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 #287. In today’s episode, I’m excited to celebrate my 8-year business anniversary! I launched Joy Joya in May 2016, just after relocating to Los Angeles. At the start, it was merely a basic website and a big dream. I began as a glorified marketing copywriter, gathering a small group of clients, primarily jewelry businesses, helping them with product descriptions and storytelling – but also by necessity advising them on their marketing activities. I’ve touched on my journey in previous podcast episodes, but never delved deeply, mostly because I thought it might not captivate everyone. You see, there are consultants and thought leaders out there with dramatic, almost cinematic stories of staggering transformations or extraordinary rags-to-riches journeys. You know the ones I’m talking about – they hit complete rock bottom and then transform their lives and businesses to ultimately make millions. That’s really awesome! But frankly, my story isn’t like that. In the past, I’ve been hesitant to share because it lacked that Hollywood drama. However, eight years into running my business, my confidence has grown significantly in both my capabilities and the narrative of my journey. This confidence has made me more eager to empower others who might feel their stories aren’t headline-grabbing because they didn’t craft their first piece of jewelry atop Mount Everest. Or maybe you’re out there thinking you haven’t yet achieved a more “conventional” definition of success, so you’re not sure how to hype your business up in your storytelling. Lately, I’ve been reflecting on the idea that while sensational stories might capture some people’s attention, others are definitely looking for tales that resonate more quietly with their realities. They want more understated, yet equally powerful stories where triumph unfolds subtly. I believe my story is one of those genuine, relatable tales. So today, I choose to celebrate and share it, hoping it resonates with those of you who might think your own stories aren’t scripted for the silver screen.

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.

Okay, let’s get into today’s episode, my Sparklers! I want to talk about my 8-year business story, not because I want to hijack this episode to make it all about me but for the listeners out there who don’t resonate with insane transformations. My hope is that this one may inspire you in a relatable way. Back in 2015, I was working as a cashier at a museum store in Jersey City, NJ, where I lived. During a slow Sunday afternoon, I found myself tearing pieces off the receipt printer and doodling to pass the time. I pondered the big, cliche question: “What am I going to do with my life?” I was 30 at that point. Up until then, everything had felt like a series of interesting but unfocused attempts. I felt really behind my peers, many of whom had found their way into careers and were “moving on up”. Sitting there drawing cartoonish flowers on the paper, the words “jewelry marketing” popped into my head. I hadn’t consciously considered this path before, but it struck a chord in that moment. I quickly scribbled the words on the receipt paper and tucked it into my pocket just as a customer approached the register. So, how did I arrive at that realization? It wasn’t as random as it seemed. At that time, I was juggling multiple other jobs in addition to retail – no exaggeration. I was a part-time lecturer at Rutgers University teaching creative writing and simultaneously taught at 2-3 other community colleges and universities. Additionally, I was freelancing, mostly in copywriting for marketing, and occasionally working on projects at marketing agencies, handling tasks like SEO and research. It was a hectic period, shaped by the aftermath of the 2009 market crash and a turbulent time in the publishing industry, the field I had dreamed of entering after graduation. Many print publications were folding, and the rise of digital media and self-publishing was transforming the world of book publishing. Even though my resume was stacked with publishing internships and bursting with writing experience, I had trouble getting an entry-level job in the publishing space. In this chaotic environment, I pieced together a living until a clearer path emerged because that’s all I felt I could do. And that also meant adopting a hustler lifestyle. Eventually, an opportunity at Rutgers presented itself: a full-time lecturer position in creative writing. At the time, after working part-time at Rutgers for a few years and realizing I loved working with students, it emerged as a new dream job, offering state benefits, and flexible/manageable workload, and the ability to share my passion for writing with students. It also allowed me time to write and continue freelancing on – you guessed it – lots of diverse marketing projects. However, it was a year-to-year position dependent on budget availability – almost too good to be true. After a year, funding cuts and departmental changes meant the Rutgers job was no longer secure. Facing uncertainty and feeling an inexplicable pull toward Los Angeles (hustling and commuting to multiple jobs in the winter with snow and other inclement weather just wasn’t doing it for me anymore), my boyfriend at the time and I decided it was time for a big change. Despite my love for teaching, it didn’t seem sustainable to pursue it without committing to more post-graduate study, and I wasn’t sure I wanted to