Joy Joya Jewelry Marketing Podcast

Episode #312 - "How to Create a Gift Guide For a Jewelry Business"

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Welcome to Episode #312. With the holiday season fast approaching, it’s the perfect time to talk about holiday gift guides. These guides are an incredible tool for connecting with customers, making shopping easier for them, and helping your brand stand out. 

If you're looking for some ways to elevate your holiday marketing, I’ll be sharing some of my favorite strategies to help you create a gift guide that’s memorable, engaging, and tailored for your audience. So let's dive into how you can make this holiday season your best one yet with a standout gift guide!

And in the GOLD MINE segment, I'll be diving into the hidden power of holiday gift guides and how they can do so much more than just suggest gifts. Yes, gift guides offer an incredible opportunity to tell your brand’s story and connect with your customers on a deeper level. So stay tuned for my insights, which hopefully inspire you to think about gift guides in a new way!

Transcript: https://joyjoya.com/blogs/podcast/how-to-create-a-gift-guide-for-a-jewelry-business

00:00 Start 3:18 Primary Episode Content 13:52 The Gold Mine

Episode #311 - "Spooky Jewelry Ecommerce Mistakes and Fixes for Holiday Success"

Sign up for a FREE, 1-Month Trial of JoyDeck: https://www.myjoydeck.com/trial

Check out the new JoyDeck YouTube channel: https://www.youtube.com/@MyJoyDeck

Welcome to Episode #311. With Halloween on the horizon, I'm having a little fun today! As the autumn leaves whisper secrets and spooky season approaches with its enchanting allure, the line between the ordinary and the magical begins to blur. I'm venturing into the shadows of the digital realm to uncover the "scary" mistakes that might be haunting your ecommerce product pages.

But don't clutch your pearls too tightly! While we'll shine a light on these spooky specters lurking in your online store, we're also arming you with the charms and spells—practical solutions, that is—to banish them for good.

And before the night is over, I've got a special treat brewing in my cauldron! Stay tuned for our GOLD MINE segment at the end, where I'll reveal how carving out just 15-30 minutes a day—even amidst the holiday hustle—can set you up for enchanting success in 2025. You'll learn how to harness your current momentum to tackle those lingering tasks and start the new year ahead of the game!

So light a cozy candle, wrap yourself in your favorite blanket, and join me as we transform these frights into delights just in time for the holiday sparkle season!

Transcript: https://joyjoya.com/blogs/podcast/spooky-jewelry-ecommerce-mistakes-and-fixes-for-holiday-success

00:00 Start 4:21 Primary Episode Content 13:26 The Gold Mine

Episode #310 - "Holiday Sales Sparkle – Host a Jewelry Virtual Trunk Show That Shines!"

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Welcome to Episode #310. With the holiday season fast approaching, the competition is heating up, and every sparkle counts. Whether you're a seasoned jewelry brand looking to elevate your holiday sales or a passionate artisan eager to showcase your unique creations to a wider audience, a virtual trunk show can be your secret weapon. 

Imagine creating an exclusive, immersive experience where your customers feel like VIPs, discovering stunning pieces right from the comfort of their homes.

But how do you host a virtual trunk show that not only captivates your audience but also drives those coveted holiday sales? Well, you’re in the right place! In today’s episode, we’ll uncover insider strategies, creative ideas, and some lesser-known tips that will make your virtual event shine brighter than ever.

From choosing the perfect platform and curating a mesmerizing collection to engaging your audience with unique interactive elements, we’ve got you covered. Plus, I’ll share some personal stories and lessons learned from my own journey hosting virtual events—trust me, you won’t want to miss these!

And in our GOLD MINE segment, I’m revealing how those unforeseen hiccups can actually become your biggest assets. Learn how to transform challenges into shimmering successes!

Transcript: https://joyjoya.com/host-a-jewelry-virtual-trunk-show

00:00 Start 3:51 Primary Episode Content 19:25 The Gold Mine

Episode #309 - "Unlock the Power of Nostalgia to Boost Jewelry Sales"

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Welcome to Episode #309. Today, I'm exploring the subtle yet impactful role of nostalgia in marketing. That warm, nostalgic feeling isn’t just about reminiscing—it can be a strategic tool for connecting with your customers on a deeper level.

I'll be getting into the psychological impact of nostalgia, identify the nostalgic elements that truly resonate with your audience, and share practical strategies to seamlessly integrate this emotion into your jewelry marketing. 

No matter what kinds of jewelry products you sell, understanding how to harness nostalgia can help you stand out in a competitive market. So stay with me to see how tapping into those cherished memories can enhance your marketing approach.

And in the GOLD MINE segment, learn why it's crucial for businesses, especially in jewelry marketing, to stay current and avoid appearing outdated in a rapidly changing digital landscape! Yes, I'll talk about the controversial "millennial gray" aesthetic that's sweeping TikTok and home design, illustrating the risks of not evolving with the times.

Transcript: https://joyjoya.com/unlock-the-power-of-nostalgia-to-boost-jewelry-sales

00:00 Start 3:53 Primary Episode Content17:09 The Gold Mine

Episode #308 - "How to Use Jewelry Marketing to Tap into a $70 Billion Market"

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Welcome to Episode #308. I want to talk about something worth a whopping $70 billion—and that's just in the US alone. Did that catch your interest? Can you guess what I’m referring to? Yes, it’s the wedding industry, and today, I'll explore how you can dive into it.

In the vast world of jewelry, clear lines are drawn: there are those who specialize in wedding jewelry and those who don’t. It’s rare for a brand to excel in both areas. However, just because you’re not primarily a wedding jewelry brand doesn’t mean you should overlook this lucrative market. So, how can you, as a non-wedding jewelry brand, tap into this sector? 

This episode is all about uncovering those opportunities, even if engagement rings and wedding bands are just a small part of your assortment - or not at all what you sell.

And in our GOLD MINE segment, I'm diving deep into the often overlooked aspect of effective marketing—not always about increasing spend for greater returns but finding ways to cut costs and capitalize on cost-saving opportunities. This approach is crucial in today's uncertain economic climate. Stay with me until the end for key strategies that could significantly enhance your business approach by making it more financially sustainable. 

Transcript: https://joyjoya.com/how-to-use-jewelry-marketing-to-tap-into-the-wedding-market

00:00 Start 4:09 Primary Episode Content 16:38 The Gold Mine

Episode #307 - "How to Keep Your Jewelry Marketing Message Clear and Impactful"

Sign up for a FREE, 1-Month Trial of JoyDeck: https://www.myjoydeck.com/trial

Welcome to Episode #307. In this episode, I'm diving into a topic that’s going to make your life—and your customers' lives—a whole lot easier: how to keep your marketing messages simple, straightforward, and precise.

I know it can be tempting to share everything about your brand or your latest collection. But overloading your audience with too much information or too many choices can backfire. Plus, in today’s fast-paced, scroll-happy world, a message that could be made more precise simply won’t cut it. Simplicity is your best friend.

I’m sharing tips and tricks to help you cut through the noise, speak directly to your audience, and make your messaging crystal clear. Whether you’re crafting an Instagram caption, writing an email, or figuring out how to describe your latest jewelry piece—this episode will help you refine it all. And stick around for some under-the-radar tips you might not have considered yet!

And in the GOLD MINE segment, I talk about how we avoid overwhelming our clients' audiences, by focusing on one clear message in their marketing instead of trying to showcase everything at once. 

Transcript: https://joyjoya.com/how-to-keep-your-jewelry-marketing-message-clear-and-impactful

00:00 Start 3:28 Primary Episode Content 19:12 The Gold Mine

Episode #306 - "How to Make Better Jewelry Marketing Decisions"

Sign up for a FREE, 1-Month Trial of JoyDeck: https://www.myjoydeck.com/trial

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.

Transcript: https://joyjoya.com/how-to-make-better-jewelry-marketing-decisions

00:00 Start 3:57 Primary Episode Content13:26 The Gold Mine

Episode #305 - "5 Common Email Marketing Mistakes Jewelry Brands Make - and How to Avoid Them"

Sign up for a FREE, 1-Month Trial of JoyDeck: https://www.myjoydeck.com/trial

Welcome to Episode #305. Today, we're diving into a topic that's incredibly important but often overlooked: the most common email marketing mistakes jewelry brands make and how to avoid them. Trust me, email marketing is one of the most powerful tools you have in your business arsenal. If you’ve built a list of loyal customers who love your brand, email marketing can be your secret weapon, paying off in a big way over time.

So, how do you avoid the common missteps that can keep your emails from being as effective as they should be? Don’t worry, I’ve got you covered. Today, we’re going to break down the biggest email marketing mistakes I see time and again, and I’ll show you how to turn them around. Whether you're new to email marketing or just looking to improve, this episode is packed with tips to keep your list engaged and your email strategy strong.

Transcript: https://joyjoya.com/email-marketing-mistakes-jewelry-brands

00:00 Start 4:04 Primary Episode Content 17:25 The Gold Mine

Episode #304 - "Answers to FAQs About Holiday Jewelry Marketing"

Sign up for a FREE, 1-Month Trial of JoyDeck: https://www.myjoydeck.com/trial

Welcome to Episode #304. We’re in it, my Sparklers! Holiday planning season is here, and I know some of you are feeling excited, behind, or even a bit overwhelmed. No worries! In this episode, I’m tackling the top questions I've been getting from clients about holiday marketing because I can promise you it's been a hot topic of conversation these past few weeks.

I'll cover how to create effective promotions that build urgency without necessarily relying on discounts, and how to use content, gift guides, and email marketing to boost sales. I’ll also share insights on whether to participate in Black Friday and Cyber Monday, and ways to turn holiday shoppers into loyal customers.

In the "Gold Mine" segment, I'll share some of my favorite tips for managing overwhelm during the busiest time of the year for jewelry brands. If you're handling everything on your own, I've got a pep talk just for you!

Transcript: https://joyjoya.com/faqs-holiday-jewelry-marketing

00:00 Start 2:42 Primary Episode Content 16:44 The Gold Mine

I'm taking a break this week, so there won't be a new episode. However, I have something special for you! Enjoy a FREE 1-month trial of JoyDeck, our innovative jewelry marketing support platform. Don’t miss out—grab your free trial now at: https://myjoydeck.com/trial.

