You’re checking out a weekly segment of this podcast called “THE GOLD MINE”, which is a more intimate, personal, and brief take from me about a topic of my choosing – but typically in the categories of entrepreneurship, growth, mindset as well as my own personal observations about the industry.

If you’re new to this podcast, welcome – you can get interviews and business development/marketing tips on Sundays and The Gold Mine with me on Wednesdays. If you’re a return viewer, thanks for following along!

In this week’s episode, I’ll be celebrating the two-year anniversary of Jewelry Marketing Joy! It was published on October 11, 2020. I’ll be sharing:
– Why did I decide to write a book?
– What is it like to write a book? How long did it take?
– What writing a book has affirmed for me about marketing and why that matters for you?

Get the book: https://www.amazon.com/Jewelry-Marketing-Joy-Approachable-Introduction/dp/0985831944

Learn more: https://joyjoya.com

1:34 – Primary Episode Content

In this episode, I share Leo Plebani, an ecommerce marketing expert who specializes in customer retention. Leo first entered the world of ecommerce when he was hired as an “Online Sales Manager” for a large Italian company based in New York. From there, he transitioned to being a freelance consultant, managing and scaling ecommerce companies to 7-figure revenues. He loves the world of ecommerce and invests in it both as an agency owner and as an entrepreneur by launching my own ecommerce projects. His approach to ecommerce marketing is both innovative and a little bit old school, making it unique.

We chat about:
How can ecommerce brands improve customer retention?
What are some ways that ecommerce brands can measure and monitor customer retention?
What’s involved in your “secret formula” for boosting customer retention?
Why is direct mail having a comeback now in 2022?
What types of customers respond the best to direct mail?
…and more!

Sparkle Award:
Jenny Wu – https://www.cnet.com/tech/computing/this-jewelry-store-lets-you-order-3d-printed-samples-before-you-buy/

News Articles:

Here’s Why Jewelry Retailers Should Care about Disney+ and Netflix’s Upcoming Ad-Supported Subscriptions – https://instoremag.com/heres-why-jewelry-retailers-should-care-about-disney-and-netflixs-upcoming-ad-supported-subscriptions/
Pinterest’s invite-only platform Shuffles is Gen Z’s new favorite app – https://passionfru.it/shuffles-pinterest-gen-z-trend-1890/
For luxury brands, resale is almost an inevitability – https://www.retailbrew.com/stories/2022/09/13/for-luxury-brands-resale-is-almost-an-inevitability

More About the Guest:
Leo’s agency website: dtcgang.com
Postpilot to send postcard campaigns:
Referral link: https://www.postpilot.com/?via=dtcgang
Discount Code to get 50% off any plan for the first 3 months: DTCGANG50
Reach out to Leo to get 1000 free postcards
https://www.linkedin.com/in/plebanileonardo/
IG: http://instagram.com/plebanileonardo
FB: https://www.facebook.com/plebanileonardo/

Other Links from the Episode:

Ep #135 – Interview With David Wachs – https://joyjoya.com/interview-with-david-wachs-about-handwritten-notes-in-marketing/

Our Sponsor:
This episode was sponsored by Chrysmela (https://chrysme.la/), maker of the most secure earring back in the world. Joy Joya listeners and viewers who are interested in learning more about partnering with Chrysmela can email Mayumi at info [at] chrysme.la. Chrysmela offers white labeling as well as wholesale opportunities.
Interview With Mayumi Ishii: https://joyjoya.com/interview-with-mayumi-ishii-of-chrysmela-disrupting-the-jewelry-marketplace/

Transcript: https://joyjoya.com/ecommerce-customer-retention

4:58 Sparkle Award
7:10 News Round Up
13:41 Interview With Leo Plebani

You’re checking out a weekly segment of this podcast called “THE GOLD MINE”, which is a more intimate, personal, and brief take from me about a topic of my choosing – but typically in the categories of entrepreneurship, growth, mindset as well as my own personal observations about the industry.

If you’re new to this podcast, welcome – you can get interviews and business development/marketing tips on Sundays and The Gold Mine with me on Wednesdays. If you’re a return viewer, thanks for following along!

In this episode, I address a question I frequently get asked: is the jewelry market oversaturated? The short answer is “yes” and “no”, but here’s a breakdown of what I’ll be discussing.

