Digital Transformation for a Luxury Jewelry Brand
2016 – 2018
Client
Delia Langan Jewelry
The Challenge
To elevate a high-fashion jewelry brand’s digital presence by improving mobile performance, refining brand messaging, and driving measurable growth across e-commerce, organic search, and social—while preserving a minimalist, luxury aesthetic in a highly competitive market.
The Solution
Led a full-funnel digital transformation spanning mobile site development, site redesign, SEO strategy, affiliate and referral programs, and social media management. Oversaw end-to-end creative direction and content production, developing a cohesive editorial system that aligned brand storytelling, UX, and performance across all touchpoints.
The Results
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+22% increase in conversion rate and –42% reduction in bounce rate following mobile site launch
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+19% lift in Average Order Value (AOV), +8% increase in visit duration, and –3% decrease in bounce rate post–site redesign
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+80% growth in branded and non-branded organic traffic through SEO optimization and PR-driven link building
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+75% surge in referral traffic and +9% increase in new visitor traffic via affiliate and referral programs
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Grew a combined 50K+ social following across Instagram and Facebook, increasing brand awareness and engagement
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Established a scalable content and visual system used consistently across e-commerce, social, and marketing channels
Feedback
— Delia Langan, Designer & Founder
“Kelly completely understood my vision for Delia Langan Jewelry and knew how to translate it into a strong digital experience. She elevated our site, refined our messaging, and created a cohesive visual and strategic foundation that supported real growth. Her ability to manage both the creative and technical sides of the business made an immediate and lasting impact.”
Work Timeline
Social Media Manager
I shaped the brand’s visual identity and storytelling across Instagram and Facebook, leading creative direction, photography, and content production while building a cohesive editorial system used across social and digital channels. I grew a combined social audience to 50K+, supported a 22% increase in conversions, 19% lift in AOV, and 80% growth in organic traffic through performance-driven social strategy, content execution, and integrated digital initiatives.
2016 - 2018
Product Photography & Visual Storytelling
Captured a series of macro and artistic product images for Delia Langan Jewelry, highlighting the craftsmanship, gemstones, and minimalist design of each piece. The photography was developed for use across e-commerce product listings, social media, and marketing campaigns—balancing precision detail with an editorial sensibility to elevate the brand’s visual language.
Social Media & Digital Strategy
Led social media strategy, content creation, and digital optimization for a high-fashion jewelry brand, aligning creative storytelling with performance-driven growth across social and e-commerce platforms.
○ Led social media strategy and execution across Instagram and Facebook, growing a combined audience of 50K+
○ Directed content creation end-to-end, including photography, editing, and creative direction for product and campaign shoots
○ Developed and managed editorial calendars to ensure cohesive brand storytelling across social, e-commerce, and marketing channels
○ Oversaw mobile site development and site redesign to improve user experience and conversion performance
○ Implemented SEO strategies and PR-driven link-building initiatives to increase organic visibility
○ Managed affiliate and referral programs to drive audience growth and new customer acquisition
○ Analyzed performance metrics to optimize engagement, traffic quality, conversion rate, and AOV
○ Maintained brand consistency and visual integrity across all digital touchpoints
