149 - Laryssa and Liz on Using Behind-the-Scenes Content to Build Trust

Welcome to the Success With Jewelry podcast, hosted by marketing strategist Laryssa Wirstiuk and creative consultant Liz Kantner. Together, we're passionate about helping independent jewelry brands thrive through honest conversations about what it really takes to succeed. In Episode #154, we continue flipping the script — this time with Laryssa interviewing Liz. Liz shares her journey into the jewelry industry, from working in digital marketing and taking a leap across the country, to discovering the artistry, people, and community that made her stay. She opens up about what she's learned from years of working closely with independent designers, how her services and perspective have evolved alongside a rapidly changing industry, and what truly helps jewelry brands stand out today. This conversation is reflective, honest, and deeply human — touching on creativity, burnout, community, identity, and redefining success in a way that feels grounded and sustainable. 💎 In this episode, you'll learn: How Liz unexpectedly entered the jewelry industry and why she never left What working for Todd Reed taught her about craftsmanship, storytelling, and the power of people Why community plays such a critical role in long-term success for jewelry designers How Liz's business evolved from social media management to education and mentorship Why chasing trends and bending your brand to fit buyers can lead to losing focus What truly helps jewelry brands stand out in a crowded market How Liz defines creativity — and why it doesn't always look the way we expect How her definition of success has shifted toward calm, fulfillment, and local connection Her best advice for designers just starting out today Designers, books, and creative ideas currently inspiring her 🔒 Insider Bonus – What You'll Hear When You Join: This episode continues with a deeper, more vulnerable insiders-only conversation where Liz and Laryssa go behind the scenes on self-doubt, imposter syndrome, personal evolution, and the emotional side of running a creative business. 👉 Love this teaser? Unlock the full insider episode at https://patreon.com/SuccesswithJewelry for instant access and more exclusive content. About Your Hosts Liz Kantner helps independent jewelry artists find their voices and thrive in today's marketplace through consulting, digital strategy, and her Stay Gold Collective community. Learn more at lizkantner.com. Laryssa Wirstiuk is the founder and creative director of Joy Joya, a digital marketing agency for jewelry brands. She's also the author of Jewelry Marketing Joy and the creator of JoyDeck, a platform that makes marketing easier for jewelry designers. Discover more at joyjoya.com.

Welcome to the Success With Jewelry podcast, hosted by marketing strategist Laryssa Wirstiuk and creative consultant Liz Kantner. Together, we're passionate about helping independent jewelry brands thrive through honest conversations about what it really takes to succeed. n Episode #153, we're flipping the script: Liz interviews Laryssa to explore the story behind Joy Joya, the evolution of her career, and the lessons she's learned from nearly a decade of helping jewelry brands grow. From leaving the East Coast, to building a marketing agency from the ground up, to navigating burnout, reinvention, and shifting business models — Laryssa shares openly about the realities of entrepreneurship and the creative, strategic, and personal growth that comes with it. You'll also hear what inspires her outside of jewelry, what success means to her right now, and which marketing philosophies continue to guide her work. 💎 In this episode, you'll learn: How Laryssa made an unexpected leap from teaching creative writing to the jewelry industry Why moving across the country became the catalyst for starting Joy Joya The early days of Joy Joya — including what services she originally offered The biggest lessons she's learned in 10 years of running a digital business Why adaptability, evolution, and openness to change are essential for business growth What makes jewelry marketing uniquely emotional, educational, and story-driven The #1 marketing challenge most jewelry brands still struggle with How podcasting has transformed Laryssa's confidence, content strategy, and client work What success looks like for her now — personally and professionally Her favorite things outside business (tennis, cooking, Spanish podcasts, and her dog Charlotte!) The jewelry trends she loves right now Her go-to podcast for Spanish learners ("No Hay Tos") 🔒 Insider Bonus – What You'll Hear When You Join: Laryssa's favorite marketing tools, systems, and platforms (including the ones she relies on daily) How she organizes content creation, client projects, and her internal team workflows The real emotional challenges of evolving a business — and how to navigate leadership insecurity What it takes to shift direction when your business grows or changes How her team works behind the scenes using Notion, Asana, Klaviyo, and more Honest reflections on niching down, burnout, and redefining long-term goals A deeper conversation about creativity, operational growth, and staying aligned Questions YOU can answer to reflect on your own business evolution 👉 Love this teaser? Unlock the full insider episode at https://patreon.com/SuccesswithJewelry for instant access and more exclusive content. About Your Hosts Liz Kantner helps independent jewelry artists find their voices and thrive in today's marketplace through consulting, digital strategy, and her Stay Gold Collective community. Learn more at lizkantner.com. Laryssa Wirstiuk is the founder and creative director of Joy Joya, a digital marketing agency for jewelry brands. She's also the author of Jewelry Marketing Joy and the creator of JoyDeck, a platform that makes marketing easier for jewelry designers. Discover more at joyjoya.com.