Episode #303 - "How to Leverage "Micro Moments" in Jewelry Marketing"

Learn more about JOYDECK: https://myjoydeck.com/ Get the FREE Content Repurposing Masterclass: https://www.myjoydeck.com/masterclass

Welcome to Episode #303. I want to talk about micro-moments in marketing! In marketing, "micro-moments" refer to the small instances when consumers turn to their devices to act on a need, whether it's to learn something, do something, discover something, watch something, or buy something.

These micro-moments provide opportunities for a jewelry brand to engage with customers by being present with relevant, helpful content or offers at the exact time they're needed.

As a jewelry brand, it's crucial to be present during micro-moments because these customers have a clear intention. Instead of interrupting them, you're connecting with them right where they are.

In this episode, I'll share examples of micro-moments and offer guidance on how you can tailor them to your brand and storytelling. This approach will help you connect with your ideal customers where they are, offering them more than just a product—providing real value and fostering an emotional connection.

In our "Gold Mine" segment, I want to talk about the importance of kindness and humility in business and how these qualities can take you further than you might expect.

Transcript: https://joyjoya.com/micro-moments-in-jewelry-marketing

00:00 Start 3:53 Primary Episode Content 15:15 The Gold Mine

Episode #302 - "How to Pivot Jewelry Marketing For Rising Gold Prices"

Learn more about JOYDECK: https://myjoydeck.com/ Get the FREE Content Repurposing Masterclass: https://www.myjoydeck.com/masterclass

Welcome to Episode #302. I want to talk about gold prices! As I’m recording this episode, the price of gold is over $2,500 per ounce. With gold prices continuing to soar, fine jewelry designers and small brands are finding themselves at a crossroads.

Do you stick to your roots, crafting luxurious pieces in the traditional solid gold your customers love, or do you pivot to keep your creations accessible and your business thriving? 

The good news is, there’s no need to choose just one path. In fact, the rise in gold prices is the perfect opportunity to flex your creative muscles, offering fresh, innovative solutions that not only meet the market's demands but also elevate your brand's allure.

Imagine transforming the challenge of rising costs into a golden opportunity—literally! By embracing out-of-the-box marketing and merchandising strategies, you can continue to dazzle your customers with the magic of gold, all while staying true to your brand's unique identity. 

Whether it's mixing metals, introducing new materials, or simply reimagining how you tell your brand’s story, the possibilities are as limitless as your creativity. So in this episode, I'm going to dive into some fun and inventive ways to navigate these golden waters and come out shining brighter than ever.

 In our "Gold Mine" segment, I just want to share some fun things that have been happening on JoyDeck this month - and how you can join our new jewelry marketing support platform if you're interested. 

Transcript: https://joyjoya.com/how-to-pivot-jewelry-marketing-for-rising-gold-prices

00:00 Start 4:29 Primary Episode Content 18:30 The Gold Mine

Episode #301 - "Jewelry Marketing Lessons From the Summer Olympics"

Learn more about JOYDECK: https://myjoydeck.com/

Get the FREE Content Repurposing Masterclass: https://www.myjoydeck.com/masterclass

Welcome to Episode #301. This episode is airing on the same day as the closing ceremony of the 2024 Summer Olympics, and I wanted to share some thoughts on the intersection of jewelry, tradition, and marketing. If you think of a medal as a piece of jewelry, then Olympic medals are arguably among the most coveted pieces of jewelry in history. 

I recently watched a video segment about this year’s medals, which were designed and crafted by Chaumet. With this design, Chaumet has made history as the first jeweler ever to design the medals for the Olympic and Paralympic Games. This is truly a significant moment for the world of jewelry.

It got me thinking—nobody is born with a love for jewelry. There’s always a reason behind it. Whether it’s for nostalgia, accomplishment, self-expression, or even just a tactile connection, jewelry holds personal meaning. The Olympics this year have highlighted how deeply symbolic and significant jewelry can be, and these insights can definitely inform your marketing strategies.

By understanding the emotional and symbolic reasons why people are drawn to jewelry, you can craft marketing that truly resonates. Just as Olympic medals symbolize achievement and history, your jewelry can connect with customers on a deep, personal level.

In our "Gold Mine" segment, I’ll also be reflecting on my experiences at the NYC trade shows this year, including NY Now, Melee, and Meghan Patrice Riley's "Spotlight Designer Jewelry Presentation." If we crossed paths there, it was great to see you!

Transcript: https://joyjoya.com/jewelry-marketing-lessons-olympics

00:00 Start 4:28 Primary Episode Content 17:31 The Gold Mine

Episode #300 - "Introducing Our New Jewelry Marketing Support Platform: JoyDeck (and the Joy Joya Grant Winner!)"

Learn more about JOYDECK: https://myjoydeck.com/ Get the FREE Content Repurposing Masterclass: https://www.myjoydeck.com/masterclass

Welcome to Episode #300. Yes, it's a milestone one, so I'm making it special! Side note - did you know I published my first episode in November 2018 and have pretty much added new episodes weekly since then? But please don't go back into the archive that far; I don't even want to know what's back there. I'm coming up on six years this November! And yes, this will be relevant when you hear the topic of this week's Gold Mine segment.

But anyway, in today's episode, I'll be announcing the winner and finalists of the Joy Joya Summer 2024 Emerging Jewelry Brand grant!

I also want to introduce our new JoyDeck jewelry marketing support platform, which is officially launching this week. This platform has been over a year in the making since I first conceived of the idea, and I'm thrilled to share that it's finally live. I want to tell you all about it and how it can benefit you—I think many of you will love it!

In the Gold Mine segment, I'll share tips on how you can put yourself on the hook for generating jewelry marketing content ideas over and over and over for the long haul. If you often feel like you can't come up with good ideas, this might change your perspective.

Joy Joya Summer 2024 Grant Winner And Finalists WINNER Twyla Dill - https://www.twyladill.com/ Blossom and Shine - https://www.blossomandshine.com/ Delphine Leymarie Jewelry - https://delphineleymarie.com/ Kate Winternitz Jewelry - https://www.katewinternitzjewelry.com/ CinnamonSticks Designs - https://www.cinnamonsticksdesigns.com/ Elisha Marie Jewelry - https://elisha-marie.com/ 

Transcript: https://joyjoya.com/introducing-joydeck-jewelry-marketing 

00:00 Start 4:44 Grant Winner Announcement 8:04 Primary Episode Content 22:34 The Gold Mine

Episode #299 - "How to Cope With - and Communicate - Change in Your Jewelry Business"

Get the FREE Content Repurposing Masterclass: https://www.myjoydeck.com/masterclass

Welcome to Episode #299. In today's episode, I want to discuss a challenging topic: change. If you've been in business long enough, you'll inevitably face change. It's crucial to manage it not only for yourself but also to effectively communicate it to your customers. I found an interesting statistic about change from the "Change Perception Index": 1 in 3 people would avoid change if they could.

The reality is that people aren't afraid of change itself but rather the emotions that come with it. Feelings of losing control, having to learn something new, or feeling unsettled are common. One of my favorite quotes about resistance to change is from Harvard Business Review: "Change is resisted when it makes people feel stupid." It's a powerful reminder of why change can be so challenging.

So, how do you navigate change as a business owner and communicate it to your audience and customers? This episode is all about embracing change gracefully and guiding your customers through a smooth transition, so they don't feel lost. Change is uncomfortable, but we're going to tackle it head-on.

In the GOLD MINE segment, I'll share my personal experiences with change in my business. I have a persistent fear of making someone angry, even unintentionally (a topic for a therapy session!), but change often brings uncertainty, and it's inevitable that something might go wrong, upsetting someone along the way. I'll share my strategies for coping with this fear and managing change effectively. 

And just to keep you in the loop, I'll be announcing the grant winner and the runners-up on next week's episode! I can't wait to share the results of the summer marketing grant. As I mentioned, we had a record number of applications, so it's been such a tough challenge going through all of them!

Transcript: https://joyjoya.com/manage-change-jewelry-business

NYC Meetup With Liz Kantner, Robin Kramer and Me: Sunday, August 4th from 6:30-8pm HOWN Cocina & Cocktails 518 W. 27th Street, NYC

00:00 Start 6:23 Primary Episode Content 20:09 The Gold Mine

Episode #298 - "How to Work Smarter (Not Harder) on Jewelry Marketing"

Get the FREE Content Repurposing Masterclass: https://www.myjoydeck.com/masterclass

Welcome to Episode #298. In today's episode, I want to have a heart-to-heart about the time you spend on your marketing efforts. Many jewelry solopreneurs, like yourself, may not be dedicating as much time as they could to working on their businesses, especially when it comes to marketing. 

It's not because you don't know what to do—often, the challenge is figuring out where to start. Marketing can feel overwhelming, leaving you unsure about the best way to spend your time. This can lead to spending very little time on marketing, simply because it's tough to decide where to begin.

I could remind you endlessly to spend more time on your marketing, but that's not what I'm here to do. Instead, I want you to work smarter, not harder. This episode is all about maximizing your marketing efforts so you don't spend endless hours reinventing the wheel each time you engage in a marketing activity. Intrigued? Keep listening or watching for the details.

In the GOLD MINE segment, we'll tackle the topic of gatekeeping, its prevalence in the industry, and why it doesn't have to be that way. If you find it difficult to access valuable information about starting and growing a business, stay tuned for this segment near the end.

Transcript: https://joyjoya.com/how-to-work-smarter-not-harder-on-jewelry-marketing

00:00 Start 4:11 Primary Episode Content 14:50 The Gold Mine

Episode #297 - "How to Take Back Control of Your Jewelry Marketing"

Welcome to Episode #297. In today's episode, I want to remind you that you are in control of your marketing. This message was inspired by a recent Instagram post highlighting some common frustrations faced by jewelry business owners, such as:

Customers complaining about high prices

Retailers operating on a consignment basis

Algorithms limiting your reach

Influencers asking for freebies

These challenges, while annoying, do not define your business. Remember, you are in charge of your messaging and business decisions. You are not a victim. As a business owner, you have the power to shape your path. If something isn't working for you, change it. Focus on what matters and aligns with your goals. Ignore the distractions and stay committed to your vision. Embrace the freedom and control that come with being a business owner.

In this episode, I want to talk about some ways you can take back control of your business and marketing, even if you feel like all the "powers that be" are making that seem impossible. And in the GOLD MINE segment, I'll chat about why getting in a groove is not necessarily a good thing, at least when it comes to your marketing.

