Golden Gems — Mackenzie Prather

Golden Gems is a make cool shit, take no shit feminist company in St. Louis, MO. Founded by sisters Susan Logsdon and Amanda Helman in 2016, they have built a brand that aims to inspire the inner badass of every single customer.

After seeing opportunities for improvement as a customer, I approached their leadership team in May 2022 to create a position that would focus on expanding their email marketing, design support, and managing their online storefront.

THE BRAND

An E-Comm Come-Up

One of my first projects was creating new, eye-catching home page graphics to lead shoppers to new sections, increasing time on the site, and enticing shoppers to click into new product categories they might have otherwise overlooked.

Email Marketing

Despite a large online presence, in-person shoppers made up the bulk of Golden Gems’ revenue every month. Even during a time of mask-mandates, their in-store numbers were consistently higher than those from online sales. That meant I had a ton of opportunity to boost their online presence.

From May of 2022 to December of 2023, we elevated their email game from a couple sends every quarter to multiple sends per week, focusing on growing their list and increasing open rates to get product in front of the right audience.

Golden Gems was sending a one-time welcome discount and recovering abandoned carts through Shopify, but they were missing out on nurturing leads and engagement by using minimal branding in those sends. Using Klaviyo, I created flows that visually reflected the bold, feminist aesthetic customers experienced when shopping online or in-store. Creating consistency in messaging and visuals solidified their relationship with their shoppers, making them excited to receive our communications.

Golden Gems previously reserved email campaigns for two main events each year. With my role expanding their capabilities, we sent multiple campaigns a week, highlighting products, new releases, and events. By blending their “take no shit” brand voice and show-stopping photos, our campaigns raised the bar for conversion standards.