Scaled on desire,
not on discounts.
A premium jewellery brand doubled its media spend and grew revenue 48% — without letting the performance machine flatten the brand.
Success was not traffic and it was not vanity metrics. It was profitable scale, held.
Noémie is a premium ecommerce jewellery brand known for distinctive designs and custom craftsmanship, competing in a crowded DTC market and selling direct to consumers. Growth depends on striking the balance between aspirational branding and disciplined performance.
Four things had to be true: hold 3x+ ROAS as the baseline for profitability, build a demand gen engine that could scale efficiently, increase creative velocity without sacrificing brand quality, and fix attribution so the numbers could be trusted enough to act on.
The snapshot,
up front.
Six months, four outcomes.
Profitable scale, held
A high-end jewellery brand scaled while maintaining 3x+ ROAS profitability.
Revenue up 48%
While monthly media spend more than doubled, which is the harder half.
A repeatable engine
Demand gen plus creative testing, built to run on a design-led brand.
Numbers worth trusting
Attribution and reporting fixed, which is what unlocked confident scale.
Scaling without
breaking profitability.
A familiar but difficult problem for high-end ecommerce.
Sub-threshold ROAS
Paid media performance was stuck below the profitability threshold, averaging around 2.5x.
Creative bottlenecks
Production could not keep pace with testing needs — either too slow, too safe, or not converting.
Unreliable tracking
Attribution issues made the numbers hard to trust, especially post-iOS.
Inefficient demand scaling
Demand generation was inefficient, which limited any confidence in scaling spend.
AI-powered demand
generation at scale.
Three tightly integrated pillars, with AI embedded across the whole system.
Demand generation first
We shifted away from purely promotional tactics toward storytelling that built desire, intent and long-term brand demand.
Creative as a system
Instead of one-off production, an AI-enabled creative engine: accelerated concept ideation, hook generation and high-volume variant production.
Attribution you can trust
With clean tracking and centralised reporting, performance insight fed straight back into the next round of AI-assisted creative iteration.
Velocity, without
losing the brand.
High-volume variant testing on a design-led brand: openings, hooks, CTAs and formats, with the winners feeding the next wave.
The voices
behind the brand.
Two UGC perspectives on Noémie, bringing a personal voice to the brand's creative.
An AI-enabled
growth engine.
Four workstreams, one loop.
Paid Media (Meta + Google)
- Full-funnel structure across prospecting, retargeting and demand capture
- Platform-specific creative aligned to audience intent and behaviour
- Seasonal scaling strategies around key moments like BFCM and Valentine’s Day
AI-Powered Creative Strategy & Production
- AI-assisted concept ideation and hook generation to explore directions fast
- AI-supported UGC scripting and storyboard development
- High-volume variant generation — openings, CTAs, formats — to raise testing velocity
- Continuous performance analysis feeding into the next creative wave
CRO & Landing Experience
- Conversion-focused optimisations designed to support higher spend levels
- Tight alignment between ad messaging and on-site experience
Tracking, Attribution & Reporting
- GA4 cleanup and event validation
- Server-side tracking and Meta CAPI improvements
- Centralised data via Converge for clearer attribution
- Looker Studio dashboards to surface insight across channels
Past the profitability
threshold.
Three views of the same six-month story: efficiency climbed above the 3x floor while revenue and media investment rose with it.
Select a chart for details.
Growth with margin discipline
Revenue rose while the efficiency line moved in the same direction.
Five figures to six
Investment stepped up without giving back the ROAS gains.
Profitable growth,
at scale.
The sequence mattered as much as the outcome.
Attribution repaired
Clean signals made the next decision defensible.
Creative systemised
More variants created a faster feedback loop.
Spend doubled
Investment moved from five to six figures.
3.7x ROAS sustained
Profitability remained above the agreed floor.
Two peak-demand moments proved the engine could absorb pressure without flattening the premium brand or losing efficiency.
The strongest moments came from matching creative velocity to demand, not from defaulting to deeper discounts.
Noetic understood the nuances of positioning a high-end jewelry brand and built a strategy that balanced performance with brand integrity. The result was stronger acquisition and revenue growth without compromising the premium feel.
Yuvi AlpertFounder, Noémie
The toolsbehind the work.
- Meta Ads
- Google Ads
- Shopify
- GA4
- Triple Whale
The team behind the velocity.
A design-led brand does not need less performance discipline. It needs the discipline pointed at desire.
The engine only scaled because the attribution was fixed first. Once the numbers could be trusted, every creative decision had somewhere to land — and spend could double without anyone guessing.
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