Transcript: https://joyjoya.com/take-control-jewelry-marketing

Get the FREE Content Repurposing Masterclass: https://www.myjoydeck.com/masterclass

00:00 Start 4:58 Primary Episode Content 16:55 The Gold Mine

Episode #296 - "What's It Like Having Marketing Support For Your Jewelry Business?"

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.

Transcript: https://joyjoya.com/marketing-support-for-your-jewelry-business

Apply for the grant: https://jewelrybrandincubator.com

00:00 Start 4:10 Grant Announcement 5:49 Primary Episode Content 17:25 The Gold Mine

Episode #295 - "How AI Is Impacting SEO For Jewelry Businesses"

Welcome to Episode #295. In today's episode, I want to talk about the future of SEO for jewelry businesses! This is an area of jewelry marketing that's evolving very quickly, with AI-created content becoming more and more prevalent and search engines like Google adjusting their algorithms to account for the future of how people will be using the Internet and searching for useful content.

If Google search is a primary way that your target audience discovers your brand, or you're interested in driving more traffic through Google search, then you definitely need to check out this episode to understand what the future holds.

I've done many episodes about SEO before if you want to reference them for the basics, which I won't cover here in this episode. So if you're completely new to SEO, I'd recommend you go back to episodes #238, #239, and #240 for a deep dive into those basics.

When you search something on Google, you're probably already noticing that one of the first search results is an AI Overview. AI Overviews provide links to resources that back up the information in the snapshot and delve deeper into the topic. This feature helps users explore and uncover a wide variety of content from various sources, including publishers, creators, retailers, and businesses, enabling them to use the gathered information to further their tasks.

So keep listening to this episode to find out what these changes mean for you and your jewelry business - and how you can adapt to changes in Google search as well as to changes in how your customers are searching for you and your products.

Transcript: https://joyjoya.com/how-ai-is-impacting-seo-for-jewelry-businesses

Apply for the grant: https://jewelrybrandincubator.com

00:00 Start 3:22 Grant Announcement 5:23 Primary Episode Content 19:14 The Gold Mine

Episode #294 - "All About Calls to Action For Jewelry Marketing"

Welcome to Episode #294. In today's episode, I'm diving back into jewelry marketing basics with a focus on the unsung hero of effective marketing: Calls to Action, or CTAs. It's surprising I haven't dedicated an episode to this before! While I've mentioned CTAs in past episodes, I've never fully explored their importance and how to use them effectively.

In this episode, we'll break down what CTAs are and why they’re crucial for jewelry marketing. We'll discuss general best practices, how to tailor CTAs to your specific audience, and how psychological principles can guide your CTA strategies. Plus, I'll share tips on keeping your CTAs fresh and engaging.

In our "Gold Mine" segment, I'll also share some recent observations about standout social media content and how you can apply these insights to your own posts. Tune in to get inspired and take your jewelry marketing to the next level!

Transcript: https://joyjoya.com/jewelry-marketing-calls-to-action

Apply for the grant: https://jewelrybrandincubator.com

00:00 Start 2:25 Grant Announcement 4:47 Primary Episode Content 17:14 The Gold Mine

Episode #293 - "Are Your Email Subscribers Seeing Your Jewelry Emails?"

Welcome to Episode #293. In today's episode, I want to discuss the importance of quality over quantity in email marketing and how to maintain a healthy subscriber list.

This topic arose because I've noticed a significant increase in spam subscribers on my clients' lists recently, and I've heard similar stories from others in the marketing community. This issue, known as "list bombing," is described in Klaviyo's support documentation as "a malicious attack where the attacker exploits a signup form or checkout page by making a large number of fake submissions, filling the associated list with emails and phone numbers that have not consented or are invalid."

Although a rise in email subscribers might appear beneficial for your brand at first glance, it only holds true if all the new contacts are genuine.

Sending emails to these fake profiles can harm your deliverability, as your emails might get caught in spam traps. You'll also see a decline in your open rates. Later in this episode, I'll delve deeper into list bombing and share ways to protect yourself against it.

The main focus today is to ensure your subscribers are legitimate, genuinely interested, and actively engaging with your emails, regardless of whether you have 100 or 100,000 subscribers. Stay tuned for tips on achieving this with your email marketing strategy.

Transcript: https://joyjoya.com/jewelry-email-subscribers

Apply for the grant: https://jewelrybrandincubator.com

00:00 Start 3:31 Grant Announcement 6:56 Primary Episode Content 20:00 The Gold Mine

Episode #292 - "JCK Vegas 2024 Recap - and How to Do a Mid-Year Jewelry Marketing Reset"

Welcome to Episode #292. In today's episode, I want to cover a few different topics. First, I want to announce a very special opportunity that I'm opening up to emerging jewelry brands everywhere. If you've been intrigued by Joy Joya's grants in the past, you MUST check out this one.

I also want to give a recap of my experience at JCK Las Vegas this year. It was one of my favorite times at JCK yet, and I'm so impressed with the events team and all their amazing efforts.

Lastly, I want to share some tips about how you can facilitate a mid-year course correction for your marketing if you feel like you've gone off track. June is a time when we feel like we need a break, especially if you're coming back from the trade show. But at the same time, it's also a great opportunity to start planning for the holidays and get ahead of the busy season that's coming before we know it. You'll want to hear my tips for regaining your business equilibrium.

In the Gold Mine, I share some things about JCK that inspired me and that I want to pass along to you to hopefully give you some ideas to spark your mid-year reset and go into the second half of 2024 with innovation in mind.

Transcript: https://joyjoya.com/jewelry-marketing-reset

Apply for the grant: https://jewelrybrandincubator.com

00:00 Start 3:01 Grant Announcement 8:31 Primary Episode Content 20:51 The Gold Mine

Episode #291 - "Writing Effective Social Media Captions For Jewelry Businesses"

Welcome to Episode #291. In today's episode, I'm going to dive into the art of writing effective social media captions. 

Captions are more than just words beneath a post; they're a powerful tool for enhancing your visual content by adding depth and providing necessary context. They guide your audience's interactions, suggesting what steps to follow next, whether it's liking, commenting, or sharing. By serving as alt text, captions also increase accessibility for visually impaired users and can be translated into various languages, thus broadening your reach. 

Most importantly, well-crafted captions can significantly boost engagement, turning passive viewers into active participants who interact with your content in meaningful ways.

It's also like: you know you need them because your social media post would look a little naked without the caption, but what the heck are you supposed to be doing with that blank space? What are you supposed to say? Why's it so hard to think of something?

In this episode, I'll be covering so many aspects of writing a good caption, from why it's important to know your audience to touching on emotional triggers, telling great stories, and more. If you struggle with captions, this one's for you.

Transcript: https://joyjoya.com/effective-social-media-captions-jewelry

00:00 Start 3:04 Primary Episode Content 20:37 The Gold Mine

Episode #290 - "What If You Have More Than One Type of Target Customer For Your Jewelry Business?"

Welcome to Episode #290. In today's episode, I want to tackle the question: what if you have more than one audience and target customer? Not every jewelry business' target customer fits neatly into one box. Oftentimes, you'll be speaking to customers who span multiple demographics, even if you serve a very specific niche.

Crafting marketing messages that resonate across age groups, cultures, and preferences is both a challenge and an opportunity. Our goal as business owners and marketers in the jewelry industry is to recognize and value the differences among members of our target audience, bridging connections through understanding and respect.

In this episode, I'll be exploring strategies to segment your audience, craft universal yet personalized narratives, and utilize platforms effectively to reach varied demographics. You'll learn how to ensure your brand's voice is heard, understood, and cherished across the spectrum.

Transcript: https://joyjoya.com/multiple-target-customers-jewelry-business

00:00 Start 2:30 Primary Episode Content 14:31 The Gold Mine

Episode #289 - "How to Inspire Your Jewelry Customers to Return Again and Again"

Welcome to Episode #289. In today's episode, I want to talk about how you can get your customers to love your jewelry business - and come back again and again.

In the worlds of business and marketing, trends come and go, but one timeless truth remains: retaining customers is super important and will save you on marketing costs in the long run. Marketing thought leader Neil Patel shared this: "Customer retention is seven times more cost-effective compared to customer acquisition." 

This simple yet profound insight underscores a fundamental principle that lies at the heart of every successful jewelry business: the enduring value of cultivating and nurturing lasting relationships with our customers.

Back in 2013, ecommerce businesses were forking out $9, on average, to acquire a fresh-faced customer. Fast forward to the present day, and that figure has ballooned to a staggering $29—a staggering 222% increase. It just makes monetary sense to keep the customers who already like, know, and trust you coming back for more. 

In this episode, I'll be talking more about why returning customers need to be your loyal advocates and partners, how to find out how many customers are actually coming back for more, and the tactics you can use to keep them engaged. 

Transcript: https://joyjoya.com/improve-jewelry-marketing-content

00:00 Start 3:05 Primary Episode Content 19:06 The Gold Mine

Episode #288 - "How to Add Depth to Jewelry Marketing Content"

Welcome to Episode #288. In today's episode, I want to dive deeper into how you can transcend mere surface-level content, which is crucial in a world increasingly dominated by AI in content creation and marketing. While AI is a fantastic tool for brainstorming and drafting, it's not meant to replace your unique voice or the distinctive persona of your brand. 

Simply using AI-generated content won't resonate with your audience or showcase you in the best light. Even adopting a generic idea from AI or the internet, without infusing it with your unique flair, will lack excitement and shareability.

Often, when brainstorming for clients, particularly for blog posts, we start with basic jewelry topics, like "How to Layer Necklaces." Sometimes there's resistance because the topic feels overdone. But let's face it—everything has been done. It's nearly impossible to be wholly original these days. 

The aim isn't to invent something unprecedented but to tell a story in a way that resonates widely yet could only be told by you, in your unique, original style. Sure, a thousand people might have tips on layering necklaces, but none of them are you or run your business. The real challenge is, how do you fully and authentically express yourself?

In this episode, I'll explore how you can truly be yourself in your content, unapologetically, even when discussing topics that have been covered time and again.  

Transcript: https://joyjoya.com/improve-jewelry-marketing-content

00:00 Start 3:38 Primary Episode Content 14:13 The Gold Mine

Episode #287 - "Celebrating Joy Joya's Business Anniversary at 8 Years"

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.  

