Jewelry Marketing Lessons From the Summer Olympics

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 #301. This episode is airing on the same day as the closing ceremony of the 2024 Summer Olympics, and I wanted to share some thoughts on the intersection of jewelry, tradition, and marketing. If you think of a medal as a piece of jewelry, then Olympic medals are arguably among the most coveted pieces of jewelry in history. I recently watched a video segment about this year’s medals, which were designed and crafted by Chaumet (pronounced show-meh). With this design, Chaumet has made history as the first jeweler ever to design the medals for the Olympic and Paralympic Games. This is truly a significant moment for the world of jewelry. It got me thinking—nobody is born with a love for jewelry. There’s always a reason behind it. Whether it’s for nostalgia, accomplishment, self-expression, or even just a tactile connection, jewelry holds personal meaning. The Olympics this year have highlighted how deeply symbolic and significant jewelry can be, and these insights can definitely inform your marketing strategies. By understanding the emotional and symbolic reasons why people are drawn to jewelry, you can craft marketing that truly resonates. Just as Olympic medals symbolize achievement and history, your jewelry can connect with customers on a deep, personal level. In our “Gold Mine” segment, I’ll also be reflecting on my experiences at the NYC trade shows this year, including NY Now, Melee, and Meghan Patrice Riley’s “Spotlight Designer Jewelry Presentation.” If we crossed paths there, it was great to see you!

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!

And just as a side note, if you haven’t already signed up, our free content repurposing masterclass is still going for a limited time. This masterclass will give you valuable insights into how we create compelling content for our clients, the creative strategies we use within our team to be efficient and fast so that you don’t feel bogged down by your content creation, and by the end of the master class, 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 posts and 12 social media posts repurposed from the blog posts and emails. If you’re feeling overwhelmed with content creation for your jewelry brand, this masterclass is for you. Don’t miss out. We’re only going to run it for a little bit longer visit my joy deck.com/master, class to access it, and I’ll put that link in the show notes as well.

Okay, let’s get into today’s episode, my Sparklers! As I mentioned in the intro, this episode is being released on the same day as the closing ceremony of the 2024 Summer Games! Have you been watching? What was your favorite sport? On my flight back from NYC, I think I watched six different sports in a row, along with catching highlights of gymnastics, tennis, surfing, and more. One thing that really caught my attention was how intentionally athletes express themselves through jewelry.

Growing up, I was used to the idea that wearing jewelry while playing sports was a big no-no, and it still is in many sports where jewelry is considered dangerous and prohibited. You never really thought about sweating in your diamonds! But now, it’s so cool to see athletes using jewelry to distinguish themselves. I imagine that when you’re required to wear the same uniform as your teammates, finding ways to stand out—like Sha’Carri Richardson with her iconic jewelry-like nail art—becomes important. It’s also fascinating to see how jewelry is chosen and adapted to fit the demands of different sports. For example, minimalist studs for swimmers or a close-fitting choker for a fast runner like Noah Lyles, the fastest man on the planet. We’ve seen a lot of symbolic jewelry too, like Olympic rings on necklaces, or pieces that seem like good luck charms, holding special meaning for the athletes. Some jewelry is a statement of identity, like Simone Biles’ GOAT necklace.

In this context, it’s exciting that Chaumet was the first jeweler ever to design the Olympic and Paralympic medals. Coming from a long-standing jewelry tradition, they infused the medals with meaningful elements—the Eiffel Tower is prominently featured, and a piece of the tower’s metal is incorporated into each medal, with their angular shape referencing the tower’s rivets. The Paralympic medals also honor Louis Braille with an inscription in universal braille, while the obverse side of the Olympic medals depicts Nike emerging from the historic Panathenaic Stadium, symbolizing France’s pride and heritage as the host nation.

So, okay, what does this all have to do with marketing? The visibility of jewelry on a global stage like the Olympics shines a light on why people are drawn to it: nostalgia, accomplishment, self-expression, and tactile connection. These are not just abstract ideas—they are powerful emotional drivers that can be directly applied to your marketing strategies in tangible ways.

1. Leveraging Nostalgia and Tradition Example: Think about how you can connect your jewelry to a sense of history or tradition. For instance, if you have a piece that is inspired by a vintage design or an heirloom style, make that the focal point of your campaign. Create a story around the piece that taps into memories or a bygone era, much like how Chaumet incorporated elements of French heritage into the Olympic medals. Tactical Tip: Use storytelling to create a narrative that resonates with customers’ personal or cultural history. This could be through blog posts, social media, or even in the descriptions on your product pages. Highlight how your designs are not just pieces of jewelry but also carriers of stories and memories.

2. Highlighting Accomplishment and Achievement Example: Market your jewelry as symbols of achievement. For instance, consider launching a collection that celebrates milestones—graduations, promotions, anniversaries—similar to how Olympic medals symbolize the pinnacle of athletic accomplishment. You could create a line of rings or pendants that are designed to be given as gifts to mark these moments. Tactical Tip: Create a campaign centered around the idea of “wearing your achievements.” Encourage customers to share their personal stories of accomplishment associated with your jewelry, perhaps through a hashtag campaign or a contest. Feature these stories on your social media channels to build a community around shared success.

