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Generated Oct 21, 2026
  1. Programmable
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growth playbook · Oct 21, 2026

wwake.com (opens in a new tab)

WWAKE growth playbook

Diagnosis

WWAKE has the things a growing fine-jewellery brand needs: a recognisable design language, press from Wirecutter and T Magazine, a private showroom, custom and heirloom services, an At Home Try On program and a stockist network. The gaps are at the points where high-value buyers decide.

The appointment panel shows placeholder text, two return policies disagree, product pages carry no reviews, and the inquiry path is an email link. This playbook fixes those first, then builds early-access lists for One of a Kind pieces, trunk shows with stockists, specific engagement guides, gift and service flows, and bigger bets in a stack builder, a West Coast residency and a sourcing report.

Growth Score

7/10

Biggest Opportunity

Turn more visitors into appointments and custom commissions: clear copy where people book, measurable inquiries, try-on for out-of-town couples, and alerts for the One of a Kind pieces that sell out.

Biggest Risk

Ethical, design-led rivals such as Catbird, Bario Neal and Mejuri sell to the same buyer with more reviews and easier reassurance online, and small gaps in trust at booking can send high-value customers elsewhere.

01

Start here

The three moves to make first. Each one is written up in full below.

  1. 1

    Replace the "Lorem ipsum" in the Book an appointment panel with the reasons to book

    Paste three real sentences into the panel text today.

    High impact First result in 2 weeks
  2. 2

    Publish one return policy instead of two that disagree

    Agree the correct return window with the founder.

    High impact First result in 1 week
  3. 3

    Turn "Speak With A Specialist" from an email link into a short inquiry form you can measure

    Draft the four questions with the specialists.

    Medium impact First result in 2 weeks

02

Your idea portfolio

21 ideas, grouped by when to run them. Open any idea for how to run it: the steps, who to approach, copy you can use, and how to measure it.

  • 6 ideas are marked Unexpected: plays you are unlikely to have tried.

Every idea placed by the effort it takes against the impact it could have. Quick wins sit top left; select a number to open that idea. The filters below narrow the list by status, timing, category and what Programmable can build.

Effort vs impactEach number is an idea. Select one to open it.
Impact →
Quick wins · 4Big bets · 8Fill-ins · 6Reconsider · 3
Effort →

Showing 21 of 21 ideas

This week 6

Quick wins with a clear first action.

  • 01

    The "Book an appointment" panel is the door to WWAKE's highest-value work: custom and engagement pieces from a catalogue with a $2,250 median price and One of a Kind rings up to five figures. It opens from the main menu and from product pages, and right now the first thing it says, above the calendar, is placeholder text: "Lorem ipsum dolor sit amet consectetur..." A couple about to ask for an engagement ring appointment reads filler copy at the moment of trust, and nothing tells them what happens in the room, that the reservation fee is refunded, or that virtual visits exist.

    High impactLow effort First result in 2 weeks Lead Fine Jewelry Specialist

    First action

    Paste three real sentences into the panel text today.

    How to measure it

    Weekly appointment bookings

    Now
    –
    Target
    +20%
    By
    60 days

    Steps

    1. 1

      Note the baseline

      Bookings per week for the last eight weeks from Acuity, showroom and virtual separately.

      E-comm Manager 1 hour

    2. 2

      Write the copy

      What happens, what to bring, the refundable fee, virtual option.

      Lead Fine Jewelry Specialist 2 hours

    3. 3

      Add proof

      One press line or customer quote under the copy.

      Marketing Manager 1 hour

    4. 4

      Link the questionnaire

      Custom questionnaire link for custom and heirloom visitors.

      Lead Fine Jewelry Specialist 1 hour

    5. 5

      Publish

      Replace the placeholder in the theme section and check every page that opens the panel.

      E-comm Manager 1 hour

    6. 6

      Fix the typo nearby

      "More details will released" on Visit Us.

      E-comm Manager 10 minutes

    7. 7

      Compare

      Bookings and show-up rate for four weeks.

      E-comm Manager weekly

    First result
    2 weeks
    Cost
    $0
    Owner
    Lead Fine Jewelry Specialist

    Smallest test

    Replace the placeholder and compare the next two weeks of bookings with the last two.

    Why it works

    Write three short lines in its place: what an appointment is (one-on-one with a Fine Jewelry Specialist in the Greenpoint showroom or on video), what to bring (references, an heirloom stone, a budget range), and that the reservation fee is fully refunded after the visit. Add one line of proof (a Wirecutter mention or a customer quote) and a link to the custom questionnaire so specialists arrive prepared. Then count bookings per week in Acuity before and after.

    Appointments are where custom and bridal sales close; removing placeholder copy and answering the three questions buyers have (what, how much, how long) lifts booking rates at no cost.

    Ready to use

    CopyBook an appointment panel copy

    Meet a Fine Jewelry Specialist one-on-one, in our Greenpoint showroom or on video, to try pieces, explore custom and engagement designs, or bring an heirloom stone to reset.

Bring references, a stone you love, or just a feeling. We will talk through design, stones and timing, and you will leave with clear next steps.

In-person visits hold a small reservation fee, fully refunded after your appointment. Not in New York? Choose a virtual visit.

    Risks and how to handle them

    • Copy overpromises timelines

      Use the 8-10 week and 5-6 week figures already on the site.

    • More bookings than specialists can take

      Open extra virtual slots before the holidays.

    Evidence

    • Your websiteThe "Book an appointment" panel, opened from "Book An Appointment" in the main menu and from product pages, carries placeholder text above the booking calendar: "Lorem ipsum dolor sit amet consectetur. Eget egestas vel posuere viverra placerat lorem non pellentesque maecenas..." (checked October 20, 2026). The calendar under it is an Acuity Scheduling embed with showroom and virtual appointment types.Source
    • Your websiteVisit Us page: a "private showroom in Greenpoint, Brooklyn" for one-on-one appointments with a Fine Jewelry Specialist, plus a "Weekday Virtual Showroom Appointment"; "We require a reservation fee, which will be fully refunded after your appointment." and "More details will released upon appointment confirmation".Source
    • Your websiteCustom by WWAKE: complete a custom questionnaire and book a consultation in the Brooklyn studio or virtually; a stone specialist sources from the in-house vault or trusted suppliers; "a complete proposal including a design description, visual mockup, and pricing"; natural diamonds and gemstones only; gold "certified recycled or Fairmined". Heirloom Resetting has its own page with the same process.Source
    • Your catalogueThe public product feed (checked October 20, 2026) lists 469 products; the median starting price is $2,250 and the highest $77,220. 122 are One of a Kind listings, of which 22 can still be bought; sold ones say "This One of a Kind has found its person. Inquire about creating a new interpretation with a newly sourced stone." One archived One of a Kind listing carries a price of $0.00 in the feed.Source
    • Your websitePress page: NYT Wirecutter, February 2026 ("All of the Sparkly, Timeless Jewelry Our Experts Recommend", naming two WWAKE pieces), a T Magazine engagement gift roundup, Into the Gloss (November 2025) and "How Fashion Girls Are Rethinking the Wedding Ring Stack in 2026".Source
  • 02

