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Do These 3 Things for Jewelry Marketing Success in 2024

Episode #270 – “Do These 3 Things for Jewelry Marketing Success in 2024”

Welcome to Episode #270. I’m excited to share some handy tips and insights to kickstart your year on a high note and keep that energy going strong! Last year, my episode #223, “Do These 3 Things for Jewelry Marketing Success in 2023,” was a hit, one of the most downloaded episodes I’ve released!

In this episode, I’ll quickly recap those three valuable tips because they’re still relevant. Plus, I’ll throw in three new ones that I believe are perfect for this year, especially with the upcoming marketing trends that are expected to pop up along the way. I’m here to set you up for success!

Later in this episode, I’ll also be chatting with Hilary from Hilary Finck Jewelry, who we’ve been spotlighting as a jewelry brand case study. For those joining our podcast series for the first time this season, I’d suggest starting with Episode #252. Doing so will introduce you to Hilary and allow you to follow this narrative from its inception.

Before we dive into our chat with Hilary, let’s quickly revisit the “3 Things” I suggested for marketing success in 2023 from episode #223. We’ll discuss why they’re still applicable, outline 3 top strategies for achieving marketing success in 2024, and explore how you can stay committed to your marketing efforts.

Links From the Episode:

Check out the transcript below.

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 7 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 #270. I’m excited to share some handy tips and insights to kickstart your year on a high note and keep that energy going strong! Last year, my episode #223, “Do These 3 Things for Jewelry Marketing Success in 2023,” was a hit, one of the most downloaded episodes I’ve released! In this episode, I’ll quickly recap those three valuable tips because they’re still relevant. Plus, I’ll throw in three new ones that I believe are perfect for this year, especially with the upcoming marketing trends that are expected to pop up along the way. I’m here to set you up for success! Later in this episode, I’ll also be chatting with Hilary from Hilary Finck Jewelry, who we’ve been spotlighting as a jewelry brand case study. For those joining our podcast series for the first time this season, I’d suggest starting with Episode #252. Doing so will introduce you to Hilary and allow you to follow this narrative from its inception. Before we dive into our chat with Hilary, let’s quickly revisit the “3 Things” I suggested for marketing success in 2023 from episode #223. We’ll discuss why they’re still applicable, outline 3 top strategies for achieving marketing success in 2024, and explore how you can stay committed to your marketing efforts.

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, I’m so excited to announce the Joy Joya 2024 “Name Your Price” Emerging Jewelry Brand Incubator. Are you an emerging, independent jewelry brand looking for strategic digital marketing from Joy Joya? But you’re also worried that you simply can’t afford professional marketing support? In 2024, we’re launching an “Emerging Jewelry Brand Incubator” for just 10 brands that will have the opportunity to “Name Their Price” for professional marketing services! We’re determined to make marketing support more accessible. Nope, this is not a joke, and there’s no “catch”. We’re serious! After working in the jewelry industry for almost 8 years, we’ve noticed numerous brands that could greatly benefit from additional marketing assistance, but often, it has seemed challenging for them to access the support they need. Maybe you feel like you have one of those brands. Our objective is to establish a strong marketing base for you, enabling you to elevate your brand to the next level. If you’re curious about this, and you want to know more information and how to apply visit and that link will be in the show notes as well. But don’t wait too long because applications for this are limited. And they close on January 31.

