What's It Like Having Marketing Support For Your Jewelry Business?

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 #296. In today’s episode, I want to paint a picture of what it’s like to have marketing support in your business because it can feel abstract and nebulous until you experience it. Most of our clients come in with a specific idea of what the journey will look like. However, by the end of six months, they realize it’s nothing like what they had imagined—they really don’t know what they don’t know. I can totally relate to this feeling. Recently, I had a call with a tax strategist and felt completely out of my depth. Like, it was kind of embarrassing how much I didn’t know, but that’s life – it’s a constant journey of discovering and learning. And it’s incredible how working with an expert can open up a whole new world you didn’t even know existed.

There’s a quote by the late writer David Foster Wallace, from a commencement speech he gave called “This Is Water”, and I think it sums this up perfectly: “There are these two young fish swimming along and they happen to meet an older fish swimming the other way, who nods at them and says “Morning, boys. How’s the water?” And the two young fish swim on for a bit, and then eventually one of them looks over at the other and goes “What the hell is water?” And that’s what this episode is all about. Keep listening or watching to find out what I mean.

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!

All right, it’s the last chance we only have a few more days left for you to apply after this episode goes live. So we are opening a jewelry brand incubator for emerging businesses and we are waiting for your applications. Visit jewelry brand incubator.com to apply and get all the details. But basically in a nutshell, we’re giving away six months of free full service digital marketing support valued at $18,000 in total to one emerging jewelry brand. Additionally, five finalists will get six free months of the mid tier membership to joy deck that’s a $3,600 value each and joy deck is our all in one marketing support platform that provides accounting ability and direction a personalized plan competence and assurance, real time progress monitoring, accessible marketing expertise and more. And last but not least, everyone who applies gets a freebie, all entrants will receive three free months of an entry level membership to joy deck, which is a $300 value. And the entry level Joy deck focuses on accountability and support for your marketing. If you are on the brink of something big but need guidance to take that leap for all the details and to apply visit jewelry brand incubator.com the links in the show notes as well. And applications close Friday, July 12, at 11:59pm Pacific.

Okay, let’s get into today’s episode, my Sparklers! Have you ever imagined yourself starring in a reality show or movie about your business? Would you be happy and proud to share its current state? I watch a lot of home renovation shows, and usually, the homeowners have a vision but don’t quite know how to make it come to life. Then, an interior design expert comes in and does an amazing transformation. Similarly, many business owners have big dreams but might feel overwhelmed by the challenges they face. At Joy Joya, we see ourselves as those home makeover experts, but instead of homes, we help visionary jewelry business owners get their business houses in order. Let me help you craft a story where you can proudly have a movie made about your life as a jewelry entrepreneur—with Joy Joya as your guide and mentor. What’s it like to work with us for six months? It’s challenging to convey because it’s a long-term journey, and it’s unique for every client. There are countless nuances and small breakthroughs along the way, and success and progress mean different things to different people. But today, I want to try to paint that picture for you. Imagine waking up in a world where your jewelry brand is finally getting the attention it deserves. The first month of working with us is like opening your eyes to a new dawn. You’re stepping into uncharted territory, leaving behind the uncertainty of unstructured marketing. It begins with a moment of revelation when you uncover the hidden potential of your brand. Suddenly, you see the possibilities—how many more eyes could be on your stunning pieces. You feel a sense of clarity as a game plan forms, tailored just for you. Then comes the Kickoff Call. It’s not just a meeting; it’s a moment of connection. We talk about your dreams and aspirations, and for the first time, you feel a sense of direction. You’re no longer navigating this vast marketing ocean alone. You have a crew guiding your ship. A draft of a six-month content plan lands in your lap. It’s like being handed a map to buried treasure. You see a clear path ahead, dotted with exciting milestones. And with a bank of social media ideas, you feel equipped and inspired to start telling your brand’s story in new, creative ways.

