Jewellery case study: ₹10L to ₹42L a month with UGC in 3 months
Case study
What changed
Start is the monthly revenue when the brand came to us. Months 1 to 3 are the months the page lists.
The numbers we shared
| What we shared | Figure |
|---|---|
| Monthly revenue at the start | ₹10L |
| ROAS ceiling they had been told | Around 2.8x |
| UGC videos in month 1 | 30 |
| Month 1 ROAS | 4.2x |
| Long weekend gifting push | ₹4.1L in 4 days at 6.1x ROAS |
| Daily budget, month 3 | ₹30,000/day |
| Month 3 ROAS and ad spend | 4.7x on ₹8.9L |
| Cost per purchase | ₹358 to ₹212 |
Context
Where the brand stood
An established jewellery brand selling everyday and occasion pieces: oxidised jewellery, pearl sets, kundan work and lightweight gold-finish earrings, priced ₹499 to ₹2,499. It had run Meta ads for 11 months with an agency before coming to us. Revenue was steady at ₹10L a month, but flat.
The previous agency had told them jewellery is a tough category on paid ads, and that 2.5 to 3x ROAS is about as good as it gets.
Problem
What was holding it back
The creative library had 9 ads, all studio-lit product shots on white or pastel backgrounds. Beautiful and professional, and impossible to tell apart from the 40 other jewellery brands running the same style of ads.
Jewellery is an emotional buy. People buy because they can picture wearing it at a wedding, at the office or on a date. Product shots show the jewellery. They do not show what it is like to wear it.
What we did
What we changed
Recruit everyday creators
We brought in 10 creators: everyday women, not polished influencers, aged 22 to 40, with different skin tones and styles. The same earring looks different on different women, and buyers need to see themselves in the content.
30 videos in month 1
The month 1 brief covered 4 content types: 8 outfit builds, 8 styling comparisons showing one piece across 3 outfits, 7 occasion videos and 7 gifting videos. That bank carried 3 months of scaling without fatigue.
UGC for cold, photos for warm
For the first 4 weeks UGC was the only cold creative. One cold campaign reached women 22 to 38 in the top 15 cities; another reached men 25 to 45 buying for anniversaries and birthdays. Brand photography moved to retargeting, where the audience already knew the brand.
Scale what won month 1
Outfit build and gifting videos won month 1 at a ₹188 cost per purchase, well under the ₹280 we were aiming for, so the daily budget went from ₹15,000 to ₹22,000. In month 2 we added 8 new videos, and occasion videos began to win as the festive season came closer.
Push the gifting moments
A gifting campaign ahead of a long weekend drove ₹4.1L in 4 days at 6.1x ROAS. By month 3 the budget was ₹30,000 a day with all 4 content types running.
The numbers
How to read these numbers
The chart is monthly revenue: ₹10L at the start, ₹18L in month 1, ₹29L in month 2 and ₹42L in month 3. We published that as 4.2x revenue growth.
ROAS was 4.2x in month 1 and 4.7x in month 3, on ₹8.9L of ad spend that month. Cost per purchase came down to ₹212 from ₹358 when we took over. By month 3 the best creative had been running for 7 weeks and was still below a frequency of 2.5.
Result
Where it ended up
In 3 months the brand went from ₹10L to ₹42L a month at 4.7x ROAS. The ceiling the previous agency described was 2.8x.
For founders
What it means for a founder
If every ad in your account looks like every ad in your category, buyers scroll past. Show the piece being worn by people who look like your buyers.
Make creative in bulk, early. 30 videos in month 1 meant the account never ran short while it scaled.
Split cold audiences by reason to buy. Women buying for themselves and men buying gifts want different videos and different copy.
Use studio photos where they work: in retargeting, for people who already know you.
Questions
Questions founders ask
Was it all UGC?+
UGC was the only cold creative for the first 4 weeks. Brand photography ran in retargeting, where the audience was already warm.
How many creators and videos?+
10 creators made 30 videos in month 1, and we added 8 more in month 2.
Sources
Where we shared this story
- Our website, 11 Jun 2026How We Scaled a Jewelry Brand 4x with UGC in 3 Months
- Our Google Business Profile, 12 Aug 2026How We Scaled a Jewelry Brand 4x with UGC in 3 Months
- Our Google Business Profile, 18 Aug 2026How We Scaled a Jewelry Brand 4x with UGC in 3 Months
This work ran on our performance marketing service, and the jewellery guide covers the wider approach. Want the same for your brand? Book a call.
More results we shared
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