    The Refund policy says returns are accepted for 10 days and refunded as store credit; the FAQ says 15 days, with refunds to the original payment for the first 7. A buyer checking before a $2,000 purchase finds two different answers, and either one can be quoted back in a dispute.

    High impactLow effort First result in 1 week Client Care Lead

    First action

    Agree the correct return window with the founder.

    How to measure it

    Policy questions per month

    Now
    –
    Target
    -50%
    By
    60 days

    Steps

    1. 1

      Decide the policy

      Window, refund form, final-sale list.

      Founder and Designer 1 day

    2. 2

      Rewrite the policy page

      One source of truth.

      Client Care Lead 2 hours

    3. 3

      Point the FAQ to it

      Replace the restated text with a summary and link.

      E-comm Manager 1 hour

    4. 4

      Add a buy-button line

      Short summary on eligible product pages.

      E-comm Manager 2 hours

    5. 5

      Update the returns portal

      Same window and wording.

      Client Care Lead 1 hour

    6. 6

      Brief the team

      Specialists and client care quote the same terms.

      Client Care Lead 30 minutes

    First result
    1 week
    Cost
    $0
    Owner
    Client Care Lead

    Smallest test

    Fix the two pages to match today.

    Why it works

    Decide the real policy, write it once on the policy page, and have the FAQ and product pages link to it instead of restating it. Add a one-line summary near the buy button ("15-day returns on eligible pieces").

    Clear, consistent terms reduce purchase hesitation and support tickets, and protect the team in disagreements.

    Risks and how to handle them

    • A longer window raises returns

      Keep final-sale rules for custom and One of a Kind pieces.

    Evidence

    • Your websiteTwo return policies disagree. The Refund policy: "Eligible returns and exchanges are accepted until 10 days after the item is received" and "Refunds will be issued in the form of store credit." The FAQ: "Eligible items may be returned within 15 days of delivery. Refunds on original form of payment are only offered until 7 days after delivery. Store credit is offered until 15 days after delivery."Source
    • Your catalogueThe public product feed (checked October 20, 2026) lists 469 products; the median starting price is $2,250 and the highest $77,220. 122 are One of a Kind listings, of which 22 can still be bought; sold ones say "This One of a Kind has found its person. Inquire about creating a new interpretation with a newly sourced stone." One archived One of a Kind listing carries a price of $0.00 in the feed.Source
  • 03

    Every page offers "Speak With A Specialist", but it opens an email to the general customer service inbox. Inquiries arrive without budget, timing or stone preference, can't be counted by page, and wait outside client care hours (weekdays 10-5 EDT).

    Medium impactLow effort First result in 2 weeks E comm Manager

    First action

    Draft the four questions with the specialists.

    How to measure it

    Inquiry-to-appointment rate

    Now
    –
    Target
    40%
    By
    90 days

    Steps

    1. 1

      Write the form

      Four fields, short.

      Lead Fine Jewelry Specialist 1 day

    2. 2

      Build it

      Shopify form feeding Klaviyo profiles.

      E-comm Manager 2 days

    3. 3

      Set routing

      Custom and bridal to specialists, others to client care.

      Client Care Lead 1 day

    4. 4

      Auto-reply

      Next step and appointment link.

      Marketing Manager 1 day

    5. 5

      Keep the email option

      For people who prefer it.

      E-comm Manager 1 hour

    6. 6

      Track

      Inquiries by page and their outcome.

      E-comm Manager weekly

    First result
    2 weeks
    Cost
    $0 with existing tools
    Owner
    E comm Manager

    Smallest test

    Run the form on engagement pages only for two weeks.

    Why it works

    Replace the link with a four-field form (piece of interest, occasion and date, budget range, preferred contact) that tags the inquiry in Klaviyo, routes custom and bridal leads to a specialist, and sends an instant reply with the next step and an appointment link.

    Structured inquiries are answered faster and can be followed up automatically, and the team learns which pages produce high-value conversations.

    Risks and how to handle them

    • A form feels less personal

      Sign replies with the specialist's first name.

    Evidence

    • Your website"Speak With A Specialist" on every page opens an email to customer service (on product pages the subject is prefilled with the piece name); client care hours are Monday to Friday, 10am-5pm EDT; consultations by email, virtual visit or in the showroom.Source
    • Your websiteCustom by WWAKE: complete a custom questionnaire and book a consultation in the Brooklyn studio or virtually; a stone specialist sources from the in-house vault or trusted suppliers; "a complete proposal including a design description, visual mockup, and pricing"; natural diamonds and gemstones only; gold "certified recycled or Fairmined". Heirloom Resetting has its own page with the same process.Source
    • Site scanThe store runs on Shopify with Klaviyo email and a newsletter sign-up, Hotjar, Affirm, Shop Pay and Kustomer; it ships worldwide with duties calculated at checkout and lists prices in more than 200 country currencies. It publishes /agents.md and a Universal Commerce Protocol profile so AI shopping assistants can browse and check out.Source
  • 04

    WWAKE product pages show no reviews or star ratings, though the theme already has Okendo review code in place. For pieces between a few hundred and a few thousand dollars bought online, other buyers' photos and fit notes matter. Catbird and Mejuri sell the same customer on reassurance.

    High impactLow effort First result in 1 month E comm Manager

    First action

    Turn on post-delivery review requests for one bestseller collection.

    How to measure it

    Reviewed products

    Now
    –
    Target
    60
    By
    2 quarters

    Steps

    1. 1

      Check the app

      Confirm the Okendo plan and widget placement.

      E-comm Manager 1 day

    2. 2

      Pick the products

      Bestsellers and ready-to-ship.

