Project
The Stonery Shopify Marketing & E-Commerce Sales Campaigns
Client: The Stonery
Industry: Jewellery & Lifestyle E-Commerce
The Stonery is an independent jewellery brand originally founded in Byron Bay, Australia, creating handcrafted crystal and gemstone jewellery inspired by nature and the mineral world.
Services Delivered
- Shopify Marketing Strategy
- Google Ads
- Social Media Marketing & Paid Ads
- Email Marketing Automation
- CRM Integration
- Meta Conversion API (CAPI) Setup
- Google Tag Manager (GTM) Implementation
- Conversion Rate Optimisation (CRO)
- E-commerce Tracking & Analytics
Overview
The Stonery is a boutique jewellery label producing handcrafted crystal jewellery, gemstone pendants, rings, and statement pieces inspired by nature and artisanal craftsmanship.
Their Shopify store sells pieces made with natural stones sourced from Australia and around the world, crafted into unique jewellery designs.
The goal of our engagement was to increase online sales, improve store performance, and scale revenue through Shopify marketing and digital advertising campaigns.
Our Engagement Goals
The engagement focused on
- Scaling Shopify store revenue
- Driving qualified traffic to product pages
- Improving product page conversion rates
- Building retargeting audiences for jewellery buyers
- Implementing accurate purchase tracking
- Increasing repeat customers through email marketing
Shopify Marketing Strategy
We implemented a full-funnel Shopify marketing strategy designed to grow the brand’s e-commerce revenue.
Key Focus Areas
- Product feed optimisation for shopping campaigns
- Targeting jewellery and crystal enthusiasts
- Retargeting campaigns for product viewers
- Customer journey optimisation
- Campaign scaling based on ROAS
Google Ads Search & Shopping Campaigns
To capture local demand and increase map visibility, we optimised the Alte Rego local presence
Campaign Strategy
- Google Shopping campaigns for jewellery products
- Search campaigns targeting crystal jewellery keywords
- Remarketing campaigns for site visitors
- Conversion-optimised bidding strategies
These campaigns drove high-intent traffic to key product categories such as crystal pendants, gemstone necklaces, and handcrafted rings.
Social Media Advertising
Social media campaigns were designed to generate discovery and drive purchases.
Platforms Used
Campaign Types
Facebook, Instagram, X
- Product showcase campaigns
- Lifestyle jewellery ads
- Retargeting ads for cart abandoners
- Video creatives highlighting gemstone designs
These campaigns helped build brand awareness while also generating direct sales.
Tracking Infrastructure
To enable accurate performance measurement, we implemented a complete analytics infrastructure.
Implementation
- Google Tag Manager (GTM)
- GA4 E-commerce tracking
- Meta Pixel + Conversion API
- Purchase event tracking
- Campaign attribution dashboards
This allowed precise tracking of
- Add-to-cart events
- Checkout behaviour
- Completed purchases
CRM & ERP Guidance & Conversion Rate Optimisation
We improved the Shopify store experience to increase sales conversions.
Improvements
- Product page UX enhancements
- CTA optimisation
- Mobile checkout improvements
- Trust signals and product descriptions
- A/B testing on landing pages
These optimisations helped improve purchase completion rates.
Reporting & KPI Tracking
To continuously optimise performance we tracked key metrics such as:
- Cost per purchase
- Return on ad spend (ROAS)
- Conversion rate
- Average order value (AOV)
- Customer acquisition cost (CAC)
Regular dashboards and optimisation meetings ensured the campaigns remained profitable.
Results
Key outcomes included
- Increased Shopify store revenue
- Higher conversion rates on product pages
- Strong ROAS from Google and social campaigns
- Improved customer retention through email automation
- Accurate tracking of all purchase events
Strategic Impact
By combining Shopify marketing, paid advertising, conversion optimisation, and analytics infrastructure, we helped The Stonery build a scalable e-commerce growth system capable of consistently generating traffic and online sales.
The result was a data-driven Shopify sales engine supporting sustainable brand growth.