Quizzes Are the Secret to Growing Your Jewelry Brand's Email List
Episode #323 – Quizzes Are the Secret to Growing Your Jewelry Brand's Email List
Quizzes aren’t just fun—they’re a game-changer for email marketing and customer engagement. In this episode, I’m joined by Josh Haynam, the co-founder of Interact, an easy-to-use quiz-building platform. Josh shares his expertise on how quizzes can help jewelry brands grow their email lists, personalize their marketing, and connect with their audiences in meaningful ways.
In this episode, we’ll explore:
✨ Why fewer choices can actually lead to more sales (backed by the famous “Jam Study”)
✨ How quizzes help you capture email leads, build relationships, and recommend personalized products
✨ Real-life success stories of small businesses that boosted their revenue using quizzes
✨ Practical tips for creating quizzes that resonate with your audience and drive results
Plus, in The Gold Mine, I’m sharing my thoughts on what makes a brand feel relevant in today’s world. Spoiler: It’s not about shouting the loudest—it’s about building connection and belonging.
If you’ve ever wondered how to engage your audience more effectively and grow your email list without feeling overwhelmed, this episode is packed with actionable insights you won’t want to miss.
Try Interact Here: https://get.tryinteract.com/f1uu7ay5ro7e
Please note: I earn commissions from qualifying purchases through this Interact Partner link.
Transcript
I’m Laryssa Wirstiuk, and for the last 8 years, my women-run marketing agency, Joy Joya, has been helping jewelry brands thrive. I’m here to help you toss aside the one-size-fits-all playbook and create a unique marketing strategy so your brand can shine in a Sea of Sparkle.
Alright, let’s jump in, Sparklers! As you all know, I’m obsessed with email marketing—there’s just nothing quite like it for building long-term relationships with customers and driving consistent sales. Over the years, I’ve explored so many ways to grow email lists, from pop-ups to lead magnets, but one strategy that’s really been standing out lately is quizzes.
Quizzes are such a fun, engaging way to capture leads while also providing value to your audience. They let your potential customers feel seen and understood, helping them make more confident purchasing decisions. Plus, they’re incredibly versatile—you can use them to recommend products, showcase your brand’s personality, or even just entertain your audience while collecting those precious email addresses.
Now, I don’t typically do interviews on this podcast—I usually stick to sharing my own insights and strategies. But I wanted to make an exception for this episode because I believe so deeply in the power of building an engaged audience and guiding them through their customer journey. And who better to share the ins and outs of using quizzes to achieve this than Josh Haynam, the co-founder of Interact, an easy-to-use quiz-building platform. I wanted to hear directly from the source about what makes quizzes such a unique and effective tool for email list growth and audience connection.
One of my clients has seen great results using an Interact quiz to recommend products. Right now, we’re in the process of revising this client's welcome flow to be even more segmented and targeted based on quiz responses, so we can deliver an even more personalized experience to their subscribers.
Full disclosure: Joy Joya is an Interact partner, but let me just say—we’ve been loving their quiz platform long before we became partners. It’s user-friendly, effective, and genuinely fun to work with, so I can confidently recommend it. We use Interact for our DIY marketing platform, JoyDeck, to help subscribers connect with their ideal audience-building strategy. Based on their quiz results, they’re guided to tailored resources that align with their goals, without overwhelming them. It’s been a game-changer for us in offering a focused and actionable experience for our community.
In today’s episode, Josh and I dive into the why and how of quizzes for businesses of all sizes, with actionable insights you can apply right away. Whether you’re just getting started with email marketing or looking for fresh ideas, this conversation is one you won’t want to miss. Let’s get started!
So, what do you think? Have you ever considered using a quiz as a lead-generation strategy? Let me know if you'd be open to it and what questions/doubts you might have.
Quick reminder: You can enjoy this podcast on any podcast app or watch on YouTube by searching ‘Joy Joya.’ Please subscribe and leave a review on Apple Podcasts—it’s free and really helps!
Also, if you didn’t know, I co-host Success With Jewelry with my friend Liz Kantner. It’s free on all platforms and YouTube, plus we have a membership option with extended episodes and resources.
Alright, Sparklers, it’s time for the Gold Mine, a personal diary, where we talk about the real challenges and triumphs we face as entrepreneurs. My goal is for all of us to feel a little less alone on this journey and a little more inspired to keep going.
The Gold Mine: The Significance of Brand Today
I was recently interviewed by Rapaport for an upcoming article about how to best reach luxury customers in 2025. Don’t worry, I won’t spoil what I shared—it’s their story to tell—but the conversation left me reflecting on something I think about a lot: What does “brand” mean today?
