Meet Our Heroes
All Things Jewels is a Shopify-based jewelry brand specializing in affordable, heartfelt pieces that make thoughtful gifts without breaking the bank. Their signature product, the Heart to Heart Bracelet, had already proven itself as a best-seller, but the business itself was stuck in neutral.
Mike Baxter, the founder, had purchased the store as a done-for-you package. It came with products, a website, and a third-party team handling the ads. But when Mike reached out to us, the advertising account had been disabled, sales had flatlined, and the so-called “done for you” service had left him with zero momentum and no clear path forward.
All Things Jewels wasn’t just selling jewelry. They were selling connection, sentiment, and moments that mattered. But without consistent traffic, a loyal audience, or a strategy built around retention and growth, that vision was nowhere near reality.
Their Goals
Mike’s vision was clear: build a community of loyal customers who didn’t just buy once, but came back again and again. He wanted customers who loved the brand enough to tell their friends, share their purchases, and become repeat buyers. His target was ambitious but realistic: £3,500 per month in passive income after all deductions.
To get there, he needed:
- A functioning, profitable ad strategy across Facebook, Instagram, and Google
- A focus on customer retention, not just one-time sales
- Fast, reliable fulfillment that matched the brand’s promise of quality and care
- A clear understanding of his ideal customer and how to reach them at scale
Mike also wanted to focus on three key markets where All Things Jewels had warehouse access: the USA, UK, and Australia. Faster shipping in these regions meant better customer experience, and better customer experience meant higher lifetime value.
The Challenge
When Mike came to us, the situation was rough. His advertising account had been disabled by the previous agency, leaving the store with zero traffic and zero sales. There was no active funnel, no retargeting, no email flow, and no clear brand identity beyond the products themselves.
The done-for-you model had promised simplicity, but it delivered dependency. Mike didn’t know what had been running, what had worked, or why it all fell apart. He was starting from scratch, with a modest ad budget of £700 to £1,000 per month and no safety net.
Beyond the technical mess, there were deeper strategic gaps:
- No audience building. The store had no pixel data, no warm traffic, and no lookalike audiences to work with.
- No retention strategy. There was no email marketing, no post-purchase follow-up, and no plan to bring customers back for a second or third purchase.
- Unclear positioning. The product catalog was broad, but there was no hero product front and center, no story around why someone should choose All Things Jewels over the dozens of other affordable jewelry brands online.
- Weak creative. The ads that had been running were generic product shots with no emotional hook, no urgency, and no reason to click.
Mike knew his Heart to Heart Bracelet had potential. He knew his audience was out there. But without the right infrastructure, messaging, or momentum, the store was invisible.
Our Process
We didn’t just fix the ads. We rebuilt the entire customer journey from the ground up, starting with strategy and ending with a scalable system designed for long-term growth and profitability.
Phase One: Rebuilding the Foundation
Before we could spend a single pound on ads, we needed to get the account back online and set up the tracking, pixels, and audiences that would fuel everything moving forward.
We worked with Mike to:
- Reinstate the ad accounts on Facebook and Google, resolving compliance issues and setting up fresh campaigns with clean data.
- Install proper tracking across the site, including Facebook Pixel, Google Analytics, and conversion tracking for every key action: add-to-cart, initiate checkout, and purchase.
- Map the customer journey from first click to repeat purchase, identifying where the biggest drop-offs were happening and how we could plug those leaks.
We also conducted a full audit of the existing product catalog and website experience. The Heart to Heart Bracelet was clearly the star, but it wasn’t being positioned that way. We recommended leading with it in all creative, using it as the anchor product to build trust and drive first-time purchases.
Phase Two: Audience Research and Targeting Strategy
Mike’s ideal customer was someone looking for affordable, meaningful jewelry. They might be buying for themselves, or as a gift. They valued sentiment over luxury, and they wanted fast shipping and a smooth experience.