Okay, let’s get into today’s episode, my Sparklers! Are you ready to set yourself up for success in the New Year? Let’s quickly revisit the “3 Things” I suggested for marketing success in 2023 from episode #223. We’ll discuss why they’re still applicable. If you want more of a deep dive, please go back to episode #223. Conduct a SWOT analysis: To ensure the success of your jewelry business, start by conducting a SWOT analysis. This involves an honest evaluation of your strengths, such as what you excel at compared to competitors and your internal resources. Similarly, assess your weaknesses by identifying resource gaps and any obstacles hindering your goals. For opportunities, consider both existing and potential avenues for growth, like serving underserved customer segments or exploring unique marketing approaches. Lastly, be aware of market threats, staying informed about industry trends, consumer preferences, and external factors like the economy that may influence purchasing decisions. This comprehensive analysis will help you navigate the jewelry market effectively. Why is this always important regardless of the year? While the specifics of a SWOT analysis may change over time due to evolving circumstances, the underlying concept of assessing strengths, weaknesses, opportunities, and threats remains relevant. Regularly updating a SWOT analysis allows organizations to stay agile and responsive to changing conditions. Set SMART goals based on past performance, the reality of external circumstances, and the vision you have in your imagination To set effective goals, follow the SMART method, which stands for Specific, Measurable, Attainable, Relevant, and Time-Based. Being specific helps break down larger goals into manageable milestones, measurable goals involve tracking key performance indicators (KPIs), attainable goals consider past growth and external factors, relevant goals align with what truly matters, and time-based goals create urgency and a clear timeframe for achievement. Embracing SMART goals enhances your goal-setting process for greater success. Setting SMART goals is consistently relevant and important regardless of the year because it provides a structured and effective framework for goal setting and achievement. Throw the checklist out the window In 2023, break away from the checklist mentality in digital marketing. Instead of following the crowd, aim to create a “blue ocean” by being unique and memorable. Identify your unique value proposition through a SWOT analysis, experiment with unconventional marketing tactics, tell a brand story that stands out, and aspire to be a disruptor by addressing unmet industry needs and catering to specific niche customers. This approach sets you apart from the competition and fosters innovation in your jewelry business. Stopping the practice of simply “checking the boxes” is more relevant than ever because in today’s rapidly evolving digital landscape, generic strategies no longer suffice. To thrive in a competitive marketplace, businesses need to break away from the norm, embrace creativity, and forge unique paths to engage and captivate their audience. This is even more true with the rise of AI and its use in marketing. Outline 3 top strategies for achieving marketing success in 2024 Diversify your business: For a jewelry business to truly diversify and safeguard its longevity while promoting growth in the face of changing consumer behavior and market conditions, it would mean expanding its product and market reach in several ways. But you want to be careful not to water down your brand TOO MUCH! Here are some ideas: Market Segment Diversification: Expanding into new market segments, such as men’s jewelry, custom designs, or cultural-specific jewelry, can tap into previously untapped customer bases. Distribution Channel Diversification: Beyond brick-and-mortar stores, the business can explore e-commerce, pop-up shops, partnerships with other retailers, and even direct-to-consumer (D2C) sales to reach a wider audience. Geographical Diversification: Expanding into new geographic regions or targeting international markets can provide growth opportunities and reduce reliance on a single market. Customization and Personalization: Offering personalized jewelry options can cater to consumers seeking unique and meaningful pieces, enhancing customer loyalty. Collaborations and Partnerships: Collaborating with other brands, designers, or influencers can create buzz and introduce the business to new audiences. Research and Innovation: Continuously researching consumer trends, market dynamics, and technological advancements is essential for staying ahead and adapting proactively. Focus on transforming your brand into a storyteller, rather than just having a story. I spoke more about this in the Gold Mine segment of episode #269, but here’s the basic gist: I recently encountered the idea that “The storyteller is more important than the story” from a podcast discussion about AI’s impact on brand storytelling. This concept highlights the significance of a person’s authentic voice and trustworthiness in content creation, especially in an age where AI standardizes content. For jewelry brands, having a captivating founder who embodies their principles can make sustainability messaging more distinctive and authentic. Even if the jewelry brand doesn’t have a captivating founder or spokesperson necessarily, how can the brand act more personable and relatable, more like a human than an institution or business? While AI can be a tool, it shouldn’t replace the importance of a genuine storyteller who connects with the audience. Build out your first-party data. Grow your first-party data by collecting information directly from your audience, rather than depending solely on social media platforms like Instagram. Social media algorithms can obscure follower data, making it challenging to measure their impact on your business. However, by converting followers into email subscribers or engaging with them through various channels, you can gather more audience insights and engage with them more effectively. Please please PLEASE make this a top priority in 2024 if it’s not already. Why? Again, you’ll have such greater insight into your business if you can get the data and behavior directly from your customers. How you can stay committed to your marketing efforts. Visualize Success: Imagine the positive outcomes and benefits that will result from your consistent marketing efforts. Visualizing success can motivate and remind you why your efforts are essential. Set Realistic Expectations: Understand that consistency doesn’t always lead to immediate results. Marketing efforts often require time to gain traction. Be patient and realistic about the timeline for seeing significant outcomes. Break It Down: Divide your marketing goals into smaller, manageable tasks. This makes the process feel less overwhelming and allows you to focus on completing one step at a time. Create Habits: Consistency is easier to maintain when it becomes a habit. Set aside dedicated time for marketing tasks each day or week and stick to that schedule. Avoid Perfectionism: Don’t get caught up in striving for perfection. Recognize that not every marketing effort will be flawless, and that’s okay. What matters most is consistency. Reflect Regularly: Take time to reflect on your progress and the impact of your marketing efforts. Reflecting on your journey can provide a sense of purpose and help you stay committed. In our upcoming conversation with Hilary, we will talk about how she manages and strengthens her relationships with retail partners. I wanted to add this interview to this particular episode because focusing on wholesale is a New Year’s resolution for so many brands, and it touches upon my suggestion to diversify your business. This conversation includes her strategies for selecting the products she offers to retailers, how her partnerships with retailers benefit her direct-to-consumer (D2C) business, and her plans for expanding the wholesale aspect of her business in the future.