Transcript: https://joyjoya.com/joyjoya-business-anniversary

00:00 Start 3:53 Primary Episode Content 31:46 The Gold Mine

Episode #286 - "Tips For Optimizing Your Jewelry Product Pages"

Welcome to Episode #286.Today, let's delve into the significance of your ecommerce site's product detail page, especially concerning jewelry sales, and I'll share some pointers to enhance its appeal. Every person holds certain perceptions of value, shaped by individual experiences. These perceptions encompass pricing, expected treatment, and the surrounding environment. Surprisingly, if customers feel they're getting a good deal, they may overlook minor imperfections in the product.

Imagine lusting after a luxurious clothing item or accessory slightly beyond your budget. When finally deciding to splurge, you have two options: Option A, you could walk into a high-end store, pay full price, and savor the entire experience—being treated as a valued customer, relishing the ambiance, and reveling in the feeling of indulgence. 

Option B, you might opt for a discounted or second-hand version, accepting compromises like less pristine packaging or a longer wait time. Or like maybe you're at a sample sale and don't even have a place to try things on or anyone to help you. In this case, your expectations are tempered by the knowledge of the deal you're getting.

However, in the former scenario, any deviation from your expectations—such as unhelpful sales staff or a messy store—can bug you, as you had anticipated a seamless experience. This irritation wouldn't happen if you had already decided to compromise for a better price and came to the transaction with lower expectations.

Most jewelry brands, regardless of price point, don't sell bargain items; their products are considered discretionary purchases and should be presented accordingly. Customers, especially when buying jewelry at a stretch in terms of budget, anticipate a certain level of presentation, service, packaging, and quality. And a stretch in someone's budget doesn't even necessarily have to be fine jewelry. Even a $100 item could be a huge stretch and a treat. 

Their expectations play an integral role in the shopping experience, which should ideally be pleasant and enjoyable—unless, of course, you're rummaging through cheap earrings at a garage sale.

Unfortunately, many brands fail to replicate this experience online, missing the mark on what customers crave and what would entice them to make a purchase. So, even if you believe your product page is adequate, I encourage you to consider whether it truly aligns with your customers' expectations. If you're wondering why customers visit your site and don't buy, it's time to get real about your product presentation. Keep listening for the scoop.

Transcript: https://joyjoya.com/jewelry-product-page

00:00 Start 6:09 Primary Episode Content 24:09 The Gold Mine

Episode #285 - "The 10 Essentials of Managing Your Ecommerce Jewelry Store"

Welcome to Episode #285. Today, I'm diving into the must-knows of managing your online store. I'll chat about what you should understand about your ecommerce setup and why it's essential to seek help if you're unsure.

I've been chatting with some jewelry business owners who have their online store on Shopify but aren't fully familiar with all of Shopify's features and capabilities. Maybe they relied on a developer before and never fully got the hang of it themselves.

If you don't have a dedicated ecommerce team for your online shop, it's vital to grasp some basics. While I'll focus on Shopify, the same principles apply to other platforms too, like Squarespace and Wix.

Think about it like this: running an online jewelry store is similar to running a brick-and-mortar one. Just like you need to know how to switch on the lights and open the display cases, understanding your ecommerce system is crucial. Even though it's online, it's just as important. Take some time to understand it, and I'll explain why in this episode.

Transcript: https://joyjoya.com/jewelry-ecommerce-essentials

00:00 Start 2:19 Primary Episode Content 25:32 The Gold Mine

Episode #284 - "Carousels? Reels? What's Up With Instagram For Jewelry?"

Welcome to Episode #284. In today's episode, I'm diving into the current best practices for Instagram content. What formats are hitting the mark? What kind of results can you realistically expect from your social media efforts? 

I've recently completed over a dozen social media audits, pouring over the data from various brands, so feel free to ask me anything in the YouTube comments or by DMing me on Instagram @joyjoyamarketing. 

My deep dive has revealed a crucial insight: there's no one-size-fits-all strategy that guarantees success for every brand. Each one has its unique aspects. Understanding your analytics is key to making informed decisions. But is posting on Instagram all there is to it? Stay tuned to discover more.

Transcript: https://joyjoya.com/instagram-jewelry-businesses-2024

00:00 Start 1:55 Primary Episode Content 16:50 The Gold Mine

Episode #283 - "Hero Images for Jewelry Ecommerce and Digital Marketing"

Welcome to Episode #283. Today, we're diving into the world of heroes, but not the kind you might expect from comic books or Marvel films. Instead, our focus will be on hero images and their critical role in digital marketing.

The term "hero image" originates from web design and refers to the prominently large and often wide image that captures your attention at the top of a website or an email campaign before any scrolling occurs. This image may sometimes feature overlaid text or photos, and can even extend to videos or carousel sliders.

The purpose of the hero image is to reassure your visitors or viewers that they've arrived at the right destination. Upon viewing the hero image, individuals should feel a connection to your brand and/or a resonance with the products you offer. It's meant to be an inviting gateway that encourages exploration, similar to the welcoming display window of a physical jewelry store. 

This is your chance to showcase your brand's identity and inject visual appeal into your homepage or email campaign, especially since other design elements on most effective ecommerce sites and email campaigns should be simplified to ensure the thet load efficiently across various devices. When someone enters your online store via the homepage, the hero image lays the groundwork for their shopping experience online.

If you're eager to discover how to maximize the impact of hero images on your website and emails, continue listening to or watching this episode.

Transcript: https://joyjoya.com/hero-images-for-jewelry-ecommerce-and-digital-marketing

00:00 Start 2:55 Primary Episode Content 16:21 The Gold Mine

Episode #282 - "Finding the Right Audience for Your Fine Jewelry"

Welcome to Episode #282. Today, I want to chat about finding an audience for your fine jewelry, especially if you sell at more aspirational, luxury price points. This episode was actually inspired by some content I've been watching on TikTok and it really got me thinking about the target audience for high-end accessories.

The first post was from a TikTok user named "Level Blue", who teaches ladies how to be elegant in her own words. One of the posts I watched was called "3 luxury things elegant ladies never buy", and #2 was very branded jewelry, I won't name any brand names but you know what I mean, fine jewelry that features very obviously brand motifs or details that can be connected to the luxury brands that make them. According to this TikTok-er, "elegant" ladies don't buy this type of jewelry because it's so overly fake to the point that wearing is it tacky - who even knows if what you're wearing is real or fake? Elegant ladies wear unique jewelry that you won't find copied or on a lot of other people.

The other TikToks that have been inspiring me is the account Class of Palm Beach; the content creator basically goes on the streets of Palm Beach, FL to ask people about their outfits. Of course, I'm always interested to hear about the jewelry. Most of the time, it's just stacks on stacks of Cartier love bracelets or lots of Tiffany, which don't get me wrong, is fine if you love those things. But every once in a while, a person who's interviewed wears something different, like one recent TikTok showed a woman wearing necklace layers with Foundrae. And in the comments, all the people were asking, "Whoa I love that jewelry, so unique, what was the brand again?"

Where I'm going with this is: there are two types of high-end buyers - the ones who really like the brand names and the recognition of wearing something that looks expensive. If you're listening to this podcast, and your business isn't named Cartier, Tiffany, Van Cleef, or similar, then you will likely never cater to this customer because their money is going to be spent elsewhere. You don't have literal centuries under your belt building a brand name.

So what's left for you? You're catering to the people that "Level Blue" is catering to, the customers who want to look elegant without looking like they're wearing something that can easily be copied. And speaking to the customer who does want something different and something that's going to make them feel special and unique is going to mean having a clear story, voice, and personality in your brand, so that you can reach those customers who will feel proud to be wearing something unique.

And in this episode, I want to chat about how to do just that.

Transcript: https://joyjoya.com/audience-for-your-fine-jewelry

00:00 Start 5:47 Primary Episode Content 21:29 The Gold Mine

Episode #281 - "Tactics for Boosting Your Jewelry Ecommerce Performance"

Welcome to Episode #281. Today, let's dive into a "part two" of last week's discussion on achieving ecommerce sales goals through key metrics like Average Order Value (AOV), Conversion Rates, and the number of Website Visitors.

While I outlined the importance of these metrics, I didn't delve into strategies for enhancing your performance in these areas. 

In this episode, I'm excited to offer practical advice on elevating your AOV, boosting conversion rates, and increasing your site's traffic. Coupling the insights from episode #280 with today's tips should empower you to elevate your online jewelry sales, providing clarity on the actionable steps you can take to turn your sales aspirations into reality. 

This approach aims to make your goals more attainable and demystify the process of achieving online success.

Transcript: https://joyjoya.com/boost-jewelry-ecommerce-performance

00:00 Start 1:57 Primary Episode Content 16:30 The Gold Mine

Episode #280 - "Jewelry Marketing Metrics for Ecommerce Goals"

Welcome to Episode #280. Today, I'd like to share some strategies to help ease the pressure of meeting your ecommerce sales goals by instead zeroing in on more digestible metrics that can be tackled in bite-sized pieces.

I stumbled upon this method of achieving sales targets back in 2014, thanks to an article on BigCommerce's blog. Sadly, the article is no longer available, but I managed to save the ecommerce formula that they share. Over the years, I've revisited this formula countless times because of its straightforwardness and its effectiveness in demystifying online sales.

Consider this: you probably have a clear income goal in mind. But have you broken down what that goal means in terms of website visitors needed, conversion rates to aim for, and the average order value you should target?

The essence of what I'm sharing today is this: if you're selling jewelry online, it's crucial to stay informed about your key ecommerce metrics. This doesn't mean you need to be an expert in Google Analytics or a data guru. In fact, we're going to keep things simple. Our focus will be on the most impactful metrics, devising marketing strategies that directly influence those metrics.

Transcript: https://joyjoya.com/jewelry-metrics-ecommerce-goals

00:00 Start 2:23 Primary Episode Content 16:50 The Gold Mine

Episode #279 - "Jewelry Storytelling: Get Your Audience to STOP and Pay Attention"

Welcome to Episode #279. Today, I'm revisiting the topic of brand storytelling for what must be the thousandth time, simply because I can't seem to emphasize its importance enough. 

Recently, I stumbled upon a small business grant sponsored by a global bank, which understandably attracts a vast number of applicants. A unique aspect of this application process is the requirement to submit a 500-word essay detailing your business's journey and how it has navigated the current economic landscape. However, there's a catch: your story must be shared publicly, as all submissions are compiled on a single webpage for open viewing.

