Introducing Our New Jewelry Marketing Support Platform: JoyDeck

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 #300. Yes, it’s a milestone one, so I’m making it special! Side note – did you know I published my first episode in November 2018 and have pretty much added new episodes weekly since then? But please don’t go back into the archive that far; I don’t even want to know what’s back there. I’m coming up on six years this November! And yes, this will be relevant when you hear the topic of this week’s Gold Mine segment. But anyway, in today’s episode, I’ll be announcing the winner and finalists of the Joy Joya Summer 2024 Emerging Jewelry Brand grant! I also want to introduce our new JoyDeck jewelry marketing support platform, which is officially launching this week. This platform has been over a year in the making since I first conceived of the idea, and I’m thrilled to share that it’s finally live. I want to tell you all about it and how it can benefit you—I think many of you will love it! In the Gold Mine segment, I’ll share tips on how you can put yourself on the hook for generating jewelry marketing content ideas over and over and over for the long haul. If you often feel like you can’t come up with good ideas, this might change your perspective.

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. I invite you to check it out if you’re hungry for more content!

One more thing before I announce the grant winner and finalists: I want to tell you about our FREE masterclass available only for a limited time. This masterclass will give you valuable insights into our: Flow: Master the rhythm of creating compelling content. Process: Understand the creative strategies used by the Joy Joya team. Speed: Accelerate your content creation process. By the end of the masterclass, you’ll have: A Simple Content Plan: For an entire month. One Full-Length Blog Post: Optimized for SEO. Four Email Campaigns: Inspired by the blog post. Twelve Social Media Posts: Repurposed from the blog post and emails. We actually got feedback from Joy Joya fan Laura about the masterclass, and she said, “I just finished watching the masterclass! SOOO good!! I can’t wait to brainstorm blog topics and start to implement the strategies you showed for repurposing a single blog post into multiple pieces of content. I’ve heard of this before – many times in fact — but with your examples, I feel it finally clicked with me.” Feeling overwhelmed with content creation for your jewelry brand? Want to know how to save time and work smarter, not longer? Learn how to repurpose content efficiently and confidently using my proven methods. Don’t miss out! Visit myjoydeck.com/masterclass to access the masterclass now. The link will also be in the show notes. Get ready to transform your content creation game! But again, this is only available for a limited time.

Okay, the time has come. We’re thrilled to announce this year’s Summer Grant winner and the five finalists! We’re excited to welcome Twyla Dill to the Joy Joya family as our grant winner. Twyla, based in Seattle, WA, has her eponymous jewelry brand Twyla Dill. She transforms handmade lace into metal, and her origin story is captivating. As she writes on her website: “When I was 19 years old, I moved to Istanbul, Turkey, and one day my friend’s mom taught me to crochet lace. That afternoon changed my life. Crocheting lace became an obsession and then a passion, and I started making jewelry with my lace. Since that day 12 years ago (and since starting my business in 2015), my jewelry has evolved a lot but it always continues on the thread of crocheted lace, making and capturing delicate details. My pieces tell the story of travels, of adventure, and of the incredibly inspiring women in my life.” What stood out most to me and my team about Twyla is her incredible work ethic. When I say this woman is committed to her business and achieving her goals, I mean it. It exudes from everything she does! Her dedication is inspiring and perfectly aligns with our collaborative approach. We value hard-working partners because we put in the effort to ensure our clients’ success. Additionally, Twyla has done an amazing job carving out her niche in the industry, owning her unique brand identity, and leaning into it hard. This level of commitment and clear brand vision is something we truly admire. We’re also excited to announce the five finalists who will receive 6 months of mid-tier JoyDeck support. This support is similar to our full-service model but in a more collaborative, done-with-you approach. The finalists are: Julie Dye from Blossom and Shine Delphine Leymarie from Delphine Leymarie Jewelry Kate Winternitz from Kate Winternitz Jewelry Canela Gonzalez from CinnamonSticks Designs Elisha Marie from Elisha Marie Jewelry We aimed to span a broad range of categories within the jewelry industry and focus on brands that have worked hard to build their audience and put themselves out there in daring and risky ways. I can’t wait to update you on their progress over the next 6 months!