Hey, Hilary, thanks for joining me today.

Hilary Finck 17:31
Hi, Laryssa. Great to see you.

Laryssa Wirstiuk 17:32
Great to see you. So I really want to focus today’s conversations on the really amazing partnerships that you have with your retailers. And I know that retailer relationship, managing those relationships is like a really big question mark for a lot of like smaller jewelry brands out there. So I’m excited to really get your take on it. Yeah, let’s start. So tell me with your the current relationships you have with retailers. How long have you been working with some of these stores? And how did those relationships start?

Hilary Finck 18:05
Well, I restarted my business about five years ago. So a couple of the stores that I that I got into right away just because they were stores that used to carry my work. So that was really nice. And then over time, I would say, you know, some of my more recent stores, it’s been anywhere from like two to four years that I’ve been with them. And I mean, most of these stores, it’s all just because of Instagram, again, it’s like one of those things. It’s all because of Instagram. Either they find me, you know, they start following me. And then maybe I’ll be like, Oh, that’s a store. That looks great. So you know, I’ll DM them and ask about whether they’re looking for new artists, or maybe they send me a DM or it’s really worked out well. That way. Usually, when I just send line sheets and emails, nothing really comes at that. So I think it’s really kind of that more casual interaction on Instagram, that’s been really beneficial.

Laryssa Wirstiuk 19:11
That’s so interesting. I hope it doesn’t discourage people from doing the outreach with the line sheets because there are probably situations where that works, but it’s really interesting to hear like how it works has worked out for you.

Hilary Finck 19:24
I mean, line sheets are really difficult for me just because so much of my work is one of a kind. So I’m constantly if I were to put out line sheets all the time, I would just have to constantly be redoing them. And maybe maybe other clients do that because they’re constantly putting out new production lines but I also don’t really like making line sheets

Laryssa Wirstiuk 19:52
I mean they have to be tedious for a business with a business model like yours because you are refreshing so often probably not as tedious with like more of a production jewelry line.

Hilary Finck 20:03
Yeah and the only times I ever, like feel super motivated to send out line sheets is usually toward the beginning of the year. I just feel more refreshed, like in February and March. So that’s usually when it happens.

Laryssa Wirstiuk 20:18
So what do you do to keep those good relationships with the stores that sell your jewelry? And like, what does that entail?

Hilary Finck 20:25
I check in fairly often, you know, at least every couple months. And, you know, it’s one of those things where if it’s, if it’s consignment account, which I do have a good amount of consignment, I mean, it’s not ideal. But sometimes that’s all that some stores will do. If it’s consignment, you know what they’re selling, right, because you’re getting those monthly or BI monthly sales reports. But if it’s an account, that’s just wholesale, you don’t really know what’s selling. So you need to be in touch with them to just see how it’s going to see what new pieces they might need. And also, I think it’s helpful to find out like, what their clients are gravitating toward, either with your jewelry or other people’s jewelry, you know, are people liking bright colored gemstones, are they into gold, or the silver, that kind of thing. And so usually, you know, we’ll do this via email, or phone or text through Instagram, sometimes we’ll do a FaceTime, if they want to actually see, you know, kind of see the jewelry, you know, quote unquote, in person. So there’s all sorts of ways that it happens, but I just say, you know, just be friendly, be helpful. Be, you know, amenable to what they’re asking within reason.

Laryssa Wirstiuk 21:42
I like that last part, you said, because it’s just a reminder that there’s no like hard rules for the retailer relationship. I think some designers are maybe looking for, like, the rulebook of like what to do and not to do, but just like you said, you have to kind of like, assess each relationship for what it is.

