Introduction to Bonnie Jennifer

Bonnie Jennifer Jewelry is known for its timeless and versatile designs, particularly the gold-filled beaded jewelry. These pieces perfectly blend current fashion and enduring style, catering to people of all ages. Bonnie's focus is on providing quality jewelry at an affordable price, with the belief that each piece is a reflection of the wearer. She also believes in the power of giving back through initiatives like "Purpose with Purchase," where a portion of sales goes to charity. Additionally, Bonnie promotes sustainability with "Repurpose with Purchase," which allows customers to recycle old jewelry to create new pieces or shop from her collection.

CHALLENGES

There was a loss of almost 90% of all business due to the COVID-19 Pandemic. Since most of the sales occurred in person, there was minimal online presence.

The old, outdated website was lagging behind competitors regarding functionality and aesthetics across various channels and platforms.

Their previous E-commerce platform had limited capabilities, and there was a need for a modern and user-friendly website to enhance customer experience. 

There was a lack of strategy in the social media planning, and no email marketing infrastructure. This made it difficult to guide customers through the sales funnel.

There was no unified and cohesive brand message, which made it difficult to compete in a crowded market without a distinct online identity.

The limited online visibility and outreach strategies made it difficult to effectively target and engage with the desired audience and acquire new customers online.

APPROACH

We took a comprehensive and holistic approach to reviving Bonnie Jennifer’s brand. We took the time to focus on every aspect of her digital presence.

AUDIT

REBRAND

WEBSITE REDESIGN

SOCIAL MEDIA STRATEGY

EMAIL MARKETING STRATEGY

STEP BY STEP

BRANDING AND IDENTITY DESIGN

After conducting a comprehensive audit, Bonnie Jennifer made the strategic decision to undergo a rebranding initiative to enhance its competitive edge.

Collaborating with a boutique branding studio, the journey was marked by a profound trust in my creative vision, allowing me to propose innovative ideas and gain approval for their execution.

To start, we developed rebranding inspiration and created a mood board to define the new visual direction.

Together, we established the brand's fresh color palette and designed both primary and secondary logos to align with the redefined brand identity.

WEBSITE RELAUNCH

Bonnie Jennifer’s website relaunch began with a comprehensive restructuring and migration process to transition to a more suitable e-commerce platform aligned with Bonnie's business needs.

The website's theme was fine-tuned with custom coding to ensure it seamlessly aligned with the brand's vision.

To enrich the visual content of the site, a series of photoshoots were organized by me to capture styled and standard product imagery.

Additionally, I designed graphics like sizing charts and other miscellaneous items, to add a personal touch to the website.

ORGANIC DIGITAL MARKETING

In revamping Bonnie Jennifer's organic marketing channels, I took on the role of overseeing social media and email marketing management.

This involved content creation and collaborating on monthly calendars for our social channels, which included planning around important holidays and special days for Bonnie to maintain her authentic voice throughout her page.

We also optimized her profiles to navigate the ever-changing algorithms effectively.

Additionally, we migrated her email contacts to a more robust email marketing platform, offering better tracking and metrics tools to inform our marketing decisions.

RESULTS

The new website was launched and received positive feedback from customers.

Further development of Bonnie’s charitable initiatives: Purpose with Purchase and Repurpose with Purchase.

There was a sustained increase in website traffic and conversions.

The revamped online presence led to a series of brand collaborations and press opportunities, including collaborations with The Sibling Support Project, The Sasha Project, UJA, and more.

There has also been an increase in email open rates, click-through rates, and a decrease in bounce rates.

DELIVERABLES

BONNIE JENNIFER WEBSITE

BONNIE JENNIFER - BRAND BOOK