Okay, let’s get into today’s episode, my Sparklers! I’m so excited to tell you that JoyDeck is finally live. If you want to cut to the chase and learn about it yourself, you can visit myjoydeck.com. The idea first came to me in June 2023, after years of trying to figure out how I could help smaller jewelry brands and independent designers without charging the high fees required for individualized marketing support. Up until then, we were charging our Bespoke clients $2-3K/month, sometimes even higher depending on the level of support. That’s the going rate for marketing support, considering the time and resources my team and I dedicate to our clients. To put it in perspective, hiring a part-time marketing assistant at an entry level for 20 hours per week would cost around $1600/month. You’d likely need to offer a lot of training to that person, and you might not be sure if they actually know what they’re doing since they don’t have years of marketing and jewelry experience. With JoyDeck, you get experts who can shortcut your success with an entire team behind you, all for not much more than that. It’s kind of a steal if you ask me! But anyway, that’s a tangent. We understand that $2-3K/month is still super cost-prohibitive for many brands. There are so many jewelry business owners who listen to this podcast and resonate with our approach to marketing but just can’t afford it. I agonized over how we could help more people at scale without compromising our support. That’s when the idea for JoyDeck was born.

I remember going on a road trip with my husband in June 2023 and brainstorming a million different names for the platform until JoyDeck seemed to fit perfectly. Here’s the scoop: we did a soft launch of JoyDeck in February to a small group of clients who didn’t get accepted for the January pay-what-you-can full-service grant but seemed like great candidates for our mid-tier version of JoyDeck. There are three subscription levels, more on that in just a moment. We gave these clients the opportunity to try it out at the price they named, and we worked through it with them. By February, most of JoyDeck was set up, but it took us 6 months of working with our existing clients to fine-tune our offering based on their feedback and experiences. We have client testimonials like this one from Nikki Nation: “So far I really enjoy the platform. It is easy to navigate and makes sense to me. It’s also nice having everything in one place, so I don’t have to go searching for documents. I feel like it is well organized!” And from Laurie Reid of LFR Studios: “I very much like the videos. I think they are a very effective way of communicating, and I love feeling like you are talking to me. The audits were a revelation.” However, even our mid-tier JoyDeck offering at $600/month may still be cost-prohibitive for some, so we didn’t want to compromise too much on service at that point. Gaining insights from working with our mid-tier clients, we brainstormed ideas to create an entry-level offering at $100/month. This includes many of the same resources and features, just in a more DIY capacity with the power of community behind the members. And we’re SO EXCITED about how this came together. I’m going to be straight-up and say it’s not for everyone. It’s not a quick fix or a magic solution because, let’s be real, what can you expect for $100/month? My clients paying thousands of dollars/month aren’t even getting magic solutions, I can promise you that. But we’re incredibly proud of this platform, and I think it encapsulates the Joy Joya approach into a manageable program for jewelry business owners ready to dig deep and do the work.

Let me tell you how these three tiers are different. The JoyDeck entry-level plan is $100/month. This is for brands looking for guidance and support. Our entry-level membership offers access to tailored resources and accountability. And just to clarify before I move forward, none of these options are ideal for pure startups, like those that haven’t launched any sort of business yet. We may have an offering for startups in the future, but all levels of JoyDeck are most appropriate after the initial launch stage. The entry-level option is perfect for those who need a helping hand to stay on track and achieve their marketing goals. Some of our favorite features of this level of membership include a monthly jewelry-specific content calendar (emails, blog posts, and social media) that you can mold and tailor to your brand with guidance on how to do so, email marketing templates and instructions, an audience-building quiz and game plan tailored to the best audience-building strategy for you, monthly collaborative challenges (where you can win fun prizes), guidance for DIY audits, weekly brand storytelling journal prompts, and full access to the JoyDeck Resource Library, which is constantly updated with new guidance, videos, tools, etc. This is a great starting point for jewelry brands just getting their feet wet and needing community as well as direction. Our next level of support is mid-tier JoyDeck, at $600/month. This one is more hands-on than the entry-level support tier but still follows a “done with you” model. With this level of support, you get everything in the entry-level tier, but your content calendar is customized and completely tailored to your brand along with personalized social media ideas delivered monthly. We have a kickoff call with you and then meet monthly to review your marketing questions and needs. The biggest takeaway is that you get 3 deep-dive audits and a success roadmap tailored just for you, so you know exactly what you need to be working on in your marketing. You also get assigned a dedicated Client Account Manager (CAM) and have access to our messaging portal, where you can message your CAM whenever you have questions or need support. Our CAMs are very knowledgeable in marketing and communicate directly with me when strategic advice is needed. You also get access to a reporting dashboard.

