#185 How to Use Storytelling to Sell More Jewelry

Blog Featured image template (53)

Think about all of the important lessons you’ve been taught in your life.

Whether it was from a parent, or a college class, or an elderly person you met in line at the grocery store. Why are those the lessons that stick with you all of your life?

Don’t think too hard on it, because I’m going to give you the answer.

I can pretty much guarantee you that the reason they’ve stuck with you for a lifetime is because they were delivered using the art of storytelling.

Because 65% to 75% of information shared through stories is retained by the people listening to the storytelling as opposed to only 5% of information that is retained through a scripted presentation or the delivery of facts.

And it works the same way in a business that it does in life…but I like to call it STORYSELLING when I’m talking about selling my jewelry.

Stories create connections. Sales can get a bad rap for being all about pushing and trying to manipulate a potential buyer.

And it works the same way in business that it does in life…but I like to call it STORYSELLING when I’m talking selling my jewelry.

But the truth is if you're a good storyteller you have the opportunity to invite them into your world and show them the story behind why you create what you do in the way that you do it.

It's much easier and nicer feeling and it's not hard. It really isn't.

My good friend and co-founder Robin Kramer is joining me today to teach you the art of storytelling in Episode #185 How to Use Storyselling to Sell More Jewelry.

Click here to download the show notes

Identify Your Why

The first, and most critical step in your storyselling mastery is to get clear on your “Why.” You can’t tell a story you don’t know right?

So spend some time really digging into why you decided to start making jewelry using the method and the mediums that you use.

For me, it was when my mom passed away in my early 20’s and I inherited some of her jewelry. I wanted to find a way to wear it as a remembrance of her, but also be true to my own style…just like she taught me.

That’s why I got into Heirloom Redesign, and even as I’ve branched out to custom and bridal jewelry, it still remains foundational to my business.

Embrace Your Story

Once you’ve got your Why nailed down, the tendency for Most people is to immediately start discrediting their own story.

I’m not interesting enough.
No one will ever connect with my story.
Who do I think I am?


Your story matters because it’s the path that brought that beautiful jewelry you make into the world.

People want to buy things that matter to them. This is where it becomes really important to be able to talk about what you value and the values of your business. And, might I add, to find people, stores, accounts that align with it. Which brings me to my next word of advice.

Cast a Narrow Net

Okay…I know I’m going up against ancient history with this one. But while a wide net may work great for fishing, it’s terrible for selling your jewelry through the art of story. If you’re trying to talk to everyone, you’re talking to no one.

So do your homework and dig deep into your own values, goals, and vision for your business as you start to develop an understanding for who your Dream Client is. And then tell your story to that person.

Who cares if a 20-year-old college student whose parents are both still alive doesn’t connect with my story about my mom passing away. That’s not who I’m telling it to.

You tell your story to your Dream Clients and they’ll become your true fans.

And I’ll let you in on a little secret…you don’t need many true fans to crush your business goal because they buy Everything you put on sale and tell Everyone they know to do the same.

Learn How to Story Sell

Robin and I believe so strongly in the power of Storyselling to transform your business that last year we completely rewrote our signature course, Laying the Foundation, in order to teach you how to do it.

We’ve branded our method The Desired Sharing Proposition, and with it, we teach you how to formulate, develop and formulate a story based on your core values, your “why” and the reasons you started designing jewelry in the first place.

We teach you the steps to connect that to what your dream customers want to buy from you most, and we help you figure out how to do it through storytelling format. You literally will surpass and basically crush your competitors by using what we teach in Laying the Foundation.

And Laying the Foundation is currently open for enrollment!

If you’ve been bumping up against the same struggles over and over again in your business and you’re tired of it, then you need to hear Robin and I’s story.

xo, Tracy

Head over here to read more of it.

Sponsor Spotlight

Today’s episode is brought to you by Laying the Foundation.

Laying the Foundation is our signature 8-week virtual program designed to teach you how to create desire and demand for your unforgettable jewelry brand with the RIGHT clients and exposure.

You’ll build a business that works for YOU, supports your dream lifestyle, and allows you to unleash your creativity in a way that gives you cash, clarity, and freedom! Find out more over here.


Laying the Foundation
A Thousand True Fans
Episode 77: How to Transform Your “Story” into an Engaging About Page
Episode 139: Creating Brand Video On A Budget
Episode 144: The Five Places That You Must Use Video On Your Website