Client

Challenge

Create a digital experience that reflected the quality of their brand while helping their commercial goals

Key results

130% increase in Gross Sales (YoY)
346% increase in Website Sessions
34% increase in Average Order Value
55% increase in Total Customers
31% increase in Returning Customers
97.8% increase in Meta Revenue
112.4% increase in Blended ROAS

Digital marketing services

How Lancastrian Jewellers Increased Sales by 130% Through a Joined-Up Digital Strategy

Lancastrian Jewellers is a third-generation antique and vintage jeweller specialising in carefully curated pieces from the Georgian, Victorian and Edwardian eras.

Having previously worked with SQ to manage their Google Ads campaigns, as the business evolved, they returned to us with a broader challenge – one that required more strategic thinking than a standalone marketing campaign.

“We originally discovered SQ online and were immediately impressed by the quality of their work, particularly their experience supporting local businesses within our industry. Working with a local agency was important to us, and from our first visit to the office, we felt confident we had found the right partner. The team was welcoming, approachable, and professional, and we really valued the opportunity to meet face-to-face during the onboarding process. As an online business, building that personal connection has been incredibly refreshing.”

The Challenge

Despite having an outstanding reputation and unique products, Lancastrian Jewellers’ website wasn’t supporting the growth of the business. The customer journey made it difficult for visitors to browse and purchase, mobile usability needed improving, and managing the website was becoming increasingly time-consuming for the small in-house team.

While Google Ads had previously generated results, the business needed a broader digital strategy that would increase sales, improve efficiency and create a platform for long-term growth.

Lancastrian Jewellers wanted to create a digital experience that reflected the quality of their brand while helping their ambitious commercial goals.

Together, we set out to:

Modernise the website and improve the customer journey
Increase sales from the UK market
Strengthen organic visibility
Create new opportunities for revenue growth
Reduce the amount of time the team spent managing marketing internally

“Our initial goal was to improve both the user experience and the overall look and feel of our website. We wanted a more professional, modern design with a cleaner colour palette and a more intuitive customer journey.”

Our approach was based on joining up different areas, rather than isolated marketing activities. This kept things consistent and aligned with Lancastrian Jewellers’ growth ambitions.

Our Approach

The project began firstly with looking at the client’s objectives, so that we could build a strategy around these rather than a simple website project or SEO campaign.

Every recommendation, from redesigning the website to launching paid social for the first time, was made because it supported the wider goal of helping Lancastrian Jewellers grow sustainably.

With the website transformation underway, we launched a joined-up digital strategy combining SEO, content marketing and paid social. Every activity supported the same commercial objectives: increasing qualified traffic, driving more online sales and building long-term brand visibility.

Building a Website That Converts

Before scaling traffic, we focused on improving how customers experienced the website.

Working closely with the client, we delivered:

Enhanced accessibility
Clearer calls to action
Greater use of Add to Cart functionality

A cleaner, more premium design
Improved navigation and category structure
Better mobile usability

These improvements created a website that not only reflected the quality of the Lancastrian Jewellers brand, but also made it significantly easier for customers to browse, discover and purchase products online.

“SQ implemented these improvements quickly, with noticeable changes made within the first month. Their expertise with Shopify has been invaluable, allowing any technical challenges to be resolved efficiently.”

Helping More Customers Discover the Brand

Rather than treating SEO as a standalone service, we used it to solve specific commercial challenges. Every optimisation was prioritised based on its ability to improve visibility, attract higher-quality visitors and ultimately generate more sales.

We boosted the site’s technical foundations, optimised key landing pages and developed content that answered real customer questions while positioning Lancastrian Jewellers as an authority within the antique jewellery market.

This included:

Educational buying guides
Seasonal campaigns
FAQs designed to improve visibility across both traditional and AI-powered search.

Technical SEO improvements
Metadata optimisation
Internal linking changes
Optimised category pages

As our understanding of the business grew, we also identified opportunities beyond the original brief.

The client regularly received enquiries from customers looking to sell antique jewellery, but these were managed manually through email. We recommended creating a dedicated Sell Your Jewellery section, complete with bespoke content and a tailored enquiry process.

This not only streamlined the team’s workload but also opened up a valuable new acquisition channel while strengthening the business against competitors already offering a similar service.

“They have also introduced new ideas and strategies that have delivered positive results, such as creating additional website pages to increase traffic and improve visibility.”

Reaching New Audiences Through Paid Social

Although we had previously managed Google Ads for Lancastrian Jewellers, we didn’t believe returning to the same approach was the right strategy for this next stage of growth.

With such a visual product range and a strong story behind every piece, we saw an opportunity to reach new audiences through paid social instead. As the business had never advertised on Meta before, we developed an entirely new strategy focused on introducing the brand to prospective customers, increasing engagement and driving online sales.

We created high-intent prospecting and remarketing campaigns, supported by a simpler account structure that gave Meta’s algorithm more data to optimise against. Paid social was also used to promote the new Sell Your Jewellery service, helping generate enquiries from people looking to sell antique and vintage pieces.

Rather than defaulting to the same paid media strategy, we recommended the platform we believed would deliver the greatest long-term commercial impact.

The Results

The strategy delivered measurable growth across every key commercial metric.

Year-on-Year Results

130% increase in Gross Sales
346% increase in Website Sessions
55% increase in Total Customers
34% increase in Average Order Value
31% increase in Returning Customers

Paid Social Results

97.8% increase in tracked Meta Revenue
112.4% increase in Blended Return on Ad Spend

Beyond the impressive commercial results, the project transformed the way Lancastrian Jewellers approached digital marketing.

By trusting SQ to take ownership of their digital strategy, the team were able to spend less time managing marketing and more time focusing on growing the business.

Client feedback

“Our business has grown in many ways since partnering with SQ, but one of the biggest benefits has been the time they’ve given back to us. As a small business owner, it’s easy to try to manage everything yourself, but having SQ take ownership of the areas they specialise in has made a huge difference. It has allowed me to focus on the aspects of the business where I can add the most value and that I enjoy the most, while knowing our digital marketing is in expert hands. We wish we had come back them earlier.”
Danielle Wilding – Director

Every business is different, but sustainable growth starts with the right strategy.

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