193 - Laryssa and Liz on How to Launch a New Jewelry Collection (Without Leaving Sales on the Table)

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 #193! You've designed the pieces, you've done the work - now how do you actually launch it? Whether it's a new collection, a one-of-a-kind sculptural series, or something totally new for your brand, the launch strategy matters just as much as the product itself. Laryssa and Liz are breaking down what a smart, intentional launch actually looks like.

In today's episode, Laryssa and Liz cover:

• Why the first question to ask yourself before planning your launch is whether the pieces can be remade - and how that changes everything

• How much lead time you actually need, and why the answer depends heavily on where your business is right now

• Why the teasing and runway period isn't just about building hype - it's your best opportunity to grow your email list before launch day

• How to use built-in scarcity (hello, one-of-a-kind pieces) to drive urgency and get people to sign up for early access

• The case for a 24-hour email subscriber early access window - and why being crystal clear about the timeline is non-negotiable

• Why you are always over-communicating less than you think: if people are still asking your customer service when the launch is happening, you haven't said it enough

• Why not selling out immediately is not a bad sign - it can take 7+ touchpoints before someone is ready to buy

• The importance of setting launch dates even when things feel uncertain, and revisiting them regularly rather than waiting until everything's perfect

In the bonus segment for Insiders only, Laryssa and Liz get into the numbers behind email marketing and what it really takes to see results from a launch.

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.