Website Closers® presents a powerfully personal eCommerce brand leading the lucrative field of customized jewelry. The jewelry industry is worth in excess of $324 billion with projections to grow to $500 billion by 2026. This company is entirely unique and has a heartwarmingly emotional story to tell. Their core foundation is the love and life changing moments of parenthood that connect powerfully with the brand’s key demographic of nursing mothers and their partners or families. The personal aspect of the product creates a powerful emotional connection with the brand for their spanning, loyal consumer base.
The company’s founder had struggled while nursing her two daughters, spending weeks of pumping 8 times a day to get enough milk for her newborn. Because she wasn’t producing enough for her second child’s benefit, she relied on a milk donor. The mother wanted to thank that donor, and with a doctorate degree in pharmacy and a background in chemistry, she created a chemical solution and process to preserve the donor’s milk and used it to create a breast milk necklace. The donor’s response was so enthusiastic that this innovative mother decided to start her own business selling what has quickly become a phenomenal catalog of rings, necklaces, bracelets, earrings, and other jewelry items in a beautiful, opaque off-white milky gemstone.
What makes these products so special to consumers is that each piece of customized jewelry is made from the buyer’s own breast milk. The items can also be made with other DNA inclusions such as ashes, hair, etc.
The concept has proven to be an emotional powerhouse for so many buyers. The company’s Facebook page, which has more than 13,000+ followers, is filled with testimonials from customers who not only describe the beauty of their new ring or necklace, but also the journey they went through as the nursing mother of a newborn and how this piece of jewelry holds a remarkable significance to them because of their imprinted DNA. This brand has literally created a heartfelt connection to their customers’ memories of childbirth and breastfeeding, including the hardships and the joy of this period in their life.
Just as the highly specialized nature of this brand’s products has led to a 57% profit margin, there’s no question this eCommerce business is well positioned to scale, including through wholesale B2B sales, international expansion, and partnering with brick-and-mortar stores. Any jewelry retailer looking to partner with this business need only look at the customer reviews to understand this is a product with a deep emotional connection. Just ask the moms who proudly wear these jewelry items.
This company started its journey in 2016 by launching its website, which remains the sole method for generating sales. As sales increased and powerful customer testimonials provided invaluable word of mouth advertising, the company expanded to 150 SKUs, including not just the keepsakes but also a wide selection of collections (angel, birthstone, faith, hope, mother child, etc.). Each piece of jewelry in the product line is ordered and then created once the owner has preserved the buyer’s milk. Once a customer order is placed, the items are ordered from the suppliers, hand-crafted, and then sent directly to the customer.
What gives this company a fantastic competitive edge is that 40 of their jewelry settings are entirely unique, created and designed by the owner, and sold exclusively by them. Not only do customers get to personalize their DNA inclusions, but they can also customize many of our unique jewelry settings. No other eCommerce provider of customized jewelry can sell what this brand offers. The company’s repeat customer rate is now 13% and rising.
The company has a high average order value of $336, with sales remaining steady throughout the year. However, they do see peaks around Mother’s Day and the Winter holidays.
How did the company establish its brand name and develop this customer loyalty? The brand runs PPC ads on Google, which has helped expand the customer base, but the word of mouth and social media have played an even more significant role. Since a photo can speak volumes, the company’s massive following on Facebook (13,000+ followers and 20,000+ members) and Instagram (5,800+ followers) have helped drive organic traffic to the website, which now enjoys a tremendous 35,000+ monthly visits.
With a 10,000-customer database, both email marketing and SEO have been underutilized to date. Launching a weekly email marketing campaign for promotions and upsells would be a clear way to expand sales, as would developing an SEO program that optimizes the website with keywords to boost search engine rankings, and an educational blog as well.
There are other significant growth options. The company could add non-custom options which would be particularly useful for attracting existing customers who may want to purchase an item without the inclusion of their DNA. The company could also introduce different types of keepsakes and launch a do-it-yourself kit that provides the chemical used to preserve the milk so the customer can create their own specialized products at home, at their convenience.
This brand has the ability to launch sales globally, marketing to the millions of moms around the world, and could develop partnerships with businesses that would be interested in making this product available to their own clients. That could include lactation consultants, wellness centers, funeral homes, and baby toy/food companies. So far, the owner hasn’t explored wholesale deals, but the opportunities are there.
The company is in the midst of a major backend upgrade that will allow for real-time supplier orders, improving delivery time and customer satisfaction. The fact that a warehouse isn’t needed for inventory has helped make this a highly efficient and fully automated business, one that now requires just 20 hours per week of owner-time to operate. The co-owners have no employees and handle tasks that include managing vendors, quality inspection before shipping, and handling marketing and customer service. The company is now averaging 10 customer service email inquiries each day. There are also customer service inquiries on Facebook, but they do pay a flat fee of 200 dollars a month for a contractor to address those inquiries.
The jewelry industry is one of the world’s oldest, most durable, and most popular markets, while the field of customized jewelry is only getting stronger as customers desire something that is a reflection of themselves and what they care most about. As this field grows, this brand has demonstrated enormous creativity in developing a product line that has won over so many nursing moms and the people that care about them. This is a unique opportunity to purchase a business that has already achieved tremendous success in a market that has very low awareness, representing outstanding upside potential.