Hilary Finck 22:03
I have some stores where the owner is like, Don’t email me, I get a ton of emails, and it’ll get lost. She’s like, just texting. That’s it. And so we just texts, or we have phone calls, and I find a phone call, I actually prefer I mean, emails are great when you’re kind of like Lena, okay, this is what you want. This is, you know, what I estimate the prices to be blah, blah, blah. But just I really find this, like having a conversation is really the best way to be in touch and to find out what’s going on. Absolutely.

Laryssa Wirstiuk 22:31
So since your models a little unique in that you sell a lot of one of a kinds, how do you kind of pick and choose who gets what or does the retailer choose? How does that all work?

Hilary Finck 22:45
I always tell people, the best thing is to just look on my ready to ship section. And if there are pieces in there that there that they’d like, send me an email or you know, text, whatever with their wish list. And if I can get them those pieces, I will, if I want them to stay on my website, sometimes I say sorry, you know, that’s only been on my website for a month. And I know some clients are kind of eyeing it, so I can’t send that. And, you know, I also say like, check out my head hammered section, not all the pieces are ready to ship, but they complement you know, the pieces with gemstones really well. So it’s really more about, like what they want, then what I want them to have. I mean, of course I like I said I’m not going to send them something that I don’t want them to have. But it’s yeah, it’s really just about what they want in their shops.

Laryssa Wirstiuk 23:38
Yeah, that makes sense. So with these partnerships, these relationships that you have, what are the stores kind of doing to promote and advertise your jewelry? And are you ever involved in that process, like giving advice about how they can better sell it to customers, etc,

Hilary Finck 23:57
I would say all of my stores, most of them, they promote really well on Instagram. And you know I have every store that you’re with, you should definitely have a contract. And for me part of the contract says, you know, anytime you post something of my work on Instagram, you either need to tag me or you need to, you know, say my name in the you know, Hillary thing jewelry in the actual you know, description of of the post. I also say in the store, my, the jewelry needs to be marked with my name as well, because people need to know who made the jewelry, especially when it’s handmade jewelry like this. So, um, a lot of stores that’s important to me that they advertise that way and they all will do that there’s no store that’s been like, Absolutely not, I’m not doing that, you know, so that’s always just good, like best practices for both parties. And I think a lot of my stores also probably put out newsletters and maybe they do direct mail. I’m not sure but I mean, I think like most people Instagram is really Just the main way of being in touch with everybody. And then in terms of like me offering information to them, I put, when I send them an inventory list, I put all the, you know, the gemstones and all the materials included. And that’s usually all that’s ever really needed to be done. If they have any questions, they can always contact me.

Laryssa Wirstiuk 25:25
I mostly ask because I find that some designers maybe they have like really unique or interesting gemstones that are lesser known. Sometimes they feel like the store might need guidance, or the sales, people might need some guidance and selling them. But it sounds like you work with retailers that are kind of used to that kind of thing.

Hilary Finck 25:46
I’m sure I could be doing a better job honestly, like, you know, because I, I don’t think we can take for granted that everyone in the stores actually knows that much. Especially if they’re not just purely jewelry stores, their boutiques, you know, the people working there may may be more into clothing than jewelry. So you know, you don’t always know, I think that’s actually a really good point. I could probably be doing even better at that. And then the more you talk to their staff about your pieces, I think the more they’ll be comfortable talking to their clients about them.

Laryssa Wirstiuk 26:22
Yeah, and they appreciate it. They appreciate the product more, they can speak to their personal relationship with you also, which I think adds a lot to it as well. So yeah. So how do you find that these retail relationships kind of help bring customers directly to you, because they first discover you through the store? Like what have you seen with that?

Hilary Finck 26:45
Absolutely. Being in stores, I think is a really, really important way to build your, your business period, you know, it builds your wholesale business, then it builds your direct business. So you know, since basically all the stores are on Instagram, a lot of my clients have found me because they’ve seen that store, maybe they follow that store, and that store posts, my jewelry, then those people will start following me and become clients, or maybe people discovered me actually at the physical location. And then they’ve started following me or something like that. So it’s it’s hugely important part of my business. And, you know, I know, you know, direct, obviously, is great, because you get 100% of the sales. But I think it’s really important to kind of have a more, you know, all of the above diverse business plan. I think wholesale is credibly important part of that.

