139 - Laryssa and Liz on Mastering Direct Outreach to Grow Your Jewelry Business

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 #142, we’re thrilled to welcome Brienne Rosner (Executive Director) and Chelsea Rowe (Communications Specialist) of the Society of North American Goldsmiths (SNAG)—a nonprofit that’s been supporting jewelers, metalsmiths, and makers for 50+ years. From exhibitions and conferences to the iconic Metalsmith magazine, SNAG champions community, opportunity, and education across the full spectrum of the field. In this conversation, Brienne and Chelsea share how SNAG is evolving to be more inclusive and connected than ever—spanning fine jewelry to blacksmithing, students to long-time pros—and how independent designers can plug into resources, find “their people,” and grow. 💌 In this episode, you’ll learn: What SNAG is, who it serves, and how membership benefits independent designers at every stage Simple ways to build community (even if you’re remote)—from monthly In Conversation meetups to NYC Jewelry Week gallery crawls How SNAG’s virtual symposium and year-round programming create access and connection Why Metalsmith magazine remains a vital platform—and how to pitch or subscribe Where to find grants, open calls, jobs, workshops, and more via SNAG’s Opportunities Board Inclusive exhibition practices that level the playing field—and what juries look for ✨ For Insiders ONLY, we go even deeper: Practical community-building tips for busy makers (how to “just show up,” minus the overwhelm) Networking for introverts and artists with social anxiety—realistic ways to make it work Smart routines for discovering opportunities (grants, exhibitions, open calls) and staying on top of them Photo submission guidelines that help your work shine (clarity, context, cropping) How SNAG structures shows, markets, and trunk shows to welcome both emerging and established artists 🎧 Ready to connect with community, opportunity, and visibility? Listen now—and if you’re not yet an Insider, join us for the bonus content at https://patreon.com/SuccesswithJewelry. About Our Guests Brienne Rosner is Executive Director at SNAG, where she guides programs spanning exhibitions, conferences, publications, virtual events, and more—bringing together diverse makers across the jewelry and metals community. Chelsea Rowe is SNAG’s Communications Specialist, amplifying the organization’s mission through social, events, and member outreach; she’s also an artist whose work bridges storytelling and metal. Join SNAG: https://snagmetalsmith.org/membership/ 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 https://www.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 https://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 #141, we’re diving into one of the most important topics of the year: holiday planning. Q4 can be the busiest—and most profitable—time for a jewelry brand, but only if you’re prepared. We’re breaking down how to set yourself up for success with clear deadlines, consistent messaging, and promotions that align with your brand values. From custom order cutoffs to inventory planning, we’ll guide you through the steps to reduce stress, protect your energy, and maximize sales this season. 💌 In this episode, you’ll learn: Why holiday planning matters—even if most of your clients are self-purchasers How to set and communicate custom and made-to-order deadlines clearly Tips for consistent messaging across email, social, and your website Smart strategies for inventory, merchandising, and creating gift guides Ways to protect your energy and set boundaries during a busy season ✨ For Insiders ONLY, we go even deeper: We share examples of seasonal campaigns that work Tips to help you stay organized, confident, and ready to shine this season. 🎧 Ready to start building more meaningful connections and driving sales? Listen now—and if you’re not yet an Insider, join us for the bonus content at https://patreon.com/SuccesswithJewelry. 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 https://www.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 https://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 #140, we’re thrilled to interview Holly Callis, founder and CEO of Empowered English, an agency that helps brands ditch jargon and find a voice that resonates. With decades of collective experience behind her team, Holly has guided hundreds of businesses—including jewelry brands—in clarifying their messaging and crafting copy that connects. In this conversation, Holly breaks down the difference between copywriting and content writing (yes, there’s a big one!), the most common mistakes jewelry brands make in their product descriptions and emails, and how to write a homepage that actually works. We also dive into SEO—without making it scary—and why words are just as important as beautiful visuals when it comes to building trust and driving sales. Find Holly here: https://empoweredenglish.org/ https://www.linkedin.com/in/holly-grace-callis/ 💌 In this episode, you’ll learn: The clear difference between copywriting and content writing—and why it matters for your jewelry business The #1 mistake jewelry brands make in product descriptions (and how to fix it) How to write a homepage that converts without overwhelming your visitors Beginner-friendly SEO tips that make your site more discoverable without sounding robotic Why consistency in messaging is the not-so-sexy but essential key to success ✨ For Insiders ONLY, we go even deeper: Overrated copywriting advice you can ignore How to use AI tools for writing without losing the human touch What to do when you’re “too close” to your own brand story and feel stuck Holly’s favorite jewelry brands to follow for copy and storytelling inspiration 🎧 Ready to transform the way you write about your brand and products? Listen now - and if you’re not yet an Insider, join us for the bonus content at https://patreon.com/SuccesswithJewelry. 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 https://www.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 https://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 #139, we’re diving into one of the most powerful sales and marketing tactics for jewelry businesses: direct outreach. Whether you’re connecting with retailers, editors, or potential clients, nothing cuts through the noise quite like a personal message. We’re sharing why direct outreach is so effective, how to make it feel authentic, and how to create a system so you can follow up consistently. 💌 In this episode, you’ll learn: Why direct outreach can generate faster results than waiting on social media or email marketing alone How to reframe “dropped balls” as opportunities waiting to be uncovered Tips for crafting short, personal messages that get responses The importance of follow-up—and how to do it without feeling pushy ✨ For Insiders ONLY, we go even deeper: Real examples of outreach messages for retailers and editors How to track outreach and relationship details without fancy tools Strategies to boost your confidence when reaching out Why sales is really an act of service—and how to embrace that mindset 🎧 Ready to start building more meaningful connections and driving sales? Listen now—and if you’re not yet an Insider, join us for the bonus content at https://patreon.com/SuccesswithJewelry. 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 https://www.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 https://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 #138, we're diving into a powerful (but sometimes intimidating!) marketing tool: Google Analytics. Whether you’ve set it up or not, we’re breaking it down in a super accessible way—no tech jargon required. You’ll learn how to start making smarter, data-informed decisions about your marketing efforts. 📊 In this free episode, we cover: What Google Analytics is and how it supports your marketing goals The most important metrics to track (and which ones to ignore) What terms like “sessions,” “engagement rate,” and “referral traffic” really mean Why you shouldn’t let low traffic or bounce rate discourage you For Insiders ONLY, we go even deeper with: Real-world examples of troubleshooting a sales slowdown Using data to plan your next marketing push Why numbers alone don’t tell the whole story (and what else to pay attention to) Tips for tracking marketing effectiveness across multiple platforms 🎧 Not an Insider yet? Join today for just $5/month to get access to bonus episodes, unfiltered convos, and exclusive community perks: https://patreon.com/SuccesswithJewelry Liz Kantner helps independent jewelry artists find their unique voices and confidently show up. She's the founder of the Stay Gold Collective and offers marketing consulting with heart: https://www.lizkantner.com Laryssa Wirstiuk is the founder of Joy Joya, a marketing agency for jewelry brands. She’s also the creator of JoyDeck, an email + SMS marketing platform that simplifies strategy for jewelry designers: https://joyjoya.com Listen in to start understanding your marketing data—and using it to grow.

