🚀 774% increase in sales 

💰 488% increase in orders

📈 388% higher conversion rate

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About Melania Clara

Melania Clara is an established jewelry brand rooted in self-expression, bold design, and everyday wearability. The brand is described as a jewelry playground, where Latin spirit meets European heritage on the shores of Florida, USA.

Founded by Melania in 2017, the brand was born from a desire to move beyond traditional jewelry conventions. Since first entering the market, Melania Clara has grown into a brand generating over $500k in annual revenue, known for its distinctive approach to modern jewelry.

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The Challenge 

Melania Clara had already found success, particularly within the wholesale space. However, when it came to scaling their direct-to-consumer (D2C) channels, growth proved inconsistent and difficult to sustain.

There were a few key challenges holding them back: 

• Paid acquisition across Google and Meta wasn’t delivering efficient returns, often struggling to get even a 1x return.
• Sales performance was inconsistent, making it hard to build predictable revenue.
• There was little clarity on what was working (and what wasn’t).
• Conversion rate and average order value (AOV) were both relatively low, limiting overall growth.

Melania Clara had previously partnered with other agencies, but the results had been underwhelming. This understandably led to frustration and, ultimately, a lack of trust in external partners. 

As a result of being let down by these agencies, they came to StoreLab with their guard up. They were looking for a team they could genuinely trust - one that not only understood their brand, but truly cared about driving real growth.

We overcame this barrier by keeping things simple and transparent from day one. By treating their business with the same care and ambition as if it were our own, we were able to rebuild trust and lay the foundation for a strong, long-term partnership. 

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The Solution - A Holistic Shopify Growth System 

When we first started working with Melania Clara, we focused on getting the fundamentals right, starting with Meta ads. 

The priority was to stabilise the store’s performance, understand what was actually bringing good results, and build a solid foundation we could scale from. We reworked the account structure and refined the creative direction to make things clearer and performance more consistent.

As results began to improve, we gradually expanded the scope of work. 

Melania Clara partnered with us on additional services including UGC, email marketing, AOV optimization, landing page improvements, and our proprietary Shopify mobile app. This allowed us to strengthen the entire customer journey - from first touchpoint through to conversion and beyond.

With strong performance in place, the partnership continued to grow month after month. Melania Clara renewed UGC with us and expanded further into our Google and TikTok ads services, unlocking new channels to scale.

At this point, everything was working cohesively. Paid ads were driving the right traffic, the website was converting more effectively, and retention and AOV strategies were increasing overall customer value.

Paid Ads Strategy

When it came to the paid ads strategy, we kept things simple to start with. Working with a modest budget, the focus was on testing which creatives and products would resonate most, guided by Melania Clara’s previous performance insights. 

Early on, we identified the Quinn Earrings as a clear bestseller. From there, we tested different creative formats for this product and quickly found that simple, UGC-style videos were consistently outperforming more polished assets. That’s when the strategy really started to click and we unlocked a new level of growth for Melania Clara.

From a targeting perspective, we restructured campaigns around three key audience groups:

• New customers
• Website visitors (retargeting)
• Previous customers

This allowed us to speak to each audience more effectively and maximise performance across the full funnel.

Once everything was aligned - the right product, the right creative, and the right audience structure - the results followed quickly: We managed to increase Melania Clara’s ad revenue and number of sales by 50% and CRO (Conversion Rate Optimization) increased by 44%.

Mobile App Strategy

Until the app was introduced, Melania Clara had limited owned channels to support retention, encourage repeat purchases, and connect with customers meaningfully. Conversion rates and AOV on the website were also held back by typical ecommerce friction points.

So our account managers built an app designed specifically to match Melania Clara’s brand look and feel, while unlocking a stronger mobile-first experience. Here’s some of the benefits of doing so: 

• Improved on-site performance with faster loading times, a smoother checkout, and easier navigation, allowing customers to save and return to items quickly.
• Provides the best possible mobile experience, meeting customers where the majority of their shopping already happens.
• Stronger retention through in-app loyalty and rewards, alongside abandoned cart recovery via push notifications.
• A more focused, high-converting shopping journey, naturally increasing AOV

‍Within just a few months, Melania Clara’s mobile app was already outperforming the website, delivering a +461% increase in conversion rate and a +22.1% increase in AOV compared to web. 

UGC Strategy 

Before working with StoreLab, Melania Clara had already experimented with UGC. Like many brands, they had invested in creator content that looked great, but ultimately failed to drive meaningful results. The videos existed, but without a clear strategy behind them, even high-quality content was getting lost in the feed.

When our team at StoreLab took over the programme, we refined strategy and introduced a more structured approach.

Instead of simply briefing creators on what to say, we started by identifying where each piece of content needed to perform within the customer journey. Using the StoreLab Creative Framework, we mapped out content across four key pillars: Product, Pain, Proof, and Priority.

This ensured every video had a clear role, answering specific questions potential customers might have before making a purchase. For Melania Clara, the most important question was straightforward: does this look as good on a real person as it does in a studio shot?

Our approach was to get creators to showcase the pieces in real-life settings, using close-up shots to highlight quality and sparkle in natural light. The tone was relatable and discovery-led, the kind of content that makes someone stop scrolling because it feels like a genuine recommendation, not an ad.

When testing each UGC video, every element was treated as a variable. Hooks, script directions, and CTAs were all measured and tracked against key metrics like hook rate, hold rate, CTR, and conversion rate. This meant we always understood not just what was working, but why it was working so well.

