Joolry: Scaling Through Persona-Led Creative

The challenge

The brand had a strong product range, but broad targeting was limiting efficiency. Jewellery buyers split into two distinct motivations: buying for themselves, and buying for a specific moment, a wedding, an anniversary, a celebration. Running one generic audience against both groups meant creative and messaging that didn't land cleanly with either.

The approach

• Rebuilt audience segmentation around persona, self-purchase intent versus occasion-driven intent, rather than generic demographic or interest targeting, so messaging could speak to the actual reason someone was buying.
• Brought the founder into ad creative directly, using the brand's founder-led identity as a trust signal rather than running product-only ads.
• Used existing celebrity-worn moments of the product in ad creative, adding visible social proof alongside founder trust.
• Built occasion-specific creative tied to wedding season, anniversaries, and parties, matching timing to actual purchase triggers rather than running always-on generic ads.
• Held roughly 70% of spend on proven bestsellers, with a fixed 30% pool for testing new SKUs and releases, so testing new products didn't dilute performance on what already worked.