CASE STUDY : AMETHYST & OPAL

Jewelry Brand Builds Full Lifecycle Ecosystem in Klaviyo, Increasing Automation Revenue and Turning Email into a Top Traffic Driver

Amethyst & Opal partnered with Joy Joya to transform a fragmented email setup, split across multiple platforms with limited automation, into a cohesive lifecycle marketing system built inside Klaviyo. Within the first few months, automated flows began generating measurable revenue, email became a top website traffic source, and the brand gained a scalable foundation designed for long-term growth.
$7,596+

Attributed revenue from newly built lifecycle flows within ~90 days

200%

Welcome Flow revenue compared to previous system

#2

Klayvio became the second hightest traffic source to website

Full lifecycle expansion from 2 flows to a strategic automation ecosystem

CLIENT

Amethyst & Opal

PLATFORMS

Klaviyo + Shopify (migration from Omnisend + Flodesk)

AUDIENCE LANGUAGE

English

SCOPE

Migration, lifecycle strategy, automation buildout, segmentation, design system

TIMELINE

~90–112 days post-launch analysis

PRIMARY GOAL

Consolidate platforms and build a revenue-generating lifecycle foundation

The Challenge: Fragmented Systems Limiting Growth

Before partnering with Joy Joya, Amethyst & Opal’s email marketing operated across multiple platforms, creating inconsistencies in tracking, automation, and customer experience.

Key limitations included:

  • Campaigns sent from Flodesk while automations lived in Omnisend
  • Only two active flows (Welcome and Abandoned Checkout)
  • Limited lifecycle coverage across the customer journey
  • Unclear revenue attribution and data visibility
  • Missed opportunities to recover high-intent traffic and nurture repeat customers

While email was active, it lacked the infrastructure required to function as a scalable revenue channel.

Why Amethyst & Opal Turned to Joy Joya

The brand wanted to consolidate its marketing tools, strengthen lifecycle strategy, and build a system capable of supporting growth without adding complexity. They needed a strategic partner to unify platforms, expand automation coverage, and ensure every email touchpoint supported conversion and retention.

The Strategy: Build a Complete Lifecycle Foundation

We designed a transformation around four core pillars:
1

Platform Consolidation & Technical Infrastructure

  • Migrated subscribers from Omnisend and Flodesk into Klaviyo
  • Audited Shopify integration and resolved sync issues
  • Established domain authentication (SPF, DKIM, DMARC)
  • Confirmed segmentation structure and list health

    • 2

    Lifecycle Expansion & Automation Strategy

    Expanded from two basic flows into a full lifecycle ecosystem:

  • Welcome Flow (3–4 emails)
  • Abandoned Checkout optimization
  • Browse Abandon recovery flow
  • Post-Purchase nurturing sequence
  • Customer Winback automation
  • Sunset Flow for list health and deliverability

    • Each flow included conversion-focused copywriting, mobile-first design, and strategic product merchandising.

    3

    Conversion-Focused Design & Segmentation

  • Built consistent branded templates with strong CTA hierarchy
  • Introduced behavioral segmentation (VIPs, engaged subscribers, repeat vs first-time buyers)
  • Optimized discount timing and messaging to improve conversions

    • 4

    Consistent Campaign Strategy & Cross-Channel Alignment

  • Introduced structured campaign cadence aligned with brand storytelling
  • Integrated email with social media campaigns and live events
  • Enhanced wholesale communications, doubling revenue from Faire messages

    • Book an Intro Call

    Results

    Within the first ~90 days after launch:

    • New lifecycle flows generated over $7,500 in attributed revenue
    • Welcome Flow performance improved significantly compared to the previous platform
    • Klaviyo became the second-largest traffic source to the website, driving nearly 2,000 sessions
    • Revenue attribution and analytics became clearer and more reliable

    While attribution models vary across platforms, data consistently showed increased engagement, stronger automation performance, and meaningful growth in email-driven traffic.

    Key Takeaways

    Infrastructure unlocks growth.

    Consolidating fragmented tools into a unified lifecycle platform creates immediate clarity and scalability.

    Automation builds momentum quickly.

    Even within months, expanded lifecycle flows began generating meaningful revenue and traffic.

    Strategic systems outperform scattered execution.

    A cohesive lifecycle framework transformed email into a reliable growth channel.

    See More [Case Studies|Success Stories|Real Results]

    381% Lift in Conversions
    What started as “basic” automations became a polished lifecycle that customers actually responded to - higher opens, more clicks, and a surge in checkout conversions within days.
    Read The Case Study
    +3,700% Open Rate After a List Reset
    Their list looked big - but performance was buried. We cleaned aggressively, rebuilt deliverability, and turned a smaller list into a high-trust channel that drove real revenue.
    Read The Case Study
    Email Grew to 70% of DTC Revenue
    We moved the brand beyond “sale-only” sends and into consistent storytelling, segmentation, and lifecycle strategy - turning email into a primary driver of direct-to-consumer growth.
    Read The Case Study
    Clicks Nearly Tripled in 4 Months
    We rebuilt the system in Klaviyo - stronger segmentation, smarter automations, and a clear weekly rhythm - so email stopped being sporadic and started performing.
    Read The Case Study
    From Split Platforms to a Revenue System
    Campaigns and flows lived in different tools with little visibility. We unified everything in Klaviyo and built a full lifecycle engine that started generating revenue fast.
    Read The Case Study
    $111,952 From a First-Ever Welcome Flow
    A stagnant email channel became a six-figure revenue system in just four months - proving the right lifecycle strategy unlocks hidden growth fast.
    Read The Case Study
    62% Revenue Growth in Just 4 Months
    Sporadic promotions became a structured lifecycle engine. After migrating to Klaviyo and rebuilding segmentation and flows, clicks nearly tripled and email transformed into a consistent retail and wholesale revenue driver.
    Read The Case Study

    Want Results Like These?

    Start With an Intro Call

    Every brand you just read about started the same way - with a conversation. A chance for us to learn your business, hear what's been frustrating you, and see if there's a real fit before anyone commits to anything bigger. If there is, we go deeper from there. Here's how it works:

    1. Intro Call (30 min, free)
    We learn your brand, your customer, and your current setup. You tell us where you think the friction is, and we share what we can see from the outside.

    2. Roadmap Audit
    If we're a fit, we get into your Klaviyo account and take a careful look - what's working, what's not, and where the real revenue opportunities are. This is the part that takes time and focus, which is why it happens after the call, not during it.

    3. Your Email Revenue Roadmap
    A prioritized plan tied to your offers, margins, and customer journey - and a team to build it with you. Fastest wins for the next 30 days. Highest-ROI priorities for the next 90. Built for your business, not pulled from a template.

    Book an Intro Call