Lastly, we have full-service JoyDeck support, which includes everything I just mentioned, but we take over your email marketing and blog posting. We create a custom email template for you, design your Welcome Series and other essential email automations from scratch, and manage your email marketing, sending campaigns weekly and ensuring your list health stays amazing. We work closely with your content calendar, ensuring all your marketing stays on track. You also get more in-depth meetings and reporting, including insights on your monthly reports. We assess your search engine marketing and provide monthly blog posts to help you increase organic traffic. This level of support starts at $2,000/month and goes up from there depending on the complexity of the brand. We work with bigger brands in more complex and individualized ways, which we call our Bespoke services. These don’t always fit neatly into the boxes I just described and require more intense strategy, testing, and experimentation. We work closely with those clients at the beginning of their engagement to figure out what works best for them and how we can best support them, especially since many of them already have internal marketing employees and/or teams. I want to leave you with a final thought about pricing and value because it’s easy to focus on the price tag instead of the value of the investment. Think of it this way: if you wanted a gym membership to casually work out a few times a week, $600/month would be extremely expensive, even more than the most luxurious gym like Equinox! But if you were a professional athlete, you’d likely spend even more on gym access, training, and physical therapy because it’s an investment in your future. As a business owner, it’s crucial to view pricing not just in terms of the present but in terms of your future goals. Consider how you approach purchasing materials, especially gold. Despite its high price, you buy it because you need it to create your products. Similarly, if you don’t invest in marketing, you won’t have a business. Now, imagine that your $600/month investment in JoyDeck leads to just a 10% increase in your monthly revenue. For a small jewelry business grossing $75,000 annually, that’s an additional $7,500 per year, or roughly $625 per month. This increase not only covers the cost of the marketing service but also positions you for further growth. Plus, it saves you the time and frustration of figuring out why your current efforts aren’t working and why you feel like you’re always spinning your wheels. Think of your marketing spend not just as an expense, but as a strategic investment. This shift in perspective allows you to make decisions that propel your business forward. That’s the mindset of successful business owners! If you’re ready to take control of your business’s future, start viewing your marketing efforts as essential investments for growth. What do you think? How could you see yourself benefiting from JoyDeck? Visit myjoydeck.com (link in show notes) to learn more about JoyDeck and to inquire about starting today. If you’re interested in the entry-level plan and would like a one-month trial, we can offer that to you when you fill out the inquiry form. Let me know in a comment on YouTube or DM me on Instagram what you think.

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’ll keep it concise as there’s been plenty to ponder today. As we approach the milestone of episode #300 and nearly six years of our podcast this November—an episode nearly every week, holidays aside—I want to reflect on a key aspect of creative persistence. Many of you ask how I continually find fresh ideas, week after week, not just for the podcast but for all my clients. The answer is simple, something I’ve shared before: This is my full-time job, and there is no fallback plan. Succeeding in your business demands that you show up because showing up isn’t just part of the job; it is the job. How are you committing to your success each day? How are you holding yourself accountable, or perhaps you need someone else to help with that? What stakes have you set for yourself? Maybe it’s time to ask if those stakes are truly high enough to push you forward. Is that a little too intense? I feel intense today. You got one shot, give your dreams a fighting chance, expect more from yourself and watch yourself rise to the challenge. Thanks for showing up, Sparklers! Drop your thoughts in a YouTube comment or DM me on Instagram. I’d love to hear your take!

Did you have any questions about today’s episode? Don’t forget to check out our new FREE Content Repurposing Masterclass, which you can access by visiting myjoydeck.com/masterclass. It’s only available for a limited time, and by the end of the masterclass, you’ll have: A Simple Content Plan: For an entire month. One Full-Length Blog Post: Optimized for SEO. Four Email Campaigns: Inspired by the blog post. Twelve Social Media Posts: Repurposed from the blog post and emails. 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