Jewelry Marketing for the Holiday Rush: Last-Minute Tips AND a Bonus I

Think of this podcast as your weekly marketing huddle with someone who understands your journey inside and out. The best part? It's on your terms—whether you're sipping a latte, tackling your to-do list, or simply taking a moment for yourself.

So let's toss aside that one-size-fits-all playbook and create a marketing journey tailored to your brand's essence. You bring the vision, and I'll share the expertise to make your jewelry brand shine in a sea of sparkle.

Welcome to Episode 315. December is here, and with Christmas just weeks away, order deadlines are looming, and time is running out for your customers to find that perfect gift. But don't worry—there's still plenty of opportunity to make a big impact.

In this episode, I'll be exploring actionable strategies to attract last-minute buyers and ensure your brand becomes their go-to for meaningful, thoughtful holiday gifts. From offering an “Under-the-Tree Guarantee” and leveraging gift cards to creating urgency with flash sales and styling sessions, I'll share tips that will help you stand out in the holiday rush.

Plus, I'll talk about setting clear expectations with your customers to keep them happy and stress-free during this hectic time of year.

And I've got a surprise for you in today's episode—a special guest interview, which I haven't done in a while. Any guesses on who it might be? Well, if you read the title of this episode, then you already know. But if you're not familiar with this jewelry designer, you'll have to keep listening to find out.

Just a quick note—there won’t be a GOLD MINE segment today since we're diving into a longer episode with the interview. But don't worry, I'll bring those insights back in next week's episode.

Before we dive in, just 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 by subscribing and leaving a rating and review on Apple Podcasts—it’s free and greatly appreciated.

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

If you missed last week’s bonus episode, the Winter 2025 Emerging Jewelry Brand Incubator Grant is officially open for applications. If you're an independent jewelry brand looking to level up, listen up: one lucky brand will receive six months of full-service digital marketing support—totally free! That’s a whopping $18,000 value.

Why are we doing this? Are we crazy? No! Empowering jewelry business owners is at the heart of everything we do. Whether you're just starting out or already shining bright, we want to help you grow. Here's the scoop: you need to have an active jewelry business with an e-commerce presence. If you're already a fan of the podcast and love our approach to marketing, that's a bonus! If you applied before but didn't get selected, please don't let that stop you—this could be your year.

You'll want to go to jewelrybrandincubator.com before the deadline of Friday, January 3rd. The application link is in the show notes as well.

And today, I have a very special treat for you. I'm excited to share a short interview with Twyla Dill, the latest recipient of the Joy Joya Jewelry Brand Incubator Grant, which kicked off this past August. So let's dive in and hear Twyla's thoughts on her experience with the grant and with working with our team.

Interview with Twyla Dill

Laryssa: Hey Twyla, thanks so much for joining me today. I’m really excited to chat with you.

Twyla: Hi Laryssa! Thanks for having me. I’m happy to be here.

Laryssa: Why don’t you give the listeners and viewers a quick description of who you are and what your jewelry business is all about?

Twyla: Sure! I’m Twyla Dill, and my jewelry business is also called Twyla Dill. I make pieces that are cast lace. I actually hand-crochet lace, then create a mold and cast it into metal. It results in this beautiful texture of thread, but in solid metal.

Laryssa: That’s incredible! How long have you been doing this?

Twyla: Just about 10 years—it’ll be 10 years in January. I’ve recently shifted gears over the past year and a half. I used to combine metal fabrication with crocheted thread edges, but now my work is fully focused on cast lace.

Laryssa: You were the recipient of the Joy Joya Incubator Grant back in August and have been working with us for about four or five months now. Where were you in your business when you applied, and what challenges were you facing?

Twyla: At the time, I was doing everything myself. I used to have an employee but had to make changes earlier this year, which left me juggling 85 jobs solo. I was selling through old inventory, designing a new collection for the fall, and managing all aspects of my business—it was a lot!

Laryssa: What made you decide to apply for the grant?

Twyla: I loved your approach to working specifically with jewelry brands and your focus on results-driven strategies. I wanted expert eyes on my business to help me refine how I communicate with my ideal clients.

Laryssa: What has been the most helpful aspect of the program so far?

Twyla: Definitely updating my email flows! They were outdated and didn’t reflect my new branding. Having those refreshed has been such a relief. I also love the blog posts and email templates you’ve created—they’re visually stunning and so on-brand.

Laryssa: Have there been any surprises about the program?

Twyla: I didn’t realize how in-depth it would be. The website audit and the ease of working with your team have been amazing. You’ve made everything seamless, even creating thoughtful questionnaires to gather information without overwhelming me.

Laryssa: That’s great to hear. What advice would you give to jewelry brands thinking about applying for the grant?

Twyla: Be open and share your dreams and goals. Put everything on the table—you never know what will happen!

Laryssa: Thanks so much for sharing your insights, Twyla. It’s been amazing working with you.

Twyla: Thank you, Laryssa! This has been such a valuable opportunity.

I hope Twyla’s story inspires you to apply for the Winter 2025 edition of the Joy Joya Jewelry Brand Incubator Grant. Visit jewelrybrandincubator.com to learn more and apply.

Now, let’s dive into today’s main topic: the countdown to Christmas is on, and order deadlines are looming! Time is running out for your customers to find that perfect gift, but there’s still time to make a big impact.