Welcome to the Success With Jewelry podcast, hosted by marketing strategist Laryssa Wirstiuk and creative consultant Liz Kantner. Together, we're passionate about helping independent jewelry brands thrive through honest conversations about what it really takes to succeed. In Episode #152, we're looking ahead to 2026 and talking about how to plan for a year with more focus, intention, and balance. Whether you're dreaming up big business goals, craving more creative space, or simply looking for a more grounded approach to the year ahead, this episode walks you through how to reflect, reset, and build a plan that supports both your business and your life. 💎 In this episode, you'll learn: Why end-of-year reflection matters—and how to make it less overwhelming (yes, treats encouraged) What numbers to review: sales, marketing, growth, customer feedback, and more How identifying your "quiet wins" can boost confidence heading into a new year The power of defining your big-picture vision for 2026 How to break your yearly goals into quarterly and monthly milestones Why "selling X pieces" or "reaching X subscribers" can make big goals feel more achievable How to build supportive habits and systems that reinforce your plans The importance of protecting your creative time and avoiding burnout Why January's renewed energy makes it the perfect time to set the tone for the year Simple tools for staying consistent: check-ins, accountability partners, co-working, and more Why your plan doesn't need to be perfect—or fully mapped out until December 2026 🔒 Insider Bonus – What You'll Get When You Join: A candid look at how solopreneurs get stuck in busywork—and how to break the cycle Why it's so hard to prioritize big-picture planning (and how to build the discipline for it) The emotional blocks behind self-direction, motivation, and business development Behind-the-scenes examples of how we struggle with planning, consistency, and boundaries Real talk on falling behind in your own marketing (and how to reset without shame) Our exact strategies for protecting CEO time, creativity, and long-term projects How small rituals—like monthly check-ins and weekly co-working—actually keep you on track Why your plan should evolve throughout the year, not stay rigid The mindset shift required to feel less reactive and more in control as a business owner 👉 Love this teaser? Unlock the full insider episode at https://patreon.com/SuccesswithJewelry for instant access and more exclusive content. About Your Hosts Liz Kantner helps independent jewelry artists find their voices and thrive in today's marketplace through consulting, digital strategy, and her Stay Gold Collective community. Learn more at lizkantner.com. Laryssa Wirstiuk is the founder and creative director of Joy Joya, a digital marketing agency for jewelry brands. She's also the author of Jewelry Marketing Joy and the creator of JoyDeck, a platform that makes marketing easier for jewelry designers. Discover more at joyjoya.com.

Welcome to the Success With Jewelry podcast, hosted by marketing strategist Laryssa Wirstiuk and creative consultant Liz Kantner. Together, we're passionate about helping independent jewelry brands thrive through honest conversations about what it really takes to succeed. In Episode #151, we're digging into one of the most foundational (and most challenging) parts of running a creative business: truly valuing yourself. From pricing confidently to setting boundaries to recognizing your own expertise, this episode explores why so many jewelry designers struggle with self-worth—and how that impacts every decision you make in your business. 💎 In this episode, you'll learn: Why pricing feels harder than ever (rising materials, imposter syndrome, emotional discomfort) The difference between something being "too expensive" and "not in someone's budget" How to talk about the value of your work without over-explaining or overselling Why underpricing often really means underpaying yourself The hidden costs of overworking, saying yes to everything, and ignoring burnout Why your creativity, experience, and craftsmanship are worth far more than you think How to confidently communicate boundaries—with clients, with retail partners, and with yourself What your existing audience already knows: there is room for you, and your work matters The mindset shift required to stop apologizing for pricing and start advocating for your business How to reconnect with pride and passion for your craft (and why this fuels better marketing) 🔒 Insider Bonus – What You'll Get When You Join: A deeper conversation about burnout, boundaries, and mindset Practical pricing reflection questions to guide your next adjustments How to evaluate the markets and events draining your time—and what to cut A simple framework for communicating value without oversharing or apologizing Daily mindset check-ins to support confidence and consistency Real talk on goal-setting at the end of a hard year A look into how we personally navigate doubt, comparison, and imposter syndrome Gentle rituals and habits to protect your mental health during busy seasons 👉 Love this teaser? Unlock the full insider episode at https://patreon.com/SuccesswithJewelry for instant access and more exclusive content. About Your Hosts Liz Kantner helps independent jewelry artists find their voices and thrive in today's marketplace through consulting, digital strategy, and her Stay Gold Collective community. Learn more at lizkantner.com. Laryssa Wirstiuk is the founder and creative director of Joy Joya, a digital marketing agency for jewelry brands. She's also the author of Jewelry Marketing Joy and the creator of JoyDeck, a platform that makes marketing easier for jewelry designers. Discover more at joyjoya.com.  

