Elinor Jewels is a luxury semi-fine jewellery brand that blends craftsmanship, individuality, and modern sophistication. Rooted in responsible design and timeless aesthetics, the brand caters to confident, style-conscious women. However, in the face of growing competition and evolving consumer behavior, Elinor seeks to strengthen its digital presence while maintaining its exclusivity and heritage.

Identified Problem

Despite a loyal base and strong product quality, Elinor struggled with:

• Low online conversions due to trust issues, poor UX, and unclear return/refund processes

• Weak emotional storytelling and visual branding that failed to connect deeply with new customers

• Limited influencer partnerships and ineffective content strategies

• Gaps in personalization and tech-driven convenience expected by digital-native luxury consumers

This work aimed to create a comprehensive digital strategy to elevate brand visibility, improve engagement, and boost e-commerce performance.

My Approach

To build a comprehensive and actionable digital growth strategy for Elinor Jewels, my approach was grounded in service design thinking and included a combination of primary research, user analysis, and iterative prototyping.

Process

Discovery & Research

• Conducted stakeholder interviews with customers and brand team members.

• Rolled out a survey (90+ responses) to understand buying behaviors, preferences, and pain points across Tier 1, 2, and 3 cities.

• Performed shadowing and secondary research to study user experiences with luxury brands online.

• Mapped competitor strategies (e.g., GIVA, CaratLane, Melorra) and industry trends to benchmark best practices.

Synthesis & Insight Generation

• Built user personas, empathy maps, and a customer journey map to uncover key insights such as the need for emotional connection, product trust, and tech-driven convenience.

User Persona -

Journey Map-

• Conducted a SWOT analysis and identified experience gaps in Elinor’s digital journey.

SWOT Analysis

Ideation & Concept Development

• Created How Might We statements to reframe key challenges.

• Generated multiple ideas such as AR try-ons, a digital concierge, emotional content formats, and influencer co-creation strategies.

Testing & Refinement

• Developed a proof of concept (POC) for the website UX improvements and storytelling content.

• Validated key ideas with stakeholders through feedback and iterative refinement.

Outcome

After multiple rounds of user research, testing, and feedback, three refined, high-impact digital interventions were developed to address Elinor Jewels’ core brand challenges—namely, the lack of trust, the inability to verify product quality online, and decision-making friction among potential buyers.

1. "See It Real" Instagram Series

What it is: A live, unfiltered content campaign where Elinor’s jewelry is tested against real-life conditions—such as salt water, sweat, sunscreen, cola, and heat—to visibly prove its durability.
Refined Features:

• Each video post includes before-and-after visuals shown side by side or as time-lapses to enhance transparency.

• Content includes fun facts and user commentary to make it more educational and relatable.

• Adds credibility and builds product trust, especially among new and skeptical customers.

2. "From Reel to Real" Community Campaign

What it is: A user-driven campaign where selected customers receive jewelry for 15–20 days to wear, stress-test, and share their honest experiences.
Refined Features:

• Opt-in participation to ensure genuine engagement.

• Real-time testing through daily activities (e.g., gym, sleep, swim) to simulate actual usage.

• Post-trial, users submit video testimonials and feedback, which are showcased on Elinor’s digital platforms.

• Participants earn loyalty rewards or credits, creating a loop of brand loyalty and authentic engagement.

3. Virtual Try-On Website Feature

What it is: A virtual tool integrated into Elinor’s website that allows users to try on jewelry digitally via live camera or uploaded selfie.
Refined Features:

• Includes AR compatibility, zoom/rotate options, and lighting adjustments for better visualization.

• Additional features like “See on Model,” screenshot saving, and “Save Your Look” empower users to compare styles, reducing hesitation and cart abandonment.

• Seamless integration into the website improves user convenience and confidence in making purchase decisions.

These final solutions are not just features—they’re experience-driven trust builders. They bridge the digital gap between luxury and tangibility, allowing Elinor to stand out in the semi-fine jewellery space through transparency, community, and technology.

Impact Created

This work has laid a clear foundation for Elinor Jewels to evolve into a digitally strong luxury brand. The strategy is expected to:

• Increase Trust & Conversions
  By addressing transparency, size guidance, and return policies, customers will feel more confident shopping online.

• Improve Customer Experience
  Features like AR try-ons, story-led content, and mobile-first UX will make the buying process smoother and more enjoyable.

• Boost Brand Engagement & Reach
  Collaborations with relevant influencers and emotional storytelling campaigns are designed to deepen engagement and grow Elinor’s audience across platforms.

• Expand Market Access
  With digital-first strategies that are inclusive of Tier 2/3 audiences, Elinor can reach a wider demographic while retaining exclusivity.

• Strengthen Brand Loyalty
  Through personalized content, community initiatives, and after-sales support, customers are more likely to return and recommend the brand.

Metrics to measure success include:

• Website conversion rates

• Social media engagement

• Campaign performance (clicks, shares, influencer ROI)

• Customer satisfaction & repeat purchase rates