About Dove Diamond

Dove Diamond, a UK-based jewelry brand, focuses on ethical and eco-friendly diamond jewelry. They offer lab-grown diamonds created through HPHT and CVD processes, making them identical to mined diamonds. The company prioritizes sustainability and ethical sourcing, supporting initiatives such as planting mangrove trees for each piece sold, which helps reduce carbon and supports marine ecosystems.

Objective:

Expand online presence and achieve initial sales.

My Contribution:

1. Designed, strategized, and developed the Shopify store.

2. Managed Meta Ads accounts.

3. Oversaw Google Ads and marketplace performance.

4. Ran email marketing campaigns, including conditional and monthly email blasts.

5. Collaborated with the founder and other stakeholders to develop marketing strategies.

Challenges

• High bounce rate

• Nearly zero add-to-cart (ATC) ratio

• No prior sales

• Trust issues due to new market entry

• Skepticism about lab-grown diamonds’ quality, authenticity, and value

• Skepticism to buy jewelry online

• Pricing pressure while maintaining profitability

• Difficulty in offering a personalized online shopping experience similar to physical stores

Our Approach

1. Platform Migration:
   Migrated the store from WooCommerce to Shopify.
   
   

2. Research and Planning:

   Conducted extensive customer and competitor research to understand market dynamics and develop strategic offers and product adjustments.
   
   

3. Website Development:

   Collaborated with in-house content writers to create compelling content. Designed and developed a new website focused on optimal user experience.
   
   

4. Website Monitoring:

   Utilized heatmaps to monitor user behavior, making necessary adjustments to improve engagement and conversions.
   
   

5. Trust Building:

   Educated customers on the benefits and qualities of lab-grown diamonds to inform them about the differences and advantages over mined diamonds.
   
   

6. Offers:

   Offered same day delivery in UK and various freebies.
   
   

7. Campaigns:

   Tested various concepts, angles, formats, and offers.

Results

• Initial Sales: Achieved initial sales with a ROAS of 1.3 and a spend of nearly £28,000. While ROAS was below the desired level, it provided a confidence boost for further budget scaling.

• Key Insights: Identified crucial factors for success, including trust-building through customer education, content, multiple touchpoints (retargeting), product design, reviews and influencers marketing.