Curiosity got the better of me, and I found myself diving into the narratives of fellow entrepreneurs. With every page refresh, a flood of new entries appeared, signaling thousands of applications from business owners nationwide, including those from the jewelry sector. Intriguingly, the use of AI for crafting or refining these stories was prohibited, placing the onus on the applicant's innate storytelling abilities to compellingly answer the prompt within the tight word limit.

As I read some of the submissions, I couldn't help but marvel at the monumental task awaiting the judges: selecting finalists from such a rich tapestry of stories. It's clear that each business owner would greatly benefit from the grant. 

This leads to the pressing question: In a sea of narratives, how does one capture attention? Whether it's in a grant application or communicating with customers, standing out is crucial. Stay tuned for my insights on how to make people STOP AND PAY ATTENTION to your story!

Transcript: https://joyjoya.com/jewelry-storytelling-tips-jewelry-brands

00:00 Start 3:27 Primary Episode Content 19:01 The Gold Mine

Episode #278 - "The Role of Production in Jewelry Marketing"

Welcome to Episode #278. Today, I'd like to discuss a common challenge many jewelry business owners face when it comes to planning their marketing content. Surprisingly, it's not about their marketing skills or knowledge, but rather about production; yes, about the actual designing and making of their products.

When we help our clients organize their content calendars, typically looking six months ahead, we sometimes hit a roadblock: not knowing the production schedule. Together, between us and the business owner, we have no shortage of good and interesting ideas. But if the production calendar hasn't been fleshed out, we can't plan marketing effectively.

I understand that production can be complicated, especially if you're not making everything yourself. Even if you are, relying on suppliers and delivery times can be tricky. But even business owners who handle everything sometimes struggle to plan ahead because they prioritize creativity over sticking to a schedule.

While being creative is amazing and important, it's important to realize that running a solid business powered by effective marketing needs some insight into production. Without it, planning can really become chaotic, which isn't ideal for running a jewelry business.

So, how can you make sure your production and marketing align better? Stay tuned for some advice.

Transcript: https://joyjoya.com/production-jewelry-marketing

00:00 Start 3:36 Primary Episode Content 19:41 The Gold Mine

Episode #277 - "What 'Works' in Jewelry Marketing"

Welcome to Episode #277. Today, I'm diving into the topic of when marketing actually "works". Sometimes, marketing seems like a big mystery. Is it all about posting on social media? Sending out emails? Is there a magical formula for boosting sales? And when exactly does marketing start to show results? If you're fairly new to the business world, these might be some of the burning questions on your mind, making it tough to see how marketing could genuinely benefit your business and what signs indicate that it's hitting its mark.

In this episode, I'm going to unpack what effective marketing can really look like for you and what it means for marketing to truly "work". I think you might find my insights surprising, but in the best possible way! I'm going to let you in on some behind-the-scenes of what it looks like for our clients when we've uncovered a way for their marketing to really do what it can do best.

Transcript: https://joyjoya.com/what-works-jewelry-marketing

Links From the Episode: "The Confidence Podcast" https://www.trishblackwell.com/podcasts/

00:00 Start 2:09 Primary Episode Content 20:28 The Gold Mine

Episode #276 - "How to Roll Out New Jewelry Marketing Ideas"

Welcome to Episode #276. In this episode, I'll delve into the significance of empathizing with your customers and share strategies on how to do so effectively. Recently, during a client call, we were bouncing ideas back and forth about the direction of their business and which products or collections to prioritize in upcoming campaigns - as well as which types of products would be interesting to develop for the sake of attracting customer attention and interest. 

Despite our extensive brainstorming session, we hit a roadblock when it came to making any final decisions. Why? Because, in the end, our opinions are pretty much close to irrelevant. What truly matters is understanding what resonates with the customers and how they'll respond.

So, instead of continuing our endless brainstorm, we narrowed down our ideas to a few favorites. We decided to gradually introduce and test these ideas to gauge customer reactions before fully committing to any one direction. This way, we ensure that our marketing efforts align closely with what our customers truly love. Being too convinced of how your audience will respond to something is a sure-fire way to set yourself up for disappointment.

Keep listening to understand how to slowly roll out your new ideas to your customers, how to understand whether or not they're worth pursuing, and then what to do once you've found that your customers are responding positively - for maximum impact.

Transcript: https://joyjoya.com/new-jewelry-marketing-ideas

00:00 Start 2:51 Primary Episode Content 16:13 The Gold Mine

Episode #275 - "How Your Jewelry Business Can Gain Organic Traffic and Build Trust"

Welcome to Episode #275. In this episode, I want to talk about why blog posts could still be relevant for your jewelry business in 2024 (notice I said "could be" and not "are relevant") and how to actually write a great blog post for your ecommerce site.

While the term "blogging" may seem a bit old-fashioned, like we just stepped back to the year 2000, it's essential to recognize that well-crafted written content remains a cornerstone for your business in 2024. 

In an era where artificial intelligence can generate articles at lightning speed, the challenge lies in sustaining the trust of your audience. Genuine and reliable written content can distinguish your business, leading to a direct influence on your brand storytelling, customer relationships, discoverability, sales, and overall growth.

Keep listening or watching to find out whether or not your jewelry business is a good candidate for having a blog, what it takes to write an amazing blog post, and what you can expect from your efforts over time.

Transcript: https://joyjoya.com/phases-marketing-jewelry

Other Links From the Episode: Episode #238 - https://youtu.be/uN-KeiHnef0 Episode #239 - https://youtu.be/hU-K6OlaKOU Episode #240 - https://youtu.be/Vdfri0o7648

00:00 Start 2:25 Primary Episode Content 20:54 The Gold Mine

Episode #274 - "2 Essential Phases of Marketing for Jewelry Businesses"

Welcome to Episode #274. In this episode, we're diving into the essential stages of marketing for jewelry brands and why it's crucial to understand their distinctions.

I've noticed that many new jewelry business owners might not have a clear grasp of what marketing really involves, and that's perfectly fine! I'm here to provide some clarity. First and foremost, let's clarify that marketing is distinct from public relations and sales. While marketing can certainly support these functions, it operates differently. And if you want more on that, an entire chapter actually, check out my book Jewelry Marketing Joy.

But today on the podcast, I'll explore the two primary types of marketing you'll be engaged in for your jewelry business in the long run.

The first type is "Audience Building" Marketing. These are the marketing activities aimed at getting people to notice your brand. Imagine sending an email campaign to an empty subscriber list or posting on Instagram with zero followers – it wouldn't yield much, would it? To make the second type of marketing, "Customer Relationship Building" Marketing, effective, you also need to be actively involved in"Audience Building Marketing." 

If you're launching a new jewelry brand, you'll likely dedicate most of your efforts to the first type because you need to attract those initial eyeballs and interest. Even if you're an established jewelry business, you can't afford to neglect "Audience Building" Marketing. You should continue to focus on attracting new audiences while nurturing relationships with those who are already interested.

Ready to understand marketing on a deeper level? Keep listening or watching as I explore the differences between Audience Building" Marketing and "Customer Relationship Building" Marketing. I'll provide examples of both types and delve into why "Audience Building" Marketing can be super challenging, as well as what results to anticipate from your efforts.

Transcript: https://joyjoya.com/phases-marketing-jewelry

00:00 Start 3:39 Primary Episode Content 15:50 The Gold Mine

Episode #273 - "Email Marketing Design for Jewelry Businesses"

Welcome to Episode #273. In this episode, I want to discuss effective email marketing design strategies tailored specifically for jewelry brands. When we mention "graphic design" or the design aspect of digital materials, it's common to associate it with aesthetics and making things visually appealing. However, in the context of email marketing, it's less about making the email visually pleasing and more about designing it in a way that ensures successful email delivery, along with clear and swift presentation of essential information.

The primary goal is not only to secure a place in the recipient's inbox but also to effectively communicate all the crucial details. According to a 2022 study conducted by Litmus, the average time people spend on an email is just nine seconds. This research revealed that approximately 30% of emails receive less than two seconds of attention, 41% are looked at for a duration of two to eight seconds, and only 29% are viewed for more than eight seconds. In essence, your email design needs to make a significant impact within the first two seconds of viewing.

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. This is actually our last podcast episode with Hilary as a guest! If you've enjoyed hearing the interviews from Hilary and would like more designer interviews in the future, let me know in a YouTube comment or podcast review. If you're new to this series with Hilary, 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 begin our conversation with Hilary, I'd like to discuss the constraints of email marketing design and explain why it's not feasible or advisable to treat your emails as pieces of art. Additionally, I'll delve into the current best practices for email marketing design in 2024 and cover other related topics.

Links From the Episode: https://hilaryfinck.com/ https://www.instagram.com/hilaryfinckjewelry/

Apply for the Jewelry Brand Incubator: http://jewelrybrandincubator.com/

Other Links From the Episode: https://www.businessoffashion.com/case-studies/beauty/hero-product-franchise-tarte-nars-too-faced-shape-tape-concealer-orgasm-blush-better-than-sex-mascara/

Transcript: https://joyjoya.com/email-marketing-design-jewelry

00:00 Start 4:38 Primary Episode Content 16:47 Interview 28:57 The Gold Mine

Episode #272 - "Email Marketing List Health for Jewelry Businesses"

Welcome to Episode #272. In this episode, I'm excited to share one of my favorite jewelry marketing activities to kick off the new year - giving your email subscriber list a check-up!

In the world of jewelry marketing, the email list is like a lively and ever-evolving companion that needs some TLC from time to time. Just how often you should pamper it depends on its size – the bigger ones require more frequent spa days, while the smaller ones can enjoy a more casual check-in now and then. So, let's dive into the world of email subscriber list rejuvenation!

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 begin our conversation with Hilary, let's talk about what it means to have a healthy email list, how to regularly manage email list health, and what actions you can take to improve list health if it's looking a little under the weather.

Links From the Episode: https://hilaryfinck.com/ https://www.instagram.com/hilaryfinckjewelry/

Apply for the Jewelry Brand Incubator: http://jewelrybrandincubator.com/

Transcript: https://joyjoya.com/email-marketing-list-jewelry

00:00 Start 4:00 Primary Episode Content 19:13 Interview 31:38 The Gold Mine

Episode #271 - "3 Unconventional Pricing Strategies For Jewelry Marketing" Welcome to Episode #271. As we enter the new year, I'd like to discuss unconventional pricing strategies that you might want to explore in 2024 and beyond. Many jewelry businesses tend to adhere to established pricing norms, and that's perfectly fine. Some offer discounts, while others maintain fixed prices - whatever suits your business model. 