Welcome to the Success With Jewelry podcast, hosted by Laryssa Wirstiuk and Liz Kantner, two experts passionate about helping independent jewelry artists thrive. Welcome to Success With Jewelry Episode #137! This isn’t a typical episode—it’s more of a quick update as we prepare for a short summer break from the free podcast. We’re hitting pause until August 11th so we can come back refreshed, re-energized, and better than ever with more strategic and supportive content for our listeners. But don’t worry—we’re not going anywhere, and our Insider members will still get weekly content! 🌞 In this short update, we’re sharing: Why we’re taking a break from free episodes this summer What we’re working on behind the scenes (spoiler: a brand refresh!) How we’re evolving the podcast to better serve our community A special NYC meetup happening August 3rd (come hang out!) For Insiders ONLY, we also get real about: The challenges of disconnecting from work (especially in marketing!) The emotional toll of digital marketing mistakes (yes, we’ve been there!) Why relationship-building still matters more than anything else Actionable tips for direct outreach and in-person selling—even if you're just starting out 🎧 If you’re not yet an Insider, now’s the perfect time to join—through August 11, you can get access for only $5/month! Weekly bonus episodes, unfiltered conversations, and deeper dives await you: https://patreon.com/SuccesswithJewelry 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 https://www.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 https://joyjoya.com. Tune in to hear Liz and Laryssa share valuable insights, updates, and ways you can stay engaged this summer!

