2023 net revenue 10% up on target in a cost of living crisis.
100% growth in organic searches for top brand + collection keywords.
Top Selling ranges now evenly spread across 9 key collections.
PROVOCATIVE, DARING AND SUSTAINABLE
For over two decades, Shaun Leane has transformed the landscape of British jewellery design by seamlessly blending innovation with exquisite craftsmanship, embodying a sense of timeless elegance that captures the essence of modern romance. His creations, some of which are displayed in esteemed institutions such as the V&A and The Metropolitan Museum, stand as 21st-century masterpieces.
ETHICLY became a part of Shaun Leane's team in 2021 with the mission to elevate the brand's stature to match aspirational competitors like Tiffany & Co and Cartier. We conducted a comprehensive brand audit, market review, and competitive analysis. Our strategy encompassed enhancing the website's SEO, refining Google Ads with aspirational messaging, and orchestrating impactful campaigns on Facebook, Instagram and Pinterest. Through a targeted funnel-based approach, our aim was to guide users towards making a purchase decision.
Our relentless efforts were dedicated not only to upholding Shaun Leane's legacy but also to propel it to new heights in the realm of fine jewellery, establishing its place among the most coveted and aspirational names in the industry.
SUCCESS IN TOUGH MARKET CONDITIONS
In 2023, the UK economy faced a severe blow as consumers grappled with the rising cost of living, significantly impacting their disposable income. Priorities shifted towards essential spending, and leisure activities like travel and holidays became the primary choices for discretionary spending.
Shaun Leane, recognizing its pricing strategy, had concerns about sustaining sales in these challenging market conditions. Reports indicated that premium retailers were experiencing sales declines of 30 to 40% compared to 2022.
Fortunately, we had already implemented a brand elevation strategy and diversified its sales base by emphasising eight key collections within the sterling silver range.
Additionally, it was observed that the US market was still performing well. As a response, we reallocated budgets and launched new campaigns to capitalize on the revenue potential in this region.
BRAND ELEVATION AT IT'S BEST
By refraining from regular sales promotions, except during Black Friday, we attracted an audience through our discovery campaigns who were less price-sensitive. This approach allowed us to maintain strong digital sales.
Our strategic focus on brand search and collection-specific keywords, coupled with a consistent narrative and messaging on our social channels, led to increased visibility. This, in turn, bolstered both organic and paid search efforts, ultimately driving conversions.
In 2023, we allocated our budgets boldly, with a 50% split between brand discovery and targeting active searchers. This dual approach synergized effectively, resulting in increased website sales.
Through the persistent delivery of aspirational messaging and captivating visuals, the impact of our discovery campaigns grew progressively over time. And while Shaun Leane are all UK based, we have pushed hard on the US market and captilalised on our efforts there to date. This gradual build-up culminated in the brand's elevation to new heights, powering the remarkable success witnessed in 2023.