Case Study

TMC Fine Jewellers

The Brand

TMC Fine Jewellers (formerly The Moissanite Company) is a family-run, Australian business committed to ethical, affordable, and exceptionally crafted bridal jewellery. Alongside their sister sister brand, Cultured Clarity, TMC specialise in the highest quality Moissanite and Lab Grown Diamonds. Customers can bring their dream ring to life online or visit the beautiful Brisbane and Sydney-based showrooms.

The Objective

TMC approached Springboard towards the end of their first year of operation, after already making huge waves in the bridal jewellery industry. They had established strong digital foundations – a unique product, a healthy organic social media presence, and a consistent brand identity – but sought expertise in executing strategic marketing campaigns that aligned with their existing channels.

Our mutual objective was to bridge the gap between the brand and their target audience using a mix of digital channels that would work together to generate tangible business growth.

The Strategy

To complement TMC’s existing digital channels, our approach combined numerous marketing channels to reach customers at every stage of their journey. Given that bridal jewellery is a significant purchase decision, our strategy understood and worked with this longer consideration period.

Meta Ads were used to boost the brand’s visibility Australia-wide and retarget people who had already engaged with the brand online. Google Ads zeroed in on people in the market for moissanite engagement rings, or more ethical or affordable bridal jewellery. Our Performance Max campaigns leveraged Google’s machine learning capabilities to find both in-market users and new customers across Google Search, Display, and Shopping. Pinterest and TikTok Ads leveraged the brand’s eye-catching creative to engage new audiences and feed more traffic to the website.

The Results

+141%

Increase in Revenue Year on Year

+300%

Increase in Website Traffic

x16

Average ROAS (Meta & Google Ads)

What They Had To Say...

“Springboard has played a pivotal role in our business growth, helping us establish and build our presence across multiple digital channels. We approached them seeking an agency we could trust to lead our digital strategy in line with our vision and ambitious growth goals. Over the course of our partnership, they have effectively scaled our campaigns across Google, Meta and Pinterest, helping to escalate our brand presence and consistently increase online sales Year on Year. ”

Makayla Donovan
Founder & Director, TMC Fine Jewellers