relegate myself to many more years of hustling and scraping by on a student’s budget. I knew my other interests lay in writing, digital media, marketing, and jewelry/fashion, and I didn’t see a reason why I couldn’t make something of that. So it made sense that I would come up with “jewelry marketing” and write it on the back of a receipt while daydreaming on that Sunday afternoon. To save money before making the move to Los Angeles, I temporarily stayed with my parents and ramped up my freelancing efforts alongside some more retail gigs. One of those retail gigs was a job at a mall jewelry store, which only solidified my passion for this path I had made up for myself with ink on paper. I loved working in a jewelry store. I loved seeing the emotional reasons customers had for buying jewelry, and I loved helping them find a treat for themselves or a gift for a loved one. I also had an amazing opportunity to study more about diamonds, giving me a lot of knowledge and experience. Yes, we did finally make it to Los Angeles, and upon arriving, I pursued marketing roles in the jewelry industry while expanding my freelance work. I managed to secure a part-time position at a diamond wedding jewelry company. Those initial months on the other side of the country were challenging, particularly after my relationship ended, leaving me to cover living expenses all on my own. My ex decided to move back to the East Coast, and suddenly, I was alone in a new city. Despite the temptation to leave, I saw better opportunities in Los Angeles for a fresh start in jewelry and fashion, so I chose to stay and carve out my own path. However, it wasn’t easy. At times, I had to put my dream on hold and accept any job available just to make ends meet. For a while, I worked in marketing within the educational sector. It wasn’t exactly what I wanted, but it provided valuable experience and helped pay the bills. Although I continued freelancing in the jewelry field, I felt that I had strayed somewhat from my original vision. Before I fully decided to commit to Joy Joya, I took a job at a jewelry business in West Hollywood. The office doubled as a beautiful showroom and design space, complete with elegant moodboards and chic employees—it seemed perfect. The business was thriving, and I was excited about the learning opportunities it presented. However, the reality was different. I found myself idly twiddling my thumbs at my computer each day, wondering why I had been hired at all. The marketing director was so controlling that she rarely allowed me to assist with any projects, even the ones she clearly felt overwhelmed by. Despite my efforts to get involved, offering myself to literally anything they needed, and seeking to learn more about the business and their customers, I was largely excluded from any kind of marketing work. I was deeply disappointed; what looked like a dream job from the outside felt isolating and unfulfilling inside. It came as no surprise when I was laid off after just a few months, during which the most significant task I handled was organizing a spreadsheet of social media captions. I remember the Friday afternoon they told me I was no longer needed on the team. I wasn’t surprised given the situation, but it still hurt. This job had seemed like my dream—jewelry and marketing, glamorous and exciting from the outside. Yet, there I was, feeling sidelined. Despite my efforts to make it work, it felt incredibly unfair. That day, I drove home in tears, stopping at my favorite tea shop for a comforting treat. Sitting in the corner, trying to hold back my tears, I felt an overwhelming sense of frustration. It was a low point in my career, but unexpectedly, it marked a new beginning. Feeling as if this was a cosmic nudge to bet on myself, I decided to dedicate myself to building Joy Joya. I had been doing it very part-time since 2016, but I had enough in place that I thought I could make it work. However, since I didn’t have enough clients to sustain full-time jewelry marketing, I continued with various freelancing gigs. These odd freelance jobs offered the flexibility I needed to grow my business but meant enduring long hours and monotonous projects. I spent countless hours in coffee shops, doing repetitive copywriting to make the grind more bearable amidst the aroma of coffee and the buzz of people around. I worked nights, I worked weekends, I barely felt like I could step away from my work. It wasn’t great, but I was motivated and had a goal in mind. My goal was never a rags-to-riches story but to establish a sustainable business that could provide a decent living. By 2021, I had managed to focus on my business full-time, a milestone I once thought unachievable. For years, my dependence on freelance work made the idea of relying solely on my jewelry marketing clients seem like a distant dream. There were numerous challenges along the way. I struggled with pricing my services, my offerings were scattered, and I couldn’t clearly define what I did. The quality of my clients was inconsistent, leading to some difficult relationships. Yet, I persisted without a backup plan. This might sound dramatic, but I often did and still say, “I don’t have a Plan B,” even though my husband reminds me that there’s always an alternative. But I believe that having no Plan B has been crucial for me at least. It prevented me from giving up on my dream whenever times got tough. There were numerous opportunities to settle for a job that didn’t align with my goals or to move