However, today, I won't be addressing these common pricing approaches. Instead, I'd like to focus on pricing as it relates to attracting new customers and enhancing your marketing efforts. You can continue selling your jewelry at the prices you've determined to be suitable, but I'll show you how to leverage those prices strategically to benefit your business.

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 begin our conversation with Hilary, let's discuss some unconventional pricing strategies that you might not have thought about yet and explore how they can boost your marketing efforts this year.

Links From the Episode: https://hilaryfinck.com/ https://www.instagram.com/hilaryfinckjewelry/

Apply for the Jewelry Brand Incubator: http://jewelrybrandincubator.com/

"17 Questions That Changed My Life" By Tim Ferriss https://tim.blog/wp-content/uploads/2020/01/17-Questions-That-Changed-My-Life.pdf

Transcript: https://joyjoya.com/pricing-strategies-jewelry-marketing

00:00 Start 4:01 Primary Episode Content 20:52 Interview 38:43 The Gold Mine

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: https://hilaryfinck.com/ https://www.instagram.com/hilaryfinckjewelry/

Transcript: https://joyjoya.com/jewelry-marketing-success-2024

00:00 Start4:21 Primary Episode Content 17:28 Interview 34:48 The Gold Mine

Happy holidays and happy new year! I'm taking some time off, but I'll be back with a new episode on January 7th. I hope you get some time to relax and make memories with loved ones!

 TWO ANNOUNCEMENTS:

 1. 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!

This initiative reflects our sincere dedication to making a significant impact – it’s our method for assisting your emerging brand in realizing its full potential and shining brighter than ever before. Applications close January 31st!

For more info, visit https://JewelryBrandIncubator.com. 

2. Ticket giveaway to Halstead's Jewelry Business Forum

Halstead's Jewelry Business Forum is a digital conference created to empower small jewelry business owners. In a live webinar format, attendees will receive professional development in marketing and business skills while being inspired for the New Year. The dates are Monday 1/15-Thursday 1/18.

To enter to win your free ticket, visit the @joyjoyamarketing Instagram (https://www.instagram.com/joyjoyamarketing) find the post for the giveaway, which should be posted right around the time this episode goes live, and follow the instructions there. To learn more about the forum, visit @halsteadjewelrysupplies (https://www.instagram.com/halsteadjewelrysupplies/) on Instagram.

Episode #269 - "Add This to Your 2024 Jewelry Marketing Strategy"

Welcome to Episode #269. Today, I want to talk about the power of events for jewelry marketing, and how figuring out your event strategy should be a major priority in 2024, if it's not already on your radar. But before I talk about events, I also want to stress my special passion for email marketing and how it ties into this discussion.

The latest data reveals that email marketing delivers impressive results, boasting an average ROI of $45 for every dollar invested in Retail, Ecommerce, and Consumer Goods/Services. This holiday season, I've witnessed firsthand with my clients who have robust email lists just how dominant email can be in converting sales.

But how does this connect back to events, you might wonder? Well, to maximize the effectiveness of your email marketing endeavors, you need a robust subscriber list. Acquiring and nurturing this list isn't a simple task. One effective approach is to venture out into the real world and participate in events. This way, your future fans can meet you in person, providing an opportunity to share their contact information with you. Whether or not they make a purchase at the event, they become valuable additions to your email list, enabling you to cultivate a lasting relationship with them over time.

We'll be looking at this topic through the lens of 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 our conversation with Hilary, I want to talk about the types of events you should be trying in 2024, how to collect email subscribers, and then what to do with those email subscribers once you've added them to your list.

Links From the Episode: https://hilaryfinck.com/ https://www.instagram.com/hilaryfinckjewelry/

https://www.thisoldmarketing.com/will-gemini-be-googles-search-savior-405/

Transcript: https://joyjoya.com/events-jewelry-marketing-2024

00:00 Start 3:49 Primary Episode Content 17:13 Interview 31:56 The Gold Mine

Episode #268 - "How to Set Jewelry Marketing Goals for 2024"

Welcome to Episode #268. Today, I want to encourage you to begin setting goals for 2024, if you haven't already started. This episode is designed to remind you that goal-setting in business should encompass more than just revenue targets. It's about adopting a holistic approach to growth, focusing on various aspects of your business to ensure long-term sustainability.

Many business owners tend to set a financial goal and stop there, without a clear plan to achieve it or breaking it down into manageable steps. This approach can lead to frustration and disappointment. Success in business isn't solely measured by financial gains; it's also about building a sustainable, well-rounded organization. By overlooking goals unrelated to revenue, business owners might miss out on key opportunities for growth and fulfillment.

We'll be looking at this topic through the lens of 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 our conversation with Hilary, I'll delve into the importance of setting business goals that aren't solely focused on revenue. We'll explore various examples of such non-revenue-related goals and provide guidance on how to select the right areas to focus on for your 2024 objectives. This will help you understand how a broader range of goals can contribute to the overall success and sustainability of your business.

Links From the Episode:

https://hilaryfinck.com/ https://www.instagram.com/hilaryfinckjewelry/

Transcript: https://joyjoya.com/jewelry-marketing-goals-2024

00:00 Start 2:56 Primary Episode Content 17:23 Interview 33:16 The Gold Mine

In this episode, I talk about the opportunities for jewelry brands in livestream content. I recently gave a presentation on this topic at the AGS Conclave event, and the thing I loved most about giving this presentation was the audience feedback and collaborative discussion at the end. A number of retailers in the room chimed in to share their experiences about how powerful livestream content has been for their businesses, not just during COVID,, but also now with customers craving flexibility and convenience in shopping. It was inspiring to me and truly affirmed the power of livestream content.

Links mentioned in this episode:Transcript: https://joyjoya.com/livestream-shopping-jewelry-brands Sparkle Award: https://sparkleaward.comMcKinsey 2021: https://www.mckinsey.com/business-functions/mckinsey-digital/our-insights/its-showtime-how-live-commerce-is-transforming-the-shopping-experience Klarna 2021: https://www.klarna.com/assets/sites/2/2021/06/29084219/The-State-of-Smoooth-Klarnas-2021-Reopening-Insights-Report-min.pdf

In this episode, I share my interview with Megan Crabtree, the founder of Crabtree Advisory. Before starting her business, she built a long and successful career in the jewelry industry, culminating in senior sales roles with several leading firms in the jewelry retail and manufacturing space. She's a true industry veteran.

She's personally provided training to more than 1,500 jewelry retailers throughout the US & Canada. She's traveled the world and visited jewelry factories to solve quality issues in China, India, Dubai and Turkey. Crabtree Advisory helps jewelry manufacturers and retailers to streamline, improve quality and sell more. Their clients gain on average 30-60% more revenue after working with Crabtree Advisory.

In this episode, we chat about: - Storytelling and brand development specifically for manufacturers but also offering - Secrets of successful manufacturer and retailer partnerships - Tips for building and growing a product assortment in a strategic way - And more! We also chat about American Gem Society's Conclave. I'm purposely publishing this episode the week of April 24th because during this week, Megan and I will both be at Conclave presenting and meeting in person for the first time!

Links mentioned in this episode: Sparkle Award: https://sparkleaward.com https://imgur.com/HEqCiCg Transcript: https://joyjoya.com/interview-megan-crabtree Crabtree Advisory: https://crabtreeadvisory.com/

In this episode, I share five reasons why your jewelry marketing data may be incorrect or steering you in the wrong direction - and what you can do about it.

Links mentioned in this episode:

Transcript: https://joyjoya.com/jewelry-marketing-data Sparkle Award: https://sparkleaward.com Tiffany's custom boxes: https://hypebeast.com/2022/4/tiffany-co-renewed-elevated-jewelry-box

In this episode, I share my interview with Sophie Simon, founder and CEO of Tsubaa Gems. Sophie's a master at colored gemstones, and her passion for them shines and sparkles. She's also extremely experienced in many different facets of the jewelry industry.

In this episode, we chat about Sophie's amazing and eye-opening experiences in the world of gemstone sourcing. She shares details about the forces impacting today's gemstone producers as well as the importance of transparency in the supply chain. She also talks about why she's so passionate about supporting women in the gem and jewelry industries.

In this episode, I give a crash course in search engine keywords for search engine optimization or SEO.

What are they, why do they matter, what role should they play in your comprehensive digital marketing strategy, how can you optimize for them, where should they go? These are all questions I'll answer in this episode.

Links from the episode: Transcript - https://joyjoya.com/seo-keywords-for-jewelry Episode #41 - https://joyjoya.libsyn.com/41-3-seo-copywriting-tips-for-jewelry-brands Episode #132 - https://joyjoya.libsyn.com/132-types-of-keywords-for-jewelry-brands Favorite Oscars Look - https://www.jckonline.com/editorial-article/2022-oscar-jewelry-winning-looks/

In this episode, I share my interview with Jessica Totillo Coster, founder of Ecommerce Badassery. Jessica's an ecommerce and email marketing strategist for boutique owners and product entrepreneurs. She uses data and experience to help her clients figure out the next best steps in their business. She's also the host of the Ecommerce Badassery podcast!!

Not only was Jessica at one point, the only employee of a 7-figure ecommerce store (managing ecommerce, marketing, and more), but she was also the owner of her own multi-6 figure brick + mortar clothing boutique. She's cut her teeth in ecommerce and digital marketing, and she's learned all the best practices by finding innovative solutions to marketing challenges, even by being "scrappy".

You'll probably catch on in this hour-long conversation that Jessica and I have a lot of synergy and that we both like to nerd out on digital marketing, especially when it comes to marketing for ecommerce brands. 

