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Phuljhadi

Case study

Elevating a handcrafted jewellery brand to ₹47 crore in sales with precision digital marketing by Messold

6.4 ROAS

across campaigns in FY2022–23

₹4,72,88,594

total sales

58,528

checkouts from 1,97,148 add-to-carts

14.03%

returning customer rate

The story

Phuljhadi is a handcrafted jewellery brand

Founded by Mrs. Prachi Khanduja, Phuljhadi is a handcrafted jewellery brand born out of self-love and the desire to make women feel special every day. Every piece is lovingly crafted by skilled Indian artisans, combining elegance, quality, and affordability.
Phuljhadi’s offering goes beyond just ornaments — each piece can be customised, making it the perfect keepsake for personal milestones and meaningful gifts. Despite its strong product appeal, the brand faced the challenge of translating artisan quality into consistent online sales and recognition.
Messold came onboard to take this vision and scale it into a high-performing digital business, strengthening brand engagement and sales.

Foot Locker Middle East case study

The goal

Phuljhadi and Messold set two clear objectives:

  • Increase Brand Engagement — Connect with a broader audience and establish brand recall through targeted social campaigns.
  • Rapidly Increase Sales— Drive high-value conversions with optimised campaigns on Facebook, Google, and WhatsApp.

Case study quote

"Our partnership with Messold has been transformative. Since joining forces with them, we've seen a remarkable increase in sales. Phuljhadi's jewellery is receiving the recognition it deserves, and we couldn't be happier with the results."

— Prachi

Founder of Phuljhadi

The challenge

Before collaborating with Messold, Phuljhadi’s digital performance was held back by:

  • Low brand engagement— Customers weren’t connecting with the brand at scale.
  • Underwhelming sales — Despite exceptional craftsmanship, revenue did not match product quality.
  • Unoptimised targeting — Campaigns were not fully refined to reach high-intent audiences.
    • To achieve the desired growth, Phuljhadi needed data-backed advertising strategies, precise audience segmentation, and ongoing creative optimisation.

The Solution

Messold implemented a full-funnel strategy designed to boost visibility, conversions, and retention.

1. Targeted advertising

We deployed campaigns on Facebook, Instagram, and Google Ads targeting women in key buyer demographics. Ad creatives highlighted:

  • The uniqueness of each handcrafted piece.
  • The personalisation options available.
  • Limited-time offers to create urgency.

2. E-commerce conversion optimisation

  • Strengthened product presentation with professional imagery and concise, benefit-driven copy.
  • Simplified checkout flow to reduce drop-offs.
  • Used remarketing to re-engage visitors who added products to cart but didn’t purchase.

3. Retargeting for retention

  • Built segmented remarketing lists for past buyers to promote new collections.
  • Created campaigns showcasing complementary products to increase order frequency.
Audience targeting and Advantage+ placements visuals
Why it worked

Phuljhadi’s success came from aligning storytelling with targeting precision:

  • Campaigns spoke directly to the emotional value of jewellery.
  • Ads were optimised for engagement before pushing for conversion, building brand trust.
  • Data-driven targeting ensured ad spend was focused on high-intent buyers.
  • Retention strategies turned one-time buyers into loyal customers.

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The results

Phuljhadi’s transformation in FY2022–23 was driven by performance-first execution and continuous optimisation:

Sales & ROI

  • ₹73,88,842 ad spend generated ₹4,72,88,594 in sales.
  • ROAS across all campaigns.
  • 1,97,148 add-to-carts resulting in 58,528 checkouts.

Customer metrics

  • Returning customer rate: 14.03%.
  • Over 34,442 orders fulfilled in the year.

Engagement growth

  • Higher interaction rates on social media due to relatable, high-quality creatives.
  • Consistent remarketing kept customers connected with the brand post-purchase.

Products used

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