Jewelry Marketing in 2024: Lessons, Wins, and Surprises
Episode #316 - "Jewelry Marketing in 2024: Lessons, Wins, and Surprises"
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Welcome to Episode #316, the second-to-last episode of the year! Today, I'm doing something special. I'm looking back at the most-downloaded podcast episode of the year—‘Do These 3 Things for Jewelry Marketing Success in 2024.’ Not only did it top our charts on Spotify and Apple Podcasts, but it was also the most-viewed YouTube video of all our 2024 uploads. You all loved it, shared it, and most importantly, put it into action.
So today, I'm revisiting those three tips, reflecting on what made them resonate, and talking about what we learned at Joy Joya from putting them into practice with our clients. And next week, I'll also look ahead to what this means for 2025 because we’re always planning for the next big thing in jewelry marketing.
And stick around for THE GOLD MINE, where I’ll be sharing my personal favorite marketing tactic from this year—a strategy that truly stood out and delivered incredible results. I’ll also dive into why it resonated with me so deeply and how you can make it work for your brand in the year ahead.
Transcript
Tired of marketing feeling like an uphill battle full of algorithms, ads, and empty numbers? You're in the right place. I'm Laryssa Wirstiuk, founder of Joy Joya. We're a woman-run marketing agency that helps jewelry brands thrive through compelling stories and authentic connections. For over eight years, I've been elevating jewelry businesses of all sizes by focusing on heartfelt narratives and strategic content.
Think of this podcast as your weekly marketing huddle. Whether you're sipping a latte or tackling your to-do list, I'm here to guide you. Let's toss aside the one-size-fits-all playbook and create a marketing strategy as unique as your brand. You bring the vision, and I'll help you shine in a sea of sparkle.
Welcome to episode 316, and it's the second-to-last episode of the year. Today, I'm actually going to look back at an episode from January of this year. It was the most downloaded podcast episode of 2024, and that one was Do These Three Things for Jewelry Marketing Success in 2024. Not only did it top our charts on Spotify and Apple Podcasts, but it was also the most viewed YouTube video of all our 2024 uploads. You all loved it, shared it, and most importantly, many of you put it into action. So today, I'm revisiting those three tips, reflecting on what made them resonate, and talking about what we learned at Joy Joya from putting them into practice with our clients.
And next week, I'll look ahead at what this means for 2025 because we're always planning for the next big thing in jewelry marketing. Stick around for The Gold Mine, where I'll be sharing my personal favorite marketing tactic from this year—a strategy that truly stood out and delivered incredible results. I'll also dive into why it resonated with me so deeply and how you can make it work for your brand in the year ahead.
Before we dive in, a quick reminder: this podcast is available in both audio and video format, so you can either 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. And if you didn't know, I also co-host another podcast, Success with Jewelry, with my friend Liz Canner, a fellow jewelry marketer and founder of the Stakehold Collective. We offer a free version on all podcast platforms and YouTube, plus a membership community with extended episodes and extra resources.
In case you didn't hear, the Winter 2025 Emerging Jewelry Brand Incubator Grant is officially open for applications. If you're an independent jewelry brand looking to level up, well, 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 do we do this? Well, empowering jewelry business owners is at the heart of everything we do at Joy Joya. Whether you're just starting out or already shining bright, we want to help you grow. To qualify, you need to have an active jewelry business with an e-commerce presence. If you're already a fan of this podcast and love our approach to marketing, that's a bonus. If you applied before but weren't selected, don't let that discourage you. This could be your year. Just visit jewelrybrandincubator.com before the deadline of Friday, January 3rd. The application link is in the show notes as well.
Okay, let's get into today's episode, my sparklers. As we approach the end of the year, it's the perfect time to reflect on what worked, what didn't, and what lessons we can carry forward. Back in January, I outlined three key strategies for jewelry marketing success in 2024. So let's revisit those strategies and break down how they helped so many of you thrive.
