Grown Brilliance: How We Crushed the Lab Diamond Market in USA in 18 months

The Challenge

When Grown Brilliance approached us, they were facing a monumental task: disrupting the centuries-old diamond industry with lab-grown diamonds. Specifically, they encountered the following challenges:

1. Low brand awareness in a market dominated by established jewelers

2. Consumer skepticism around the authenticity and value of lab-grown diamonds

3. Stagnating sales due to ineffective and outdated marketing strategies

4. High customer acquisition costs (CAC), which were eating into their already thin profit margins

"We had a superior product, but we couldn't seem to break through to our target market. Our ads weren't resonating, and our website wasn't converting visitors into customers," recalls Joshua Sherman, CMO of Grown Brilliance.

These challenges were preventing Grown Brilliance from scaling their business despite the growing demand for ethically sourced, affordable diamonds.

Our Approach

After a thorough market analysis, we developed a highly targeted strategy for Grown Brilliance. Our approach included:

1. Data-Driven Audience Segmentation: We identified and targeted key audience segments, including ethically-minded consumers, budget-conscious couples, and jewelry aficionados. Using advanced analytics, we determined the most likely demographics and psychographics for each segment.

2. Dynamic Creative Optimization: Hundreds of ad variations were automatically generated and tested in real time. We continuously refined messaging, adjusting creative based on what resonated most with different segments. Themes like ethical sourcing, luxury for less, and celebration of love emerged as high performers.

3. Continuous Landing Page Refinement: Through A/B testing, we optimized the website for conversions by improving user flows, simplifying checkout, and highlighting social proof. Behavioral analysis revealed specific drop-off points, which allowed us to make incremental improvements to the customer journey.

4. Smart Bidding Strategies: Using real-time data on consumer behavior and market trends, our algorithms adjusted bids dynamically, maximizing ROAS while lowering CAC.

The Journey

Month 1-3: Laying the Groundwork

We began by setting up a solid foundation through extensive research and initial campaign testing:

• Market research and competitor analysis: This uncovered key opportunities, such as targeting consumers who were comparing traditional diamonds with lab-grown options.

• Audience segmentation and creative testing: This resulted in identifying core audiences, including eco-conscious millennials and engagement ring buyers.

• Established baseline metrics:

  • ROAS: 2.5X (Benchmark: 3X for the jewelry industry)

  • Conversion Rate: 0.35%

  • Cost Per Acquisition (CPA): $222.23

Month 4-6: Gaining Traction

Through continuous optimization, we achieved significant improvements:

• Winning creatives were focused on themes like ethical sourcing and affordability, increasing engagement by 35%.

• Landing page optimization improved conversion rates by 20%, reducing checkout friction and highlighting user-generated content (reviews, testimonials).

• Smart bidding adjustments reduced CAC by 15%, resulting in a more efficient ad spend while improving profitability.

• Key metrics after 6 months:

  • ROAS: 6X (industry standard is 3-4X)

  • Conversion Rate: 0.68%

  • CPA: $189.40

Month 7-9: Scaling Profitably

With the groundwork laid, we scaled the campaign while maintaining efficiency:

• Advanced retargeting efforts, including cart abandonment recovery and personalized offers, drove a 25% increase in high-value conversions.

• Smart bidding strategies combined with real-time data reduced wasteful spend on low-intent customers.

• Strategic partnerships and collaborations with ethical influencers helped drive brand awareness, contributing to a 40% growth in social media engagement.

• Key metrics by month 9:

  • ROAS: 9X

  • Conversion Rate: 1.1% (Industry average: 0.8% for jewelry)

  • CAC: $150.00

  • Additional revenue generated: $500,000 from cart recovery

The Results

Our tailored strategy yielded outstanding results that not only boosted revenue but also established Grown Brilliance as a disruptor in the jewelry industry:

• ROAS: 9X — exceeding the industry average of 3-4X

• Conversion rate increase: 215% — outperforming similar luxury brands in the space

• Reduction in CAC: 32% — lowering costs while maintaining profitability

• $500,000 in additional revenue from targeted cart abandonment recovery efforts

Grown Brilliance went from an emerging player to a top contender in the lab-grown diamond space, gaining a competitive edge over established industry giants.

Client Testimonial

"The team's data-driven approach transformed our business. They didn't just improve our metrics; they helped us connect with our audience in a meaningful way. The results have been nothing short of brilliant."

— Joshua Sherman, CMO, Grown Brilliance

Continuous Improvement

Our journey with Grown Brilliance taught us several key lessons that helped refine our strategy:

1. Emphasizing emotional appeal: Initially, we focused too much on the technical aspects of lab-grown diamonds. When we pivoted to highlighting emotional benefits — such as sustainability and affordability — engagement rose by 40%.

2. Dynamic pricing lessons: In our first attempt at dynamic pricing, we pushed too aggressively, which temporarily impacted conversions. After adjusting to a more measured approach, conversions stabilized and profitability improved.

These insights were invaluable for ensuring the continued success of Grown Brilliance's campaigns. By applying these lessons, we continue to refine our approach, delivering consistent, scalable growth for the brand.

Conclusion

Our partnership with Grown Brilliance demonstrates the transformative power of data-driven marketing. By combining cutting-edge AI technology with deep industry insights, we helped Grown Brilliance achieve:

1. Leadership in the lab-grown diamond space: Now recognized as a major player in the ethical jewelry market

2. Exceptional ROAS in a luxury market: Driving high profitability with efficient ad spend

3. New industry benchmarks for customer acquisition and conversion rates

Are you ready to shine in your e-commerce niche? Let’s explore how our data-driven strategies can illuminate your path to success.