Welcome to the Success With Jewelry podcast, hosted by marketing strategist Laryssa Wirstiuk and creative consultant Liz Kantner. Together, we're passionate about helping independent jewelry brands thrive through honest conversations about what it really takes to succeed. In Episode #150, we're unpacking what truly drives jewelry purchases. Spoiler: it's never just the piece. Jewelry is emotion, identity, celebration, connection, and memory—so when someone chooses your work, they're choosing how they want to feel and what they want to express. 💎 In this episode, you'll learn: The core motivations behind jewelry purchases (milestones, self-expression, commemoration, gifting, and "treat yourself" moments) How emotional connection and brand trust shape buying decisions (and why loyalty beats constant new-customer hunting) Where values alignment fits in—and simple ways to show yours without soapboxing How to speak to benefits (feelings, meaning, wearability) instead of just features (materials, carat weight) Practical messaging tips: product-page copy that leads with feeling, stories customers can retell, and using email to nurture repeat buyers What to show: testimonials and social proof, behind-the-scenes proof of craftsmanship, and clear choices (drops, small edits) to reduce overwhelm Styling suggestions and "use cases" that help buyers picture your pieces in their life 🔒 Insider Bonus – What You'll Get When You Join: A step-by-step framework to write emotion-first product descriptions (with fill-in prompts) A simple "values in action" checklist you can sprinkle across product pages, emails, and IG A one-of-a-kind/drop strategy that builds healthy urgency—without yucky pressure Real talk on how to gather and use social proof (even if you're just getting started) Our mini content plan: exactly what BTS to capture weekly (and where to use it) 👉 Love this teaser? Unlock the full insider episode at https://patreon.com/SuccesswithJewelry for instant access and more exclusive content. About Your Hosts Liz Kantner helps independent jewelry artists find their voices and thrive in today's marketplace through consulting, digital strategy, and her Stay Gold Collective community. Learn more at lizkantner.com. Laryssa Wirstiuk is the founder and creative director of Joy Joya, a digital marketing agency for jewelry brands. She's also the author of Jewelry Marketing Joy and the creator of JoyDeck, a platform that makes marketing easier for jewelry designers. Discover more at joyjoya.com.

Welcome to the Success With Jewelry podcast, hosted by marketing strategist Laryssa Wirstiuk and creative consultant Liz Kantner. Together, we're passionate about helping independent jewelry brands thrive through honest conversations about what it really takes to succeed. In Episode #149, we're diving into one of the most authentic and effective ways to connect with your audience: behind-the-scenes content. Whether it's bench shots, gemstone sourcing, or snapshots of your sketchbook, this type of content reveals the heart of your brand—and builds serious trust. 💎 In this episode, you'll learn: Why behind-the-scenes content boosts connection and confidence Easy content ideas—from process shots to day-in-the-life reels How even luxury brands are embracing BTS (and why it matters) Where to share: social, email, product pages, and more Tips for building a BTS habit without disrupting your flow How BTS helps differentiate you from mass-produced competitors 🔒 Insider Bonus – What You'll Get When You Join: Real-world examples from high-end brands doing BTS right Creative ways to use BTS in your marketing without video How to organize and plan BTS content like a pro Mindset and strategy chat: getting comfortable showing up on camera Practical tools and workflow hacks for less overwhelm 👉 Love this teaser? Unlock the full insider episode at https://patreon.com/SuccesswithJewelry for instant access and more exclusive content. About Your Hosts Liz Kantner helps independent jewelry artists find their voices and thrive in today's marketplace through consulting, digital strategy, and her Stay Gold Collective community. Learn more at lizkantner.com. Laryssa Wirstiuk is the founder and creative director of Joy Joya, a digital marketing agency for jewelry brands. She's also the author of Jewelry Marketing Joy and the creator of JoyDeck, a platform that makes marketing easier for jewelry designers. Discover more at joyjoya.com.

