Experience

The Challenge

This brand had been making fine jewellery for over a century. Three generations of craftsmanship. Stockists across Europe and the Middle East. The kind of reputation that money can't buy.

What they didn't have was a digital acquisition strategy. Their Instagram presence was beautiful but passive: product shots, editorial reposts, the occasional behind-the-scenes story. Plenty of followers. Almost zero attributable revenue. Meanwhile, newer DTC jewellery brands were eating into their market share with aggressive paid social campaigns and polished creative.

The brief was specific: prove that paid social can work for a heritage jewellery brand without cheapening the positioning. No discounts. No flash sales. No "shop now" urgency that would undermine 100 years of brand equity.

The Approach

We started where most agencies don't: the product catalogue. Fine jewellery has a purchase cycle measured in weeks, sometimes months. Treating it like fashion or beauty (add to cart, buy now, retarget aggressively) would burn budget and annoy high-value prospects.

Instead, we built a three-tier audience architecture on Meta designed around consideration windows.

Tier 1: Awareness. Short-form video content showing the making process. No voiceover. No text overlays. Just hands, tools, and metal becoming something extraordinary. These ran as Reels and in-feed video to cold audiences built around jewellery interest, luxury fashion, and lookalikes from their existing customer database.

Tier 2: Engagement. Anyone who watched 50% or more of the Tier 1 content entered the consideration layer. Here we served collection-specific carousels, editorial-style photography, and pricing context. The creative felt like a luxury magazine, not an ad. Every piece linked to a dedicated product landing page.

Tier 3: Conversion. Warm audiences (page visitors, email subscribers, add-to-carts, and 75%+ video viewers) received dynamic product ads and appointment booking prompts. For pieces above £5,000, we drove to a private consultation booking rather than a purchase page. This matched the buying behaviour. Nobody impulse-buys a £12,000 necklace from an Instagram ad, but they will book a viewing.

We managed creative production in collaboration with their in-house photography team, briefing specifically for the aspect ratios and pacing that perform on Meta. The brand's existing creative assets were stunning but built for print. We adapted everything for mobile-first delivery without losing the feel.

The Results

• 4.8x blended ROAS across Meta campaigns within 120 days
• £340K in directly attributed revenue from a £71K ad spend
• Private consultation bookings up 210% from paid social referrals
• Cost per consultation booking: £38 (vs. £180+ industry average for high-ticket jewellery)
• Instagram follower growth: +14,000 in 4 months (organic spillover from paid activity)

The bigger win was qualitative. The brand's existing retail partners noticed the increased digital visibility and started requesting more stock. One Middle Eastern stockist increased their order by 30% specifically because of the brand's "stronger presence online."

What Made the Difference

Most agencies would have treated this like any other ecommerce account: conversion campaigns, aggressive retargeting, discount codes to close. That approach would have generated some short-term revenue while destroying the brand's positioning.

The three-tier structure respected the buying cycle. The creative strategy respected the brand. The consultation booking funnel respected how high-ticket jewellery actually sells. When strategy and execution sit under the same roof, these details stay aligned instead of getting lost between teams.

Services Used: Paid Social (Meta), Creative Strategy