CASE STUDY

Jolie & Deen

Australian Fashion Jewellery - Independent Brand

Omnichannel. Retail. Wholesale.Online.

30% lift in AOV with a scalable DTC channel that doesn't dilute wholesale

www.jolieanddeen.com.au

The Brief

Jolie + Deen, a fast-growing independent jewellery brand, came to us with a clear goal: build a direct-to-consumer online presence to complement their wholesale and bricks-and-mortar operations.

They were ready to expand beyond retail and wholesale, reaching a younger, digital-first audience — without diluting their premium brand or straining internal resources.

Strategy + Solutions:

We built their Shopify store from the ground up, crafting a custom theme that aligned perfectly with their visual identity and audience expectations. Our focus was on flexibility — empowering them to launch seasonal campaigns quickly, manage inventory easily, and create promotional moments (like gift-with-purchase or BOGO offers) without compromising their wholesale relationships.

Ongoing, we support the founders with digital strategy, training, and advisory across advertising, email marketing, upsell flows, and conversion tools. From platform education to SOPs and automation, we help Jolie + Deen run a modern ecommerce business without the chaos.

Front Of House

Custom Shopify theme aligned with visual identity
Flexible campaign and promotional capabilities
Seamless inventory management system
Cross-sell and upsell optimisation

Back Of House

Digital strategy and ongoing advisory
Staff training and SOPs
Email marketing automation
Conversion tools and analytics

Why We Did It This Way

Our focus was on flexibility — empowering them to launch seasonal campaigns quickly, manage inventory easily, and create promotional moments (like gift-with-purchase or BOGO offers) without compromising their wholesale relationships or exhausting discounts.

Outcomes & Results

30%

Lift In AOV

100%

Reliable Revenue Stream

3

Balanced Chanels

Unlimited

Scaleable Growth

A collaborative effort

What Makes It Work

Jolie + Deen are proactive clients. They’re dedicated to the long term future of their business. They are open to ideas, quick to test, and understand that digital performance comes from continuous iteration.

Our long-standing relationship means we can act quickly, with deep insight into what drives results for their unique business model.

With a focus on innovation, we ensure that our strategies are data-driven and effective, helping businesses thrive in the digital landscape.

Q&A With Our Clients, Karuna & Kishori of Jolie & Deen

Hi Karuna and Kishori! Can you tell us a little bit about your company and how it has evolved?

We started Jolie & Deen with a shop on Chapel Street in 2010,

Our main focus was always apparel, we decided to create a small jewellery line to compliment the clothing we had, customers loved the jewellery so much and we saw that there was a real gap in the market for quality jewellery that was well priced.

Our focus then shifted from apparel to jewellery.

How long have you had your website for Jolie & Deen? How has it changed over time?

We have been selling online for about 6 years now. At the start it wasn’t a large part of our business but has become so over time.

Can you tell us about your experience working with Firestone Digital and how it has impacted your business?

Working with Firestone Digital has been game changing for us.

Sam is very switched on when it comes to new trends and what’s possible. And because Sam has a business background she also understands our needs and has lots of practical ideas to make our website not only beautiful but very functional.

What has been the biggest change(s) since you went from your old site to your new one?

Go for it, Firestone Digital will create a beautiful unique website that is just right for your business.

What has been the biggest change in your business since you started working with Firestone Digital?

We have a really strong brand message, sales are very strong direct to customer and we can scale depending on our needs, time of year and stock availability. They have really been a great source of business strategy as well as digital strategy over the last 5 years and we have a completely different level of confidence in our online presence overall.

Helping this brand balance three key revenue streams – retail, wholesale, and online – while protecting relationships and building a direct channel was a strategic win.

It’s a testament to our belief that ecommerce isn’t one-size-fits-all – it’s about designing the right system for your growth path.