Scaling a Contemporary Silver Jewellery Brand With AI Precision

Woman wearing contemporary silver jewellery

Background

A Mumbai-based D2C brand specializing in minimalist silver jewellery for Gen Z had strong traction on marketplaces but struggled to scale its D2C channel profitably.

Challenge

1. High drop-off from product pages.

2. CAC was high due to unoptimized targeting.

3. ROAS was below 2x.

Solution

The founders onboarded a full-funnel AI ad expert who:

• Mapped the Customer Journey: Used heatmaps and AI-based analytics to analyze friction points.

• Integrated Conversational AI: Chatbots were trained on FAQs and integrated into WhatsApp and website to reduce bounce.

• AI-Powered Campaigns: Leveraged Meta Advantage+ shopping campaigns and Google Performance Max, feeding the AI with top-performing SKU signals.

• Dynamic Retargeting: AI tools like RetargetApp were used to deliver personalized reminders and urgency-based BOFU ads.

Results

• ROAS Improved: From 1.9x to 5.1x.

• CAC Reduced: From INR 2,200 to INR 780.

• Bounce Rate: Dropped by 25%.

• D2C Sales Growth: 2.3x increase in website revenue in under 60 days.

Takeaway

Combining AI-based journey mapping with advanced campaign structures can turn a struggling D2C play into a profitable revenue stream.