      E-comm Manager 1 day

    3. 3

      Write the request

      Short, with photo prompt.

      Marketing Manager 1 day

    4. 4

      Set timing

      21 days after delivery, in Klaviyo.

      Marketing Manager 1 day

    5. 5

      Moderate

      Reply to every review.

      Client Care Lead weekly

    6. 6

      Display

      Show at three reviews.

      E-comm Manager 1 day

    7. 7

      Measure

      Conversion on reviewed vs unreviewed pages.

      E-comm Manager monthly

    First result
    1 month
    Cost
    Review app plan
    Owner
    E comm Manager

    Smallest test

    Ask the last 50 buyers of one bestseller.

    Why it works

    Send a review request 21 days after delivery for ready-to-ship and made-to-order pieces (not custom or One of a Kind), ask for a photo and a note on size and feel, and show reviews on product pages once a piece has three.

    Reviews answer the questions buyers would otherwise email about, and photos of real wear show scale better than studio shots.

    Risks and how to handle them

    • A low rating appears

      Reply publicly and fix the issue; it builds trust.

    Evidence

    • Your websiteProduct pages (for example Gold Ridge Ring, $1,998) show no customer reviews or star ratings, although the theme carries review code for Okendo; the homepage and collection pages show none either.Source
    • Competitor researchRivals' own homepages: Catbird, "beautiful, ethically sourced fine jewelry" and "home of the Forever Bracelet"; Bario Neal, "ethical, handmade jewelry with conflict-free diamonds and gemstones" and "unique engagement rings"; Mejuri, "Fine Jewelry For Every Day", "Sourced With Intention. Crafted By Hand."Source
    • Your catalogueThe public product feed (checked October 20, 2026) lists 469 products; the median starting price is $2,250 and the highest $77,220. 122 are One of a Kind listings, of which 22 can still be bought; sold ones say "This One of a Kind has found its person. Inquire about creating a new interpretation with a newly sourced stone." One archived One of a Kind listing carries a price of $0.00 in the feed.Source
    • Site scanThe store runs on Shopify with Klaviyo email and a newsletter sign-up, Hotjar, Affirm, Shop Pay and Kustomer; it ships worldwide with duties calculated at checkout and lists prices in more than 200 country currencies. It publishes /agents.md and a Universal Commerce Protocol profile so AI shopping assistants can browse and check out.Source
  • 05

    One archived One of a Kind listing carries a $0.00 price in the product feed, and some product images have alt text with internal labels such as "[lifestyle]" or none at all. The store publishes an agents.md and a commerce protocol profile for AI shopping assistants, which read exactly these fields.

    Medium impactLow effort First result in 1 week E comm Manager

    First action

    Correct the $0.00 listing.

    How to measure it

    Feed issues

    Now
    –
    Target
    0
    By
    30 days

    Steps

    1. 1

      Fix the price

      The archived listing.

      E-comm Manager 15 minutes

    2. 2

      Export alt text

      All product images.

      E-comm Manager 1 hour

    3. 3

      Strip labels

      Remove bracketed internal tags.

      E-comm Manager 2 hours

    4. 4

      Write empty ones

      Plain descriptions.

      Marketing Manager 1 day

    5. 5

      Check Merchant Center

      Feed warnings.

      E-comm Manager 1 hour

    6. 6

      Monthly check

      Zero prices and blanks.

      E-comm Manager monthly

    First result
    1 week
    Cost
    $0
    Owner
    E comm Manager

    Smallest test

    Fix the price and ten image descriptions today.

    Why it works

    Give the archived listing its real "sold" price or hide it from sales channels, strip internal labels from alt text and write plain descriptions (metal, stone, how it is worn), and add a monthly feed check for zero prices and empty fields.

    Clean product data keeps Google Shopping and AI assistants from showing wrong prices, and helps people using screen readers.

    Risks and how to handle them

    • Theme overwrites alt text

      Check the theme snippet that adds the labels.

    Evidence

    • Your catalogueThe public product feed (checked October 20, 2026) lists 469 products; the median starting price is $2,250 and the highest $77,220. 122 are One of a Kind listings, of which 22 can still be bought; sold ones say "This One of a Kind has found its person. Inquire about creating a new interpretation with a newly sourced stone." One archived One of a Kind listing carries a price of $0.00 in the feed.Source
    • Your catalogueFeed details: 37 products have under 80 characters of description, mostly loose GIA- or IGI-graded diamonds (for example "1.75ct GIA Pear K/VS2 Natural Diamond") and Two-Step pieces; on product pages some image alt text carries internal labels such as "[lifestyle]", and others are empty; 192 items are tagged for "pair it with" suggestions.Source
    • Site scanThe store runs on Shopify with Klaviyo email and a newsletter sign-up, Hotjar, Affirm, Shop Pay and Kustomer; it ships worldwide with duties calculated at checkout and lists prices in more than 200 country currencies. It publishes /agents.md and a Universal Commerce Protocol profile so AI shopping assistants can browse and check out.Source
  • 06

    Real visitors pass Core Web Vitals, so speed isn't urgent. But Google's phone test downloads 30.4 MB in 525 requests, takes 5.4 seconds to show the main image, and scores accessibility 73 (unnamed buttons, low contrast, zoom disabled). Slower phones and older buyers feel it most, and blocked zoom is a problem for anyone looking at small stones.

    Medium impactMedium effort First result in 1 month E comm Manager

    First action

    Re-export the hero images at the sizes shown.

    How to measure it

    Mobile performance score

    Now
    –
    Target
    85+
    By
    60 days

    Steps

    1. 1

      Audit media

      Hero slider sizes and formats.

      E-comm Manager 1 day

    2. 2

      Compress

      Modern formats, correct sizes.

      E-comm Manager 2 days

    3. 3

      Lazy-load

      Below-the-fold sections.

      E-comm Manager 1 day

    4. 4

      Defer scripts

      Non-essential apps after load.

      E-comm Manager 2 days

    5. 5

      Accessibility fixes

      Names, contrast, zoom.

      E-comm Manager 2 days

    6. 6

      Retest

      PageSpeed and real-user data.

      E-comm Manager 1 day

    First result
    1 month
    Cost
    Developer time
    Owner
    E comm Manager

    Smallest test

    Re-export the first hero slide and retest.

    Why it works

    Compress and resize the hero slider media, lazy-load sections below the fold, remove render-blocking requests (about 0.8 s), name the icon buttons, raise contrast on small text, and allow pinch-zoom.