The current state of the marketplace – is there space for new and emerging jewelry brands?
How can a new brand best position itself in the marketplace? What’s required of brands today?
Once you’ve established your brand, how can you find your target customer and capitalize upon your place?

Links from the episode:
“How I Built This – Rivian” – https://podcasts.apple.com/kn/podcast/rivian-rj-scaringe/id1150510297?i=1000578203598
Ep #151 – Interview With Benjamin Smithee – https://joyjoya.com/interview-with-jewelry-marketing-expert/
Blue Ocean Strategy – https://www.blueoceanstrategy.com/what-is-blue-ocean-strategy/

Learn more: https://joyjoya.com

1:44 – Primary Episode Content

In this episode, I share the best opportunities in direct mail marketing for jewelry brands today.

Some people consider direct mail to be a more “traditional” or “old school” marketing strategy, since it involves actual paper as well as the United States Postal Service.

It’s the practice of engaging your prospects and customers through printed marketing materials like postcards, catalogs, coupons, and other types of mailers.

In this episode, I’ll be sharing five ways that you can utilize direct mail marketing for your jewelry brand. They include:

Handwritten notes/cards
An offer within a box/package
Catalog or other glossy mailer
Postcards
Content publication like a magazine

Sparkle Award:
Kendra Scott – https://www.marketingbrew.com/stories/2022/09/08/kendra-scott-bet-big-on-bamarushtok-2022-and-it-paid-off

News Articles:

Sotheby’s Brings Back ‘Brilliant & Black’ Selling Exhibition – https://www.nationaljeweler.com/articles/11245-sotheby-s-brings-back-brilliant-black-selling-exhibition
Don’t Call Them Grandmas! The Enduring Appeal of the Senior Fashion Icon – https://www.vogue.com/article/the-enduring-appeal-of-the-senior-fashion-icon
6 Formerly “Dated” Jewelry Trends That Will Be Big This Fall – https://www.whowhatwear.com/fall-jewelry-trends-2022/

Other Links from the Episode:

Ep #135 – Interview With David Wachs – https://joyjoya.com/interview-with-david-wachs-about-handwritten-notes-in-marketing/

Our Sponsor:
This episode was sponsored by Chrysmela (https://chrysme.la/), maker of the most secure earring back in the world. Joy Joya listeners and viewers who are interested in learning more about partnering with Chrysmela can email Mayumi at info [at] chrysme.la. Chrysmela offers white labeling as well as wholesale opportunities.
Interview With Mayumi Ishii: https://joyjoya.com/interview-with-mayumi-ishii-of-chrysmela-disrupting-the-jewelry-marketplace/

Transcript: https://joyjoya.com/direct-mail-marketing-jewelry

5:25 – Sparkle Award
9:36 – Jewelry/Marketing News
15:18 – 5 Ideas for Direct Mail Marketing

You’re checking out a weekly segment of this podcast called “THE GOLD MINE”, which is a more intimate, personal, and brief take from me about a topic of my choosing – but typically in the categories of entrepreneurship, growth, mindset as well as my own personal observations about the industry.

If you’re new to this podcast, welcome – you can get interviews and business development/marketing tips on Sundays and The Gold Mine with me on Wednesdays. If you’re a return viewer, thanks for following along!

This week’s topic is all about an exciting new endeavor that I’m launching with Liz Kantner, my partner in the Success With Jewelry Webinar Series. We launched a podcast with both a free version and membership version!

As of this recording going live, you’ll be able to find the first three episodes to listen for free (in both audio and video formats).

Links from the Episode:
Success With Jewelry Community: https://www.successwithjewelry.com
Success With Jewelry Podcast (Video): https://www.youtube.com/channel/UC45j5KQQJPKDLKQtFljHm0g
Success With Jewelry Podcast (Audio): https://podcasts.apple.com/us/podcast/success-with-jewelry/id1642413048

Learn more: https://joyjoya.com

In this episode, I share my interview with Tammy Cohen, a knowledgeable, passionate, and vibrant woman who has been partnering with top-tier corporate executives and entrepreneurs to develop their personal and professional brands for more than 20 years—with an emphasis on the gem and jewelry business since 2013.

