From a basic Shopify store to a growing multi-channel jewellery brand.
Terciany is a South African jewellery brand specialising in sterling silver, freshwater pearls, moissanite and colourful semi-precious stones.
I began working with founder Tercia in April 2022, initially providing website support and organic social media management. Since then, my role has evolved into an end-to-end ecommerce and digital marketing function spanning brand strategy, creative, Shopify, paid advertising, CRM, CRO and digital strategy.
THE CHALLENGE
When I joined Terciany, the business had a basic Shopify website with products in place, but limited optimisation, branding and digital marketing infrastructure.
The goal was to increase brand awareness and drive sales, while developing a stronger and more cohesive digital presence around Tercia’s growing jewellery business.
What started as consulting, social media and technical support has evolved into a much broader role covering almost every aspect of Terciany’s online customer journey.
BRAND & DIGITAL STRATEGY
As my role developed, I became increasingly involved in shaping how Terciany presents itself online.
This has included:
- Brand positioning and digital brand direction
- Visual branding and creative direction
- Content strategy
- Customer journey strategy
- Ecommerce strategy
- Campaign planning
- Audience development
- Channel strategy
- Conversion strategy
- Ongoing performance analysis and optimisation
Most recently, I conducted a full digital and ecommerce audit of Terciany’s online presence, identifying opportunities across the website, customer journey, SEO, CRO, paid media, content and retention.
The audit forms part of an ongoing approach to continually improve the brand’s digital performance rather than treating the website and marketing activity as finished projects.
ECOMMERCE & CRO
I manage the ongoing development and optimisation of the Shopify store, including:
- Website structure and navigation
- Collections and merchandising
- Landing pages and collection pages
- CRO and customer journey improvements
- Promotions and campaign implementation
- App selection and setup
- Technical Shopify work
- SEO and AIO-focused content
- Shipping, payment and other store functionality
- Product photography and bulk image management
I’ve also developed key landing experiences for Pearls, Moissanite, Semi-Precious Stones and Jewellery Collections, as well as implementing tools for bundles, upselling and improving the shopping experience.
CREATIVE & CONTENT
Creative production is a major part of my role, from concept through to execution.
Working closely with Tercia on the brand direction, I have developed and produced:
Photography
Product photography, lifestyle photography and jewellery styling, including Lightroom editing.
Social content
Static posts, carousels, Reels and campaign creative.
Campaigns
Promotional campaigns, product launches, seasonal campaigns and brand storytelling.
Website creative
Homepage graphics, promotional assets, collection visuals and supporting ecommerce content.
Advertising creative
Paid social and Google Ads creative designed around acquisition and conversion goals.
PAID MEDIA
I built Terciany’s Google Ads and Meta Ads accounts from the ground up, developing the structure, creative and ongoing optimisation around the brand’s commercial goals.
GOOGLE ADS
- Performance Max
- Brand Search
- Asset groups
- Keyword strategy
- Budget allocation
- Bidding
- Sitelinks
- Creative
- Ongoing optimisation
- Performance reporting
META ADS
- Acquisition campaigns
- Retargeting
- Lead generation
- VIP Club campaigns
- Audience strategy
- Creative
- Budget management
- Ongoing optimisation
The focus has been on creating a connected acquisition funnel that supports both new customer growth and conversion.
EMAIL & CRM
I built Terciany’s email marketing and CRM activity from the ground up using Shopify Messaging.
This includes:
- Campaign planning
- Promotional emails
- Segmentation
- VIP Club communications
- Customer retention
- New product and collection launches
- Email frequency and planning
- Automated customer journeys
Email has become another important channel for turning Terciany’s existing audience into customers and encouraging repeat purchases.
THE RESULTS
Over the time I’ve worked with Terciany, the business has evolved from a basic Shopify presence into a much more developed, multi-channel ecommerce operation.
+101%
Ecommerce revenue YoY
+124%
Instagram reach YoY
+100%
Instagram interactions YoY
+87%
Facebook interactions YoY
+350%
Facebook watch time YoY
R106K
Email-attributed revenue
25%
Of orders from returning customers
MORE THAN JUST MARKETING
The growth hasn’t come from one channel alone.
I’ve worked across brand, ecommerce, creative, organic social, paid acquisition, CRM and CRO, allowing each part of the customer journey to support the next.
From developing the brand direction and photographing the jewellery, to creating campaigns, optimising the Shopify experience, building advertising accounts and developing email activity, my role has become an integrated part of how Terciany operates online.
THE EVOLUTION
2022
A basic Shopify presence
Website support, organic social media and technical assistance.
↓
2023–2024
Building the digital foundations
Expanded brand and ecommerce management, creative production, photography, campaigns and social strategy.
↓
2025–2026
A multi-channel ecommerce operation
Brand Strategy · Shopify · CRO · Google Ads · Meta Ads · CRM · Email · Photography · Social · Creative
↓
TODAY
A cohesive digital ecosystem designed to build awareness, acquire customers and encourage repeat purchases.
A COLLABORATIVE PARTNERSHIP
I’ve worked directly with Tercia, Terciany’s founder, throughout the entire relationship.
While Tercia remains closely involved in the products, brand and overall business direction, I’ve had significant autonomy over the digital execution — making strategic decisions, implementing new tools and processes, managing campaigns and continuously identifying opportunities to improve the customer experience.
It’s been a long-term, collaborative partnership that has allowed my role to evolve alongside the business.
WHAT I DELIVERED
Brand & Strategy
Brand Direction · Digital Strategy · Content Strategy · Campaign Strategy · Customer Journey · CRO · Audits
Ecommerce
Shopify · Merchandising · SEO · Landing Pages · Promotions · Technical Setup · Apps
Marketing
Google Ads · Meta Ads · Email · CRM · Acquisition · Retargeting · Reporting
Creative
Photography · Lightroom · Reels · Carousels · Campaigns · Creative Direction · Website Creative