    A lighter page helps paid and social traffic arriving on mobile data, and zoom matters when buyers want to see detail.

    Risks and how to handle them

    • Apps break when deferred

      Test checkout and booking after each change.

    Evidence

    • Google PageSpeedHomepage, mobile lab test (October 21, 2026): performance 74 (desktop 91), largest content after 5.4 s, a 30.4 MB download in 525 requests, render-blocking requests worth about 0.8 s, accessibility 73 with unnamed buttons and links, low contrast and zoom disabled. Real visitors (Chrome UX Report) pass Core Web Vitals: LCP 1.6 s, INP 105 ms, CLS 0.Source

This quarter 9

The core plays for the next three months.

  • 07

    WWAKE has made 122 One of a Kind listings and only 22 are still for sale: they sell out, and sold pages invite people to commission a new interpretation. The people who missed one are the best buyers for the next.

    High impactMedium effort First result in 1 quarter Marketing Manager

    First action

    Add the sign-up to the ten most viewed sold pages.

    How to measure it

    OOAK sales from alerts

    Now
    –
    Target
    30% of OOAK sales
    By
    2 quarters

    Steps

    1. 1

      Pick the stone lists

      Sapphire, opal, diamond, tourmaline, other.

      Marketing Manager 1 day

    2. 2

      Build the sign-up

      On sold and live OOAK pages.

      E-comm Manager 1 week

    3. 3

      Set the flow

      New piece to matching list, a day early.

      Marketing Manager 1 week

    4. 4

      Write the template

      Stone story, photos, appointment link.

      Marketing Manager 2 days

    5. 5

      Share with sourcing

      List sizes by stone.

      Founder and Designer monthly

    6. 6

      Measure

      Opens, sales, time to sell.

      E-comm Manager monthly

    First result
    1 quarter
    Cost
    $0 with Klaviyo
    Owner
    Marketing Manager

    Smallest test

    Email the next new piece to everyone who viewed a sold sapphire piece.

    Why it works

    Add "Tell me when a new One of a Kind in sapphire / opal / diamond / tourmaline arrives" to sold and live One of a Kind pages, store the choice in Klaviyo, and send each new piece to the matching list a day before it goes public.

    Scarcity plus early access turns missed pieces into the next sale, and the list shows demand by stone for sourcing.

    Risks and how to handle them

    • Lists sell pieces before the public sees them

      Keep a short early window.

    Evidence

    • Your catalogueThe public product feed (checked October 20, 2026) lists 469 products; the median starting price is $2,250 and the highest $77,220. 122 are One of a Kind listings, of which 22 can still be bought; sold ones say "This One of a Kind has found its person. Inquire about creating a new interpretation with a newly sourced stone." One archived One of a Kind listing carries a price of $0.00 in the feed.Source
    • Site scanThe store runs on Shopify with Klaviyo email and a newsletter sign-up, Hotjar, Affirm, Shop Pay and Kustomer; it ships worldwide with duties calculated at checkout and lists prices in more than 200 country currencies. It publishes /agents.md and a Universal Commerce Protocol profile so AI shopping assistants can browse and check out.Source
    • Your websiteCustom by WWAKE: complete a custom questionnaire and book a consultation in the Brooklyn studio or virtually; a stone specialist sources from the in-house vault or trusted suppliers; "a complete proposal including a design description, visual mockup, and pricing"; natural diamonds and gemstones only; gold "certified recycled or Fairmined". Heirloom Resetting has its own page with the same process.Source
  • 08

    At Home Try On lets buyers try a curated selection for two business days against a deposit, and 123 catalogue items are tagged for it. It is a strong answer for couples outside New York, but it sits behind a filter and an FAQ answer.

    High impactMedium effort First result in 1 quarter Lead Fine Jewelry Specialist

    First action

    Add the try-on line to the ten best-selling engagement rings.

    How to measure it

    Try-on purchase rate

    Now
    –
    Target
    50%
    By
    2 quarters

    Steps

    1. 1

      Count today

      Boxes sent and purchases.

      Lead Fine Jewelry Specialist 1 day

    2. 2

      Add page lines

      Eligible product pages.

      E-comm Manager 1 week

    3. 3

      Guide link

      Engagement Ring Guide.

      Marketing Manager 1 day

    4. 4

      Reply template

      For out-of-state inquiries.

      Lead Fine Jewelry Specialist 1 day

    5. 5

      Video follow-up

      Offer a call on day one.

      Lead Fine Jewelry Specialist ongoing

    6. 6

      Measure

      Purchase rate and returns.

      E-comm Manager monthly

    First result
    1 quarter
    Cost
    Shipping and insurance per box
    Owner
    Lead Fine Jewelry Specialist

    Smallest test

    Offer try-on to every out-of-state engagement inquiry for a month.

    Why it works

    Add a "Try it at home" line to eligible product pages and the engagement ring guide, offer it in replies to out-of-state inquiries, and track the purchase rate of try-on boxes.

    Trying a ring in your own light, with a specialist on video, removes the biggest doubt in buying fine jewellery online.

    Risks and how to handle them

    • Boxes not returned

      Deposit and signature on delivery.

    Evidence

    • Your websiteAt Home Try On: specialists curate a selection, shipped "once secured by deposit"; "two business days from delivery" to try pieces, with an optional virtual consultation; the deposit is refunded on return. Eligible pieces have an "At Home Try On" filter on collection pages; 123 catalogue items carry the try-at-home tag.Source
    • Your websiteVisit Us page: a "private showroom in Greenpoint, Brooklyn" for one-on-one appointments with a Fine Jewelry Specialist, plus a "Weekday Virtual Showroom Appointment"; "We require a reservation fee, which will be fully refunded after your appointment." and "More details will released upon appointment confirmation".Source
    • Your websiteJournal and news (sitemap, October 2026): "Jewelry Gifting Guide" and "Unique Engagement Rings Before the Stone Becomes a Story" (October 7), "Wwake Showroom Open House" and "Lace Inspired Pearl Jewelry" (September 17), "La Pop Up" (September 14), "Flatback Earring Style and Care Guide", "A Guide on How to Stack Rings for Everyday" and "From Reference to Ring How a Custom Piece Begins"; an Engagement Ring Guide and a Diamond Guide.Source
  • 09

    WWAKE is stocked by retailers in Los Angeles, the Bay Area, Santa Barbara, New York and Charlotte, and ran an LA pop-up in September. Stockists already have the local audience; a trunk show brings the One of a Kind and custom work they don't carry.

