How a New Jewellery Brand Achieved a 7.5% CTR by Focusing on Brand Resonance, Not Just Numbers

In a market saturated with jewellery brands, achieving standout performance requires more than just chasing metrics. 

When Kumari Jewels approached us, they weren't just looking for a boost in numbers; they wanted to establish a meaningful connection with their audience. Instead of solely chasing growth metrics, we focused on building a brand world that engaged with their target audience—modern, young Indian women seeking more than just traditional jewellery.

For Kumari Jewels, the key to success was creating a brand that resonated deeply with its audience.

We crafted a brand identity for Kumari Jewels that was not only visually striking but also emotionally engaging. This high memorability ensured that the brand stayed top-of-mind for potential customers, driving repeat visits and ongoing engagement.

In a crowded marketplace, differentiation is crucial. We developed a unique brand narrative and visual identity that set Kumari Jewels apart from competitors. This involved innovative design choices and a compelling brand story that resonated with the target audience.

From the initial touchpoint to the final conversion, we ensured that the brand promise was consistently communicated and reinforced. This cohesive approach across all stages of the customer journey helped build trust and loyalty.

By focusing on brand resonance and delivering on the brand promise, we achieved traffic, engagement, and conversion metrics that consistently surpassed industry standards. 

The result was an impressive 7.5% CTR (click through rate), demonstrating the power of a well-executed brand strategy.


By creating a strong brand identity, we reduced the overall CAC, as more customers were drawn to Kumari Jewels through organic and direct engagement.

The emphasis on everyday luxury and self-expression increased customer loyalty and repeat purchases, thereby enhancing the LTV.

Branding isn't just about aesthetics anymore—it's a powerful metric that can drive growth, and significantly impact your bottom line. Our work with Kumari Jewels is a testament to how focusing on brand metrics and creating a genuine brand world can lead to exceptional business outcomes.


The Luxury of Togetherness

Jack Daniel’s is known for bringing people together. The brand’s storied legacy and unforgettable communication has made it the number one whiskey brand around the world. But in India, it suffered from a unique problem. Jack was known and yet unfamiliar. 

Diwali is one of the biggest seasons for spirits industry. Almost all of them create specialty packaging to make them gift-worthy. Of course for Jack, being just another pretty face on the table was not an option. Instead of becoming the object, we turned Jack into an occasion, with our packaging.

The Diwali Taash Party is the stuff of friend-circle legend. These quintessential Diwali events start well before the festival and sometimes last long after it too. The gathering is an informal and spirited one and therefore the perfect occasion for Jack to own.

While the real reason why Old No. 7 is integral to Jack Daniel’s is a mystery, the luck of number seven was definitely something that we wanted to share with everyone. The pack was designed to be the ace  of the taash table. Elements and characters from a deck of cards added the festive glow to the pack and number seven wove subliminally through the whole design to tie the brand with the occasion.

The simple principle of what brings people together in a context that was true to the brand, helped create an instant connect and made the pack the default choice to give to the ones we wished luck to.

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The Future of Forever

While everything Marilyn Monroe is bona fide timeless, her sultry rendition of ‘Diamonds are a girl’s best friend’ hasn’t aged quite as well. Not because of Marilyn of course. The blame solely lies on the diamonds.

Everyone thought that the diamond’s bright future was set in stone. But it’s turning out to be a very different story. And a very complicated one too with changes happening at every level. Increased volume of production brought the value of the diamond down by 26% from 2010 to 2019. Rough diamond imports rose in India but polished diamonds export fell nearly 13% over the decade. But these are all technical details that shouldn’t really affect how valuable, or rather invaluable they would be to the wearer of a diamond. The sales were dropping despite the value drop. 

A quick search on google on the state of the diamond industry will throw up articles after articles of why diamonds are no longer an object of desire with millennials. This is by no means a recent turn of event . For nearly a decade, the diamond industry has been ‘declining at an alarming rate’ as cited by one article. A Diamond Research & Data website that mapped google searches for diamond jewelry, saw a fall of 44% from its peak in 2010.

There was a serious disinterest in diamonds and it had a lot to do with what the diamond stood for.

 

While everything Marilyn Monroe is bona fide timeless, her sultry rendition of ‘Diamonds are a girl’s best friend’ hasn’t aged quite as well. Not because of Marilyn of course. The blame solely lies on the diamonds.

Everyone thought that the diamond’s bright future was set in stone. But it’s turning out to be a very different story. And a very complicated one too with changes happening at every level. Increased volume of production brought the value of the diamond down by 26% from 2010 to 2019. Rough diamond imports rose in India but polished diamonds export fell nearly 13% over the decade. But these are all technical details that shouldn’t really affect how valuable, or rather invaluable they would be to the wearer of a diamond. The sales were dropping despite the value drop. 

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A quick search on google on the state of the diamond industry will throw up articles after articles of why diamonds are no longer an object of desire with millennials. This is by no means a recent turn of event . For nearly a decade, the diamond industry has been ‘declining at an alarming rate’ as cited by one article. A Diamond Research & Data website that mapped google searches for diamond jewelry, saw a fall of 44% from its peak in 2010.

