150 - Laryssa and Liz on Why People Really Buy Jewelry (and How to Speak to It)

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.