Kalli Collection

Client Challenge

Karma and Luck, a $35M modern spiritual lifestyle brand selling inspirational jewelry and home décor, needed compelling copy for the launch of their new Kalli Collection. The goal was to increase average order value (AOV) through a "Buy 2, Get the 3rd Free" promotion while maintaining the brand's distinctive spiritual positioning and emotional connection with customers.

Strategy & Approach

After analyzing the brand's customer data and previous campaign performance, I identified that customers responded most strongly to copy that invited personal transformation through the spiritual properties of gemstones. The collection featured bold, statement pieces that warranted language that was both aspirational and enchanting.

I developed a multi-touchpoint campaign strategy that included:

  • Product description copy that emphasized the mystical properties of each gemstone

  • Email marketing copy focused on the transformative aspect of the collection

  • Website banner and collection page copy highlighting the limited-time promotion

The Copy

For the collection landing page, I crafted this headline and introductory copy:

Kalli Collection: Buy 2, Get the 3rd Free

Embrace your inner enchantress with our stunning Kalli Collection. With bold gemstones that imbue abundance, creativity, and abundance, this elegant collection has the perfect style for you.

This approach:

  • Invited customers to see themselves transformed ("embrace your inner enchantress")

  • Highlighted the tangible features ("bold gemstones") while connecting to intangible benefits ("abundance, creativity")

  • Created urgency with the promotional offer while maintaining the premium feel of the brand

  • Used evocative language that aligned with the brand's spiritual positioning

Client
Karma & Luck

Year
2024

Results

“With every journey in life, be sure to return to yourself. With a veritable constellation of symbols, this necklace is dripping with meaning and powerful auras. The Moon and Star offer guidance as the Hamsa and Evil Eye ward off unwelcome vibes, and the Heart reminds you to be true to your loving self. Dotted with different gemstones, our handcrafted “Maximize Joy Multi-Symbol & Multi-Gemstone Necklace” brings you a luxurious experience that you will treasure forever. Wear this necklace for a powerful energetic push to become your best self.”
— Karma & Luck website

The Kalli Collection launch exceeded all key performance indicators:

  • 32% increase in conversion rate compared to previous collection launches

  • 52% increase in AOV driven by the "Buy 2, Get 3rd Free" promotion

  • $175,000 in revenue generated in the first week of the campaign

  • 27% increase in email open rates with the spiritually-focused subject lines

  • 41% of purchases included 3+ items from the collection, indicating strong promotional uptake

The client particularly noted that the copy successfully:

  1. Maintained brand voice while clearly communicating the promotion

  2. Created an emotional connection that drove higher engagement than previous, more feature-focused campaigns

  3. Contributed to a significant reduction in bounce rate on the collection page