MRR trajectory
6.2x
£45K to £280K MRR in 16 months.
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§ · archetype · birmingham jewellery
A Birmingham jewellery brand · £45K → £280K MRR.
Industry archetype drawn from patterns across multiple Birmingham Jewellery Quarter and fine-accessories engagements. Representative metrics across 16 months: 6.2x MRR, AOV +85%, made-to-order conversion 4.1%, M12 cohort retention 58%.
Industry archetype · drawn from patterns across multiple Birmingham Jewellery Quarter engagements · brand identity composite
AOV uplift
+85%
Configurator-driven made-to-order pricing.
M12 retention
58%
Repeat-buyer share at month 12.
§ 01 · the brand archetype
A Jewellery Quarter maker with workshop heritage.
The archetype represents a slice of Birmingham fine-jewellery DTC we ship into reliably: a Jewellery Quarter workshop — second or third-generation maker — running £45K MRR pre-engagement on a Shopify Basic stack with stock product detail pages, no configurator for stone or metal selection, no certificate authentication, and a wholesale-heavy revenue mix where DTC was the smaller channel rather than the growth channel.
Three structural problems compounded the growth ceiling. The product detail pages didn't surface the made-to-order capability the workshop had — buyers couldn't configure carat, metal, setting, or stone choice without picking up the phone. The certificate of authenticity was a paper document mailed with the piece, not a verifiable digital certificate that appeared on the product page. And the email program ran two flows on default Klaviyo templates — no segmentation by piece-type buyer (engagement, anniversary, fashion), no post-purchase care-and-cleaning sequence, no re-engagement window tied to anniversaries or birthdays.
§ 02 · the approach
14 weeks. Five workstreams. Configurator live.
Workstream 1 · Shopify Plus migration with configurator + made-to-order workflow. Migration to Shopify Plus, a custom configurator app for stone-cut, metal, setting, and band-width selection, and integration with the workshop's bench-management system so each made-to-order job slotted into the production queue with full spec.
Workstream 2 · Certificate authentication system. Every shipped piece carries a verifiable digital certificate accessible from the product page and a QR code on the physical certificate. Schema markup to Product with material specs and provenance. Trust signal compounded into ranking and conversion.
Workstream 3 · Klaviyo flow architecture for fine-jewellery. Welcome series segmented by piece-type buyer (engagement, anniversary, fashion), post-purchase care-and-cleaning sequence, anniversary + birthday re-engagement, and lapsed-buyer winback. Email revenue share lifted from 9% to 27%.
Workstream 4 · Bundle + companion-piece merchandising. Built bundle SKUs that group the engagement piece with a wedding-band match, the necklace with matching earrings, the fashion piece with a stackable. AOV moved from £180 to £333 across 12 months.
Workstream 5 · Brand identity refresh + photography system. New brand identity with serif-led editorial voice, photography system for both lifestyle (worn) and product (lay-flat) shots, and a Figma library handed to the workshop's in-house team for ongoing campaign work.
§ 03 · tech stack named
Shopify Plus core. Workshop-fluent.
commerce
Shopify Plus + custom configurator
Plus core, custom configurator app for made-to-order workflow.
email
Klaviyo
Klaviyo flows segmented by piece-type buyer cohort.
certificate
Custom auth system
Verifiable digital certificates with QR access, Product schema.
support
Gorgias
Gorgias with order context for bench enquiries.
design
Figma library
Brand-identity Figma library handed to in-house team.
reviews
Yotpo
Yotpo for reviews + photo UGC tied to configurator selection.
§ 04 · cohort + 16-month detail
The numbers behind the headline.
| metric | pre | m6 | m16 |
|---|---|---|---|
| MRR | £45K | £135K | £280K |
| AOV | £180 | £245 | £333 |
| Configurator CR | n/a | 2.8% | 4.1% |
| Bundle attach | 0% | 9% | 18% |
| Email rev share | 9% | 18% | 27% |
| M12 retention | 22% | 41% | 58% |
Metrics representative of the archetype; specific brands range plus or minus 20 percent.
§ 05 · what this means for birmingham brands
If your Birmingham brand looks like this archetype.
The pattern this archetype represents (Birmingham Jewellery Quarter or fine-accessories workshop in the £30K to £100K MRR range, with workshop heritage but a wholesale-heavy revenue mix and a basic Shopify Basic stack) is one of our most-shipped West Midlands engagement shapes. The 14-week timeline holds steady, workstreams compress or expand in proportion, and the metrics typically land within plus or minus 20 percent of the archetype above.
Five capabilities transfer directly. Shopify Plus migration with configurator and made-to-order workflow. Certificate authentication system for trust + ranking. Klaviyo flow architecture segmented by piece-type buyer. Bundle and companion-piece merchandising. A brand-identity refresh with Figma library handed to the in-house team.
Every Birmingham engagement starts with a 30-minute discovery call. Scope, timeline, and budget come back in writing within 48 hours. GMT cadence Mon to Fri.
§ 06 · book the birmingham call
Made-to-spec. 6x trajectories don't ship themselves.
30-minute call on GMT. Written scope and fixed-price quote in 48 hours.