    High impactMedium effort First result in 1 quarter Marketing Manager

    First action

    Ask two stockists for a date.

    How to measure it

    Trunk show sales

    Now
    –
    Target
    $25k per event
    By
    2 quarters

    Steps

    1. 1

      Pick stockists

      Two with the strongest sales.

      Founder and Designer 1 week

    2. 2

      Agree terms

      Dates and revenue split.

      Founder and Designer 2 weeks

    3. 3

      Select pieces

      One of a Kind and bridal.

      Lead Fine Jewelry Specialist 1 week

    4. 4

      Invite locally

      Klaviyo by ZIP code.

      Marketing Manager 2 weeks

    5. 5

      Run the event

      Specialist on site.

      Lead Fine Jewelry Specialist 1 day

    6. 6

      Follow up

      Custom consultations booked.

      Lead Fine Jewelry Specialist 2 weeks

    7. 7

      Review

      Sales and leads per event.

      Founder and Designer quarterly

    First result
    1 quarter
    Cost
    Travel and insurance
    Owner
    Marketing Manager

    Smallest test

    Hold one trunk show with a California stockist.

    Why it works

    Plan two trunk shows per quarter with stockists, bring One of a Kind pieces and a specialist for custom consultations, invite local Klaviyo subscribers by ZIP code, and collect appointment requests on the day.

    In-person trying sells high-ticket pieces, and the retailer shares the audience and costs.

    Risks and how to handle them

    • Channel conflict with stockists

      Credit the stockist for local sales during the event.

    Evidence

    • Your websiteStockists page: "a considered network of retailers worldwide", including Broken English (Los Angeles), Erica Tanov (Marin and Berkeley), Esqueleto (Los Angeles and Oakland), Marisa Mason (Santa Barbara), Greenwich St. Jewelers and The Store at MAD (New York) and The Golden Carrot (Charlotte).Source
    • Your websiteJournal and news (sitemap, October 2026): "Jewelry Gifting Guide" and "Unique Engagement Rings Before the Stone Becomes a Story" (October 7), "Wwake Showroom Open House" and "Lace Inspired Pearl Jewelry" (September 17), "La Pop Up" (September 14), "Flatback Earring Style and Care Guide", "A Guide on How to Stack Rings for Everyday" and "From Reference to Ring How a Custom Piece Begins"; an Engagement Ring Guide and a Diamond Guide.Source
    • Site scanThe store runs on Shopify with Klaviyo email and a newsletter sign-up, Hotjar, Affirm, Shop Pay and Kustomer; it ships worldwide with duties calculated at checkout and lists prices in more than 200 country currencies. It publishes /agents.md and a Universal Commerce Protocol profile so AI shopping assistants can browse and check out.Source
  • 10

    NYT Wirecutter recommended two WWAKE pieces in February 2026, and T Magazine and Into the Gloss featured the brand. The press page lists them, but the product pages of the featured pieces don't say so.

    Medium impactLow effort First result in 1 month Marketing Manager

    First action

    Add the Wirecutter line to the two named pieces.

    How to measure it

    Featured-page conversion

    Now
    –
    Target
    +15%
    By
    60 days

    Steps

    1. 1

      Map mentions

      Pieces named in each article.

      Marketing Manager 1 day

    2. 2

      Check usage rules

      Publisher logo and quote guidelines.

      Marketing Manager 1 day

    3. 3

      Add page lines

      Featured products.

      E-comm Manager 1 day

    4. 4

      Homepage strip

      Press logos or quotes.

      E-comm Manager 1 day

    5. 5

      Use in email

      Gift-season sends.

      Marketing Manager ongoing

    6. 6

      Measure

      Conversion before and after.

      E-comm Manager monthly

    First result
    1 month
    Cost
    $0
    Owner
    Marketing Manager

    Smallest test

    Add the line to one piece this week.

    Why it works

    Add a small "As recommended by NYT Wirecutter" line with the quote to the featured product pages, a press strip to the homepage and gift guide, and the mention in gift-season emails.

    Independent recommendations reassure first-time buyers more than brand copy.

    Risks and how to handle them

    • Logo use not allowed

      Quote the text with the publication name only.

    Evidence

    • Your websitePress page: NYT Wirecutter, February 2026 ("All of the Sparkly, Timeless Jewelry Our Experts Recommend", naming two WWAKE pieces), a T Magazine engagement gift roundup, Into the Gloss (November 2025) and "How Fashion Girls Are Rethinking the Wedding Ring Stack in 2026".Source
    • Your websiteHoliday Jewelry Gift Guide: "place your order early, by Oct 31, to guarantee a timely holiday delivery"; the menu has gift edits under $250, $500, $1,000 and $1,500, personalised and birthstone gifts and gift cards.Source
  • 11

    WWAKE works only with natural, recycled, antique or verified-origin stones and recycled or Fairmined gold, and its journal already tells unique engagement stories. Bario Neal and Catbird compete for the same "ethical engagement ring" buyer.

    High impactMedium effort First result in 2 quarters Marketing Manager

    First action

    Pick the five topics and match products to each.

    How to measure it

    Bridal organic sessions

    Now
    –
    Target
    +30%
    By
    2 quarters

    Steps

    1. 1

      Choose topics

      Five buyer questions.

      Marketing Manager 1 week

    2. 2

      Draft with specialists

      Real answers from appointments.

      Lead Fine Jewelry Specialist 1 month

    3. 3

      Photograph

      Rings on hands.

      Marketing Manager 1 month

    4. 4

      Publish

      With product and appointment links.

      E-comm Manager 1 month

    5. 5

      Link internally

      From guides and collections.

      E-comm Manager 1 week

    6. 6

      Track

      Sessions and bookings.

      E-comm Manager monthly

    First result
    2 quarters
    Cost
    Writing and photography
    Owner
    Marketing Manager

    Smallest test

    Publish the recycled diamond guide first.

    Why it works

    Write five guides that answer specific searches: recycled diamond engagement rings, antique and old-cut diamonds, sapphire engagement rings, unique engagement rings in New York, and heirloom resetting cost and timing. Link each to matching products, the try-on program and the appointment panel.

    People researching ethical and unique rings read for weeks before they buy, and specific guides bring them in early.

    Risks and how to handle them

    • Slow to rank

      Share each guide in email and social.

