Julietta
Category
Fashion Jewelry
4x+ ROAS
sustained 6 months
8×
Ad Budget with profitability intact
90%
of orders from new customers during scale
Services Provided
The Situation
Independent NYC jewelry brand with strong editorial identity and retail traction, but zero paid history and no DTC scaling infrastructure. Bootstrapped and brand‑protective, so every dollar had to return profit while preserving a luxury presentation.
VEICOLO installed a profit‑first launch plan, then used performance testing to pair high‑AOV product stories with formats that convert—scaling only what cleared efficiency bars.
4x+ ROAS
sustained 6 months
8×
Ad Budget with profitability intact
90%
of orders from new customers during scale
How We Did It
Phase 1 — Financial Guardrails & First‑Time Setup
Set CAC targets and spend bands tied to contribution profit. Tightened on‑site conversion and built the initial creative spec so “editorial” could sell without breaking codes.
Phase 2 — Data‑Led Testing to Find the Money
Two‑month test plan across products, formats, and angles to isolate what actually moves revenue. Winners: product lines with highest AOV and conversion; formats that resonated—editorial, product‑led, and motion; luxury‑signaling angles that kept pricing power.
Phase 3 — Scale With Control
Once traction showed, we pushed Meta from <$2.5K to >$20K/month in 90 days while holding 4x+. Instituted budget controls, creative refresh cadence, and product prioritization to prevent fatigue and protect efficiency; new‑customer share held around 90% as retention/LTV plays came online.
The Results
Julietta proved a visually led, premium brand can scale DTC fast without discount crutches: 4x+ ROAS for six months, 8× budget growth, and majority‑new‑customer revenue—positioned for LTV via collections, email, and cross‑sell.
