How Tina Cheng Is Making a Statement with Customized Jewelry Brand, Capsul
Cart Overflow: Where eCommerce Marketing Playbooks Are Written & Shared - A podcast by Jeremy Biron, Gen Furukawa - Wednesdays
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Tina Cheng founded Capsul Jewelry to make handcrafted customized jewelry at an accessible. Each order is designed, 3D printed and handcrafted, to capture life’s moments in timeless jewelry. Tina is taking on a jewelry industry: a $300 Billion dollar industry that has not evolved technologically in years, is highly fragmented, and largely dominated by males. Capsul is female-founded, specifically catering to women. In this conversation, Tina distills her extensive experience as a jewelry executive to reveal: - How she is building storytelling and emotions at the foundation of the brand - How she used a quiz to guide shoppers looking for gifts (to a 20% increase in Average Order Value) - How the iOS 14 changes have impacted their advertising striategies on Facebook and Instagram.