Here’s how you can attract those last-minute shoppers and turn them into loyal customers for your jewelry brand.

First of all, if you want to attract last-minute shoppers, you have to understand them. Let’s talk about who these people are and why they present a golden opportunity for jewelry brands like yours.

These are the procrastinators who've been putting off gift shopping until now, the busy professionals who simply haven't had the time, and even the indecisive ones who've been waiting for the perfect inspiration to strike. They're not looking for just any gift. They're seeking something thoughtful and meaningful—something that shows they've put care into their choice.

This is where jewelry shines, both literally and figuratively.

What's on their minds as the clock ticks down? Their biggest concerns are fast and reliable shipping, confidence that the product they want is in stock, and finding something special without endless decision fatigue.

This is why you, as a jewelry brand, need to care about last-minute shoppers. They’re often willing to spend more—they’re compensating for lost time by going all in on the perfect gift. If you can meet their needs quickly and seamlessly, you're not just helping them; you're setting yourself up for some impressive holiday sales.

So let’s cover some actionable strategies for snagging those last-minute shoppers.

First, make sure you're optimizing for convenience and clarity. Making the shopping process as smooth and straightforward as possible is key to capturing last-minute buyers. Start by clearly communicating your order deadlines for Christmas delivery—everywhere: across your website, on social media, and in your email marketing campaigns. Don’t make customers hunt for this information. It should basically be front and center.

If you offer expedited shipping or local pickup options, make sure those options are highly visible to ease concerns about timing.

You might also want to curate a last-minute gift guide that highlights ready-to-ship items—the things that will get to them the fastest. Even gift cards can be a great option, making it easy for shoppers to find the perfect solution without overthinking.

Next, leverage gift cards. Gift cards can be the ultimate fallback for last-minute shoppers, and they don’t have to feel impersonal. Market them as thoughtful and flexible options with creative messaging, like “The Gift That Always Fits.” Not everyone knows someone’s ring size or preferred style, but letting them choose their dream jewelry gives them control.

If you don’t already offer digital gift cards, consider doing so. Festive, customizable designs are perfect no-brainers for quick delivery. To make the gift feel more special, provide creative ideas for presenting the gift card—maybe include it with a handwritten note, a beautiful envelope, or paired with a small token gift.

Next, you'll want to lean into social media. At this time, social media is going to be your best friend during the holiday crunch. You might want to run a countdown campaign with posts like “Seven Days Left to Guarantee Christmas Delivery,” creating urgency.

Showcase in-stock and ready-to-ship items with eye-catching product photos, or even provide styling tips to inspire last-minute buyers. Don’t forget to highlight any extras you offer, like gift-wrapping services or personalized touches, which make the gifting process even easier for your customers.

Also, don’t neglect email campaigns for creating extra urgency. Email marketing is a powerful tool to connect with high-intent shoppers—people who’ve expressed interest by adding items to their cart or purchasing in the past. Use subject lines like “Last Call for Holiday Delivery” or “Only a Few Left—Shop Now” to grab attention and spark action.

Segment your audience to target those most likely to buy, such as customers with abandoned carts or those who purchased during the holiday season in previous years. Be sure to include clear calls to action, emphasize shipping options, and make order deadlines unmistakably clear.

If it makes sense for your business, partner with local boutiques or host local pop-ups. These events create a sense of immediacy and community while giving shoppers confidence that they can pick up their items on time. Promoting pickup options for local customers can be a game changer, helping them avoid shipping delays.

Finally, incentivize immediate purchases. Encourage last-minute shoppers to act quickly by offering exclusive perks, such as free rush shipping or complimentary gift wrapping. These small incentives can be powerful motivators for customers racing against the clock.

You can also tap into the scarcity mindset by highlighting limited stock or popular items. Make it clear that time is running out to secure the perfect gift.

Looking for other creative last-minute marketing ideas? Offer an “Under-the-Tree Guarantee” by promising that select items will arrive in time for Christmas. This reassurance can give last-minute shoppers peace of mind.

You can also create urgency and excitement with flash sales or limited-time offers tailored specifically for those who may have missed Black Friday or earlier holiday promotions.

For a more interactive approach, consider hosting a virtual holiday styling session where you showcase gift ideas, answer questions in real time, and help shoppers confidently choose their gifts.

Above all, it’s important to manage customer expectations. As the holiday rush intensifies, transparency becomes crucial. Be clear about shipping deadlines, product availability, and any potential delays to avoid last-minute disappointments.

Consistent, transparent communication—whether through your website, social media, or email—builds trust and ensures a positive shopping experience. It also helps minimize customer complaints.

Finally, maintain a helpful and empathetic tone in your marketing communications. Even if the holiday rush has you feeling a little stressed, a touch of extra care during the season can leave a lasting impression on your customers.

So, what do you think? Are you making a push to cater to those last-minute shoppers? Let me know in the comments on YouTube, or send me a DM on Instagram. I’d love to hear your thoughts and questions and see how I can help you.

And that’s it for today. If you want to reach out, you can always email me at laryssa@joyjoya.com. And if you love this podcast, please share it with a friend who’d appreciate it. Don’t forget to subscribe and leave a review on Apple Podcasts.

If you’re completely new to digital marketing, 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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Jewelry Marketing for the Holiday Rush: Last-Minute Tips AND a Bonus Interview With Twyla Dill

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