By the second month, you’re not just skimming the surface anymore—you’re diving deep. This is where you start to see the true essence of your brand and marketing efforts. We conduct thorough audits, and suddenly, it’s like someone switched on a light in a dark room. You see all the areas you can improve, the hidden gems within your brand waiting to be polished. It’s eye-opening, and maybe a little overwhelming, but mostly it’s exhilarating. We create strategies and a success roadmap, and you begin to feel the thrill of a solid plan. There’s a clear direction now, and every step is part of a larger picture. You’re not just shooting in the dark anymore; you have a spotlight guiding your way. Content creation becomes an art form. You see the magic of a well-crafted blog post, the elegance of a custom email template. It’s not just about aesthetics; it’s about connecting with your audience on a deeper level. You feel proud, knowing that your brand is being presented in the best possible light. With each meeting, each report, you see your progress. The numbers start to make sense, and you feel empowered by data. You’re no longer guessing—you’re making informed decisions. And with every social media post, every email sent, you see the engagement grow, the interest peak. Your brand is starting to shine.

As we move into months 3 to 6, we find our rhythm together as a team. The foundation is set, and now, everything begins to flow seamlessly. Weekly email campaigns start to feel like regular conversations with your audience. You’re not just selling; you’re building relationships. Each campaign is a chance to share your story, your passion, and your unique creations. The feedback you receive is encouraging, affirming that you’re on the right path. Implementing essential email flows brings a sense of accomplishment. You’re providing a smooth experience for your customers, showing them that you care at every touchpoint. It’s about more than just sales—it’s about creating a community of loyal customers. Custom social media ideas keep your content fresh and engaging. You see your followers grow, and the interactions become more meaningful. Each post, each comment, each “like” feels like a step closer to your audience. Blog posts continue to build your authority. You see your organic traffic increase, and you know that you’re not just creating content; you’re providing value. Your brand’s voice is becoming stronger, more confident. Regular check-ins and performance reports keep you grounded. You’re constantly aware of your progress, and it feels good to see the tangible results of your hard work. You’re not just hoping for the best—you’re actively steering your brand towards success.

Think of this six-month journey as an epic film. From the awakening in the first month to the deep dives and transformations that follow, every moment is part of a grand adventure. It’s not just about the end result; it’s about the journey, the growth, and the evolution. By the end of these six months, you’re not the same business owner you were at the start. You’re more confident, more informed, and your brand is shining brighter than ever. You’ve learned so much, implemented so many new strategies, and seen incredible growth. If you’re ready to embark on this cinematic marketing adventure, let’s connect. I highly encourage you to apply for the grant. Even if you don’t get accepted as the one brand receiving full-service marketing support or one of the five brands getting done-with-you marketing support, the experience and partnership I just described is invaluable if you’re serious about your business. As I mentioned in The Gold Mine segment of last week’s episode, marketing is your business, and your business is marketing. Going it alone can feel like a meandering and scary journey through a dark forest, while working with an expert can offer clarity and illuminate all the things you don’t even know you don’t know. What do you think? Let me know in a comment on YouTube or DM me on Instagram if this resonates with you.

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 keep pushing this house metaphor. Can you tell I’ve been watching way too many episodes of House Hunters and other home renovation shows? My husband and I have recently been diving into the pros and cons of renting versus home ownership, and it’s got me thinking about how investing in a home is a lot like investing in your business and marketing. When you’re serious about your business, you can’t afford not to invest in marketing. It’s similar to the decision of renting versus buying a home. In many ways, renting might seem like a better short-term option because it’s often cheaper and more flexible. But if you’re looking at the long-term picture, and it makes sense financially and for your lifestyle, investing in a home is almost always the better choice. Let me explain why. In the short term, renting feels safe and convenient, and of course there are many undeniable benefits. You don’t have to worry about property taxes, maintenance, or repairs. If something breaks, you call the landlord. Similarly, not investing in marketing might seem like the safer option for your business. You can rely on word-of-mouth or occasional social media posts without spending too much money or effort. And there are benefits to that approach to marketing – you don’t ever really have to step outside of your comfort zone, and hopefully you can just kind of get by.