back to New Jersey for the comfort of being near family. However, sticking to my Plan A, even through the hardest times, has brought me to where I am today. Every day, working on my business feels like navigating new challenges, but honestly, that’s the greatest gift of entrepreneurship—especially for someone who loves learning. There’s always something new to discover, and I find myself waking up each day eager to tackle the next challenge and continue forging my path. There’s no way I could have done this alone, and as Joy Joya grows, teamwork becomes even more crucial. Over the years, coaches and employees have supported me in shaping my mindset, refining our strategy, and handling the day-to-day operations needed to satisfy our clients. We’re now a team of six at Joy Joya, and I can’t imagine not having this support. There was a time when the thought of hiring even one employee seemed daunting, but now, they’re indispensable—like having five additional brains to complement my own. Running a business is profoundly challenging, often demanding significant sacrifices and a tolerance for uncertainty. While I may not have dramatic transformation stories, the quieter moments—all the time I spent struggling with self-doubt, building self-confidence, leveraging my potential, staying committed to my dreams, and seizing opportunities—have all taught me invaluable lessons about sustainable growth, strategic clarity, and resilience. And the cool thing is, the thing that really excites me, is that I’m only 8 years in, and I’ve already grown so much as a person and as a business owner. I can’t wait for all the ways my story will grow and evolve, and hopefully in another 8 years I’ll be able to add more layers of nuance and richness to the narrative I tell about this journey. I think my perspective also shows in the clients we attract and love to work with. Obviously, I know from experience how hard it is to grow a business, and I know that Hollywood-worthy transformations and explosive results are far from the norm. So Joy Joya also loves to work with clients that have similar goals; they want to build sustainable businesses for the long-term and do so in a strategic, manageable way. They have a mission and vision, and they want to chip away at bringing that to a larger audience. With our clients, we demonstrate sustainable growth and operational efficiency. While we haven’t taken a business from zero to millions, we’ve guided many towards feeling successful and maximizing their potential. That’s the path I advocate for – one of almost-stubborn dedication, hard but smart work, following and sticking to a clear strategy, and the willingness to make meaningful sacrifices. And the story I’ve experienced over the past 8 years has shaped Joy Joya’s values when it comes to client relationships in a really major way, and I want to be more transparent about where I come from – to attract like minded people more. So that’s a big reason why I’m reflecting on this today and sharing it with you. So I want to know, what’s your business journey story? What were some of the most pivotal moments you’ve had in that journey? Let me know in a comment on YouTube or DM me on Instagram. I’d love to chat about it!

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 a quick thought on storytelling, especially for those of you who might find it challenging. I know it’s a common struggle; some of my most popular podcast episodes and YouTube videos focus on brand storytelling. I was recently listening to the “How I Built This” podcast, which features incredible entrepreneurial stories. They’ve introduced a segment called “Advice Line,” where small business owners discuss their challenges and receive advice from previous guests. In one episode, the founder of a coffee business shared his struggle with storytelling. As he began to describe his childhood on a coffee farm in Honduras, he painted such a vivid, emotional picture that it took everyone aback, even me as I was listening! The guest advisor responded with surprise, highlighting how captivating his story was. It made us all realize realize, he was already a great storyteller; he just hadn’t figured out how to apply this skill to his business yet. This makes me think that many of you are probably great storytellers too, especially when talking about things that excite you and hold deep meaning for you. Admittedly, I still feel self-conscious about my own business story. It doesn’t have the dramatic flair of a classic rags-to-riches tale. It’s not glamorous, but it’s genuine and significant to me. It’s taken me eight years to understand and appreciate the parts that have truly shaped me. Storytelling often requires distance and perspective. In your first year of business, you may not have much to tell, but your story will develop and deepen over time. That’s why it’s crucial to revisit and retell your story; it evolves and becomes richer with each telling. So when it comes to storytelling, try to be less critical and more patient with yourself. Good stories can’t be forced; they unfold naturally through living. Keep engaging with your business passionately and purposefully, and the story will continue to emerge. You just need to nurture it thoughtfully as it grows. What do you think? Have you found that the longer you’re in business the more perspective you get on your story? Let me know in an Instagram DM or YouTube comment. I’d love to hear your thoughts!

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