Links mentioned in this episode: Episode Transcript - https://joyjoya.com/ecommerce-and-email-expert Sparkle Award - https://www.thisisthelast.com/ "Influence" by Robert Cialdini - https://www.amazon.com/Influence-Psychology-Persuasion-Robert-Cialdini/dp/006124189X Ecommerce Badassery - https://ecommercebadassery.com/ Claim Your Free Gift - https://ecommercebadassery.com/joya

In this episode, I share 10 tips for sending better Welcome emails. What's a Welcome email, and why does it play such a vital role in a comprehensive digital marketing strategy? If you don't already have a Welcome email or series, then I highly recommend you make that a top marketing priority when you're finished with this episode. It's that important!  Links mentioned in this episode: Success With Jewelry - https://www.successwithjewelry.com/

Sparkle Award - https://sparkleaward.com

I share my interview with jewelry marketer Liz Kantner. It will be the second time Liz will be joining me on the podcast (episode #92 is our first interview), and today we're also going to be sharing a very exciting announcement about a collaboration that Liz and I will be doing. Liz shares her top five areas of focus for jewelry marketing in 2022. 

Links mentioned in this episode Success With Jewelry Webinar Series - https://www.successwithjewelry.com/ Stay Gold Collective - https://www.lizkantner.com/ Sparkle Award Winner - https://studs.com/ Podcast Transcript - https://joyjoya.com/liz-kantner-jewelry-marketing

In this episode, I explain why you should consider using YouTube as part of your jewelry marketing strategy and also five tips for doing it effectively. If you're optimizing your videos and being smart and strategic about choosing which content to post, you can attract your target customer. Keep listening for the details.

Link to transcript: https://joyjoya.com/youtube-jewelry-marketing Link to Sparkle Award screenshot: https://imgur.com/a/A0oSMPN

In this episode, I share my own recording of a presentation I recently gave for the annual Jewelry Ecomm Conference. The topic of the presentation is "How to Have More Fun With Jewelry Marketing".

I feel pretty passionate about this particular topic for two reasons: 1) in my interactions with jewelry brands, I find that too many of them take their brands and marketing too seriously and 2) the data shows that consumers want to be entertained, to have fun with brands. So how can you start having more fun with jewelry marketing? Stick around for this episode to find out.

Links from the episode: Sparkle Award - sparkleaward.com Dana Rebecca Email Screenshot - https://imgur.com/a/5WFbjTf

In this episode, I share my interview with Anna Samsonova, an independent jewelry consultant and founder of Samsonova Consulting. With 17 years in the jewelry industry, she supports her clients with a big-picture outlook and offers jewelry consulting services in the areas of brand development, merchandising, operations, upscaling, trade shows, and event planning.

I ask Anna specifically about her expertise in brand development and merchandising. We explore topics like: - The role that merchandising plays in brand development - How jewelry brands can approach merchandising in a strategic way - The types of information/data a jewelry brand will need to optimize their merchandising …and more!

Listen to benefit from Anna's wealth of information, knowledge, and experience.

Links from the episode: Women's Jewelry Association (WJA) - https://www.womensjewelryassociation.com/ American Gem Society (AGS) - https://www.americangemsociety.org/ Black in Jewelry Coalition (BIJC) - https://blackinjewelry.org/ Samsonova Consulting - https://www.samsonovaconsulting.com/ Samsonova Consulting Instagram - https://www.instagram.com/samsonovaconsulting/

In this episode, I offer five tips for instantly upgrading your email marketing. Email marketing for jewelry brands can be complex, and optimizing an email marketing strategy can take a lot of time and testing. However, there's always something that every brand - from the solopreneur jewelry designer to the multi-million-dollar jewelry brand - can be doing to instantly optimize the deliverability and effectiveness of their email campaigns. 

A few small tweaks can make a major difference while you're in the process of figuring out your audience habits and adjusting your content calendar to support your business goals. What are some things you can try today and at any stage of your marketing journey? At least one of these five tips will likely apply to you, so keep listening for the scoop.

Check out the transcript here: https://joyjoya.com/instant-email-marketing-upgrades-for-jewelry-brands/

In this episode, I share my interview with Wendy Pease, an expert in global marketing and entering new marketplaces abroad. Wendy is the owner and president of Rapport International, a translation and interpretation services company that specializes in marketing translation. Throughout her career, she's worked with hundreds of companies to help them communicate across more than 200 languages and cultures. Wendy's the author of the book "The Language of Global Marketing" as well as the host of the Global Marketing Show podcast.

In this episode, we discuss the potential that global marketing holds for jewelry brands specifically. What are some of the most common mistakes she's seen in the marketplace as well as the success stories? How can you successfully tap customers in other countries, whether you're a solopreneur or multi-million dollar jewelry brand? How can you effectively communicate the emotional resonance of your jewelry when there's a language barrier? We cover all these questions and more in this fascinating episode.

Here are the links related to this episode: Audio version and full transcript: https://joyjoya.com/wendy-pease-global-marketing-expert/

Wendy's book: https://wendypease.com/the-language-of-global-marketing/

Wendy's podcast: https://wendypease.com/podcast/

Schedule a consultation with Wendy: https://www.rapporttranslations.com/request-a-consultation

In this episode, I share 10 outdated social media marketing tips for jewelry brands because the world of social media is constantly evolving, and if you don't have someone like me in your corner day-in-and-day-out, it can be very hard to keep up with all the changes. 

Who wants to be spending time reading news about Instagram and TikTok? I don't know very many people who do. So listen to this episode and find out how you can get out with the old and start being more current with all your social media marketing.

In this episode, I discuss all the ways that micromanaging is hurting your marketing efforts - AND what you can do about it. WAIT! Before you ignore this episode because you think, "Oh, I don't micromanage, and this doesn't apply to me", hear me out! Even if you're a solopreneur, and you don't have a team of people, you might actually be micromanaging yourself. If you work with freelancers, interns, vendors, business partners, etc., you might be micromanaging them. When you micromanage, you risk thinking too small and missing the big picture - along with major opportunities. I explain how you can change your mindset - and start making progress.

In this episode, I share my predictions about jewelry marketing trends for 2022. Where should you be focusing your time and attention? Which marketing platforms will be most important this year? What will customers want from your brand, and how should you be communicating with them? Listen up for a look into my crystal ball.

I also uploaded an ebook version of this podcast to the Joy Joya website. If you'd like to have a handy PDF reference guide to all of this year's predicted jewelry marketing trends, then visit joyjoya.com/2022 to download it.

I share some specific guidance about how you can set goals for your jewelry brand in 2022. As you probably know, if you don't set clear goals for your business, then you won't be able to see the way ahead - both for the short term and the long term. If you want to set yourself up for success in the coming year, then you'll definitely want to listen to this episode and take note of my five tips.

The focus of today's episode is all about how you can create a virtual "holiday window display" even if you don't have a brick-and-mortar jewelry store. Or, if you do have a brick-and-mortar store, and you want to reach customers outside of your geographic area with your holiday merchandising, then you'll definitely want to listen to my tips and ideas for creating a holiday window display experience using digital technologies.

It may be too late for you to implement these ideas for this holiday season, but I felt inspired by some real-life holiday displays I recently saw while window shopping, and I couldn't help but to want to share my ideas about the topic. You can always keep a running list of what is and isn't working for you this holiday season and add some new ideas, so you're prepared for holiday 2022. It's never too early to plan! Watch for my tips and ideas.

In this episode, I share five tips for hiring a freelancer on sites like Fiverr or Upwork. These two platforms are freelancer marketplaces, so anyone can search them for skilled individuals who can execute a specific one-time task or an ongoing service. You can find freelancers to support you with things like graphic design, social media, website design customizations, and more! December presents an opportunity to evaluate the success of your jewelry brand in 2021 and compile a list of improvements you can make in 2022. Now's the time to level up or delegate the task to someone else, so you can free yourself up to work on bigger-picture items. Listen for my tips.

I share five tips for retaining all the new customers you get from your amazing holiday marketing efforts. The holiday season is an excellent time to focus on customer acquisition efforts because consumers are in the mindset to shop - and they're often looking for unique gift ideas from brands they may not have known before. You'll hopefully attract a lot of new customers throughout the holidays. The trick is to keep these customers and inspire them to return again and again. In general, it can cost five times as much to acquire a new customer than to retain a new customer. If you want to make the most of your marketing spend, then retaining customers is the key to success. Listen for my five top tips.

In this episode, I share my interview with Benjamin Smithee, CEO of The Smithee Group, a digital growth agency that's been empowering entrepreneurs and businesses to dream bigger and achieve multi-generational integrity since 2015. He's consulted some of the largest and most well-known companies around the globe including Coca-Cola, McDonald’s, Comcast, Disney, and hundreds of small businesses. I first met Ben at this year's JCK Las Vegas, but his glowing reputation definitely preceded him. Listen to this interview all about digital marketing opportunities and trends for 2022.

In this episode, I discuss 10 last-minute optimization tactics if you're planning on participating in Black Friday, Small Business Saturday, Cyber Monday, and Giving Tuesday weekend. If you're in the camp of wanting to offer your customers a special treat ahead of the holidays or just want to throw your brand name in the "hat" of participating in the holiday spirit, then this episode is for you. Listen now.

In this episode, I discuss the 7 "P's" of jewelry marketing and why you need to not only familiarize yourself with them but also use them to regularly reevaluate your jewelry marketing strategy and your business processes. If you're stuck in a rut with your sales, or you're struggling to reach and/or convert customers in your target market, then making small adjustments to any one or more of the 7 "P's" may give you the boost you need to see improvements. Listen now.

In this episode, I share my interview with Shayne McCoy Hollander. Shayne is an experienced social media and digital marketing consultant and the founder of Straight Up Social, a boutique social media and digital marketing agency specializing in social media strategy, email marketing, website design, and SEO. She offers luxury brands and the jewelry industry a straightforward and structured approach to digitally reaching and engaging consumers. For nearly a decade, Shayne has managed the global social media for large corporate and non-profit brands such as the Gemological Institute of America (GIA). You can find her social media tips and tricks featured in trade publications such as National Jeweler, InStore Magazine and JCK Online.

In this episode of the podcast, I share my interview with Jeff Fromm. I first met Jeff after I saw him speak at this year's JCK Las Vegas show on the topic of "The Purpose Advantage", which also happens to be the title of his latest book.

Jeff has built a reputation for himself as the "Millennial and Gen Z Marketing Guy", and he's traveled the world sharing his insights and research on how these two generations impact the direction of the marketplace and how brands can reach them. Through a partnership with the Boston Consulting Group, he led the first public study of Millennials in 2010. He's the president of Futurecast, a forwardthinking trends consultancy, and a partner at Barkley, a creative idea company. He's also a regular contributor to Forbes. 

