case study 2  |   Rockpool jewellery

Rockpool Jewellery’s deep connection to the sea is rooted in the founder’s home & studio on the Whitley Bay coast. Using only recycled metals, set with ethically sourced & recovered gemstones; rolling waves, rugged rocks and glittering sun rays are all captured in silver and gold.

Drawing on the secrets of the Ocean — Rockpool imagines forgotten shipwrecks, buried treasures, and beauty concealed just beneath the surface. Each piece is imagined as a modern relic: something once lost, now thoughtfully unearthed, refined, and reimagined for a new chapter.

The Challenge

Rockpool Jewellery was seeking to refine and solidify its brand identity, by clearly articulating the visual & emotional essence of the brand.

The next strategic priority was to drive direct-to-consumer sales via the website by profiling & targeting the ideal customer more effectively and ensuring the website was primed for optimal engagement & conversion.

Looking ahead, the long-term vision for Rockpool Jewellery was to transition into the fine jewellery market. However, the current business is primarily driven by the sterling silver collection, highlighting the need for a brand evolution that can support this future positioning while maintaining current revenue streams.

The Solution

The methodology to create a new strategic plan for 2025/2026 included creation of the brand concept guideline that captures Rockpool Jewellery’s essence, A demographic and psychographic customer profile including an ideal customer persona, a product range audit to identify opportunities in the assortment, and a UX website analysis to discover pathways optimising conversion. This work informed a 5-point strategic plan to streamline and grow the business.

The Impact

The new strategy included plans to enhance the current successes in the main range, plus launch an impactful new solid gold and gemstone capsule will bring the brand closer to a fine jewellery focus. Recommendations from the UX audit have enhanced the website for increased conversion & engagement, which is crucial for the more profitable direct channel growth goal. Plans for a new pre-ordering system through shopify app tools will solve availability issues and ensure a sale is never missed. The Brand Concept serves as a core document that captures the heart of the brand and can be referred to anytime when making important decisions about brand activities, the collection and any customer-facing content. Finally, the new customer profile will be used to create social media & marketing strategies to effectively target Rockpool’s ideal customer.

Project overview.

*

Project snapshot.

*

Project overview. * Project snapshot. *

1.png
2.png
5.png
4.png
7.png
8.png
10.png
9.png
12.png
1.png
2.png
3.png
4.png
6.png
7.png
1.png
2.png
3.png
4.png
1.png
3.png
4.png
5.png

Joanne Hunt

Founder, Rockpool Jewellery

“I found Kirsty very easy to work with, she took the time to fully understand where I was with my brand and what challenges I was facing.

Kirsty was able to provide me with some key areas to focus on and a clear strategy for the next 12 months to help direct my focus in my business, and helped to provide structure that I was lacking in key areas.

The documents provided were extremely thorough, useful and easy to understand and I refer to them on a  regular basis as part of my planning and marketing strategy.

I would thoroughly recommend working with Kirsty if you need support on identifying key areas for opportunity and improvement in your business!”

Previous

Elin Horgan