    Evidence

    • Your websiteCustom by WWAKE: complete a custom questionnaire and book a consultation in the Brooklyn studio or virtually; a stone specialist sources from the in-house vault or trusted suppliers; "a complete proposal including a design description, visual mockup, and pricing"; natural diamonds and gemstones only; gold "certified recycled or Fairmined". Heirloom Resetting has its own page with the same process.Source
    • Your websiteJournal and news (sitemap, October 2026): "Jewelry Gifting Guide" and "Unique Engagement Rings Before the Stone Becomes a Story" (October 7), "Wwake Showroom Open House" and "Lace Inspired Pearl Jewelry" (September 17), "La Pop Up" (September 14), "Flatback Earring Style and Care Guide", "A Guide on How to Stack Rings for Everyday" and "From Reference to Ring How a Custom Piece Begins"; an Engagement Ring Guide and a Diamond Guide.Source
    • Competitor researchRivals' own homepages: Catbird, "beautiful, ethically sourced fine jewelry" and "home of the Forever Bracelet"; Bario Neal, "ethical, handmade jewelry with conflict-free diamonds and gemstones" and "unique engagement rings"; Mejuri, "Fine Jewelry For Every Day", "Sourced With Intention. Crafted By Hand."Source
    • Your websiteAt Home Try On: specialists curate a selection, shipped "once secured by deposit"; "two business days from delivery" to try pieces, with an optional virtual consultation; the deposit is refunded on return. Eligible pieces have an "At Home Try On" filter on collection pages; 123 catalogue items carry the try-at-home tag.Source
  • 12

    Heirloom resetting begins with a questionnaire and a consultation. Many people with an inherited ring want to know first whether it's worth doing and roughly what it costs.

    High impactMedium effort First result in 1 quarter Lead Fine Jewelry Specialist

    First action

    Draft the reply template with a price range table.

    How to measure it

    Heirloom inquiries

    Now
    –
    Target
    +50%
    By
    2 quarters

    Steps

    1. 1

      Build the upload

      Simple form with photo.

      E-comm Manager 1 week

    2. 2

      Write replies

      Templates with ranges.

      Lead Fine Jewelry Specialist 1 week

    3. 3

      Set response time

      Two working days.

      Lead Fine Jewelry Specialist ongoing

    4. 4

      Invite to book

      Appointment link in each reply.

      Lead Fine Jewelry Specialist ongoing

    5. 5

      Share examples

      Before-and-after resets.

      Marketing Manager 1 month

    6. 6

      Measure

      Inquiries to commissions.

      E-comm Manager monthly

    First result
    1 quarter
    Cost
    Specialist time
    Owner
    Lead Fine Jewelry Specialist

    Smallest test

    Accept photo inquiries by email for one month.

    Why it works

    Add an "upload a photo of your stone" step to the heirloom page that returns a specialist's reply within two working days with design directions and a price range, then invites an appointment.

    Lowering the first step brings in people not ready to book, and a specialist reply builds trust before the visit.

    Risks and how to handle them

    • Photo estimates are wrong

      Give ranges and confirm in person.

    Evidence

    • Your websiteCustom by WWAKE: complete a custom questionnaire and book a consultation in the Brooklyn studio or virtually; a stone specialist sources from the in-house vault or trusted suppliers; "a complete proposal including a design description, visual mockup, and pricing"; natural diamonds and gemstones only; gold "certified recycled or Fairmined". Heirloom Resetting has its own page with the same process.Source
    • Your websiteVisit Us page: a "private showroom in Greenpoint, Brooklyn" for one-on-one appointments with a Fine Jewelry Specialist, plus a "Weekday Virtual Showroom Appointment"; "We require a reservation fee, which will be fully refunded after your appointment." and "More details will released upon appointment confirmation".Source
    • Your website"Speak With A Specialist" on every page opens an email to customer service (on product pages the subject is prefilled with the piece name); client care hours are Monday to Friday, 10am-5pm EDT; consultations by email, virtual visit or in the showroom.Source
  • 13

    The site has gift edits under $250, $500, $1,000 and $1,500, gift cards, handwritten notes and unbranded boxes. These are strong gifting features that email can use all year, not only at the holidays.

    High impactLow effort First result in 1 quarter Marketing Manager

    First action

    Add a gift date question to the sign-up form.

    How to measure it

    Gift-flow revenue

    Now
    –
    Target
    +$20k a quarter
    By
    2 quarters

    Steps

    1. 1

      Add the question

      Gift date on sign-up.

      Marketing Manager 1 day

    2. 2

      Build the flows

      Birthday, anniversary, Mother's Day.

      Marketing Manager 2 weeks

    3. 3

      Use the edits

      Price-banded picks.

      Marketing Manager 1 week

    4. 4

      Late-shopper path

      Gift cards and notes.

      Marketing Manager 1 week

    5. 5

      Test timing

      Two weeks vs ten days.

      Marketing Manager 1 month

    6. 6

      Measure

      Revenue per flow.

      E-comm Manager monthly

    First result
    1 quarter
    Cost
    $0 with Klaviyo
    Owner
    Marketing Manager

    Smallest test

    Send one anniversary reminder test.

    Why it works

    Build Klaviyo flows for birthdays, anniversaries and Mother's Day using the price edits; ask subscribers for a gift date on sign-up; remind them two weeks before; and promote gift cards for late shoppers.

    Gifting is repeat, date-driven demand; reminders tied to a buyer's own dates convert well.

    Risks and how to handle them

    • Too many emails

      Cap sends per week.

    Evidence

    • Your websiteHoliday Jewelry Gift Guide: "place your order early, by Oct 31, to guarantee a timely holiday delivery"; the menu has gift edits under $250, $500, $1,000 and $1,500, personalised and birthstone gifts and gift cards.Source
    • Your websiteFAQ and product pages: engraving costs $150 on "Engrave Yours" pieces; inclusive and quarter sizes at no extra cost; a ring sizer is sold for $3; the 3-year warranty "includes a complimentary resize, annual polishing, and any other necessary repairs"; Made to Order pieces take 5-6 weeks; gift orders get a handwritten note and unbranded boxes.Source
    • Site scanThe store runs on Shopify with Klaviyo email and a newsletter sign-up, Hotjar, Affirm, Shop Pay and Kustomer; it ships worldwide with duties calculated at checkout and lists prices in more than 200 country currencies. It publishes /agents.md and a Universal Commerce Protocol profile so AI shopping assistants can browse and check out.Source
  • 14

    The 3-year warranty includes a complimentary resize and annual polishing. Most owners forget it exists. Each polish is a reason to visit the showroom or send the piece back, and a chance to show new work.

