From Catalogue Chaos to Conversion Engine — A Regional Jewellery House’s D2C Makeover

Girl wearing temple jewellery

Background

A South India-based family-run jewellery house wanted to take its traditional gold and temple jewellery online. Their catalogue had over 1,000 SKUs, making it overwhelming to manage campaigns manually.

Challenge

1. Extremely low ROAS (~1.1x).

2. High bounce due to irrelevant product recommendations.

3. Inventory-ad mismatch in ad creatives.

Solution

They onboarded a specialist in AI-led product feed management:

• AI-Enabled Product Tagging: Each product was tagged with aesthetic, pricing, and intent-based filters.

• Smart Shopping Integration: Linked product feed into Google and Meta’s smart campaigns with real-time sync.

• Auto-Ad Creative Matching: Creatives were automatically generated to reflect trending products in each region.

• Predictive Stock Signals: Ads were paused or promoted based on inventory signals using AI dashboards.

Results

• ROAS: Climbed to 5.7x in 60 days.

• CAC: Dropped from INR 2,500 to INR 1,100.

• Inventory Turnover: Improved by 40%.

• Ad Spend Efficiency: Increased by 2.5x.

Takeaway

Even complex product catalogs can be turned into high-performing funnels with smart AI feed management and regional targeting.