesmaids? What could a mother of the bride or groom wear? Here are a few ideas to get you started: Bridesmaid gifts: Elegant but understated pieces, like matching necklaces or bracelets that the bridal party can wear on the day and beyond. Groomsmen: Think about cufflinks, tie clips, or other accessories that can be personalized. Mother of the bride or groom: Fine jewelry like pearl earrings or a statement necklace that they can wear proudly on the big day. Guests: Statement pieces like bold earrings, cocktail rings, or show-stopping necklaces that help elevate any wedding guest’s outfit. Destination weddings: Resort-ready styles with a beachy or laid-back vibe. And don’t overlook the classics—”something old,” “something new,” “something borrowed,” “something blue.” If you sell anything vintage-inspired, you can capitalize on the “something old” tradition. If you have pieces in blue stones like sapphire, topaz, or aquamarine, there’s your “something blue.”

Look at Your Assortment in a New Light Here’s where the real magic happens—you don’t need to launch an entirely new product line to attract wedding shoppers. Sometimes, it’s just about reimagining how you present your existing pieces. Take a moment to go through your current collection. Are there items you’ve been marketing one way, but could easily shift to a wedding angle? If you’re selling delicate necklaces or rings, think about how they could be worn by a bride who’s not into traditional engagement rings or wedding bands. Minimalist, modern brides may love your more unique pieces as alternatives to the classic diamond solitaire. This approach adds depth and nuance to your storytelling. You’re taking products your audience already loves and putting them in a fresh context. You’re not just offering jewelry; you’re offering meaningful pieces that can be part of someone’s most memorable moments. The story is what sells, not necessarily the product itself.

Marketing Strategies to Attract Wedding Shoppers Now that you’ve aligned your products with wedding themes, let’s get into how to market them effectively: Content marketing is your best friend here. Blog Posts: Use topics like Alternative Engagement Rings for the Non-Traditional Bride or Jewelry Gifts for Your Wedding Party to attract wedding shoppers. Blogs are great because they’re evergreen and help build authority in your niche. Email Campaigns: Send out newsletters featuring Jewelry Color Palettes for Fall/Winter Weddings or Best Jewelry Styles for Wedding Guests. Timing is key—email this content as you head into peak wedding planning season, or ahead of destination wedding months. Social Media Content: Share photos of yourself wearing your designs at a wedding or pre-wedding event. People love real-life examples of how to style your pieces. Create a Reel showing off your favorite jewelry for various wedding guest personalities or venues—beach wedding? Rustic barn wedding? You get the idea.

Collaborations and partnerships. Partner with local wedding planners, bridal shops, or venues. This could look like cross-promotions where they feature your jewelry in their marketing, or you offer a special discount for their clients. Collaborate with other service providers like photographers, makeup artists, and florists. These vendors often work closely with couples and can provide referrals for your jewelry. Attend or sponsor wedding expos. If you have a physical presence, these events are a great way to connect with couples looking for unique jewelry.

Special promotions and bundles. You can create wedding season sales where certain pieces are discounted, or offer bundles—think bridesmaid gift sets, matching pieces for the entire bridal party, or mother-daughter sets for the bride and her mom. Offer styling sessions for brides or wedding party members. It’s not just about selling jewelry—it’s about the experience. These sessions can be virtual or in-person, and you can help them find the perfect pieces to match their outfits or themes.

Leverage User-Generated Content (UGC) If you’re lucky enough to already have customers who’ve worn your pieces to weddings or wedding-related events, use that to your advantage. Encourage them to share photos and tag your brand. This is gold for social proof. It shows how versatile your pieces are and gives potential customers a real-life example of how your jewelry fits into wedding events. You can even run a wedding giveaway where customers submit photos of themselves or their loved ones wearing your jewelry at a wedding, with the winner receiving a discount or gift card. What do you think? Have you been missing out on the wedding market? 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. This week in the GOLD MINE, I want to delve into an essential yet often glossed-over aspect of marketing: the importance of using your marketing budget wisely and avoiding unnecessary expenses. While it’s crucial to consider potential returns—like how much money a strategy might generate or when results will appear—it’s equally important to ensure you aren’t squandering your marketing resources.

For instance, we recently worked with a client to refine their email marketing strategy. They had been doing a fantastic job building their subscriber list and maintaining a consistent schedule with high-quality content. However, despite their hard work, there hadn’t been a chance to step back and optimize the system fully. Their email lists were somewhat disorganized and hadn’t been updated in a while, which made it difficult to measure true engagement and effectiveness. By carefully reviewing and cleaning up the lists, identifying disengaged or spammy subscribers, and reevaluating what was and wasn’t working, we managed to significantly reduce their email marketing service costs by 83%. This adjustment resulted in a much more manageable monthly rate, which will save a considerable amount of money over the year. More importantly, it has given them clearer insights and a more strategic approach to their email marketing, enhancing their ability to connect with their audience effectively.

This kind of meticulous behind-the-scenes effort—evaluating, correcting, and planning—may not directly generate sales immediately, but it’s a crucial investment that sets the stage for more efficient and successful marketing strategies. It’s an indispensable, though not always glamorous, part of marketing that is often overlooked. So, what about you? Have you thought about auditing parts of your marketing to identify potential cost savings? Are there areas in your marketing spending that could be optimized to reallocate funds more effectively? 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