How Sophia Fiori turned a stalled $10,000/month ad budget and a $10,000 giveaway into 20,000 leads in one week — by replacing the checkout counter with a live shopping room.
Sophia Fiori came in for a full-funnel marketing partnership: overall strategy, product positioning, brand messaging, and hands-on management of performance marketing. Paid media ran at roughly $10,000 a month across the core acquisition channels — a healthy budget that, on paper, should have produced steady, predictable returns.
It wasn't. Jewelry is something people want to feel before they buy — and a feed of product shots with a "Shop Now" button was asking for a decision the ad hadn't earned yet.
Diagnosis, before the messaging resetBefore touching the ad account further, the work started one layer up — with how the brand was positioned and what it was actually saying, across four pillars.
Rebuilding the acquisition plan around occasions and moments, not product categories alone.
Defining where each collection sits — from everyday fine jewelry to statement, gift-worthy pieces.
Replacing spec-led copy with language built around feeling, occasion and craftsmanship.
Rebuilding the $10,000/month budget around the new positioning instead of just optimizing the old one.
The first real move wasn't a new targeting setting — it was a new category of message. Product-first ads gave way to feeling-first, occasion-led storytelling, and a new promotional content category was introduced to carry it. Toggle between the three below.
Premium 18K gold pendant with 0.5ct diamond. Free shipping on orders over $150. Limited stock available.
Shop Now →The Aurelia Pendant. Worn for the moment you walk into the room — not the moment you check out.
Discover AureliaA short behind-the-scenes look at how one ring gets made — from stone selection to the final polish — introducing the brand's craft before it ever asks for a sale.
Watch the StoryNothing about the budget changed. What changed was what the money was asking people to do at each step.
| Dimension | Typical DTC Jewelry Ads | Sophia Fiori's Approach |
|---|---|---|
| Opening message | Leads with product spec and price | Leads with a feeling, moment or occasion |
| Content mix | Static product shots on a loop | Craftsmanship stories, styling moments, live sessions |
| Ask of the buyer | "Buy now" on the first touch | "Come feel it" before "buy it" |
| Post-click experience | A product page and a checkout button | A live shopping room with a real person |
| Differentiation | Same format as every competitor | One of few brands in category selling live |
The feeling-first messaging worked — conversion improved. But scaling it further meant going beyond a better ad: it meant giving people the personalized, in-person-like experience jewelry shopping actually needs. That became the Luxury Jewelry Network — a platform where people shop live, directly from the store. Click each stage to see how it played out.
Instead of another discount code, the brand ran a $10,000 giveaway built around the Luxury Jewelry Network launch — a prize big enough to earn attention in a category people usually scroll past, and a natural reason to give an email or phone number in exchange for entry.
Here's roughly how the rollout sequenced, from the first day of the giveaway to an ongoing live shopping cadence.
The $10,000 giveaway launches across paid and organic channels, framed as the entry point to the new Luxury Jewelry Network rather than a standalone promotion.
Entries build through the week and cross 20,000 leads — each one an opted-in contact who now knows the brand and the platform by name.
The lead list is invited into scheduled live shopping rooms, where a real person walks pieces on camera and answers questions in real time.
Live shopping becomes a standing channel — new leads keep entering through the network, and existing leads keep getting invited back to future sessions.
What actually happens inside a Luxury Jewelry Network session:
Jewelry needed to be felt, so the ads stopped explaining specs and started setting a scene — before any platform existed to sell on.
Craftsmanship and behind-the-scenes stories warmed people up before performance ads ever asked for a purchase.
It wasn't just a growth hack — it was the on-ramp that filled the live shopping rooms with people already leaning in.
Instead of hoping a photo could carry the emotional weight of jewelry, buyers got a real person, live, answering their questions in real time.
Checkout stayed inside the session, closing the gap between "I feel something" and "I bought it."
While competitors ran the same static product ads, Sophia Fiori became one of the few luxury jewelry brands selling live — a clear point of difference.