    Medium impactLow effort First result in 1 quarter Client Care Lead

    First action

    List warranty-eligible orders from a year ago.

    How to measure it

    Repeat purchases from polish visits

    Now
    –
    Target
    15%
    By
    3 quarters

    Steps

    1. 1

      Pull orders

      Eligible purchases by month.

      Client Care Lead 1 day

    2. 2

      Write the email

      Polish offer and suggestion.

      Marketing Manager 2 days

    3. 3

      Set the flow

      Purchase anniversary.

      Marketing Manager 1 week

    4. 4

      Plan logistics

      Mail-in labels and showroom slots.

      Inventory & Logistics Specialist 1 week

    5. 5

      Suggest a pair

      Use the "pair it with" tags.

      Marketing Manager 1 week

    6. 6

      Measure

      Visits and repeat sales.

      E-comm Manager monthly

    First result
    1 quarter
    Cost
    Polishing time and shipping
    Owner
    Client Care Lead

    Smallest test

    Email 30 owners from a year ago.

    Why it works

    Email owners on the anniversary of their purchase with a one-click polish request (mail-in or showroom), include a matching band or earring suggestion, and invite them to the next showroom open house.

    Service visits create repeat purchases and referrals at very low cost.

    Risks and how to handle them

    • Workshop overloaded

      Spread sends evenly through the year.

    Evidence

    • Your websiteFAQ and product pages: engraving costs $150 on "Engrave Yours" pieces; inclusive and quarter sizes at no extra cost; a ring sizer is sold for $3; the 3-year warranty "includes a complimentary resize, annual polishing, and any other necessary repairs"; Made to Order pieces take 5-6 weeks; gift orders get a handwritten note and unbranded boxes.Source
    • Your websiteVisit Us page: a "private showroom in Greenpoint, Brooklyn" for one-on-one appointments with a Fine Jewelry Specialist, plus a "Weekday Virtual Showroom Appointment"; "We require a reservation fee, which will be fully refunded after your appointment." and "More details will released upon appointment confirmation".Source
    • Your websiteJournal and news (sitemap, October 2026): "Jewelry Gifting Guide" and "Unique Engagement Rings Before the Stone Becomes a Story" (October 7), "Wwake Showroom Open House" and "Lace Inspired Pearl Jewelry" (September 17), "La Pop Up" (September 14), "Flatback Earring Style and Care Guide", "A Guide on How to Stack Rings for Everyday" and "From Reference to Ring How a Custom Piece Begins"; an Engagement Ring Guide and a Diamond Guide.Source
  • 15

    WWAKE ships worldwide with duties calculated at checkout and shows prices in more than 200 currencies, but client care runs 10-5 Eastern and virtual appointments are on weekdays. Buyers in London or Sydney have few overlapping hours.

    Medium impactMedium effort First result in 1 quarter Lead Fine Jewelry Specialist

    First action

    Count international orders and inquiries last quarter.

    How to measure it

    International bookings

    Now
    –
    Target
    20 a quarter
    By
    2 quarters

    Steps

    1. 1

      Size demand

      Orders and inquiries by country.

      E-comm Manager 1 day

    2. 2

      Open slots

      Early and evening times.

      Lead Fine Jewelry Specialist 1 week

    3. 3

      Promote

      International pages and emails.

      Marketing Manager 2 weeks

    4. 4

      Prepare

      Duties and shipping answers.

      Client Care Lead 1 week

    5. 5

      Run

      For one quarter.

      Lead Fine Jewelry Specialist ongoing

    6. 6

      Measure

      Bookings to sales.

      E-comm Manager monthly

    First result
    1 quarter
    Cost
    Specialist time
    Owner
    Lead Fine Jewelry Specialist

    Smallest test

    Offer one early slot for UK buyers for a month.

    Why it works

    Open two early-morning and one evening virtual slot each week for Europe and Asia-Pacific, promote them on currency-switched pages and to international subscribers, and track international custom orders.

    High-value international buyers need a conversation before a large purchase from abroad.

    Risks and how to handle them

    • Low uptake

      Start with one extra slot.

    Evidence

    • Site scanThe store runs on Shopify with Klaviyo email and a newsletter sign-up, Hotjar, Affirm, Shop Pay and Kustomer; it ships worldwide with duties calculated at checkout and lists prices in more than 200 country currencies. It publishes /agents.md and a Universal Commerce Protocol profile so AI shopping assistants can browse and check out.Source
    • Your websiteVisit Us page: a "private showroom in Greenpoint, Brooklyn" for one-on-one appointments with a Fine Jewelry Specialist, plus a "Weekday Virtual Showroom Appointment"; "We require a reservation fee, which will be fully refunded after your appointment." and "More details will released upon appointment confirmation".Source
    • Your website"Speak With A Specialist" on every page opens an email to customer service (on product pages the subject is prefilled with the piece name); client care hours are Monday to Friday, 10am-5pm EDT; consultations by email, virtual visit or in the showroom.Source

Big bets 3

Larger plays that can change the trajectory.

  • 16

    Press covers how people are "rethinking the wedding ring stack", and 192 catalogue items are already tagged with "pair it with" suggestions. Buyers can't yet see an engagement ring and bands together before an appointment.

    High impactHigh effort First result in 3 quarters Founder and Designer

    First action

    Photograph the top ten rings and bands to stack.

    How to measure it

    Bridal order value

    Now
    –
    Target
    +20%
    By
    3 quarters

    Steps

    1. 1

      Pick pieces

      Top rings and bands.

      Lead Fine Jewelry Specialist 2 weeks

    2. 2

      Photograph

      Consistent angles.

      Marketing Manager 1 month

    3. 3

      Build

      Shopify app or custom section.

      E-comm Manager 1 quarter

    4. 4

      Attach to bookings

      Saved stack in the request.

      E-comm Manager 1 month

    5. 5

      Launch

      Email and social.

      Marketing Manager 1 month

    6. 6

      Measure

      Order value and bookings.

      E-comm Manager monthly

    First result
    3 quarters
    Cost
    Development and photography
    Owner
    Founder and Designer

    Smallest test

    Publish ten photographed stacks as a lookbook.

