Julien Plouffe
CEO & Co-founder, Moonglow Jewelry
Julien Plouffe
CEO & Co-founder, Moonglow Jewelry
We do actually read the reviews. We definitely get insights pretty quickly.
We do actually read the reviews. We definitely get insights pretty quickly.
The Challenge
Moonglow had recently moved its lifecycle program to a new platform, but it was underperforming.
Content was generic and out-of-the-box, cadence was inconsistent, and the program leaned heavily on constant discounting. The brand's most powerful asset, its emotionally resonant product story, was missing from the experience.
The Challenge
Moonglow had recently moved its lifecycle program to a new platform, but it was underperforming.
Content was generic and out-of-the-box, cadence was inconsistent, and the program leaned heavily on constant discounting. The brand's most powerful asset, its emotionally resonant product story, was missing from the experience.
The System
We rebuilt Moonglow from the ground up, replacing generic defaults with branded, story-led email and SMS flows, a consistent content calendar, and messaging anchored in the moon-phase narrative and new moon necklace. The shift moved the brand away from discount dependency toward relevance-led communication designed to protect margin and deepen customer relationships.
The result was a retention design system strong enough to influence the company's broader rebrand, paired with a faster, more considered Shopify Plus storefront brought to life through CRO and experience design. Moonglow now shows up with intention, across every channel, every touchpoint, every send.
The System
We rebuilt Moonglow from the ground up, replacing generic defaults with branded, story-led email and SMS flows, a consistent content calendar, and messaging anchored in the moon-phase narrative and new moon necklace. The shift moved the brand away from discount dependency toward relevance-led communication designed to protect margin and deepen customer relationships.
The result was a retention design system strong enough to influence the company's broader rebrand, paired with a faster, more considered Shopify Plus storefront brought to life through CRO and experience design. Moonglow now shows up with intention, across every channel, every touchpoint, every send.
