Chandi Silver Co. had run catalog ads that spiked around festivals and sagged the rest of the year. Here's how catalog discipline and gifting-calendar retention flows turned that rollercoaster into a dependable, repeatable number.
Chandi Silver Co.
D2C silver jewellery brand, online-only
Feast-or-famine ROAS
Static catalog, festival-only spikes, no repeat-purchase strategy
8 months
Ongoing performance + retention retainer
Catalog Ads + CRM Flows
Feed rotation, gifting-calendar automation
Chandi Silver Co. had a genuinely good product and a catalog feed that hadn't changed in months — the same 40 hero SKUs shown to every audience, every week, all year. Around Rakhi or Diwali, ROAS would briefly touch 6x or 7x on the strength of pure seasonal intent, then collapse back toward break-even the moment the festival passed. Worse, first-time buyers rarely came back: there was no system reminding a customer who'd bought a gift for their sister at Rakhi that a birthday or anniversary was coming up next. Every month felt like starting from zero, and the brand had no way to tell whether its ad account was actually improving or simply riding the calendar.
Split the feed into occasion-based sets — daily-wear, gifting, bridal-adjacent — instead of one static hero collection shown to everyone.
Rotated which SKU sets led each ad set on a weekly cycle, retiring underperformers and promoting winners based on ROAS, not gut feel.
Built a customer-level gifting calendar — Rakhi, anniversaries, birthdays, Diwali — using purchase history and self-reported relationship data.
Email and WhatsApp flows triggered ahead of each upcoming gifting date, surfacing relevant catalog sets before the customer started searching elsewhere.
Consolidated overlapping ad sets and rebuilt lookalike audiences off actual repeat buyers rather than first-time purchasers.
Shifted reporting from "did this week spike" to rolling 4-week ROAS and repeat-rate trend lines, catching drift before it became a problem.
Consistency compounds; spikes don't. A steady 5.1x every month, month after month, delivers more predictable revenue than an 8x festival week followed by three flat ones — and it's far easier to plan inventory and cash flow around.
Catalog discipline and continuous rotation testing turned a feast-or-famine average of 2.8x into a dependable 5.1x, sustained across festival and non-festival months alike.
Gifting-calendar flows brought first-time buyers back for the next occasion in their life, instead of losing them after a single purchase.
Rakhi, birthdays, anniversaries, Diwali, Karva Chauth and a general "just because" flow now run continuously, not just at festival time.
"Anyone can show me a great week. What I actually needed was a number I could plan a business around. The steady 5.1x ROAS is the number that changed things for us — not a one-off spike we couldn't explain, but a result we could see holding month after month, festival or no festival. That's when I finally trusted the ad account enough to increase our budget."
ROAS is calculated as tracked ad platform revenue divided by ad spend, reconciled monthly against Shopify order data. Repeat purchase rate compares customers who ordered again within 12 months against a pre-engagement 12-month baseline. Figures reflect a rolling 4-week average rather than any single peak week.
We'll check how you appear when families shortlist showrooms — Maps rankings, review health, design-content presence — benchmark you against 5 competitors, and map your next festival window. Free, and useful even if we never work together.
Contact Sales →