Fine jewellery — DTC e-commerce
Get Back: Sale-cycle media that grew the whole year, not just the campaign.
Paid media for a fine jewellery label planned around its 2025 sale cycles — purchase ROAS climbed from 2.26x to 8.29x while the year closed 134% ahead of the last one.
134%
Year-over-year growth
2.26x → 8.29x
Purchase ROAS
2025
Sale cycles
Scope
- Paid media
- Sale-cycle planning
- Creative refresh
- Purchase tracking
2025 sale cycles
The problem
Fine jewellery sells in concentrated sale windows with high order values and long consideration. The account was profitable only at the bottom of each cycle and flat across the year.
What we did
- 01Planned the year around each sale cycle instead of treating every window as a separate campaign.
- 02Raised purchase intent quality with creative and audiences tuned to high-value orders rather than clicks.
- 03Scaled budgets into proven audience and creative pairs as each cycle opened, protecting cost per purchase.
- 04Reported against year-over-year growth and purchase ROAS across every cycle.
Funnel: before and after
Stage by stage.
Awareness
Before
Generic prospecting with no link to the sale calendar
After
Cycle-matched prospecting built ahead of each window
Demand was warm before the sale opened instead of starting cold.
Consideration
Before
High-value browsers retargeted like first-time visitors
After
Segmented retargeting by product value and engagement depth
Big-ticket consideration was worked, not re-bought at cold prices.
Conversion
Before
2.26x purchase ROAS, confined to sale windows
After
2.26x → 8.29x purchase ROAS across 2025 sale cycles
Efficiency rose while order volume grew with it.
Retention
Before
Past buyers left out of every cycle
After
Repeat and upgrade audiences sequenced into each new cycle
Existing customers carried growth between acquisition pushes.
The year closed 134% ahead of the previous one, with purchase ROAS moving from 2.26x to 8.29x across the 2025 sale cycles — growth that held between windows, not just inside them.