Laryssa Wirstiuk 27:43
So do you have plans for working with stores in the future? What are some some goals that you have with wholesale?

Hilary Finck 27:49
Yeah, I would love to have, I mean, something pretty conservative, like three to five new stores next year. That’d be great. I mean, right now, it’s just me making the jewelry so I can’t really, I don’t know how honest I don’t know how much I can handle. Because I’m busy now. And I you know, most of my business has been direct, but maybe I have to hire someone who knows. So I’d love to be in a few more stores. And you know, maybe I’ll send out some more line sheets at the beginning of the year, you know. But I’m pretty excited about I’m going to do the New York now show. I was I applied to be in that emerging Fine Jewelers incubator with Liz Kantner and Robin Kramer. And I got in and I’m so excited just because I did. I don’t know wholesale trade shows just to seems like the scariest thing in the world to me. And they’re so expensive. And so this is just a really great way to get into those with like a lot of hand holding, and a lot of promotion. I think that team is going to end up doing a lot of promotion and we’re going to be a little like section inside the luxury section of the jewelry section. So doing super excited about that. I’m hopeful cranking out the jewelry right now to get ready for that show.

Laryssa Wirstiuk 29:26
Yeah, that’s an awesome opportunity. Hilary and I agree like the format that it’s presented in it’s a good way to like dip your toe in it so hopefully you can meet the wholesale goals that you have for next year.

Hilary Finck 29:38
I hope so. You know, of course I’m what is that it’s, you know, hope for the best. I’m not necessarily expecting the worst, but I’m, I’m not. I’m just I just want to be realistic. I’ve heard from people that you know, the first time you do a wholesale show, you may not really get any new accounts because people don’t know you. They don’t want to they don’t know what it’s like to work with you.

Laryssa Wirstiuk 30:02
So we’ll say, hopefully, yeah, a good chance to establish relationships and even just to get feedback, like, see what people say about, about what you bring in terms of products, the trade show.

Hilary Finck 30:14
And then also, you know, last, early last year when I sent around line sheets, which was the only time I sent it out, there were stores that were very interested in. They were like, oh, yeah, we love your jewelry on Instagram. Yeah, we’d love to have your jewelry in your store, like, will you be at New York now? Will you be at Mellie? And I was like, Oh, no. And, you know, so those stores, I’ll definitely be getting back in touch with and letting them know, like, I will be here. And you can actually see it in in person this time. And so I think that’s, you know, a lot of people are like, oh, you know, wholesale trade shows are expensive. And they’re a lot of work. But I mean, I think a lot of shops, they really want to see the jewelry in person.

Laryssa Wirstiuk 30:58
Yeah. And it’s just a central place, they can go, like spend a day or two, like and see everyone that they want to see. So it’s more convenient for them. Yeah, yeah. So I want to hear about some, if you have any, like really positive or negative stories, working with wholesale just to give like, you know, a real life perspective into it.

Hilary Finck 31:20
99% of the time, everything goes really well. As long as you as long as you kind of you know, stay in contact, and just are a pleasant person, it all goes well. However, I would say that, if you are doing consignment, and, you know, if you start to notice that the payments aren’t coming, like they were, and they but they are selling your work, you need like something’s wrong. You know, I saw, I think I had a really bad experience with the store here in San Francisco that ended up going out of business after COVID. And they owed a lot of jewelers a lot of money. And they didn’t, they didn’t think so. I started kind of noticing things were not right. Some other jewelers, you know, we’re kind of all talking we’re like, when’s the last time you got paid? When’s the last time you got paid? And so you know, you just have to be in touch with that, that store like basically constantly. And if you start to notice that something like that is wrong. There’s nothing wrong with just pulling your jewelry from that store. And just kind of tying it up. Because it’s, it’s really not worth it. I mean, I’m not gonna really say much more than that. But yeah, I would say just be careful. And for the most part, everything’s great. But if you start to notice that things are not as awesome. Just follow your gut.

Laryssa Wirstiuk 32:45
Yeah, that makes a lot of sense. Unfortunate that happened, but a good lesson and good practice and like communicating and advocating for your business also. Yeah. Yeah. So I’m also curious, since more and more people are shopping online these days, especially after COVID? How has that if at all? How has it changed the way you work with physical stores.

