192 - Laryssa and Liz on Moving Up in Price Point: How to Transition Your Jewelry Brand to Fine Jewelry

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 episode #192! One of the most common pivots Laryssa and Liz see jewelry designers make is the move from lower price points - gold fill, silver, fashion jewelry - into fine jewelry. It's a big shift, and it's not just about the product. Today they're talking through what it actually takes to make that transition successfully, and what most people don't anticipate going in.

In today's episode, Laryssa and Liz cover:

• Why so many jewelry designers want to move into fine jewelry - and why the mindset piece is often the hardest part

• Why you can't just carry both price points: how offering lower and higher priced work in the same brand can actually devalue the fine pieces

• The importance of telling the story behind the transition - and why a sudden overnight switch will feel jarring to your audience

• How to think about gold karats and entry-level price points as a bridge for new customers

• Why moving to fine jewelry means revisiting your branding, your photography and your overall presentation - not just the product

• How selling at a higher price point requires more storytelling, more trust-building and more time

• Why going to a new price point is basically like starting a new business - and how to be realistic about that timeline

• The case for planning your assortment to include a few more accessible entry-level pieces so new customers have a way in

In the bonus segment for Insiders only, Laryssa and Liz dig deeper into what this transition looks like in practice - including a real-world example from a well-known jewelry brand making a controversial pivot right now.

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, tips, and strategies for success in the jewelry industry!