Month: July 2021

10 Tips to Be Less Dependent on Social Media Jewelry Marketing

In this video, 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. Watch this video to hear my tips for caretaking your customer data, so you’re not so dependent on these platforms.

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Interview With David Wachs of Handwrytten – Personalization in Jewelry Marketing

In episode #135 of the Joy Joya Jewelry Marketing Podcast, 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.

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Interview With Melissa Becker About Value-Added Jewelry Marketing

In this episode, 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. When I say “value-added service”, I mean the above-and-beyond things that will help your jewelry brand distinguish yourself from your competitors. For example, most wedding jewelry brands offer free ring resizing within a certain period of time after purchase; that’s a pretty standard purchase that I see. However, how many jewelry brands go above and beyond to educate their customers on long-term care and cleaning? How many jewelry brands go above and beyond to educate their customers on appraisals and even about insuring their products? How many offer a service for planning the perfect proposal? A value-added service is anything a customer wouldn’t necessarily expect you to offer.

By offering value-added services, the services that will help you stand apart from your competitors, you can focus on creating true lifetime value with customers. No brand should be spending all their time, efforts, and marketing budget on acquiring new customers all the time. That’s just not a sound business strategy. Instead, they should be focused on making lasting impressions with their customers, so those customers keep returning for more and more – over time, this reduces cost in your marketing spend, and allows you to plan for the long term.

These value-added services can be offered in house, or it can come through a partnership, like this one Melissa describes in this episode. Watch it now.

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