There was a serious disinterest in diamonds and it had a lot to do with what the diamond stood for.

LAB-GROWN DIAMONDS: FIT FOR THE NEW WORLD ORDER

Changing attitude towards marriage, being socially and ecologically responsible and most importantly, redefining what millennials consider luxury were all key factors in the diamond losing its luster. The diamond needed a change in more ways than one.

When we set out to create a brand for New York-based RIAM Group’s lab-grown diamonds, the consumer sentiment just didn’t seem in our favor.

We listened everywhere we could, and took in consideration what the intended wearer were  unequivocally telling us with their searches.

We decided that instead of trying to be something the diamond no longer needed to be, we had to create a brand that the consumer wished for, but never found. The first thing we did was change the narrative around lab-grown diamonds, infusing them with luxury and modern aspiration. Bigger in size, highest standards in diamond quality and modern aesthetics made them the best choice for the discerning customer. On top of that, lab-grown diamonds are earth-conscious which fit right in with our wearer’s ethos.

ALTR, as we called it, became a mirror to the current diamond industry and showed it a future full of new desire and excitement. As a tech-infused, future-facing brand it took upon itself to expand the industry’s horizons. To do that we also reimagined our wearer. Tapping into the importance of self-worth, we created a platform that changed the spotlight from the diamond to the wearer.

Forever defined the diamond, but Shine Brighter defines her. She brings her own style and is comfortable in whatever situation you throw her in. She defines the goals of her life and aces them in her own way. As a campaign, Shine Brighter was everything that a diamond wearer wanted to reflect through her choices.

Since ALTR’s inception, it has earned the moniker of the ‘world’s most talked about lab-grown brand’. The lab-grown diamond market itself has grown exponentially  to account for approximately 15% of all diamond sales. Google trend analysis confirms our way of building this brand. Since 2014, while the search volume of ‘diamond jewelry’ has steadily declined, the search for ‘lab-grown diamonds’ has climbed higher.

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How Jiva Ayurveda Achieved 300% ROI Through Brand Transformation

Consumer preferences and tastes have been evolving rapidly in India over the past decade. 

In the fast-evolving landscape of healthcare, Jiva Ayurveda found itself at a crossroads. A brand that grew rapidly between 2006 to 2018, Jiva was struggling to capture the imagination of a new and growing market. Faced with competition from new entrants and an evolving consumer base, Jiva was on one hand not perceived as relevant to the emerging consumer segments and on the other hand it was getting crowded-out in its conventional consumer base. 

Jiva Ayurveda recognized the need for a significant brand transformation to remain competitive. 

We helped Jiva achieve brand-market fit in a way that unlocked new growth opportunities for the brand. We repositioned Jiva as the only expert in Ayurveda that offered a scientific and authentic Ayurveda in a way that was highly relevant in modern context. 

1.	Growth Diagnostics: We began by identifying barriers to growth. Our proprietary Growth-Diagnostics tool revealed both internal and external barriers to growth. Early on in the process we could pin-point exactly which of the 4 Growth-Factors needed maximum focus to unlock growth. 

2.	Growth Strategy: With the insights gained from the diagnostics phase, we developed a growth strategy that identified opportunity spaces for the next decade. This strategy focused on leveraging Jiva’s strengths and addressing its weaknesses to set the brand on a sustainable growth path.

3.	Re-branding: To achieve the desired change, we undertook a comprehensive rebranding exercise. This included:

New brand narrative and world: a big part of creating relevance with in newer market and consumer contexts is the narrative and the brand world. We brought alive the core principle of Jiva in a way that retained the strong empathy and warmth the brand had, and added modern scientific rigor and precision to it. 
Clinic Experience: We revamped the clinic experience to align with the new brand identity and target audience. This involved redesigning the clinics to provide a more engaging and welcoming environment for patients.
OTC Product Packaging: We upgraded the packaging of Jiva’s over-the-counter (OTC) products to reflect the brand’s new positioning and appeal to a premium market segment.

We also set stage for a program-led specialist approach, positioning Jiva as a leader in Ayurveda. This involved creating and supervising a digital marketing strategy to reach and engage with the new target audience effectively.

•	300% Revenue ROI: The rebranding exercise led to a 300% return on investment in terms of revenue.

•	20% Increase in Patient Footfalls and Retention: We saw a substantial increase in patient visits and retention rates, as well as ancillary product sales from the clinics.

Our work with Jiva Ayurveda demonstrates how brand-first thinking can lead to significant business profitability. By creating the right way forward for Jiva based on emerging opportunities and their DNA, we were able to unlock new growth opportunities and achieve remarkable business results. 

This case underscores the importance of a holistic approach that integrates branding with performance metrics to drive sustainable growth. Jiva Ayurveda’s transformation is a testament to the power of rebranding and strategic repositioning in a competitive and rapidly evolving market.