3. Emphasizing Self-Expression and Personalization Example: Customization is a powerful tool for self-expression. Look at how Simone Biles’ GOAT necklace serves as a statement of her identity. You can offer customization options that allow your customers to express their individuality through your designs. For example, let them choose their own gemstones, engrave a personal message, or even design a piece from scratch. Tactical Tip: Implement a customization tool on your website that lets customers visualize their personalized jewelry in real-time. Promote this feature through your marketing channels by showcasing the unique pieces that others have created, emphasizing that each piece is as unique as the person who wears it.

4. Creating a Tactile and Emotional Connection Example: Jewelry is often bought not just for its visual appeal but also for how it feels. Think about ways you can convey this tactile connection in your marketing. For instance, create videos that show your jewelry being handled, emphasizing its weight, texture, and craftsmanship. Use close-up shots to capture the detail and encourage customers to imagine how it would feel to wear it. Tactical Tip: If you have a physical store, consider hosting in-person events where customers can touch and try on your jewelry. For online customers, offer a “try before you buy” option where they can experience the jewelry before making a purchase. Highlight these tactile experiences in your marketing to create a deeper emotional connection with potential buyers.

5. Incorporating Symbolism and Meaning Example: Just as athletes wear jewelry that holds personal significance—whether it’s for luck, identity, or a connection to something greater—you can infuse your pieces with symbolism that resonates with your audience. Consider creating collections that are themed around powerful symbols or offer pieces that can be customized with meaningful charms or engravings. Tactical Tip: Develop a series of educational content, such as blog posts or videos, that explains the meanings behind different symbols, stones, or design elements in your jewelry. Position these pieces as modern-day talismans that carry personal or cultural significance, making them more than just accessories.

6. Building a Strong Brand Narrative Example: Your brand itself should tell a story. Think about how Chaumet’s role in the Olympics adds to its legacy. Similarly, ensure that your brand narrative incorporates elements of tradition, craftsmanship, and personal connection. This narrative should be consistent across all your marketing channels and touchpoints. Tactical Tip: Develop a cohesive brand story that ties together your products, your history, and the emotional value you offer. Use this narrative in everything from your About page to your social media bios and product descriptions. Consistency in messaging will help reinforce the emotional connection your brand aims to create.

By tapping into these emotional drivers—nostalgia, accomplishment, self-expression, tactile connection, and symbolism—you can create marketing strategies that go beyond surface-level appeal and deeply resonate with your audience. Reflect on how you can incorporate these elements into your own brand’s story and marketing efforts. I encourage you to experiment with these ideas, adapt them to your unique brand voice, and see how they can transform the way you connect with your customers. What do you think? Have the Olympics sparked any new ideas or inspiration for your business and marketing strategies? 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 want to share my experiences attending the summer trade shows in NYC, including NY Now, Melee, and Meghan Patrice Riley’s “Spotlight Designer Jewelry Presentation.” First, I want to give a big shoutout to Robin Kramer and Liz Kantner for spearheading the CURATED at Luxury Lifestyle event, featuring 16 trailblazing designers. Half of these designers are seasoned NY NOW veterans, while the other half made their NY NOW debut. I know how much work went into mentoring these designers, as well as the immense effort the designers put into preparing their merchandising and reaching out to retailers. Kudos to everyone involved! I had the pleasure of speaking with nearly every designer, and they were all incredibly kind and passionate.

My favorite part was listening to them pitch their collections as if I were a buyer, sharing their stories, and walking me through their assortments. They excelled at storytelling and explaining how certain pieces are designed to be worn or collected over time. It was also fascinating to see how designers are addressing the high gold prices by offering mixed metals, alternative metals, or even 9ct gold options to make their pieces more accessible. On the other hand, some designers remain true to their brand identity by continuing to work in high-karat gold, which is equally impressive.

Melee was another highlight—a cool and sophisticated show with a vibe I really enjoyed. It felt like a relaxed place to shop as a buyer and a great environment to strike up conversations. It’s an excellent venue for designers to build relationships. The atmosphere was intimate, with great lighting and a fun, soiree-like feel. What’s unique about Melee is that the playing field is truly leveled—everyone’s setup looks exactly the same on the outside, so the only difference is what’s inside the case and the story of the maker behind it. This setup creates a fantastic opportunity for buyers to discover new brands and strike up meaningful conversations.

Lastly, I attended a mini wholesale event, the 13th Bi-Annual SPOTLIGHT | Designer Jewelry Presentation, hosted by MPR. This event is a mix of jewelry presentation, tradeshow, and virtual hangout, connecting independent, design-driven jewelry brands with retail partners. It had a really fun and casual vibe, and the event was packed—a perfect setting for chatting with designers, networking, and meeting new people. If I saw you at any of these events, it was such a pleasure to connect! I had so many wonderful conversations and saw so much incredible jewelry. Keep an eye out for an upcoming episode of Success with Jewelry, where Liz and I will share our takes on the NYC shows. Were you in NYC? Let me know your take! 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 the free content repurposing master class. If you haven’t signed up already. That’s at myjoydeck.com/masterclass. Link in the show notes as well. 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