Meet Our Heroes
Nuamore isn’t just another jewelry brand cluttering your Instagram feed with the same gold-plated hoops you’ve seen a thousand times. They’re the antidote to fast fashion accessories, a brand built on the belief that style and sustainability shouldn’t be mutually exclusive. Their minimalist, high-quality pieces are designed for women who care about what they wear and where it comes from.
From delicate layering necklaces to timeless everyday rings, Nuamore’s collections blend Scandinavian simplicity with ethical sourcing. They’re for the woman who wants her jewelry box to feel intentional, not impulsive. The kind of customer who reads ingredient labels, invests in quality over quantity, and appreciates brands that align with her values.
But despite having a product people genuinely loved and a growing organic following, Nuamore was stuck in a frustrating cycle. They had experience running Meta ads for their affiliate and dropshipping ventures, but scaling a premium, sustainability-focused jewelry brand? That required a completely different playbook.
Their Goals
Nuamore came to us with a clear vision and an ambitious budget to match. They were ready to invest $100K to $300K monthly, but only if the numbers justified it. Their North Star? Maximize profitability while simultaneously building brand awareness across multiple international markets.
They wanted to crack open new countries (everywhere from South Africa to Sweden, Canada to the Czech Republic) without burning cash on guesswork. They needed a strategy that could scale intelligently, test relentlessly, and prove ROI at every stage. And critically, they wanted to move beyond the cookie-cutter CBO structures and lookalike audiences they’d been running. It was time to graduate from “good enough” to “holy shit, look at these numbers.”
Beyond revenue, they wanted to cultivate a loyal community. Not just one-time buyers chasing a discount code, but customers who’d come back, refer friends, and become genuine advocates for the brand. Nuamore understood that in the saturated jewelry space, long-term success meant standing for something and showing up consistently with content that actually resonated.
The Challenge
Here’s the thing about running ads for a premium product in a hyper-competitive industry: what works for dropshipping rarely works for brand building. Nuamore had been applying their affiliate playbook to a brand that needed storytelling, emotional connection, and trust-building, not just aggressive retargeting.
Their existing campaigns were suffering from creative fatigue. The same product shots, the same “shop now” CTAs, the same generic messaging that blended into the noise. Click-through rates were dropping. Cost per acquisition was climbing. And worst of all, they weren’t seeing the repeat purchase behavior they knew their product quality deserved.
Add to that the complexity of multi-country expansion. Each market has different preferences, cultural nuances, and competitive landscapes. Running one-size-fits-all campaigns across dozens of countries wasn’t just inefficient, it was leaving serious money on the table. They needed localized testing, smarter budget allocation, and creative that could adapt to different audiences without losing the brand’s core identity.
Then there was the sustainability angle. In theory, it’s a powerful differentiator. In practice, it’s tricky messaging. Go too preachy and you alienate the fashion-first shopper. Go too subtle and you lose the eco-conscious customer who’s actively seeking you out. Nuamore needed to weave sustainability into their story in a way that felt natural, aspirational, and emotionally compelling, not like a guilt trip or a marketing gimmick.
And finally, they were sitting on a content goldmine with their in-house creators but weren’t leveraging it strategically. Great content was being produced, but it wasn’t being tested, iterated, or optimized in a way that fed the ad machine. They needed a creative engine, not just a content library.
Our Process
We approached Nuamore’s account like architects designing a skyscraper: strong foundation first, then smart vertical scaling. This wasn’t a “turn on some ads and hope for the best” situation. This required a multi-phase strategy that combined rigorous testing, creative collaboration, and data-obsessed optimization.
Phase One: Audience Intelligence and Market Mapping
Before we spent a single dollar, we dove deep into audience research across all their target markets. We analyzed competitors (Mejuri, Missoma, Ana Luisa, Dore and Rose, Smooche) to understand what creative styles were saturating feeds, what messaging angles were overused, and where the white space opportunities existed.
We segmented their target countries into testing tiers based on market maturity, purchasing power, and competitive intensity. Tier 1 markets (US, UK, Germany, Australia, Canada) got dedicated campaign structures with localized creative. Tier 2 markets (Netherlands, Sweden, Belgium, Austria, New Zealand) were grouped into strategic CBO tests. Tier 3 markets (South Africa, Poland, Czech Republic, Romania) were bundled for efficient broad-reach testing with the understanding we’d break out winners.
We also built detailed customer personas that went beyond demographics. We wanted to understand the emotional triggers. The “I deserve this” justification. The “this aligns with who I am” identity reinforcement. The “I can wear this forever” quality reassurance. These insights became the backbone of our creative briefs.
Phase Two: Creative Overhaul and Testing Infrastructure
Here’s where we got our hands dirty. Nuamore’s existing creative wasn’t bad, it was just safe. Product-focused, aesthetically clean, but forgettable. We needed thumb-stopping, emotion-driving, story-telling content that made people feel something before they even registered it was an ad.
