Jewellery case study: a launch from zero orders to ₹22L in revenue in 45 days
Case study
What changed
Only the launch and day 45 are shown.
The numbers we shared
| What we shared | Figure |
|---|---|
| Orders before launch | Zero |
| Revenue in 45 days | ₹22.14L |
| Orders | 1,840 |
| Average order value | ₹1,203 |
| Ad spend | ₹5.24L |
| ROAS | 4.2x |
| Cost per purchase | ₹285 |
Context
Where the brand stood
A founder launching a new jewellery brand. The Shopify store had just gone live with zero orders, zero reviews and no pixel data, so the ad account had nothing to learn from either.
We had 45 days to turn that into a working business.
Problem
What was holding it back
People do not trust a jewellery brand they have never heard of. The quality is unknown, there are no reviews, and a piece can look different in person. Studio product photos do not answer any of that.
So the trust had to come from the creative before the first rupee went into ads, and the account had to stay simple enough for a brand new pixel to learn from.
What we did
What we changed
Answer the trust question first
Before any campaign, we pinned down the doubt a cold buyer has about an unknown jewellery brand: is the quality good, and how will it look on me. The videos had to answer that.
UGC videos before the first ad
Creators filmed the jewellery the way buyers meet it: gift reveals and unboxings, and styling videos showing the pieces worn with everyday outfits. Every video was ready before launch day.
Three campaigns, kept apart
We launched with three campaigns: a cold campaign carrying the UGC, a retargeting campaign for product page visitors, and a third built around one specific group of buyers. A new account learns faster when it is kept this simple.
Back the winners
A few videos pulled ahead early on cost per purchase. Budget moved to them and to the campaigns they ran in.
Scale in 25% steps
Budgets went up 25% at a time, and only on ad sets that kept holding their numbers for several days in a row. That is the scale in steps part of our Recovery Loop.
The numbers
How to read these numbers
The chart starts at ₹0 on launch day and ends at ₹22.14L on day 45. Over those 45 days the store took 1,840 orders at an average order value of ₹1,203.
₹5.24L went into ads in the same period. That returned a 4.2x ROAS at a cost per purchase of ₹285.
Result
Where it ended up
In 45 days a store with zero orders, zero reviews and no pixel data had done ₹22.14L in revenue, profitably. The brand stayed with us after the launch.
We published these numbers on our website in June 2026.
For founders
What it means for a founder
If you are launching from zero, your first problem is trust, not reach. Make the videos that answer the buyer's doubt before you spend on ads.
Keep a new account small. A few campaigns with enough budget each give the algorithm more to learn from than many thin ones.
Raise budgets in steps, and only on ad sets that have held their numbers. Big jumps on a young pixel waste the data you just paid for.
Questions
Questions founders ask
How many orders did the launch do in 45 days?+
1,840 orders, at an average order value of ₹1,203.
What did the ads cost?+
₹5.24L in ad spend over the 45 days, at a 4.2x ROAS and a cost per purchase of ₹285.
Sources
Where we shared this story
- Our website, 5 Jun 2026From 0 to 22L in 45 Days
- Our website, 13 Jun 2026₹0 to ₹22L in 45 Days: A Jewelry Brand Launch Done Right
- Our Google Business Profile, 31 Aug 2026₹0 to ₹22L in 45 Days: A Jewelry Brand Launch Done Right
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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