I was particularly interested in the insights Jeff shares in his 2019 book "The Purpose Advantage", which explains how brands can be more "purpose-driven" and why that matters in today's marketplace. In this episode, we'll talk about the meaning of purpose and about how jewelry brands can leverage purpose to stand out in a crowd. Listen now.

In this episode, I share 10 of my favorite positive jewelry marketing habits. I really like this quote by self-development expert Brian Tracy. He says "Successful people are simply those with successful habits." I believe that success in marketing is all about consistency and showing up again and again in a strategic way to engage with your target customers, even when you don't feel like it and even when you feel discouraged. That means leaning into positive habits that you know will eventually make a difference for your business. So what are those positive marketing habits? Listen for my top picks.

In this episode, I share my interview with Amy Elliott, Contributing Editor for JCK and writer of the JCK blog All That Glitters. I chat with Amy all about the trends she noticed at JCK Las Vegas 2021, where I had the chance to meet her in person for the first time. Amy is a writer, editor and brand storyteller who specializes in fine jewelry and fashion, and she's a former staff editor at The Knot, Bridal Guide, Brides Local Magazines + Brides.com and Lucky. She was also the Engagement Rings Expert for About.com, so she knows a ton about the bridal jewelry industry even though she gets tired of talking about it, according to her. I'm so excited to share this conversation with you.  

In this episode, I share my thoughts and reflections about JCK Las Vegas 2021, including industry trends and insights. If you didn't get a chance to attend this year's show, then you'll definitely want to listen to the scoop. Even if you did attend, you'll still want to listen to see if you agree with my takeaways - I'd love to hear about your experience as well! Email hello@joyjoya.com with your comments and thoughts.

In this episode, I discuss SMS or mobile marketing for jewelry brands. SMS marketing basically refers to text-message marketing, which means you send texts to your customers in conjunction with email marketing or in lieu of email marketing.

Did you know that only 39% of businesses are taking advantage of SMS marketing? And only 13% of businesses allow for customers to respond to their SMS marketing messages. However, on the other end of that, 64% of consumers think businesses should contact them via SMS more often, and 50% of consumers say they would opt into an SMS loyalty program if they were offered flash sales, deals, or coupons in return. Listen now to learn more about this form of digital marketing.

In this episode, I discuss the role of a discount pricing strategy in jewelry marketing. Should you be offering discounts and promotions? If so, how much of a discount should you offer? And how often should you be offering discounts? Listen to better understand how to handle special offers and promos for your jewelry brand.

In this episode, I discuss how you can start planning your holiday jewelry marketing in August. What should you be doing this month, and how can you position yourself for optimal holiday profits? Listen for all the tips and tactics that will lead you to your best holiday sales of all time.

I share some tips for repurposing your content, so you can make the most of all your content creation efforts and establish a meaningful presence on the platforms where your customers are spending the most time.

I discuss how you can be a caretaker of your customer data, especially with all the changes happening with social media in the coming months. Too many brands have gotten to the point where they're leaning heavily on their social media channels to build relationships with customers. For example, they're relying on Instagram DMs to manage customer engagement and conversations. Or they have been relying on Facebook retargeting ads to ensure they can get back in front of customers who have shown interest in products.

However, Instagram is changing rapidly and, as a brand, you have to operate with the mindset that what's here today could be gone tomorrow. If Instagram were to shut down tomorrow, would you lose valuable customer data? In addition, changes to data privacy are limiting marketers' ability to run retargeting ads on Facebook and Instagram, so if you relied on those types of ads in the past, you'll lose your ability to do so in the very near future. Listen to hear my tips for caretaking your customer data, so you're not so dependent on these platforms.

I share my interview with David Wachs, the founder of Handwrytten, a service that allows product-based businesses to leverage the lost art of letter writing through scalable, robot-based solutions that write the notes in pen. Used by major meal box companies, eCommerce giants, nonprofits and professionals, Handwrytten is changing the way brands and people connect.

Nowadays most brand communications and marketing are done digitally, so a personal touch like a handwritten note can set a brand apart from others in their industry. David is passionate about discussing why personalization is so important for marketing, and I'm excited to have him on the podcast to share his insights about the power of the handwritten note and more.

I share my interview with Melissa Becker, a Vice President of Berkley Asset Protection, a Berkley Company, and global specialty insurer dedicated to jewelry, fine art and other collectibles. With a 20-year career in the insurance field, Melissa now serves as the marketing and communications leader for its global jewelers block, personal jewelry, and fine art practices. Melissa is also responsible for leading Lavalier, a direct-to-consumer personal jewelry platform. Melissa and I speak about the importance of value-added services in jewelry marketing.

I share my own personal recording of a talk I recently presented to the Women's Jewelry Association of Boston. The title of the talk is "How to Build Brand Awareness and Attract Your Target Customer". I explain why brand awareness is so important, how to start cultivating brand awareness, and how to use the information you do have about your customers to make important decisions about your branding and marketing strategies.

View the video presentation here: https://youtu.be/R0ieNyJ9WzU

In this episode, I discuss different types of keywords for jewelry brands, including SEO keywords and social media keywords. Why do keywords matter, and why do you need to be choosing strategic keywords for your jewelry brand? How can you get started with the process? Listen to this episode for insights.

Are you looking for ways to grow your jewelry brand and build trust with prospective customers? You may want to consider leveraging your current customers and involving them in your marketing efforts. To find out how to make your customers a part of your business and marketing strategies, listen to this episode.

I share my interview with Jill Stein and Sarah Daniel, the co-founders of Brick & Mortar NYC, a boutique agency that helps brands reimagine their retail experience. Together, Sarah and Jill have more than 40 years establishing retail at global luxury brands (Tiffany & Co., David Yurman, John Hardy Jewelry).

They combine their unique backgrounds and perspectives in creative and operations to create experiences that are visually compelling, highly functional, and offer a clear delivery of ROI. They've opened over 100 stores in the US, Canada, Europe, and Asia, ranging in size from 400 square feet to 60,000 square feet.

In this episode, we talk all about the brick-and-mortar customer experience, especially as it relates to jewelry brands and more especially how it's changed and evolved in a post-COVID world.

I share a special episode to mark the unofficial beginning of summer after Memorial Day weekend. For many jewelry brands, summer can be a slow time of year. Major gifting holidays like Valentine's Day and Mother's Day have passed, and some would-be jewelry shoppers are enjoying their summer vacations; maybe they're focused on buying jewelry from the destinations they visit. The next major gifting holidays are in December. What can you do during the summer months if your business slows? In this episode, I'll share some marketing tasks you can work on behind-the-scenes to prepare yourself for holiday and beyond.

In episode #128, I share my interview with Robin Kramer, the owner of Red Boot Consulting. According to her bio, Robin is "a brand marketing maven, natural business nurturer, master of relationships and a sales expert who has an impressive history with leaders in the retail industry that have built their brands on innovative merchandising and strong service cultures." In this episode, we talk all about how to build relationships with retailers and the roles that both your sales and marketing efforts play in creating and nurturing those relationships.

Watch the video version of this episode here: https://youtu.be/d9ZdytaNf64

In this episode, I share some of my favorite tips for growing your jewelry brand's email list. If you're struggling to gain new subscribers for your email marketing efforts, then you'll definitely want to listen and watch for tips that you can implement today. 

Get the transcript here: https://joyjoya.com/2021/05/13/grow-email-list-jewelry-business/

I share my interview with Kate Youngstrom, the Director of Content and Community for Reed Exhibitions, which oversees JCK Events. Kate has worked for Reed for about a decade and has also served as the Director of Events and Education and the event director for Event Director - JCK Tucson.

In this exciting episode, we talk about some behind-the-scenes info about how the JCK Show in Las Vegas will be even more exciting this year. As a content marketing expert, Kate also shares some awesome tips about the content marketing and storytelling for jewelry brands, and she provides advice for jewelry brands that are hoping to break into trade shows in a post-COVID world.

View the transcript here: https://joyjoya.com/2021/05/06/interview-with-kate-youngstrom-jck/

Do you feel completely overwhelmed by Google Analytics for your jewelry business' website? In this podcast episode, I walk through the basics of Google Analytics; these are metrics I check regularly for my jewelry brand clients. Even if you only know these metrics, you'll have access to some very important data.

View the transcript of the episode here: https://joyjoya.com/2021/04/30/google-analytics-for-jewelry/

In this episode, I share some of my favorite tips for generating new blog post content on a regular basis. Yes, that's right I said "blog", a word that makes people roll their eyes when I say it. But blogging still matters today, especially if you want to reach more of your target customers through Google search results. If you want to rank on the first page of Google for a certain keyword related to your brand, then you'll need to satisfy as many of Google's ranking factors as possible, and a blog can help you do that.

You can find the transcript for this episode here: https://joyjoya.com/2021/04/26/jewelry-blog-content-tips/

In episode #123, I chat with Michelle Peranteau, a marketing and brand strategist for luxury brands. Throughout her impressive career working with luxury and jewelry brands, Michelle has built her experience and expertise in all aspects of consumer brand and omni-channel marketing including advertising, digital marketing, social media, content creation, public relations, CRM, philanthropic partnerships, and special events. She’s a true marketing generalist, so she has an amazing bird’s eye view of all the moving parts associated with marketing.

Check out the interview transcript here: https://joyjoya.com/2021/04/16/interview-with-luxury-marketing-expert/

For this episode, I was inspired by a Lifehacker podcast interview with marketing thought leader Seth Godin. He said, "The thing that looks like a shortcut is probably not the best way to get there. The best way to get there is to find a path that most people can't handle."

What does it mean? How can you apply his wisdom to jewelry marketing? In this episode, I share my interpretation of Seth's quote and provide some impromptu tips for jewelry marketing success. Here's the link to the interview with Seth: https://lifehacker.com/how-to-get-better-at-marketing-with-seth-godin-1846620698

I share an interview with Ama McKinley, founder of waist bead jewelry brand Ilium Wing. In this episode, I talk to Ama about topics like branding and setting your jewelry brand apart in a crowded marketplace, marketing with a focus on genuine engagement and community building, the power of emerging platforms like Clubhouse, and tips for executing an on-brand lifestyle photoshoot for your jewelry brand. 

Check out the accompanying blog post here: https://joyjoya.com/2021/04/02/interview-with-jewelry-entrepreneur-ama-mckinley-of-ilium-wing/