EXPERT GUIDANCE
Hannah Florman is an esteemed private jeweler in Boston, MA with a goal to bring back a luxury brick-and-mortar experience to fine jewelry shopping. Engaging our services for strategic counsel and brand guidance, email and event marketing, and social media content strategy and influencer partnerships, we've been able to position The Brownstone as a premiere destination for clients that before may have traveled to New York City for a concierge shopping experience. In response to Hannah's request for compelling content creation that shared diamond education, ring trends, and fine jewelry picks, we crafted and executed a comprehensive social media strategy that has proven successful and engaging.
RESULTS
Our email newsletters regularly outpace the national retail average of open rates by 175% — consistently achieving an average open rate of 55-58% and an average of 259 clicks per email.
In two months, we grew Hannah’s Instagram following by almost +2% with an increase of 200+ followers and reached 217K Instagram accounts, up +422% from when we first began.
We architected and facilitated a two-day styling residency with a premiere womenswear designer and stylist to bring like-minded consumers and increased visibility to The Brownstone, inclusive of all cross-channel event creative, a media partnership, and securing multiple in-kind sponsors.
SOCIAL MEDIA & CONTENT DEVELOPMENT
EVENT MARKETING
Olivia Ivey Bannock x Hannah Florman Stylist Residency, featuring Lesea Berry and The Friend Club —
Managed pre-event promotion, event marketing and media partnerships, and onsite assistance.
Developed content plans, shot lists, and graphic templates for partners.
Organized private appointments, a cocktail hour, and a casual shopping open house.
Sent curated save-the-dates and made official announcements on social media, with heavy posting on the event day.
Provided design direction for in-kind sponsors that we secured, including floral, catering, and photography.
Invited local media, wedding industry peers, and influencers to the event to further establish a presence in the Boston bridal community.
HIGH BRIDAL TEA AT THE BROWNSTONE —
For the official opening of Hannah’s private studio, The Brownstone, we curated and invited an exclusive list of wedding industry leaders for a first look at the space.
Managed pre-event promotion, event marketing and media partnerships, and onsite assistance.
Provided design direction for in-kind sponsors that we secured, including floral, catering, and photography.
PUBLIC RELATIONS & MEDIA
OF NOTE —
Boston Common's ‘Best of the City 2024’ for Engagement Rings.
Two of the first-ever items listed on Robb Report’s ‘The Vault,’ the world’s rarest shopping experience — which promptly sold to aligned clientele.
PAID ADVERTISING
GOAL & APPROACH —
As part of our broader marketing strategy to drive brand awareness and engage high-intent users, we launched a highly targeted Meta advertising campaign in August 2024. Our objective was twofold: first, to introduce the brand to a wider audience within our key demographic segments, and second, to generate meaningful engagement through strategic placements and compelling creative.
We designed the campaign with precision targeting, focusing on key demographics and interests that aligned closely with our ideal customer profile. Using Meta’s advanced ad tools, we optimized for reach and impressions, while maintaining tight control over spend to ensure maximum return on investment. Creative assets were tailored to reflect the brand’s identity while driving clicks and interest through strong calls to action.
RESULT —
Over the course of two weeks, the campaign delivered exceptional performance metrics. We reached over 125,000 unique users and garnered more than 193,000 impressions, significantly expanding our digital footprint in a short time frame.
Most notably, the campaign achieved a cost per thousand impressions (CPM) of just $0.10 — a figure that is 99% more cost-effective than industry averages. This efficiency not only underscores the strength of our creative and targeting strategy but also reinforces the platform's value as a scalable channel for future paid media initiatives.
In addition to reach and cost-efficiency, the campaign helped establish a strong foundation for future retargeting efforts by driving high-quality traffic to our owned channels. These results mark a key milestone in our digital marketing efforts and validate the strategic direction of our performance media approach.
TESTIMONIAL
Natalie and her team have been completely invaluable in the growth of my business.
Her knowledge and connections in the wedding industry, along with her true dedication to her clients and her success, has made our partnership not only fruitful but enjoyable.
Natalie has gone beyond the standard role of a PR firm to ensure my success and growth. She is a trusted partner in many aspects of my day-to-day business.