AF Jewelers

AF Jewelers is a luxury jewelry boutique located in the heart of Napa Valley, known for its curated selection of designer collections and exceptional customer experience. The boutique features prestigious brands such as Buccellati, Pomellato, Pasquale Bruni, and EF Collection, alongside fine giftware, accessories, and unique pieces chosen for discerning clientele.

Combining world-class jewelry brands with a personalized boutique experience, AF Jewelers serves both local shoppers and visitors to the Napa Valley seeking distinctive luxury pieces.

As demand for these collections continued to grow online and in-store, the opportunity to expand digital acquisition and drive more consistent ecommerce revenue became clear. To fully capture that demand, AF Jewelers needed a more structured paid media strategy capable of efficiently reaching high-intent shoppers and converting that interest into sales.

Challenge

AF Jewelers carried some of the most recognized designer jewelry brands in the market. The product quality and brand reputation were strong — but paid media performance lacked structure and scalability.

Advertising efforts across Microsoft and Google were active, yet they were not operating inside a disciplined growth framework. Campaign structure needed refinement to better capture high-intent traffic. Budget allocation required clearer prioritization between e-commerce sales and local awareness.

To scale efficiently, AF Jewelers didn’t need more ads. They needed performance architecture — structured campaigns, disciplined testing, and ongoing optimization aligned to revenue goals.

Solution

Brandhopper Digital implemented a focused, performance-driven paid media engagement built around specific growth.

On Google, we rebuilt and managed the full advertising program, including Search and Performance Max campaigns designed to capture high-intent traffic for specific designer brands. Campaigns were organized around product categories, brand intent, and purchase readiness. Bidding strategies, search term refinement, and conversion tracking were continuously optimized to improve efficiency and protect branded traffic.

On Meta, we developed and tested creative across branded and product-focused campaigns. Audience targeting was refined to support both ecommerce transactions and local awareness for in-store shoppers. 

Beyond execution, we provided ongoing strategic guidance around budget allocation, performance modeling, and scaling decisions — ensuring ad spend was deployed where it would generate the strongest return.

Rather than chasing platform fluctuations, the focus remained on disciplined optimization and long-term efficiency.

Results

Strategic paid media management and disciplined optimization produced measurable growth across key e-commerce performance indicators.

Online sales increased 112%. Conversion rate improved 8% as higher-intent traffic and stronger on-site engagement improved purchase efficiency. Average order value increased 11% through improved product positioning and purchase behavior.

Beyond e-commerce performance, the increased visibility and consistent revenue growth supported broader business expansion. During this period, AF Jewelers opened a second retail location, extending the brand’s physical presence alongside its growing digital channel.

The result was a more efficient paid media engine - one designed not for short-term spikes, but for sustainable, performance-driven growth.