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Most ecommerce brands spend months planning their marketing calendar. Kayla Sanders plans hers about a week out - sometimes less - because she never knows what's going to walk through the door.
Kayla runs marketing and online sales for The Jewel Box at Accent, an estate and vintage jewelry business in Memphis operating under Accent Jewelers, a family business with over 30 years of history. Every piece is one of a kind. Once it sells, it's gone. And the inventory changes every single week.
That constraint creates real marketing challenges - but it also creates something most ecommerce brands spend a lot of energy trying to manufacture: genuine urgency and scarcity. When you feature a piece in an email and it sells out before everyone opens it, that's not a failure. It's proof that the product is worth paying attention to.
We worked closely with Kayla to set up The Jewel Box's Klaviyo account, their SMS program, and the segmentation strategy behind it - including how to reach local in-store customers differently from online shoppers across the country. In this conversation we get into how that all came together, what happened when a Valentine's Day giveaway grew the list fast but brought in the wrong subscribers, and the ring she still has nightmares about not buying.
✨ In this episode, you'll learn:
How to build a marketing calendar when your inventory is a weekly surprise
Why The Jewel Box uses SMS specifically to reach local customers - and how that's different from their email strategy
How segmenting by location shaped the entire approach to their marketing
The welcome discount challenge that happens when online codes walk into a physical store
What happened when a Valentine's Day giveaway grew the list fast - and why list quality matters more than list size
Why genuine scarcity is a marketing asset most brands can't replicate - and how to lean into it
The reporting challenge of tracking customers across online, in-store, different POS systems, and multiple marketing channels
How social, email, and blog content each serve a different role in educating and converting a jewelry customer
The one piece Kayla still hasn't gotten over
When something is truly one of a kind, urgency doesn't have to be manufactured. It's just the truth.
Connect with The Jewel Box at Accent:
Website: https://thejewelboxataccent.com
Work with Joy Joya: https://joyjoya.com