The Opportunity
This 7-figure jewelry brand came to Pilothouse Digital in November 2024, right at the start of their Black Friday sale. Known for their beautifully crafted pieces and loyal customer base, the brand had strong fundamentals—but like many ecommerce businesses, they were facing performance headwinds due to post-click friction, outdated ad structures, and missed lifecycle marketing opportunities.
With minimal campaign assets ready to go and time-sensitive promotional pressure, Pilothouse jumped in to stabilize performance quickly while laying the foundation for long-term growth.
What Powered the Growth
Pilothouse Digital executed a rigorous, multi-channel strategy focused on high-impact testing across Meta, Email, and CRO. Growth wasn’t driven by a single bullet, but rather by disciplined execution and persistent optimization.
Here’s what we did:
Conversion Rate Optimization (CRO)
- Optimized the brand’s Rebuy setup to improve LTV
- Assisted in reworking their return policy to reduce shopper hesitation
- Implemented tactics to increase customer reviews post-purchase
- Suggested and tested tiered cart upsells and promotional messaging
- Optimized the cart experience to better surface USPs and FAQs
- Updated PDPs using Pilothouse ecommerce best practices
- A/B tested homepage and navigation bar layout for better flow and UX
Meta Advertising Enhancements
- Conducted a full account audit and rebuilt campaigns to align with best practices
- Added proper UTMs across all assets for clean tracking and reporting
- Shifted budget toward top-of-funnel acquisition to increase volume
- Focused on improving click-through attribution vs. view-through conversions
- Executed creative and product testing at each funnel stage
- Used historic LTV data from Lifetimely to guide TOF vs MOF/BOF product strategy
Email Program Overhaul
After spotting low review counts on high-volume SKUs, we suspected a weak post-purchase flow. Once we gained access to their Klaviyo account, we:
- Rebuilt 30+ flows to better align with customer journey touchpoints
- A/B tested welcome offers and send times to lift conversions
- Repaired and optimized the post-purchase sequence, which significantly boosted PDP review volume
- Focused on increasing deliverability, flow conversion rates, and long-term retention
The Outcome
What started as a high-potential brand experiencing temporary slowdowns is now a revitalized growth engine. Pilothouse transformed a -20% YoY trend into +17% net sales growth. July 2025 alone was up 30% YoY, with momentum building into Q4.
Their acquisition funnel is more efficient. Email flows are revenue-generating machines. Creative is tested, targeted, and tailored to the funnel stage. The brand is no longer reacting—it’s growing with intention.
Performance Highlights
Ecosystem-Wide (YTD, YoY)
What’s Next
With growth unlocked and foundational strategies humming, the next frontier is deeper persona segmentation, enhanced merchandising, and higher-level strategic positioning.
Pilothouse is helping this jewelry brand evolve beyond growth restoration and into long-term leadership in its category. The foundation is solid—the future is bright.
We’ve built the momentum. Now we scale with intention.