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04

Saint Stone

Bespoke jewellery

Location
USA, Australia, UAE
Market
Mid-market and premium
Industry
Jewellery brands
Scope
Strategy, Branding, Website, Advertising, Content

(01)

about the project

Saint Stone is a bespoke jewellery brand focused on commissions, engagement and wedding rings, and personalised pieces with precious stones.

The business runs on online consultations, individual stone selection, 3D modelling and made-to-order production.

Location
USA, Australia, UAE
Market
Mid-market and premium
Industry
Jewellery brands
Scope
Strategy, Branding, Website, Advertising, Content

(02)

what we did01 / 04

Strategy

Deep audit and research

  • Analysing the positioning in the US, Australian and UAE markets
  • Competitor analysis in custom diamond rings
  • Audience analysis: what motivates a purchase, and how it happens
  • Identifying the key signals of trust

Building the brand platform

  • Mission
  • Values
  • Brand archetype
  • Tone of voice adapted for English-speaking markets
  • The emotional core of the brand
  • The frame that holds the communication together

Building the brand strategy

  • Positioning for different territories
  • A strategy for entering the US and Dubai markets
  • Strategic hypotheses for the digital channels

(02)

what we did02 / 04

Visual system and content

Brand book and guidelines

  • The logic of the visual identity
  • Colour system, typography
  • Rules for shooting jewellery
  • Instagram styling
  • Highlights design
  • The visual structure of the feed

Content look

Luxury minimalism.

  • Post templates
  • The structure of stories
  • Preparing creative for advertising

Content strategy

Content is adapted to each market with its cultural context in mind.

  • Building the content matrix
  • Scripts for video shoots
  • Copy for posts
  • Copy for ads
  • Storytelling for engagement rings

(02)

what we did03 / 04

Websites and SEO

Structure and keywords

  • Reworking H1 and H2
  • Reworking the page structure
  • Strengthening the commercial sections
  • Adapting for each territory

SEO

  • Keyword research
  • Writing SEO articles
  • Working keywords into the pages
  • Optimising meta tags
  • Structuring the categories

Administration

  • Publishing articles
  • Refreshing the content
  • Adjusting pages
  • Looking after the technical side

(02)

what we did04 / 04

Advertising and production

Meta Ads (Facebook / Instagram)

  • Building the funnel
  • Testing hypotheses
  • Audience segmentation
  • Creative for each stage of the decision

Google Ads

  • Search campaigns
  • Working with high-volume and commercial queries
  • Remarketing

A strategy for scaling

  • Adapting campaigns for the USA and Dubai
  • Adjusting for local competition

Concepts and shoots

  • Concepts for engagement content
  • Concepts for product photography
  • Concepts for expert video
  • Structuring video for Reels

(03)

the project continues

The project is actively developing.

As the numbers grow we will share the next stages and results.

(04)

result

Luxury brand positioning, visual identity and digital promotion in the USA, Australia and the UAE.

Strategy and structure

  • Replaced scattered activity with one marketing system
  • Introduced a full funnel: content → consultation → bespoke quote → sale
  • Made online consultations a lead generation tool in their own right
  • Organised the brand's body of knowledge

Social media

  • Brought the visuals into one premium style
  • Increased audience engagement
  • Secured steady follower growth, organic and paid
  • Grew the audience threefold over the period

Advertising

  • Built a stable system for testing hypotheses
  • Reduced cost per enquiry after optimisation
  • Won the first steady leads from the USA and Australia, launched retargeting and warm-up campaigns

Website and SEO

  • Strengthened the search structure
  • Began building organic traffic
  • Made the pages convert better