How to Make Better Jewelry Marketing Decisions

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 #306. Today, we’re diving into something that I know can feel personal—cutting the “fluff” in your marketing. As jewelry entrepreneurs, you’re deeply connected to your designs. Each piece is a reflection of your artistry, which is why it’s easy to get caught up in promoting the aesthetic appeal of your work rather than focusing on what truly drives results. But here’s the thing: as beautiful and glamorous as high-end photoshoots or influencer partnerships might be, they won’t always lead to sales if they don’t connect with your audience or spark purchasing decisions. So, today we’re going to tackle how to make smarter, faster marketing choices—ones that grow your business without wasting time on unnecessary distractions.

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.

Also, don’t forget to sign up for a free month of JoyDeck if you haven’t done so already! Simply visit myjoydeck.com/trial to claim your complimentary 30 days. With our new jewelry marketing support platform JoyDeck, we’re dedicated to helping emerging jewelry brands reach new heights. If you’re on the brink of something big but need guidance to take that leap, you’ve come to the right place. Our platform is reserved for the bold, the dreamers, those hungry for growth. JoyDeck isn’t just another marketing platform; it’s a gateway to success for jewelry entrepreneurs ready to hustle. We handpick applicants based on their promise and dedication to growth. If you’re tired of the status quo and crave accountability and industry-specific expertise, this is for you.

Okay, let’s get into today’s episode, my Sparklers! This episode is all about cutting out the “fluff” in your marketing. With so many digital marketing options out there, I know your time and resources are limited. That’s why it’s crucial to be efficient, make quick decisions, and confidently move forward with your strategy. Let’s dive into how you can do just that! First, you have to understand what’s holding you back from making quick decisions.

So what’s your fluff? I’ve noticed that making confident decisions in marketing is kind of a weird cycle. The less action you take, the harder it becomes to make any decision. So, to break that cycle, you have to just start moving—make a decision, even a small one. Once you get that forward momentum going, you’ll gain more information, confidence, and data to help you make the next decision more easily and quickly. But the longer you wait to make a decision, the more that stagnation builds on itself, keeping you stuck. One of the things we love doing with clients is keeping the momentum going, no matter what. Something changes or new information comes up? No problem—we just keep moving forward as confidently as we can. This approach pays off because, instead of spending forever on a single decision, everyone quickly becomes an expert in the business’s marketing by learning and adjusting along the way, rather than just guessing. So first things first: you got to take a step, and if that means breaking a big decision down into a lot of little smaller, easier-to-manage decisions, do that. Overthinking is a common issue, especially for solopreneurs juggling so many responsibilities. With so much to consider, it’s easy to get caught up in wanting everything to be perfect. If you’re struggling to make decisions efficiently, it could be a sign you’re overthinking details that aren’t really important. Try to step back and focus on how each decision fits into the bigger picture. If something doesn’t align with that, it’s time to toss it aside and move on. Similarly, don’t get caught up in activities that feel productive but don’t actually move your business forward. In the jewelry space, this often looks like chasing short-lived marketing trends—like dancing on TikTok—that might create temporary buzz but don’t build long-term brand loyalty or sales. Vanity metrics like follower count, likes, or comments can also give a false sense of success. While these numbers may look impressive, they don’t necessarily lead to meaningful engagement or conversions, nor do they help with making important decisions. Instead of wasting time and resources on these distractions, focus on what truly drives growth, like building real customer relationships, increasing repeat purchases, and strengthening your brand message. Most importantly, keep moving forward!

Break Down the Decision-Making Process One of the best ways to avoid getting stuck is to have a framework for making quick, confident decisions. I like to call this the “Quick Decision Framework,” and it’s as simple as the 3 C’s: Clarify, Compare, Commit. First, clarify the goal of what you’re trying to achieve—are you looking to increase sales, build brand awareness, or grow your email list? Then, compare your options by weighing the pros and cons of each. Finally, commit to one path, knowing you can always tweak things later. A quick tip: before making any marketing decision, ask yourself questions like, “What does success look like?” and “How does this help my long-term goals?” This way, you stay focused and avoid overthinking. Identify What’s Working You can’t make solid decisions if you don’t know what’s already working in your business. This is where data becomes your best friend! Start by looking at your current results—check your social media insights, website traffic, or even customer feedback. What platforms are performing well? Which posts are getting the most engagement? Use that information to guide where to focus your efforts. Here’s a simple exercise: take 10 minutes to review your most recent marketing activities and rank them based on how much attention or sales they generated. This will help you double down on what’s working and cut the rest. How to Prioritize Marketing Tasks If you’re feeling overwhelmed by the sheer number of things you could be doing, it’s time to prioritize! A great way to do this is by creating two lists: your “must-do” tasks and your “nice-to-do” tasks. Focus on the “must-do” items that directly contribute to sales or customer engagement, like building an email list or setting up a new product launch. The “nice-to-do” tasks, like tweaking your Instagram aesthetic or posting every day on TikTok, can come later if time allows. A quick rule of thumb: if the task isn’t directly tied to growth, it’s okay to push it back. Prioritizing is all about working smarter, not harder!

Implementing a Review Process Finally, I recommend setting up a regular review process to keep your marketing on track. This can be as simple as a monthly check-in where you review what’s been working, what hasn’t, and where you need to adjust. Create a quick checklist to go over key metrics like engagement, traffic, and sales, and see how each aligns with your goals. By doing this regularly, you’ll avoid getting bogged down by activities that aren’t driving growth. Plus, it’ll give you the confidence to keep moving forward with clarity. Regular reviews = continuous progress! What do you think? Have you ever made an intentional effort to be a better marketing decision maker? Do you feel inspired to do so now? Let me know in a comment on YouTube or DM me on Instagram what you think. I’d love to help!

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 get a little personal for a minute. Being a business owner forces you to make decisions in ways that other parts of life just don’t. If you’re in this for the long haul, something will eventually come up that forces you to make a decision—whether you’re ready or not, whether you’ve been avoiding it or trying to hide from it. That’s just the nature of business. It grows and changes with you, and at some point, it becomes less about you being the business and more about you guiding something that has its own life and momentum. Trust me, this shift will happen—it’s inevitable. So if making decisions terrifies you, well, owning a business might not be for you. I’ve been facing this myself a lot lately. And honestly, it’s uncomfortable. As business owners, we have this intuitive sense when something needs to change, even if we’re not always ready to act on it. And even when you’re good at navigating change, it doesn’t make it any less annoying or difficult. Change means you have to take action, whether you feel you have the time or not. Sometimes, the decisions are small and easy to brush off. But then there are those “holy crap” moments—those high-stakes decisions where everything feels like it’s on the line, and you realize that if you don’t make a move, your business might not survive in the way you need it to. But here’s the thing: those moments, as scary as they are, are where the magic happens. Those are the moments where you get to challenge yourself, push past your limits, and grow—not just as a business owner, but as a person. And that’s what this episode has been about—making better, faster, more efficient decisions. Why? Because the better you get at it, the closer you are to stepping into your full potential, both in your business and personally. When you procrastinate on making decisions, you’re not only holding your business back—you’re holding yourself back. And honestly, don’t you owe it to yourself—and to everyone who loves and believes in you—to be the best version of yourself and your business? What do you think about that? Let me know in an Instagram DM or YouTube comment.

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