However, just like renting, this approach has its limitations. You’re not building any equity in your business. Your brand isn’t growing, and you’re not reaching your full potential. Renting provides a roof over your head, but it doesn’t give you a sense of ownership or long-term stability. The same goes for a business without a solid marketing strategy—it might sustain you for a while, but it won’t help you grow. And just a side note here: there’s nothing wrong with renting. In fact, it’s a perfect option for a lot of people and sometimes even the preferred situation. But in this metaphor that I’m describing, if you’re following along, you with your business are striving for long-term growth and stability. As a business owner, you’re consciously deciding and aiming to build something lasting and valuable, and that requires a different approach than someone who’s not striving to do the same. We all have different priorities. But business owners need to think about the long term in a very specific way.

So with that out of the way, let’s keep this metaphor rolling and talk about home ownership. It requires a significant upfront investment. You need to save for a down payment, secure a mortgage, and budget for repairs and improvements. It can be daunting and stressful, and the benefits might not be immediately visible. But over time, owning a home builds equity. Every mortgage payment you make is an investment in your future. You’re creating a stable foundation for yourself and your family.

Investing in marketing works the same way. At first, it might seem like a significant expense with minimal immediate returns. You have to create a marketing plan, develop content, and invest in advertising. There might be some snags in the beginning, similar to discovering a leaky roof or outdated plumbing in your new home. But these challenges are part of the process. Addressing them early on ensures your foundation is strong. Just like buying a home, investing in marketing will feel really uncomfortable at first. It might even be financially uncomfortable. You may have to scrape and skimp to make it work initially. Of course, I’d never recommend stretching beyond your means, but you will be uncomfortable. This is where the chicken-and-egg situation comes in: if you don’t invest in marketing now because it feels uncomfortable, the marketing is never going to get done, and you’re never going to grow into a place that feels comfortable. You have to take a step and leap one way or another. As you continue to invest in your home, you make improvements that increase its value. You renovate the kitchen, add a fresh coat of paint, and landscape the yard. These upgrades enhance your living experience and boost the property’s market value. In marketing, consistent investment leads to improvements in brand recognition, customer engagement, and sales. You develop better content, refine your strategies, and expand your reach. Over time, these efforts compound, and you start to see significant returns.

Sticking with your home, despite the initial challenges, pays off in the long run. The same principle applies to your business and marketing. If you stay the course and continue to invest, you’ll see the benefits. Your brand will become more recognizable, your customer base will grow, and your sales will increase. You’ll move from merely surviving to thriving. So, if you’re serious about your business, take the leap and invest in marketing. It’s a long-term commitment that requires patience and perseverance, but the rewards are worth it. Just like owning a home, investing in your business gives you control, stability, and the potential for growth. Don’t settle for a short-term comfort zone and convenience when you can build something lasting and valuable. Start investing in your marketing today, and watch your business flourish.

What do you think? What’s been holding you back from investing in your marketing? Many people say they just don’t have enough sales to justify it, but how will you get the sales if you don’t invest? Waiting for that “comfortable” moment might mean waiting forever. Ask yourself, what could you be missing if you’re not strategically moving toward growth and positive change? How long will you keep your wheels spinning while other business owners step outside their comfort zones and speed by you? It’s time to take that leap and invest in your future. Let’s get started and make your business the success it deserves to be. Let me know in an Instagram DM or YouTube comment. I’d love to hear your thoughts! And don’t forget to apply for the grant! Visit jewelrybrandincubator.com.

Did you have any questions about today’s episode? You can always email me Laryssa at laryssa@joyjoya.com. If you loved this podcast, please share it with a friend who’d appreciate it. And 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