Reimagining Growth for a Heritage-Inspired Jewellery Brand

Woman wearing heritage inspired jewellery

Background

A mid-sized D2C jewellery brand based in Jaipur, known for its heritage-inspired craftsmanship, had been relying heavily on Instagram influencers and organic content to drive sales. While the engagement rates were decent, conversions were erratic and Customer Acquisition Cost (CAC) was consistently above industry benchmarks. With rising competition and increased digital noise, the founders realized they needed a performance-driven strategy to scale sustainably.

Challenge

The brand faced three key challenges:

1. CAC was averaging INR 1,800—unsustainable for their average order value (AOV) of INR 3,000.

2. Inconsistent ROAS, swinging between 1.2x to 2.5x.

3. Lack of visibility into customer journey data to inform decision-making.

Solution

They partnered with a performance marketing specialist who leveraged an AI-powered full-funnel ad strategy. The approach included:

• AI-Led Audience Segmentation: Using machine learning tools to analyze purchase behavior, lookalike audiences, and historical engagement data.

• Predictive Creative Optimization: AI tools were used to generate high-performing creatives tailored to each customer segment.

• Funnel Personalization: The ad specialist implemented an AI-driven campaign split across TOFU (Top of Funnel), MOFU (Middle), and BOFU (Bottom), each with specific objectives, messaging, and creative variations.

• Automated A/B Testing: Ads were constantly refined based on real-time feedback loops.

Results (Within 90 Days)

• ROAS Increased: From an average of 1.8x to 4.2x.

• CAC Dropped: From INR 1,800 to INR 950.

• Revenue Boost: Monthly revenue jumped by 60%.

Takeaway

Strategic use of AI in creative optimization and audience segmentation can dramatically reduce CAC and boost ROAS, even in saturated verticals like jewellery.