The first one was diversifying your business. Diversification was a huge theme this year, and for good reason. I heard from so many of you who tried exploring new product categories, new markets, maybe new partnerships, and it's clear this strategy resonates because it taps into the very thing we all want: growth and future-proofing ourselves when the economy is uncertain, when things are changing with technology and consumer behavior. But also, as some of you learned, myself included, it's all about balance. So the magic lies in adding without diluting your brand.
Number two was transforming your brand into a storyteller. The idea of the storyteller being more important than the story struck a chord with so many of you. Honestly, in a year when AI-generated content dominated, brands that leaned into authentic storytelling through their founders, teams, and unique customer stories were the ones that truly stood out. If you haven't yet, ask yourself: how can I make my brand feel more like a person and less like an institution?
And then number three, building out first-party data. This tip was a hit for one simple reason: it's the most impactful thing you can do for long-term growth. At least for me—and I'm sure it does for you—it feels like the social platforms just keep changing their algorithms. But email and SMS marketing remained rock solid. Many of you took this advice and ran with it, launching email-exclusive collections, growing your subscriber lists, and using that data to drive sales and build relationships with your customers. If you're still sitting on this one, let 2025 be the year you jump on email and/or SMS.
Now that I've revisited these top strategies that I recommended at the beginning of 2024, I want to dive into the real magic—the lessons that I learned over this past year. These aren't just theories anymore. They've been tested, refined, and proven by you, my sparklers, throughout the year. So let's explore what we saw work, what surprised us, and how these strategies evolved into powerful tools for success.
The first lesson we learned in 2024 was the power of focus. This year, we really saw brands succeed by prioritizing fewer things and doing them better. For example, there's one jewelry business we work with that chose to go all in on email marketing, creating irresistible incentives for sign-ups and launching email-exclusive early access to collections. The results? Their fans were clamoring to sign up, and they had a far more engaged email list overall. Focus doesn't necessarily mean saying no to everything forever. It means saying "not right now" to things that might dilute your efforts while you lean into your chosen area of focus.
The second lesson was that storytelling is not optional. As I mentioned before, the brands that truly thrived this year didn't just tell stories—they became storytellers. It wasn't about having the perfect founder story or a viral social media post. It was about showing up authentically and consistently. For example, we work with one jewelry brand that leaned into using short videos to share the inspiration behind specific pieces they were highlighting. These weren't flashy or professionally produced, just the founder talking about what a design meant to her and why she was inspired to make it. But it increased engagement so much because it resonated deeply with their audience.
So the takeaway is that authenticity always wins. Don't worry if your storytelling isn’t polished. Worry about whether or not it’s real—whether it shares why you chose a specific gemstone or takes people behind the scenes in your workshop. Connect with your audience by showing your humanity. You can check out episode 279 for more tips on how to make your jewelry brand story less boring.
Number three builds on that point I made about first-party data through email and SMS. This was the year many of you saw firsthand—if you hadn’t already—how unreliable social media algorithms can be. One podcast listener recently shared how their Instagram engagement dropped dramatically this year. That’s a pattern I’ve been seeing a lot, even for brands that haven’t changed their approach and have been as consistent as ever. However, because some of these brands focused on building their email lists, they were able to communicate more directly with their true fans.
The takeaway here is that social platforms are “rented land,” while your email and SMS lists are your safety nets. If you haven’t started building that first-party data yet, start now. Even something as simple as offering a discount or a free guide in exchange for an email address can make a huge difference, even if you have zero subscribers right now. Check out episode 305 for more details on the top email marketing mistakes jewelry brands make—and how to avoid them.
The fourth lesson we learned is that experimentation yields results, but only when it’s grounded in strategy. In 2024, many of you stepped up and got creative, whether it was testing new platforms, trying out collaborations, experimenting with new brand messaging, or exploring different promotions. The brands that saw success didn’t just throw spaghetti at the wall; they experimented with intention. The takeaway? Experimentation is essential for growth, but it works best when treated like a science experiment: test, analyze, and iterate.