She also specializes in a very interesting niche in the jewelry industry, supporting jewelers who make proprietary and branded products, specifically proprietary diamond cuts. Through her branding expertise and her agency TC Brand Consulting as well as her Post Purchase Navigating Training Program (PPN), she helps jewelers protect their brand valuation post purchase.

She also sees opportunities for women to thrive and grow exponentially and founded a women’s business network called Women Beyond the Table (WBTT).

In this episode, we discuss:

The role that brand storytelling plays in marketing, especially for a unique and/or proprietary product
What the jewelry industry needs more of
Why and how jewelry brands should care about post-purchase valuation as well as the customer experience overall
…and more!

Sparkle Award:
Swarovski – https://www.adweek.com/brand-marketing/accessory-brand-swarovski-wants-to-be-a-part-of-consumers-self-improvement/

News Articles:

The only two things that matter in marketing – https://martech.org/the-only-two-things-that-matter-in-marketing/
LVMH Americas CTO on the bold “connection” strategy that will define luxury retail – https://www.retailbrew.com/stories/2022/08/26/lvmh-americas-cto-on-the-bold-connection-strategy-that-will-define-luxury-retail
Pandora CEO Talks Affordable Luxury and the Price Of Silver – https://www.thestreet.com/investing/pandora-ceo-jewelry-trends

Other Links from the Episode:

https://tcbrandconsulting.com/
https://www.linkedin.com/in/tammy-cohen-915815143/

Transcript: https://joyjoya.com/tammy-cohen-jewelry-branding

You’re checking out a weekly segment of this podcast called “THE GOLD MINE”, which is a more intimate, personal, and brief take from me about a topic of my choosing – but typically in the categories of entrepreneurship, growth, mindset as well as my own personal observations about the industry.

If you’re new to this podcast, welcome – you can get interviews and business development/marketing tips on Sundays and The Gold Mine with me on Wednesdays. If you’re a return viewer, thanks for following along!

This week’s topic is all about maintaining focus in marketing. I’ll be talking about:
– What’s “shiny object syndrome” and how can you recognize that you have it?
– What are some other ways that businesses lose focus in marketing, and why does this happen?
– What are my tips for maintaining focus

Links from the Episode:
Ep. #190: https://joyjoya.com/jewelry-marketing-strategy-challenges

Learn more: https://joyjoya.com

In this episode, I share my 5 out-of-the-box tips for your best holiday ever. I have a few other episodes about holiday planning and marketing, #97 and #138 if you’d like to check those out as well.

Ep. #97: https://joyjoya.com/planning-jewelry-ecommerce-for-holiday-2020/
Ep. #138: https://joyjoya.com/holiday-jewelry-marketing/

I won’t be repeating any of that content in this episode, so I suggest you review those as a primer. Here’s a summary of the out-of-the-box tips I’ll be covering:

– Create a proprietary holiday or special event
– Think about giftable bundles, upsells, and cross-sells
– Forget discounting for BFCM – surprise and delight instead
– Add direct mail to the mix
– Update and add to your top-of-funnel content

Sparkle Award:
Icebox – https://www.nytimes.com/2022/08/29/fashion/jewelry-electronic-mining-recycling.html

News Articles:

Instagram’s Latest Feature Test Is About Being BeReal – https://techcrunch.com/2022/08/23/instagrams-latest-feature-test-is-about-being-bereal/
Companies Used to Announce Products. Now They “Drop” Them – https://www.wsj.com/articles/companies-used-to-announce-products-now-they-drop-them-11661572855?mod=djemalertNEWS
Instacart is enlisting celebrities and influencers to make your shopping list — in case that’s helpful – https://www.theverge.com/2022/8/25/23320625/instacart-celebrity-influencer-curated-grocery-carts-lizzo

Our Sponsor:
This episode was sponsored by Chrysmela (https://chrysme.la/), maker of the most secure earring back in the world. Joy Joya listeners and viewers who are interested in learning more about partnering with Chrysmela can email Mayumi at info [at] chrysme.la. Chrysmela offers white labeling as well as wholesale opportunities.
Interview With Mayumi Ishii: https://joyjoya.com/interview-with-mayumi-ishii-of-chrysmela-disrupting-the-jewelry-marketplace/

Transcript: https://joyjoya.com/holiday-jewelry-sales-success