GURHAN JEWELRY

A New Marketing Approach for a Sparkling Jeweler

OVERVIEW

Gurhan is a contemporary fine jewelry design company that makes exquisite, hand-crafted, high-karat gold and sterling silver earrings, bracelets, necklaces and rings. Known for pioneering the revival of 24 karat gold jewelry and for its one-of-a-kind creations, the Gurhan brand is featured frequently in the world’s best-known fashion magazines and worn by a dazzling array of celebrity clients, including Oprah Winfrey, Angelina Jolie, and Jennifer Lopez, among others.

Over the last 18+ months and through the Covid-19 pandemic, we has succeeded in helping Gurhan to meet and exceed its marketing goals through a coordinated strategy of email marketing and social media.

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THE CHALLENGE

Gurhan had a beautiful product line and successful traditional marketing strategy. What they didn’t have was targeted, data driven marketing. And, like so many other fashion brands, Gurhan began losing market share during the economic shutdown, since most sales were made in-person at U.S. retailers.

We were asked to boost sales and engagement through social media and email marketing automation. Gurhan’s in-house marketing team needed an outside agency to assist with ongoing email production and social media management to showcase products and increase engagement with customers and prospects through brand story-telling.

Covid-19 presented an additional challenge, with Gurhan’s physical retailers shutting down. Gurhan needed to connect with its audience throughout the pandemic turmoil with meaningful and sensitive communications while enticing consumers to explore their products and shop from the convenience of their homes.

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THE SOLUTION

EMAIL MARKETING

We assessed Gurhan’s email marketing programs, including email template audits, list management and automated campaigns, and developed an email marketing strategy that included a twelve-month action plan to drive conversions and increase engagement. We quickly saw the need for new template designs, varied automated drip campaigns, landing pages, contests to increase subscription and social connections, sales and discounts, and innovative tactics like custom countdown timers.

We quickly migrated Gurhan onto the Klaviyo email marketing platform, easily integrates with Gurhan’s web platform, Shopify, and enables deeper personalization for automated emails and campaigns.

The Klaviyo emails focused on automated welcome letters, browse and cart abandonment, pop up and newsletter sign up forms and weekly touch-points. For most of our clients, automated email campaigns do better than ad hoc emails. In Gurhan’s case, automated open rates out-performed ad hocs, but ad hoc emails did better in clicks and revenue.

40% open rates on automated email campaigns
20% open rates on one-off emails

10% click through rate on automated email campaigns
20% click through rate on one-off emails

Another key to our success was the development, testing and optimization of various promotional campaigns. Longer-term promotions like our 30 Days of Hope and Spring Cleaning campaigns outperformed one-off promotions. Personalized campaigns showcasing recommended products based on user views also proved to be very effective. Gurhan’s audience showed lots of engagement and interest in the brand story, which we promoted through emails about how products were made and human-interest articles about Gurhan and Fiona.
Continually building Gurhan’s email list and improving the data within the list have been high priorities for us. We’ve tested and optimized different email sign-up tactics on the website and are continually building valuable data on each contact. For instance, we started collecting birthdays in exchange for a 10% off promotion, which many users are responding to.

email solutions - GURHAN JEWELRY