Palm Beach Gems by Nicole
Colored gemstones and one-of-a-kind pieces. We built the content system: brand voice, hook library, film days, and a three-level funnel from reach to sale.
Project Name:
Palm Beach Gems by Nicole
Description
Colored gemstones and one-of-a-kind pieces. We built the content system: brand voice, hook library, film days, and a three-level funnel from reach to sale.
Industry:
High Jewelry
Release Date:
Apr 2025
THE CHALLENGE
Nicole sells colored gemstones and one-of-a-kind pieces. The brand carries her name, which is both the strength and the constraint.
The account led with talking-head openers. The data pointed the other way: the pieces held attention longer than the intros did. Videos ran long, and most viewers left before a stone ever appeared. Nothing decided what got filmed. Every video existed because somebody liked the idea.
WHAT WE BUILT
A voice with rules
We turned the existing brand book into a working rulebook: what the brand says, and the harder half, what it never says. No prices on camera. Never name a competitor. Exaggerate but never lie, so every claim about a stone gets fact-checked before it is spoken. Jewelry leads. Palm Beach stays background.
A three-level funnel
Every video gets a level and a job before it is filmed. Level one buys reach. Level two teaches and earns trust. Level three sells, quietly, by DM. Each level is judged on its own metric, so a reach video is never scored on saves and a hero piece is never scored on views.
Hook libraries
Over 100 hooks across twelve archetypes, with the lines Nicole has already proven marked as heroes and everything else run as a test before it reaches the grid.
A repeatable film day
Six blocks that run the same way every shoot: collection showcase, reaction reel, hero piece, hands and holding, lifestyle, reshoots. One script template, filled in per shoot, so a film day never starts from a blank page.
A monthly review
Post-by-post analytics scored against three standing priorities, written into a running log so decisions accumulate instead of resetting every month.
RESULTS
The jewelry-first cut won Mother's Day. The posts that opened on a person were skipped 73 to 75 percent of the time. The one that opened on the piece was not.
The exclusivity hook, "there is only one of these in the world," holds a 41 percent skip rate against a 45 percent benchmark. It is now reused on every one-of-a-kind piece.
The honest part: this engagement is young. The system is built and running and the hook library is deep enough to test at volume, but the sales proof is still being gathered. We would rather say that than dress up four months as five years.