Plum Diamonds
A strategic email marketing refresh designed to guide customers through the considered, high-intent journey of buying bridal jewelry.
Plum Diamonds needed an email marketing overhaul to better support customers through the high-consideration journey of buying a diamond.
We started with strategy: mapping their product offering, audience segments and key customer concerns. We accounted for different buyer types (purchaser vs. wearer), longer decision timelines and common questions around lab-grown diamonds.
We then designed and built the full system in Klaviyo: lifecycle flows for welcome, browse abandonment, cart recovery and post-purchase, plus a suite of campaign templates the team can easily spin up for ongoing sends. Each touchpoint addresses the right questions at the right moment: diamond education, style guidance and quality reassurance, all in a refined, brand-appropriate tone.
The result: a scalable email system that balances education and conversion, with Plum’s team fully equipped to run it independently.
“We came to Marianne needing an overhaul of our email marketing flows and campaign templates. She was wonderful every step of the way and felt like a true partner to the business! The emails turned out beautifully and she was a pleasure to work with. Marianne is very smart and thoughtful. Would recommend 10/10.”