‍In the first five weeks alone, UGC generated 339 purchases and $38,898 in conversion value, performing consistently across cold, warm, and retargeting audiences.

It also helped successfully generate more necklace sales, which is particularly significant given that Melania Clara’s necklaces had historically underperformed compared to earrings on other marketing channels. 

Email Strategy 

When Melania Clara came to StoreLab, their email marketing campaigns just weren't fully reflecting the brand they had built. The designs were functional, but quite generic, and they lacked the bold, editorial confidence that made Melania Clara stand out elsewhere. Flows were in place, but they weren’t working hard enough, and there was no real strategic thread connecting them to the wider customer journey.

StoreLab’s email marketing service launched in October 2025, with Melania Clara among the first brands to come on board. From the outset, we completely reworked the design direction to align with the brand’s visual identity - pairing beautiful campaign imagery with clean, confident layouts that feel as considered as the jewelry itself. Every email was designed to feel like a natural extension of the brand, not an afterthought. 

On the strategy side, everything was built around frameworks developed in collaboration with one of the world’s leading CRM and retention experts, Suriya Liensavanh, whose experience spans some of the most recognised names in luxury. Rather than relying on basic trigger logic, flows were structured around the full customer journey, to make sure each sequence met the customer at the right moment with the right message.

Although the flows have only been live for a matter of weeks, they are already generating revenue across Abandoned Cart, Browse Abandonment, and the Welcome Series. 

With two additional flows in final approval and the full strategic framework now in place, this channel is set to grow significantly as both the audience and data continue to build.

Landing Page & Website Design Strategy 

When it came to the landing page & website design strategy, the focus was simple: reduce friction, improve clarity, and make it easier for Melania Clara’s customers to find, explore, and purchase.

We streamlined the homepage to create a more intuitive journey. Navigation was simplified to help users get where they needed faster, and the opening section was refined to focus on one clear message with a strong call-to-action, giving customers immediate direction.

We also improved how products were presented by making the experience more customer-focused. Categories and bestsellers were showcased more clearly, helping both intent-driven shoppers and browsers find what they were looking for more easily.

Across the site, we removed unnecessary steps and made the journey from discovery to purchase much simpler and more intuitive. Key brand USPs were also brought forward, helping build trust and make decision-making easier for customers.

On the product page, the focus was on clarity and conversion. Reviews, pricing, and key product benefits were made easier to scan, while additional imagery helped customers better understand the product before buying. We also reduced friction at key points in the journey by making information accessible and interactions simpler.

Everything was guided by ongoing CRO testing and data. The result was a smoother, more intuitive experience that not only improved how users navigated the site, but also helped increase both conversion rate and average order value.

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Results & Evidence of Success 

“We found StoreLab, and ever since, we’ve been significantly growing. They completely turned around what we were doing…that was what took us to increase our sales by 700%. I would highly recommend StoreLab to anyone that has an ecommerce business and is looking to grow.” - Melania, founder.

The increase in sales Melania Clara achieved didn’t come from one channel or a single standout campaign. It came from treating the business as a whole: taking a holistic approach focused on improving conversions, average order value (AOV), and repeat revenue.

Here’s some of the standout results Melania saw after putting her trust in StoreLab:

🚀 774% increase in sales 

💰 488% increase in orders

📈 388% higher conversion rate

We’re so happy to have built and run the Shopify growth system that Melania Clara truly deserves, helping them see the results they should be seeing and build more sustainable revenue.

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Explaining our approach & why it works

Most marketing agencies tend to pick a lane: they might optimize for ROAS on Meta, redesign a landing page, or set up a few email flows and consider the job done. What’s often missing is a view of how the full customer journey connects - for example, where users drop off, and what happens after someone clicks an ad.

Our approach is different. At StoreLab, the question we always come back to is simple: is the whole system working, not just the part or services we’re directly responsible for?

To explain, when we first started working with Melania Clara, Meta ads were the priority, as that’s where the foundation needed to be built. But stabilising paid performance was only the starting point.

As the campaign data revealed where customers were dropping off and what was limiting growth, we expanded into UGC, email, landing page improvements, AOV optimization, and the app. Not all at once, and not randomly - each additional service was driven by what the data was telling us.

The whole system was working together beautifully, and each part of the system made the others stronger: 

• Paid media was bringing in higher-quality traffic
• The website was converting more effectively 
• UGC was building trust at scale 
• Email was recovering revenue that would otherwise have been lost
• Melania Clara’s app was outperforming the website, skyrocketing AOV

That’s what sustainable growth actually looks like! Not a spike, not a single winning ad, but a framework where every marketing layer is working in sync. 

As Melania herself put it, StoreLab helped her grow “fast and with passion, doing it as if your business was the largest business that would ever exist.” That's the standard our team at StoreLab aims to work to within every partnership.

Final Thoughts 

Looking for the same results as Melania Clara? Book a call with one of our friendly experts to find out how we can help your brand achieve the growth it deserves.

Our Shopify growth service is built for businesses in fashion & accessories, jewelry, health & beauty, and wellness. We focus on driving more sales, stronger repeat revenue, higher conversions, and improved AOV.

Using our proprietary CAR framework, we combine performance marketing data with high-converting Shopify design from our specialists to build a sustainable growth engine for your brand.

Learn more and see what’s possible for your store!