We dug into the data and behavior of similar brands to build our initial targeting strategy:
- Interest-based audiences around affordable jewelry, gift shopping, sentimental gifts, and specific occasions like birthdays, anniversaries, and holidays.
- Lookalike audiences seeded from website visitors and the small pool of past purchasers we could recover from the old account.
- Geographic focus on the USA, UK, and Australia, where warehouse proximity meant 2-3 day shipping instead of 2-3 weeks.
We also identified a key insight: people buying jewelry at this price point weren’t just looking for a product. They were looking for a moment. A reason to feel something. That emotional layer became the foundation of every ad we created.
Phase Three: Creative That Connects
Generic product photos weren’t going to cut it. We needed ads that stopped the scroll, told a story, and made people feel something before they even clicked.
We developed a creative strategy built around:
- Lifestyle imagery showing the Heart to Heart Bracelet being worn in real, relatable moments: coffee with a friend, a handwritten note, a surprise gift.
- User-generated content style that felt authentic and unpolished, not like a corporate ad.
- Emotional hooks in the copy: “The bracelet that says what words can’t.” “A little reminder that you’re loved.” “Because some gifts just feel different.”
We tested multiple variations across Facebook and Instagram, pairing carousel ads with single-image ads and video content that showed the product up close with a soft, warm aesthetic.
On Google, we focused on high-intent search terms like “affordable heart bracelet,” “sentimental jewelry gifts,” and “fast shipping jewelry UK.” We also ran Google Shopping ads to capture people already in buying mode.
Phase Four: Retention and Repeat Purchase System
Mike’s goal wasn’t just to make sales. It was to build a community of repeat buyers. That meant we couldn’t just focus on acquisition. We needed a retention engine.
We implemented:
- Email flows for abandoned cart recovery, post-purchase thank-you sequences, and win-back campaigns targeting past buyers with new product launches or limited-time offers.
- A VIP customer segment for people who had purchased twice or more, giving them early access to sales and exclusive discounts.
- Referral incentives encouraging customers to share All Things Jewels with friends in exchange for discounts on their next order.
We also built a content calendar around key gifting moments: Valentine’s Day, Mother’s Day, Christmas, and back-to-school season. Each campaign was designed not just to drive revenue, but to deepen the emotional connection between the brand and its customers.
Phase Five: Scaling with Confidence
Once we had a profitable system running, we started to scale. We gradually increased ad spend from £700 to the upper end of Mike’s budget, reinvesting profit into higher-performing campaigns and testing new audiences.
We introduced retargeting ads for people who had visited the site but didn’t purchase, using dynamic product ads to remind them of exactly what they’d been looking at. We also tested bundle offers, pairing the Heart to Heart Bracelet with complementary items to increase average order value.
By month three, the store was generating consistent daily sales, the email list was growing, and repeat purchase rate was climbing steadily.
Results
Within 90 days, All Things Jewels went from a disabled ad account and zero sales to a thriving, profitable jewelry brand with momentum and a clear path to Mike’s income goals.
Here’s what we achieved:
- £4,200+ in monthly revenue by the end of month three, surpassing Mike’s £3,500 passive income target.
- ROAS of 3.8x across Facebook and Instagram, with some campaigns hitting over 5x during peak gifting seasons.
- Google Ads ROAS of 4.2x, driven by high-intent search traffic and optimized Shopping campaigns.
- Repeat purchase rate of 22%, with a growing base of VIP customers who returned for second and third purchases.
- Email list growth of 1,800+ subscribers in three months, with engaged open rates above 35%.
- 30% of revenue coming from email marketing and retargeting, not just cold traffic.
More importantly, Mike now had a business he understood and controlled. He knew what was working, why it was working, and how to keep it growing. The done-for-you dependency was gone, replaced by a partnership built on transparency, strategy, and real results.
All Things Jewels wasn’t just selling bracelets anymore. They were building relationships, one heart at a time.