Welcome to the Success With Jewelry podcast, hosted by Laryssa Wirstiuk and Liz Kantner — two experts passionate about helping independent jewelry artists thrive. In Episode #148, we're joined by Tracey Carswell, a queer and trans non-binary coach, curator, educator, speaker, and artist whose work promotes equity for creatives and entrepreneurs. Tracey is the founder of Powerful in Pink, a platform that offers coaching, business support, curation, and community for artists and entrepreneurs, and the co-founder of Queer Metalsmiths, a space that uplifts LGBTQIA+ jewelers, metalsmiths, and makers. In this episode, we're diving into a topic every creative business owner can benefit from — how to use Google Tools to get organized. Tracey shares practical, real-world advice for streamlining your creative business with Drive, Docs, Sheets, and more, so you can spend less time managing chaos and more time doing what you love. 💌 In this episode, you'll learn: Why creatives often struggle with organization — and how to shift that mindset How to use Google Drive, Docs, and Sheets to simplify collaboration and stay consistent Practical tools and time management tips to keep your jewelry business on track How organization actually supports creativity and frees up mental space The "best system is the one you'll use" approach to staying organized ✨ For Insiders ONLY, Tracey goes even deeper — walking us through how to set up simple Google-based systems to manage production, marketing, and client communication, plus a bonus walkthrough on Google Calendar's hidden scheduling link and templates to start using today. 🎧 Ready to get organized and fall in love with your systems? Listen now — and if you're not yet an Insider, join us for the bonus content at patreon.com/SuccesswithJewelry. About Our Guest Tracey Carswell (they/them) is a queer and trans non-binary coach, curator, educator, speaker, and artist. As the founder of Powerful in Pink and co-founder of Queer Metalsmiths, Tracey supports creatives and entrepreneurs with coaching, community, and tools for sustainable success. Their work focuses on building inclusive spaces and helping artists bring structure to their creative flow. Connect with Tracey: https://www.traceycarswell.com/ About Your Hosts Liz Kantner helps independent jewelry artists find their voices and thrive in today's marketplace through consulting, digital strategy, and her Stay Gold Collective community. Learn more at lizkantner.com. Laryssa Wirstiuk is the founder and creative director of Joy Joya, a digital marketing agency for jewelry brands. She's also the author of Jewelry Marketing Joy and the creator of JoyDeck, a platform that makes marketing easier for jewelry designers. Discover more at joyjoya.com.

Welcome to the Success With Jewelry podcast, hosted by Laryssa Wirstiuk and Liz Kantner, two experts passionate about helping independent jewelry artists thrive. In Episode #147, we're thrilled to welcome Grace Laemmler, the talented graphic designer behind Success With Jewelry's brand-new logo and visual identity. Grace is the owner of Shepherd Design Inc. and brings more than eight years of experience helping creative businesses—from Halifax to New York and beyond—express their unique style through thoughtful, strategic design. In this episode, we chat about the inspiration, collaboration, and creative process that shaped our rebrand. We also explore what makes a successful design partnership and how strong visual identity can elevate a jewelry brand's marketing and storytelling. 💌 In this episode, you'll learn: Why we decided it was time to rebrand Success With Jewelry How the creative process unfolded—from mood boards to final logo The balance between two distinct founder aesthetics and how we found harmony Why branding matters for independent jewelry designers and makers Signs that it's time to refresh your brand identity What to look for when hiring and collaborating with a designer Common mistakes small businesses make with their visual branding ✨ For Insiders ONLY, we go even deeper: Behind-the-scenes insights on maintaining brand consistency, applying your visual identity across platforms, and translating your jewelry aesthetic into strong, cohesive visuals. 🎧 Ready to see how branding can transform your business? Listen now—and if you're not yet an Insider, join us for the bonus content at patreon.com/SuccesswithJewelry. About Our Guest Grace Laemmler, the proud owner of Shepherd Design Inc., is a highly skilled graphic designer with over eight years of experience. A graduate of NSCAD University, Grace has collaborated with clients across Canada and internationally, from Halifax to New York to the Netherlands. Her portfolio spans digital and print design, from websites and social media graphics to business cards and catalogues. Notable organizations such as NSCAD University, NYC Jewelry Week, and the Stay Gold Collective have trusted her creative direction. Grace brings the same focus and discipline she applies as a Brazilian Jiu-Jitsu athlete to her design practice, crafting work that's both intentional and visually striking. Connect with Grace: gracelaemmlerdesign.ca About Your Hosts Liz Kantner helps independent jewelry artists find their voices and thrive in today's marketplace through consulting, digital strategy, and her Stay Gold Collective community. Learn more at lizkantner.com. Laryssa Wirstiuk is the founder and creative director of Joy Joya, a digital marketing agency for jewelry brands. She's also the author of Jewelry Marketing Joy and the creator of JoyDeck, a platform that makes marketing easier for jewelry designers. Discover more at joyjoya.com.

