The challenge
Launch a new jewelry brand from zero: no audience, no store, no customers and no systems.
The goal was to grow fast without the business depending on one person for every order.
What we did
Brand & store
Brand identity and an e-commerce store, with Instagram as the main sales channel.
Launch playbook
Every collection runs on a playbook: 7 workstreams across 7 phases, from 14 days before launch to a week after.
Internal tools
An admin, an order tool and a central hub that a customer service hire uses every day to manage 943 pieces across 123 models.
Paid media
Meta Ads focused on Instagram: US$7.5K in ad spend and 10.1M impressions.
Automation
Instagram comment-to-DM automation and email flows for welcome, abandoned cart and post-purchase.
Results
- 8× average monthly revenue compared with the launch month
- From 0 to 28K Instagram followers in 15 months
- Day-to-day operations delegated to a team, run on documented systems
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