The objective. Pluma Jewelry is a handcrafted jewelry brand based in Columbus, Ohio, offering elegant designs through collections and one-of-a-kind pieces. The client wanted to strengthen their online presence, improve user experience, and grow their social media following to attract a larger audience and drive sales.
Key deliverables.
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Social Media Management: We provided regular strategy sessions, SEO-optimized captions, analytics tracking, and community engagement on all Pluma Jewelry social channels.
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Paid Advertising: We created Instagram and Facebook ad campaigns targeting new and existing customers.
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Content Creation: We conducted on-site photo and video shoots to capture visuals tailored to Pluma’s brand identity.
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Website UX/UI Refresh: We audited the existing Pluma Jewelry website for usability, visual design, and content, then suggested improvements and implemented updates to information architecture/navigation, page layouts, product filters, design, and content.
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Email Marketing Optimization: We enhanced email flows in Klaviyo with a strategic campaign strategy, audience organization, and improved templates that feature newsletters and event callouts.
What we did
Client expectations. Pluma Jewelry approached us to elevate their brand by improving their online presence, ensuring the website provided an enhanced shopping experience, and refining the overall aesthetic and tone. They wanted a seamless user experience that showcased their unique jewelry while building a connection with customers. In addition, they aimed to increase engagement through social media content and create strategies for converting leads into sales via advertising and email. Pluma had been making the majority of sales during in-person events, and they wanted to transform their website into their leading sales funnel.
Expected outcomes.
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Improve overall website usability by simplifying navigation and improving the shopping experience.
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Enhance the visual design and storytelling of the site, making it more engaging and in line with the Pluma Jewelry brand identity.
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Cultivate a welcoming, trustworthy, and professional tone across content to connect with visitors.
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Establish a consistent and engaging social media strategy to attract and retain potential customers.
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Produce high-quality photo and video content for social media platforms to elevate visual branding.
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Implement paid ad campaigns targeting Pluma’s ideal customer demographic to maximize ROI and sales.
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Optimize email flows for better engagement and nurturing of potential leads, driving conversions.
How we did it.
We began by conducting a comprehensive UX/UI audit of the Pluma Jewelry website, focusing on functionality, design, and content alignment with their brand values. Our findings allowed us to present strategic recommendations for improvement, which Pluma Jewelry approved.
First, we updated the website’s navigation and filtering system, making it easier for visitors to browse their curated collections and discover new pieces. A significant overhaul of the visual design improved consistency with the brand’s identity, making it more refined and cohesive, while also ensuring it conveyed the story behind each product. We also revised the website content to ensure it communicated a warm and trustworthy message without sacrificing professionalism, perfect for Pluma Jewelry’s customer base.
Simultaneously, we developed a social media strategy aimed at consistent brand engagement and community building. Our professional photographers and videographers helped create beautiful imagery and video content that aligned with Pluma’s visual identity and resonated with their target audience. These pieces were shared across their social channels to maintain consistent engagement and portray the brand as approachable yet luxurious.
Paid ad campaigns were carefully tailored to target Pluma Jewelry’s ideal customers. Our campaigns ensured the business reached the right demographic, maximizing their advertising investment. These ads were strategically designed to convert site visitors into loyal customers, enhancing brand visibility and generating sales.
Lastly, we restructured the brand’s email flows to improve lead nurturing, ensuring that customers who showed interest in the jewelry were kept engaged with informative content and timely reminders, making it easy for them to complete a purchase.
Together, these efforts not only improved Pluma Jewelry's digital presence but also helped position them for long-term success by streamlining the purchasing process, increasing traffic, and maximizing their online engagement through professional content and targeted strategies.
The stats.
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Social Media Growth:
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Gained 900 new followers on Instagram within five months.
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Achieved over 100,000 reel views, significantly increasing brand visibility and audience engagement.
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Streamlined Website:
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UX/UI updates enhanced navigation and improved the shopping experience, driving higher conversions.
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Improved Brand Presentation:
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High-quality visuals across social media and the website contributed to a stronger, more consistent brand identity.
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Boosted Revenue:
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Targeted ad campaigns and optimized email flows led to higher sales and improved customer retention.
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In conclusion. Through strategic UX/UI improvements, captivating visuals, and a targeted digital marketing approach, we successfully elevated Pluma Jewelry’s online presence and brand image. The growth in social media engagement, streamlined shopping experience, and optimized marketing efforts resulted in increased brand visibility, higher sales, and stronger customer loyalty. This comprehensive approach has set Pluma Jewelry on a path for continued success and lasting connection with their audience.
The results