Welcome to the Success With Jewelry podcast, hosted by Laryssa Wirstiuk and Liz Kantner — two experts passionate about helping independent jewelry artists thrive. In Episode #146, we're talking about one of the most overlooked parts of jewelry marketing — what happens after the sale. Once someone buys from you, how do you make sure they come back again? From thoughtful post-purchase emails to segmenting your customers and building trust, we're sharing practical ways to turn one-time buyers into lifelong fans. 💡 In this episode, you'll learn: Why nurturing past customers can be more valuable than finding new ones How to design a post-purchase flow that feels personal, not robotic Tips for timing win-back emails and keeping your list organized Why trust and accessibility are key to building repeat business How to use customer data — like wishlists or event tags — to reconnect when it matters most 🔒 Insider Bonus – What you'll get when you join: We go deeper on advanced strategies for customer retention, including how to identify repeat-purchase timing for higher-end jewelry, creative ways to re-engage lapsed buyers, and how to make your emails feel as thoughtful as your jewelry. 👉 Love the teaser? Get the full bonus conversation: join https://patreon.com/SuccesswithJewelry for immediate access. About Your Hosts Liz Kantner works with independent jewelry artists to help them find their unique voices and succeed in today's marketplace. With over ten years of experience in jewelry marketing and sales, Liz offers consulting services and digital strategy. She's also the founder of the Stay Gold Collective, a private group providing live training, industry insights, and personalized feedback. Learn more at lizkantner.com. Laryssa Wirstiuk is the founder and creative director of Joy Joya, a digital marketing agency for the jewelry industry. She's the author of Jewelry Marketing Joy and the creator of JoyDeck, a platform designed to make marketing accessible for jewelry makers and designers. Discover more at joyjoya.com.

Welcome to the Success With Jewelry podcast, hosted by Laryssa Wirstiuk and Liz Kantner — two experts passionate about helping independent jewelry artists thrive. In Episode #145, we're talking about one of the most universal — yet rarely discussed — questions every business owner faces: Should I keep going? When things are easy, you rarely question your path. But when challenges hit — whether that's slowing sales, changing industry trends, or mounting self-doubt — it can leave you wondering if it's time to push forward, pivot, or walk away. In this honest conversation, we share our personal experiences navigating tough seasons, rethinking our paths, and rediscovering why we do this work in the first place. 💡 In this episode, you'll learn: Why questioning your business is a natural and essential part of growth How to reframe setbacks as opportunities for deeper alignment Why difficult seasons often build the strongest businesses Ways to tell if it's time to double down or step back How to give yourself permission to feel frustrated without giving up 🔒 Insider Bonus – What you'll get when you join: How to set clear boundaries and choose aligned clients Why protecting your energy is more valuable than chasing every dollar Strategies for managing burnout and staying connected to your purpose How to identify red flags early and screen clients effectively A practical framework for balancing growth with mental well-being 👉 Love the teaser? Get the full bonus conversation: Join Insiders at patreon.com/SuccesswithJewelry for immediate access. About Your Hosts Liz Kantner works with independent jewelry artists to help them find their unique voices and succeed in today's marketplace. With over ten years of experience in jewelry marketing and sales, Liz offers consulting services and digital strategy. She's also the founder of the Stay Gold Collective, a private group providing live training, industry insights, and personalized feedback. Learn more at lizkantner.com. Laryssa Wirstiuk is the founder and creative director of Joy Joya, a digital marketing agency for the jewelry industry. She's the author of Jewelry Marketing Joy and the creator of JoyDeck, a platform designed to make marketing accessible for jewelry makers and designers. Discover more at joyjoya.com.