Mizora Jewelry

About The Brand

Industry
Luxury Jewelry
Year
2023 – 2024
Services
CRM, Paid Ads

Mizora is an Indonesian luxury jewelry brand specializing in natural diamonds. While their offline store (located in Mall of Indonesia, North Jakarta) offers high-end collections, their online presence spans a branded website (for appointments and signature pieces) and marketplaces (Shopee/Tokopedia for entry-price products).

goals

Premium Follower Growth

Increase the number of high-quality, relevant Instagram followers, while maintaining Mizora’s premium brand image and engaging a targeted audience of affluent, style-conscious individuals interested in fine jewelry in Indonesia.

Elite Brand Awareness

Build brand awareness and trust through sophisticated content and meaningful engagement, targeting high-net-worth individuals who appreciate luxury, exclusivity, and artisanal craftsmanship, with the goal of sparking interest in Mizora’s signature collections and one-of-a-kind designs that embody timeless elegance and are available only at Mizora.

Lead Capture

Generate qualified leads for online and offline consultations and drive marketplace sales by implementing targeted lead capture strategies and high-converting content across Mizora’s digital platforms.

Offline Revenue Focus

Optimize Mizora’s ad spend to achieve a higher return on investment (ROI), with a strategic focus on driving revenue from offline store visits, while maintaining the brand’s premium positioning and targeting high-intent audiences.

CHALLENGES

Low Online Presence

Instagram followers remained low (around 200), which significantly limited the brand’s overall visibility.

Trust Gap

As a new brand, Mizora struggled to build credibility, even though it offered certified, high-quality diamonds.

Inventory Limitations

Only 1–2 pieces per design, requiring agile marketing to avoid showcasing sold-out items.

SOLUTIONS

Paid Ads & Collaboration

  • Collaborating with fashion-forward influencers whose audiences aligned with Mizora’s luxury market.

  • Offering a desirable prize: the Solitaire Ladies Ring from the Aleva Collection — a hero product that reflected our diamond quality and brand story.

  • Creating visually stunning Instagram posts and Stories that matched Mizora’s aesthetic to promote the giveaway.

  • Running Meta Ads targeted at women aged 25–45 with interests in luxury jewelry, fashion, and engagement-related topics.

  • Requiring participants to follow Mizora’s Instagram, like the post, and tag 2 friends — boosting reach through organic network effects.

High-Quality Content Production

  • Provided detailed creative briefs for cinematic video production and 3D diamond animations, emphasizing the importance of luxury aesthetics and brand tone.

  • Ensured content reflected key messaging around craftsmanship, elegance, and emotional value, while staying true to Mizora’s minimalist, premium look.

  • Collaborated with the team responsible for casting models, offering input to select profiles that matched our target audience’s aspirations and lifestyle.

  • Coordinated feedback rounds to maintain brand consistency across all platforms, from Instagram Reels to Meta Ads and the brand website.

CRM & Sales Team Integration

  • Set up a simple but effective CRM pipeline to collect lead data from Meta Ads, ensuring each inquiry was categorized by interest (e.g., Solitaire Ring, Aleva Collection).

  • Created an automated system to assign leads to specific jewelry consultants, enabling faster handoffs.

  • Worked closely with the sales team to develop talking points for follow-up, which included highlighting current promotions, available stock, and Mizora’s unique value (D–F color, VVS clarity).

  • Integrated the CRM process with daily reports, so consultants could prioritize high-intent leads and maintain a personal touch during communication.

Dynamic Landing Pages

  • Collaborated with the IT and web development team to design a dedicated landing page that automatically updated based on product availability.

  • Provided input on layout and copy to ensure the page matched the visual and messaging style of the ads, reinforcing trust and continuity.

  • Ensured the page was mobile-optimized and had a clear CTA directing users to purchase or consult with a jewelry expert.

  • Integrated UTM parameters for better performance tracking across Meta Ads and internal CRM systems.

Geo-Targeted Ads

  • Analyzed store location data and customer profiles to identify high-potential local audiences within a specific radius.

  • Allocated 65% of the ad budget specifically to Meta Ads targeting users near the offline store.

  • Tailored creative assets and ad copy to emphasize the in-store experience, highlighting exclusive collections and personalized consultations.

  • Synced this strategy with the CRM and sales teams to ensure in-store inquiries were tracked and followed up promptly.

Marketplace Promotion

  • Developed a strategy where walk-in customers were offered a special price if they completed their purchase through the official marketplace store.

  • Communicated the offer clearly in-store through display signage and jewelry consultant scripts.

  • This approach allowed customers to experience the product firsthand while helping the brand gain transaction data and reviews on the marketplace.

  • Coordinated with the CRM and sales team to track redemptions and product popularity, allowing future marketplace campaigns to be more targeted.

RESULTS

  • From 200 to 5,000 followers (+2,400%), growth was driven by organic tactics combined with paid ads.
  • 5M+ reach via KOL campaigns, with improved local engagement (e.g., event turnout in Kelapa Gading).
  • 70% higher ROAS from testimonials and targeted ads.
  • 42% decrease in bounce rates through a dedicated landing page for featured products, updated in real-time to reflect availability.
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CONCLUSIONS

Brand Collaboration

To attract not just engaged followers, but also those who value and are willing to invest in diamonds, we must partner with brands whose audiences reflect the lifestyle and purchasing power of potential buyers.

These collaborations can drive high-quality traffic and build credibility within the right social circles. Long-term, they also open opportunities for future co-branded campaigns and strengthen relationships with like-minded brands.

Localized KOL

Partnering with KOLs is key in the early stage of brand growth. Prioritize those with high-income followers living near offline stores to ensure audience relevance and better foot traffic.

For exhibitions, work with local KOLs to drive visits. Focus on impressions and engagement rate to measure branding impact. Use unique codes per KOL to track conversions at events or stores—helping identify which influencers bring the most value for future collaborations.

Long Term Growth

By implementing the previous two strategies, we can gradually build a high-quality audience, individuals who are more likely to engage with and convert through our marketing efforts. These audiences can be identified through database collection or behavioral tracking on our digital platforms.

This data can then be leveraged through retargeting and lookalike strategies in paid advertising to expand reach and improve ad performance.