Number five: Community was so important in marketing this year. I’ve heard from many of you that leaning into community-building really paid off, whether through live virtual styling sessions or local events. Those efforts created deeper connections and loyalty. Yes, community-building takes time, but it’s worth it. Start small—maybe a monthly live Q&A, a VIP email segment, or even a branded hashtag. Foster a sense of belonging among your customers, reward them, and show genuine interest in them as people.
Number six: Embrace imperfection. Overly produced, highly polished campaigns took a backseat to raw, real, behind-the-scenes content in 2024. For example, a quick video of a jewelry designer sketching a design or working on a piece at the bench outperformed highly polished content, especially on platforms like Instagram and TikTok. Audiences crave realness over perfection. A little imperfection can create a stronger emotional connection and humanize your brand.
And finally, the last lesson that surprised me the most was the unexpected rise of nostalgia marketing. Nostalgia is a well-known tactic, but its effectiveness in jewelry marketing this year took me by surprise. Whether through vintage-inspired designs, old-school marketing aesthetics, or storytelling that evoked “the good old days,” customers were drawn to brands that used nostalgia to create timeless, personal connections. When done right, nostalgia creates an emotional anchor, and jewelry brands that tapped into this saw customers connecting not just with their products but also with the stories and memories those pieces represented.
So, what do you think? Have you used any of these tactics in 2024? I’d love to hear how they worked for you. Share your thoughts in a comment on YouTube or shoot me a DM on Instagram.
Alright, sparklers, it’s time for The Gold Mine, a segment of the podcast where I share personal stories from my entrepreneurial journey and connect them to impactful marketing lessons. This week in The Gold Mine, I want to share my absolute favorite marketing strategy of the year—the one that not only blew me away with its results but also felt the most fulfilling when done right.
For me, it was all about helping brands become storytellers rather than just having a story. I’ve said this a few times already in this episode, but it’s so important and resonated with me so much. I saw its impact firsthand. It puts the human element back into marketing, especially in a year when AI has become a very real part of the stories we tell.
Take even a big brand like Coca-Cola, for example. They recently made headlines—and even faced backlash—for creating a fully AI-generated Christmas commercial. It was a bold move that highlighted a key truth: no matter how advanced AI gets, it can’t replicate the warmth and authenticity of a story told by a real person, especially one who is known, liked, and trusted by their audience.
This year, as AI content became more prevalent, it sometimes felt overly polished or disconnected, raising doubts in the minds of those consuming it. The jewelry brands that thrived were the ones that got personal. They shared small moments that built real human connections—the vulnerable moments, the challenges, the celebrations, and even their interactions with customers. These moments made the brands feel real.
Why does this matter so much to me? Working in the jewelry industry, I see how jewelry is inherently personal. It’s not just about metal and gemstones; it’s about the memories, emotions, and stories tied to those pieces. As a marketer and educator, helping brands capture that emotion, tell those stories, and ensure they’re seen and heard feels like magic when it all comes together.
To share a specific example, we worked with one client who started doing personal styling tip videos on Facebook Live. Since they already had great engagement on Facebook, they showcased cute outfits and demonstrated how to accessorize them with their jewelry, tailoring the looks for various seasons and occasions. These weren’t flashy or perfectly lit productions—they were relatable and authentic, and customers loved them. They commented, messaged, and even shared their own outfit ideas featuring the brand’s pieces.
These videos didn’t just sell jewelry; they built a community around shared style and creativity. That’s the ultimate goal of marketing: making people feel something. No matter how much technology advances, storytelling will remain timeless and keep you relevant.
So, my challenge for you as we move into 2025 is this: how can you make your storytelling even more authentic, personal, and human? Remember, sparklers, you’re not just selling jewelry—you’re creating memories, emotions, and connections. That’s the kind of magic no algorithm or AI can replicate.
On that note, next week’s episode—the final episode of the year—will cover Three Predictions for Jewelry Marketing in 2025. You won’t want to miss it.
That’s it for today. If you’d like to reach out, you can 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 new to digital marketing, consider purchasing my book, Jewelry Marketing Joy. Visit joyjoya.com/book for more information. Thanks for listening, sparklers!