Hilary Finck 33:07
A lot of stores that I work with have really good online presence and, you know, shoppable websites, and a few of them don’t. But it’s okay, because they know that like they are in a very good location. And maybe they don’t need as great of a website. So to me, it’s, it’s not really that big of a deal. I mean, clearly, I’m focusing a lot on my own website and my direct sales. But you know, like I said earlier, I think that having that balance between the two is really important. It’s a lot of work to have a website, and to keep up with it. So yeah, I haven’t really hasn’t really changed much for me.

Laryssa Wirstiuk 33:47
Yeah. I was just curious. And I think I agree. I mean, if you’re in a good location, you probably meet don’t need to worry about e commerce, but who knows if a pandemic ever comes by again, you know, you may be scrambling to like work on your online presence, like some some did during the pandemic. But yeah, that’s an interesting perspective. Well, thank you, Hilary. This was really informative. I think, again, so many people are curious about like working with wholesale. It’s such like a mysterious thing. So it’s good to hear directly from a designer about it.

Hilary Finck 34:25
Yeah, happy to share.

Laryssa Wirstiuk 34:27
What did you think about the interview? Are you excited to follow Hilary on this journey? I highly encourage you to check out Hilary’s website and follow her on Instagram @hilaryfinckjewelry. Link in the show notes as well. Let me know in a podcast review or YouTube comment what you think about this new journey. 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 draw some parallels between the worlds of tennis and marketing, which you wouldn’t think have very much in common. More specifically, I’m going to explore the difference between mastering perfect technique and pursuing impactful strategies that can set your business apart. After not playing for literally like 20 years, I recently picked up my tennis racket again, and memories of my youth flooded back. I used to be deeply passionate about the sport, even earning a spot on my high school varsity tennis team. Tennis wasn’t just a pastime; it was kind of my teenage identity. But somewhere along the way, life’s demands led me to drift away from the court. Looking back, I often wonder why I had abandoned a passion that once defined me. As I recently started playing again, I couldn’t help but think about my early days on the tennis court. What drew me in back then was not necessarily the competitive edge or the relentless pursuit of victory. Instead, it was the sheer joy of being in the moment, the sensation of the strokes connecting, and the satisfaction of a well-hit ball. Tennis, for me, was about the beauty of movement, the artistry of each shot, and the sheer pleasure of playing. I think that’s part of why I never went further with it – because I didn’t have that competitive hunger. But my journey into tennis and my experiences in marketing seemed to converge in a curious way. You see, when I first learned about marketing principles from textbooks, I was introduced to a world of techniques and theories. The allure of those “perfect strokes” was undeniable. Yet, as I ventured into the real world of growing businesses, something became increasingly clear: there is no one-size-fits-all theory or technique that guarantees success. Much like on the tennis court, where hitting the perfect stroke doesn’t necessarily translate to victory, marketing isn’t solely about applying textbook knowledge. It’s about recognizing opportunities on the ever-shifting marketplace court. It’s about assessing your competitors’ weaknesses and capitalizing on your own strengths. It’s a strategic game, not an all-out assault. For some reason, I’ve found it easier to do this with my mind in the realm of marketing than with my body on the tennis court. My physical play is more of an escape, a chance to be fully present in the here and now. But I share this lesson with you because I hear many new business owners proclaiming that they’re “doing all the right things,” diligently following the established playbook. Yet, breaking through to the next level requires more than mastering the basics. It demands a keen eye for openings in the marketplace and the courage to seize those opportunities. I don’t mean this in a way that advocates being aggressive or overpowering. No, it’s about strategic play based on what works for you and your unique situation. If you genuinely love what you’re doing for its own sake, that’s beautiful. Maybe you’re meant to hit the ball around and enjoy the game. But if your heart yearns to make your business thrive, it entails more than mere perfect shots. It involves recognizing the openings, finding your place in the rhythm of the marketplace, and making your move. So, as you step onto the court of business, remember that it’s not just about perfect technique; it’s about seeing the opportunities and having the courage to engage. It’s a journey where the joy lies not just in the strokes but in the strategic dance of the game. I’d love to hear your thoughts on this concept. Feel free to drop me a message via Instagram DM, leave a review on the podcast, or comment on our YouTube channel. Let’s engage in a discussion about it!

Did you have any questions about today’s episode? You can always email me Laryssa at 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 for more information.

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