Brands used to tell us what to desire. Today, they show us how to belong. The shift from timeless slogans to viral moments reflects not just a change in media, but a change in what we, as consumers, value. And as entrepreneurs, this evolution impacts every part of how we show up for our customers, how we tell our stories, and how we connect.
If you’ve ever felt overwhelmed trying to navigate this new landscape, you’re not alone. I’ve felt it too. Branding isn’t as simple as it used to be—and while that can feel like a challenge, it also opens up an incredible opportunity to build something truly meaningful.
The Power of a Great Brand (Then and Now)
Let’s start with an example. Have you ever heard the slogan “A diamond is forever”? Of course you have. It’s arguably the most famous advertising slogan of all time, created by Frances Gerety for De Beers back in 1947. It was genius for its time—timeless, romantic, and product-focused in a way that made us all believe a diamond was the ultimate symbol of love and commitment.
Fast-forward to 2025, and that kind of slogan feels like an artifact from another world. Back then, brands dictated what we desired. Today, brands don’t tell us what to want—they show us how to belong.
Think about it: Millennials and Gen Z aren’t influenced by print ads or radio jingles. We’re scrolling Instagram, watching TikToks, binging YouTube, and listening to podcasts. We’re consuming content in split-second bursts, and it’s all about who’s wearing it, who’s sharing it, and how it fits into the story we’re telling about ourselves.
The reality is, a slogan like “A diamond is forever” doesn’t work the same way anymore because we don’t care about “forever.” We want now. With so much uncertainty in the world, who’s thinking about eternity? We’re thinking, How can I mix luxury with what I already own? How can I be creative and aspirational without looking like I’m trying too hard?
Brands Are What We Make Them
Here’s a great example: Kendrick Lamar at the Super Bowl halftime show. All eyes were on him, and what was he wearing? Celine flare jeans, Nike sneakers, a t-shirt, and a track jacket. Celine—a luxury brand founded in 1945 as a children’s shoe shop—has gone through countless evolutions, and yet here it is in 2025, worn by one of the most creative and culturally relevant artists of our time.
What makes Celine still feel cool? It’s not just the product—it’s the people wearing it. Kendrick Lamar brought his own energy, creativity, and style to those jeans. He didn’t take himself too seriously, and that in turn made the brand feel accessible and fresh. It made us feel something.
And that’s the secret, isn’t it? A brand becomes relevant when it makes people feel something. It’s not about the perfect slogan or even the perfect product—it’s about the story we’re telling together, as creators and consumers.
The Challenges We Face as Entrepreneurs
But let’s get real for a second. Knowing this doesn’t make it easy. As entrepreneurs, we feel constant pressure to stand out, to stay relevant, and to create something that resonates. We don’t have the budget of De Beers or Celine, and we’re not dressing Kendrick Lamar. Most days, we’re just trying to figure out what to post on Instagram.
I’ve struggled with this myself—wondering if my brand is good enough, wondering if I’m keeping up, wondering if I’m even headed in the right direction. But here’s what I’ve learned: It’s okay not to have it all figured out.
Branding is messy. It’s trial and error. It’s posting something that flops and then posting something else that unexpectedly blows up. It’s learning to listen to your customers and trusting your gut when something doesn’t feel authentic.
The Triumphs That Keep Us Going
And then, every once in a while, you hit gold. Maybe it’s a post that gets shared a hundred times, or a new customer who tells you your brand feels special. Maybe it’s realizing you don’t have to chase trends—you just have to show up, tell your story, and connect with the people who believe in what you’re doing.
The brands that thrive today aren’t the ones shouting the loudest. They’re the ones that invite us into a conversation, that make us feel seen and understood. As entrepreneurs, that’s something we can all do—no big budget required.
Where We’re Headed
So, what does the future of branding look like? If you ask me, the brands that last will be the ones that don’t just tell us who they are—they let us become part of the story. It’s not about selling a product; it’s about creating a feeling, a community, a sense of belonging.
If you’re out there trying to build a brand, I hope this reminds you that you’re not alone. We’re all figuring it out, one post, one story, one connection at a time. And even on the hard days, remember this: You don’t have to be perfect. You just have to be real.
So, here’s to us—the entrepreneurs, the storytellers, the dreamers. Let’s keep showing up. Let’s keep creating. And let’s keep building brands that make people feel something.
And that's it for today! If you found this episode helpful, be sure to subscribe, leave a review, and share it with fellow jewelry enthusiasts. 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 get my book JEWELRY MARKETING JOY. Visit joyjoya.com/book for more information.