We collaborated closely with their in-house content team, providing strategic direction on what angles to shoot: layering tutorials, sustainable sourcing stories, real customer testimonials, lifestyle integration (not just white-background product shots), and founder-led authenticity content. At the same time, we built our own creative testing lab, producing UGC-style content, meme-inspired formats, and advertorial-style storytelling inspired by brands like Smooche’s “Pretty Me Guide” approach.
We established a systematic creative testing framework with weekly refreshes. Every campaign got at least 4-6 creative variations testing different hooks (sustainability, style versatility, quality craftsmanship, gifting, self-love), formats (carousel, single image, video, UGC), and CTAs. We tracked everything: 3-second view rates, outbound CTR, add-to-cart rates, and ultimately ROAS by creative.
Phase Three: Campaign Architecture and Smart Scaling
With creative dialed in and audiences mapped, we built a campaign structure designed for scalability and learning. We deployed a hybrid approach: dedicated Advantage+ Shopping Campaigns for proven markets combined with manual audience testing campaigns for discovery.
For top markets like the US and UK, we ran separate prospecting and retargeting funnels, with dynamic creative optimization feeding the best-performing assets into the prospecting engine. We tested broad targeting against interest-based segments (sustainable fashion, minimalist style, ethical brands, jewelry lovers) and let the algorithm find our people while we fed it creative fuel.
For multi-country CBO campaigns, we grouped markets by language and cultural similarity (Nordics together, German-speaking countries together, etc.) and monitored country-level performance closely, ready to break out overperformers into dedicated campaigns.
Google Ads became our search intent capture tool. We launched branded search campaigns to protect our name, non-branded campaigns targeting high-intent jewelry keywords (minimalist necklaces, sustainable jewelry, everyday rings), and Shopping campaigns showcasing the full product catalog. We also tested Performance Max campaigns, feeding them our best Meta creative to maintain visual consistency across platforms.
Phase Four: Conversion Optimization and Retention Activation
Getting traffic was only half the battle. We needed to convert it efficiently and bring people back. We collaborated with Nuamore’s team to optimize landing pages, streamline checkout (critical for international customers dealing with currency conversion and shipping questions), and implement post-purchase email flows that turned buyers into repeat customers.
We A/B tested everything: product page layouts, trust badges (sustainability certifications, quality guarantees), shipping messaging, and limited-time offers versus evergreen value propositions. We found that leading with “lifetime warranty” and “responsibly sourced materials” dramatically increased conversion rates, especially in markets like Germany and the Netherlands where sustainability consciousness was highest.
On the retention side, we built custom audiences from purchaser segments and ran strategic retargeting campaigns promoting complementary products (bought a necklace? Here are matching earrings), new collection drops, and seasonal gifting angles. We also created lookalike audiences from high-LTV customers (people who bought multiple times or spent above average order value) and fed those into prospecting campaigns.
Phase Five: Data-Driven Iteration and Geographic Expansion
By month three, we had enough data to make bold moves. We identified clear geographic winners: the US, Germany, and Australia were driving 60% of revenue at 5.2x ROAS or higher. We doubled down there with increased budget allocations and market-specific creative (think: Australian summer beach-layering content versus German autumn cozy-minimalist vibes).
We also discovered unexpected pockets of high performance. South Africa, initially a Tier 3 test market, was converting like crazy (8.1x ROAS) with a lower CPA than most European markets. We spun it into a dedicated campaign and scaled aggressively.
Simultaneously, we ruthlessly cut underperformers. Countries with CPAs above threshold or ROAS below 3x got either paused or put on creative life support (new angles only, minimal budget) until we could crack the code or definitively move on.
Results
In six months, Nuamore went from ad spend anxiety to aggressive, confident scaling. The numbers tell the story:
Overall ROAS: Increased from 1.9x (their historical average) to a sustained 5.8x across all campaigns, with top-performing markets hitting 8.1x ROAS consistently.
Revenue Growth: Generated over $1.8 million in attributed ad revenue in the first six months, with month-over-month growth averaging 34%.
Cost Per Acquisition: Dropped from $62 to $28 across Meta campaigns, making even lower-AOV products profitable at scale.
Geographic Expansion: Successfully launched and profitably scaled in 14 new international markets, with South Africa, Germany, and Australia emerging as breakout stars alongside the US.
Creative Performance: Achieved an average 4.2% CTR on prospecting campaigns (industry average is 1.5-2%) and 12-second average video watch time, indicating genuine engagement, not just scroll-stopping.
Customer Retention: Repeat purchase rate increased by 63% thanks to optimized post-purchase flows and strategic retargeting, with average customer lifetime value climbing from $87 to $142.
Google Ads Impact: Launched Google from zero to contributing 22% of total paid revenue within four months, with Shopping campaigns running at 6.4x ROAS and branded search protecting high-intent traffic at 11.2x ROAS.
Perhaps most importantly, Nuamore built the infrastructure to scale sustainably. They’re no longer guessing what creative will work or which markets to prioritize. They have a testing engine, a creative feedback loop, and a data dashboard that tells them exactly where to invest next. The $100K-$300K monthly budget? They’re confidently spending at the higher end now, because every dollar is working harder than it ever has before.
