Liz Kantner is a self-described marketer, content creator, jewelry brand advocate, and more. Though not a jewelry designer herself, Liz is passionate about helping independent jewelry artists – especially emerging designers – thrive in the modern marketplace. After graduating college with a degree in marketing and communications and then building her work experience in marketing, Liz took her first jewelry industry job as Digital Marketing Manager for Todd Reed in Boulder Colorado. In 2016, she left Todd Reed to launch Stay Gold, which allows her to accept new jewelry clients and work independently. Throughout her career in the industry, she’s curated the New Designer Gallery for JA New York and the Designer Jewelry section of Premiere. In addition, she’s been featured in JCK Magazine, INSTORE Magazine, and National Jeweler.

In this episode, we chat mostly about social media marketing and how independent jewelry brands can be making the most of their social media presence in order to build brand awareness and attract new customers. We cover questions like:

– What are some ways that a jewelry brand can boost social media engagement?
– Do you have any tips for keeping a social media feed fresh and interesting?
– For a jewelry brand that doesn’t yet have a budget to spend on paid social, how can they grow their social media following organically?
…and more!

If you’re struggling to imagine how your jewelry marketing budget can be spent, then you’ll definitely want to watch this video which explains how much you can expect to pay for various types of marketing services when enlisting the services of an outside consultant or agency.

Please consider the following as general guidance only, since prices for marketing services can vary based on many factors, including your geographical location, your individual goals, the amount of work that needs to be done, consultant/agency experience, and more. However, if you encounter a service that costs significantly less or significantly more than the ranges I provide here, then you should be wary and move forward with caution. In those cases, the service provider may be inexperienced or unqualified, or they could be trying to swindle you.

You may have heard the phrase “You have to spend money to make money”, and that definitely applies to jewelry brands that want to increase market share and remain competitive in their respective categories. How much should you be spending on marketing your jewelry brand every year, and how should you be distributing that marketing budget across multiple marketing channels? In this video, we’ll help you plan your marketing spend in a strategic way.

In “Jewelry Marketing in the Time of Coronavirus” (https://joyjoya.com/2020/03/23/jewelry-marketing-in-the-time-of-coronavirus/), we discussed the importance of multichannel and omnichannel for jewelry brands. However, we haven’t really explored these two models in detail, and we never really explained how multichannel marketing is different from omnichannel marketing. We’ll elaborate in this video.

Have you ever used a funnel to transfer a large amount of liquid to a container with a narrow opening? You can probably imagine how a funnel is shaped, with a wide top and a graduated, triangular shape that leads to a small spout. Did you know that a funnel should also play an important role in your jewelry marketing strategy?

In marketing, a funnel refers to the steps you’ll need to take in order to nurture your prospective customers, so they can eventually become life-long fans of your jewelry brand. To put it simply, the funnel describes the buyer’s journey from awareness to purchase. In this episode, we’ll explain how it works and how you can take advantage of it.

In my experience speaking to jewelry entrepreneurs, I find there’s a lot of confusion about the terms “marketing”, “public relations”, and “sales”, which are sometimes used interchangeably. Though these business functions often support each other, they’re very different. In this video, I’m going to clarify what each one means, so you can feel confident utilizing the three functions in your business.

In Episode #85 of the Joy Joya Jewelry Marketing Podcast, I interview Sneh Parmar, the CEO and co-founder of Lucky Labs. Unlike most guests on this podcast, Sneh is not part of the jewelry industry. However, the Lucky Moments platform that Sneh has developed through his company could potentially help omnichannel jewelry brands, especially if they want to more effectively connect digital and physical shopping experiences for customers.

One one hand, direct-to-consumer jewelry brands can use the Lucky Moments platform to deepen consumer relationships thanks to specific data and insights. On the other hand, jewelry brands with retail distribution can use the Lucky Moments platform to encourage customers to buy the product online in the moment or at the closest brick-and-mortar retailers. The Lucky Moments platform engages the shopper, personalizes the online shopping experience, provides the shopper with a relevant reward or incentive, and then re-targets the shopper with relevant content. All this can be achieved, thanks to a simple API that’s added to the backend of your ecommerce store.

In this episode, we chat mostly about the next generation of ecommerce and how solutions like the Lucky Moments API are helping up-and-coming ecommerce brands connect with their customers in exciting new ways. We cover questions like:

– How would you describe an ideal omnichannel brand experience?
– Why do you feel that personalization in both marketing and customer experience is so important?
– What are some tips you can offer ecommerce retailers who want to have greater control over the customer experience?
…and more!

If you’re not spending more time, energy, effort, and money on your jewelry product pages than you are on basically every other part of your ecommerce website, you could be sabotaging your conversion rate. Yes, product pages are more important than even your homepage! In this short video, we’ll explain why jewelry product page optimization matters and how you can start optimizing those pages.

After reading a recent article from Business of Fashion titled “Now’s the Time for Brand Founders to Speak Up. Here’s How.”, we were inspired to consider how jewelry founders can be the faces of their brands. Especially this year, when consumers are craving personal and meaningful relationships with the businesses they support, a founder can physically embody a brand’s values. In this new episode, we’ll share five ways you can do that.

In our recent video “Jewelry Marketing for a Post-COVID-19 Future“, we emphasized the fact that customer experience will need to remain at the center of all your jewelry marketing efforts in 2020 and for the foreseeable future. One of the most effective ways to improve customer experience is to be personal with your marketing and outreach. In this new video, we’ll share five ways you can do that.