Case Study

Holistic Digital Strategy

Digital Design, Paid Advertising, Affiliate Marketing and SEO

Background & Objectives

Najo is an Australian jewellery brand, established by founder Jo Tory in 1986. They’ve become one of Australia’s most successful fine jewellery brands, using only high-quality, ethically sourced precious metals and gemstones.

Najo partnered with The Thoughtful Agency to realise their full potential through e-commerce growth via a re-brand and new website to lift brand presence and site conversion rate, as well as advertising through paid social and Google as key channels. Since then, the Najo and Thoughtful partnership has expanded to cover email CRM segmentation and automation, digital design, affiliate marketing and SEO.

Our objectives were to boost Najo’s brand presence and position in the Australian market, acquire new customers and to drive revenue growth via advertising across performance channels.

+ 22%

Conversion Rate

+ 75%

Website Traffic

+ 59%

New Users

+ 97%

Website Revenue

+ 331%

CRM Revenue

+ 45%

Non-Brand Traffic

Strategy and Execution

Lift Brand Presence and Conversion Rate

  • We executed an in-depth review and analysis of the Najo website to identify key opportunities to rebrand and optimise for conversion rate 
  • After this deep dive, the Thoughtful team redesigned and relaunched the Najo website in mid-2022. 
  • As a result of the website relaunch, Najo has seen a 22% YoY increase in conversion rate (2022 vs. 2021, Shopify)

Revenue Growth via Paid Advertising

  • The Thoughtful Agency identified Meta, Google and Affiliate as the key performance channels to drive e-commerce revenue growth for Najo
  • The Thoughtful Agency also supported Najo with digital design for creative amplified across paid performance channels
  • Since launching paid advertising activity across these channels, Najo has seen a 75% YoY lift in traffic, 59% YoY increase in new users and 97% YoY lift in revenue (2022 vs. 2021, GA)

Email CRM Segmentation & Automation

  • We executed an in-depth review and analysis of Najo’s CRM and email marketing strategy to identify opportunities to optimise
  • Identified opportunities to expand on the current email flow setup to increase traffic and revenue
  • Since executing, we saw 331% increase in revenue from the channel when compared to the previous year

Organic Presence via SEO

  • We conducted an in-depth SEO audit and analysis of current organic performance of the Najo site to identify opportunities to increase performance.
  • Executed a 6-month SEO strategy which included, technical site updates, ongoing content creation, site architecture restructure and monthly link building, focusing on priority pages such as Homepage and top level Earrings, Necklaces, Bangles pages.
  • In 6 months we: 
    • Moved ‘earrings for women australia’ from non-indexed to position 1 
    • Moved ‘Silver jewellery Australia’ from position 4 to position 1 
    • Improved keywords indexed by 265% – from 1,407 to 3,750
    • Improved revenue by 65%
    • 17.6% of non-branded traffic in November 22 to 62.9% in November 23
    • 89% of all site users are new users


Since partnering with The Thoughtful Agency, Najo has seen significant growth, seeing revenue almost double YoY as the result of a holistic approach to digital marketing, which integrates all customer touchpoints to drive this e-commerce growth.

Through a website rebrand and re-design to enhance brand positioning and the amplification of the brand through paid performance channels, email marketing and SEO, Najo has been able to effectively reach and engage new audiences across the Australian market.

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