Welcome to the Success With Jewelry podcast, hosted by Laryssa Wirstiuk and Liz Kantner, two experts passionate about helping independent jewelry artists thrive. Welcome to Success With Jewelry Episode #136! In this episode, we’re diving into what’s currently working in Instagram and email marketing for jewelry brands. It’s our summer 2025 update—and while some fundamentals remain the same, we’re noticing new shifts in content engagement, consumer behavior, and platform algorithms that you’ll definitely want to know about. 📲 From carousel posts to DMs to list health and subject lines, we’re sharing our latest tips, wins from client projects, and real-time marketing insights you can apply right away to stay ahead. 💎 Topics we cover in this episode: What types of Instagram content are performing best right now Why likes are no longer the most important metric The new rules of engagement on TikTok vs. Instagram Email marketing trends that drive conversions (hint: keep it short and personal!) The importance of consistent sending, mobile-friendliness, and strong subject lines 🌟 And for Insiders, we’re going even deeper—discussing the welcome email series we’re building, Liz’s biggest takeaway from JCK influencer content, our struggles with content overwhelm, and how we’re trying to show up authentically in our work. Join our Patreon to unlock the extended episode: https://patreon.com/SuccesswithJewelry 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 https://www.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. Laryssa brings her extensive marketing expertise to the podcast, helping jewelers grow their businesses. Discover more at https://joyjoya.com. Tune in to hear Liz and Laryssa share valuable insights, tips, and strategies for success in the jewelry industry!

Welcome to the Success With Jewelry podcast, hosted by Laryssa Wirstiuk and Liz Kantner, two experts passionate about helping independent jewelry artists thrive. Welcome to Success with Jewelry Episode #135! In this episode, we’re talking all about your jewelry website and why it’s so important to regularly audit and update your content. From homepage banners to product descriptions, we’re covering what to look for, how often to check, and why even small changes can make a big impact on your customer experience and sales. ✨ And for Insiders, we’re getting a little more personal—sharing what’s on our minds lately, how we’re navigating content overwhelm, and our thoughts about showing up authentically (giggles included). Plus, we’re chatting about evolving content pillars, behind-the-scenes glimpses of our workspaces, and lessons we’re learning in real-time. Join our Patreon to unlock the extended episode: https://patreon.com/SuccesswithJewelry 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 https://www.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. Laryssa brings her extensive marketing expertise to the podcast, helping jewelers grow their businesses. Discover more at https://joyjoya.com. Tune in to hear Liz and Laryssa share valuable insights, tips, and strategies for success in the jewelry industry!  

Welcome to the Success With Jewelry podcast, hosted by Laryssa Wirstiuk and Liz Kantner, two experts passionate about helping independent jewelry artists thrive. Welcome to Success with Jewelry Episode #134! In this episode, we’re breaking down Vegas jewelry week: Laryssa shares her on-the-ground experience walking both JCK and COUTURE, Liz dives into the shows' Instagram content highlights, and we discuss trends we spotted—whimsical designs, nostalgic vibes, unique chains, sculptural shapes, and playful movement. ✨ And for Insiders, we’ll continue the unfiltered conversation—sharing more behind-the-scenes stories from the Vegas trade shows, how we prepped, what surprised us, and our thoughts on the growing influencer presence and what it means for the industry. Join our Patreon to unlock the extended episode: https://patreon.com/SuccesswithJewelry 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 https://www.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. Laryssa brings her extensive marketing expertise to the podcast, helping jewelers grow their businesses. Discover more at https://joyjoya.com. Tune in to hear Liz and Laryssa share valuable insights, tips, and strategies for success in the jewelry industry!

Welcome to the Success With Jewelry podcast, hosted by Laryssa Wirstiuk and Liz Kantner, two experts passionate about helping independent jewelry artists thrive. Welcome to Success with Jewelry Episode #133! In this episode, we’re catching up: Laryssa’s recent travels and turning 40 (emerald score or no?), what she’s most excited about at the Vegas jewelry trade show, Liz’s headshot experience and brand refresh (and why even a “small” update deserves promotion), and whether this really is the year of merch—with East Fork totes and Rough Cut Candle on our minds. ✨ And for Insiders, we’ll continue the unfiltered conversation—diving deeper into our Vegas prep, merch brainstorming, and all the behind-the-scenes thoughts we didn’t have time to share in the main episode. Join our Patreon to unlock the extended episode: https://patreon.com/SuccesswithJewelry 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 https://www.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. Laryssa brings her extensive marketing expertise to the podcast, helping jewelers grow their businesses. Discover more at https://joyjoya.com. Tune in to hear Liz and Laryssa share valuable insights, tips, and strategies for success in the jewelry industry!