Website Closers® presents a high-end jewelry brand that delivers modern urban jewelry with style and comfort in mind. All designs are built with quality in mind and the company has found tremendous success on its Shopify Website, where shopping for a special Stainless Steel bracelet, ring or combination set is both convenient and efficient. This company is unique in that its products are focused on the Male Demographic. With 29 SKUs currently at market with an average order value of $45, they now have a Repeat Customer Rate of 20% and rising.
The Global Jewelry Market is projected to reach $480 billion by 2025, and quality products are in high demand today. Traditionally, the women’s segment of the market has dominated, but today men are making up an increasingly significant share of that customer base, and this brand has done an exceptional job cultivating a base among men, particularly those who have an eye for quality at a reasonable price.
The company has benefitted from a significant recent trend within the jewelry industry to move from traditional Brick & Mortar shops to eCommerce. The availability of a wide selection of unique and highly specialized jewelry products available through online shops, all with high quality imagery, has allowed companies like this to flourish, which is why they have grown 149% over the prior year.
If men are traditionally a more challenging customer base to target in this niche field, how did this company find its audience so quickly, and win over their loyalty? It’s an interesting story. Launched in 2017 by two entrepreneurs, their goal was to provide a high-end jewelry brand that provided a modern urban style and comfort without requiring a high price tag. Offering a wide variety of bracelets, the brand wanted customers to be able to select a product that had a look and feel unique to them.
Originally, they launched Shopify stores in Germany, Italy and France, and those sites turned over $200,000+ in revenue. It was the launching of their Shopify store in the U.S., however, that really became a game changer for them. As revenues increased, this became their biggest selling platform, the company put its main focus on that site.
Their collection of stainless-steel bracelets and rings is sourced from suppliers in Asia. All products are fully branded in the company’s trademark and sold in customized packaging with the company’s logo on it. Their U.S. collection now includes 14 bracelets, 3 rings and 12 combination sets of bracelets.
To build up their U.S. market, the company turned to social media – with great success. Instagram has proven to be a solid marketing tool for them. The brand now enjoys 7,000+ followers on the site. Instagram’s parent company, Facebook, was also invaluable for their marketing efforts. They have 2,000+ followers on the site and have used it to run PPC ads for targeting and retargeting campaigns.
Additional customer outreach came from use of PPC ads on Google, focusing on a search campaign for brand keywords, targeting customers who were searching for their name.
One of their most successful marketing campaigns, however, was the company’s ability to generate a massive email database of 38,000 subscribers in such a short period of time. Their email marketing campaign was effectively used to send a welcome email to each new subscriber who signed up for their newsletter, and then upsell emails to those customers. These email flows have contributed nearly 10% of their total monthly revenue.
Their top marketing tool recently has been a huge clearance sale on their current collection, offering up to 70% off on all products. These marketing campaigns have been tremendously successful, attracting their desired demographic of men between the age of 30-55. As their repeat customer rate keeps going up, their customers now have a lifetime value of $53.
Their sales remain steady year-round, since there is no seasonal factor to when people wear jewelry. They do, however, enjoy peaks sales around the holidays.
Those sales could be significantly increased in the short run, because there are excellent growth opportunities for this brand.
The company now sells exclusively on its Shopify site and could launch platforms on eCommerce giants such as Amazon and Walmart, exposing their SKUs to a massive new audience.
While the company has successfully used its email database for welcome and upsell flows, there’s a considerable amount of money to be earned from a more aggressive weekly email campaign, which could also crank up the return customer rate.
The company could start running PPC ad campaigns on channels beyond Facebook, including Pinterest, TikTok and other sites. To boost their organic traffic, the brand could create mew photos of their products and boost audience engagement there.
The company doesn’t have an SEO program and could introduce one, including optimizing their website for search engine rankings and adding an informative blog.
Finally, the company could start launching new products – their first since the site was first introduced. That could include introducing a new collection of rings and adding necklaces, which would have the added benefit of its upsell potential to existing customers. There is also the potential for adding women’s jewelry.
This is an efficient and fully automated business that requires just one hour of work each day, mainly for checking the PPC ads and keeping in touch with the supplier, who stocks and fulfills the orders. The supplier typically stocks seven days’ worth of inventory.
The company employs a part-time virtual assistant who handles customer service inquiries by email.
As any truly successful company does, this one recognized a market that may be underutilized and made a strong push for it. Anyone who doubts that men are solid customers for jewelry can look at this business’ track record in just 12 months to understand how on target they were.
Since jewelry remains an enormously profitable industry worth billions worldwide and customers are more comfortable than ever finding what they want through online shops, this company is clearly at the very starting point of a huge growth curve. A fortunate buyer can help make those sales increase even faster.