    Why it works

    Build a simple stack builder: pick a ring, add bands and metals, see them together, save and share the stack, and book an appointment or try-on with it attached.

    Visualising a stack raises basket size and gives specialists a ready brief.

    Risks and how to handle them

    • Images look unrealistic

      Start with photographed real stacks.

    Evidence

    • Your websitePress page: NYT Wirecutter, February 2026 ("All of the Sparkly, Timeless Jewelry Our Experts Recommend", naming two WWAKE pieces), a T Magazine engagement gift roundup, Into the Gloss (November 2025) and "How Fashion Girls Are Rethinking the Wedding Ring Stack in 2026".Source
    • Your catalogueFeed details: 37 products have under 80 characters of description, mostly loose GIA- or IGI-graded diamonds (for example "1.75ct GIA Pear K/VS2 Natural Diamond") and Two-Step pieces; on product pages some image alt text carries internal labels such as "[lifestyle]", and others are empty; 192 items are tagged for "pair it with" suggestions.Source
    • Your websiteAt Home Try On: specialists curate a selection, shipped "once secured by deposit"; "two business days from delivery" to try pieces, with an optional virtual consultation; the deposit is refunded on return. Eligible pieces have an "At Home Try On" filter on collection pages; 123 catalogue items carry the try-at-home tag.Source
  • 17

    WWAKE ran an LA pop-up and is stocked in four California cities. A recurring residency (a few weeks twice a year) tests a second showroom without the lease.

    High impactHigh effort First result in 4 quarters Founder and Designer

    First action

    Compare California orders with New York orders.

    How to measure it

    California revenue

    Now
    –
    Target
    +40% in residency months
    By
    4 quarters

    Steps

    1. 1

      Check demand

      Orders and inquiries by state.

      E-comm Manager 1 week

    2. 2

      Find space

      Short-term retail.

      Founder and Designer 1 month

    3. 3

      Staff

      Two specialists.

      Founder and Designer 1 month

    4. 4

      Promote

      Email and stockists.

      Marketing Manager 1 month

    5. 5

      Run

      Three weeks.

      Lead Fine Jewelry Specialist 3 weeks

    6. 6

      Decide

      Repeat or not.

      Founder and Designer 1 month

    First result
    4 quarters
    Cost
    Space, travel and staff
    Owner
    Founder and Designer

    Smallest test

    Run a one-week residency first.

    Why it works

    Book a residency space in Los Angeles for three weeks around bridal season, with appointment-only custom consultations and walk-in hours, promoted to California subscribers and stockists' customers.

    A predictable local presence lets West Coast customers plan custom work in person.

    Risks and how to handle them

    • Costs exceed sales

      Set a break-even target before booking.

    Evidence

    • Your websiteJournal and news (sitemap, October 2026): "Jewelry Gifting Guide" and "Unique Engagement Rings Before the Stone Becomes a Story" (October 7), "Wwake Showroom Open House" and "Lace Inspired Pearl Jewelry" (September 17), "La Pop Up" (September 14), "Flatback Earring Style and Care Guide", "A Guide on How to Stack Rings for Everyday" and "From Reference to Ring How a Custom Piece Begins"; an Engagement Ring Guide and a Diamond Guide.Source
    • Your websiteStockists page: "a considered network of retailers worldwide", including Broken English (Los Angeles), Erica Tanov (Marin and Berkeley), Esqueleto (Los Angeles and Oakland), Marisa Mason (Santa Barbara), Greenwich St. Jewelers and The Store at MAD (New York) and The Golden Carrot (Charlotte).Source
    • Your websiteVisit Us page: a "private showroom in Greenpoint, Brooklyn" for one-on-one appointments with a Fine Jewelry Specialist, plus a "Weekday Virtual Showroom Appointment"; "We require a reservation fee, which will be fully refunded after your appointment." and "More details will released upon appointment confirmation".Source
  • 18

    WWAKE says its diamonds are recycled, antique or verified-origin and its gold certified recycled or Fairmined, and that it builds One of a Kind pieces from the full yield of a stone. Competitors claim ethics in a sentence; few show numbers.

    High impactMedium effort First result in 3 quarters Founder and Designer

    First action

    Gather last year's metal and stone purchase data.

    How to measure it

    Press mentions

    Now
    –
    Target
    5
    By
    1 year

    Steps

    1. 1

      Gather data

      Metals and stones.

      Inventory & Logistics Specialist 1 month

    2. 2

      Verify

      With suppliers and certifiers.

      Founder and Designer 1 month

    3. 3

      Write

      Short report and page.

      Marketing Manager 1 month

    4. 4

      Design

      Simple charts.

      Marketing Manager 2 weeks

    5. 5

      Pitch

      Jewellery and sustainability press.

      Marketing Manager 1 month

    6. 6

      Update

      Yearly.

      Founder and Designer yearly

    First result
    3 quarters
    Cost
    Staff time
    Owner
    Founder and Designer

    Smallest test

    Publish one figure: share of recycled gold.

    Why it works

    Publish an annual report: share of recycled and Fairmined gold, stones by origin type, pieces made from remaining yield, and the mining communities supported. Use it in press outreach and on the engagement pages.

    Specific numbers turn a common claim into proof and give journalists a story.

    Risks and how to handle them

    • Claims questioned

      Publish only verified figures.

    Evidence

    • Your websiteCustom by WWAKE: complete a custom questionnaire and book a consultation in the Brooklyn studio or virtually; a stone specialist sources from the in-house vault or trusted suppliers; "a complete proposal including a design description, visual mockup, and pricing"; natural diamonds and gemstones only; gold "certified recycled or Fairmined". Heirloom Resetting has its own page with the same process.Source
    • Competitor researchRivals' own homepages: Catbird, "beautiful, ethically sourced fine jewelry" and "home of the Forever Bracelet"; Bario Neal, "ethical, handmade jewelry with conflict-free diamonds and gemstones" and "unique engagement rings"; Mejuri, "Fine Jewelry For Every Day", "Sourced With Intention. Crafted By Hand."Source
    • Your websitePress page: NYT Wirecutter, February 2026 ("All of the Sparkly, Timeless Jewelry Our Experts Recommend", naming two WWAKE pieces), a T Magazine engagement gift roundup, Into the Gloss (November 2025) and "How Fashion Girls Are Rethinking the Wedding Ring Stack in 2026".Source

Wildcards 3

Unexpected experiments, each with a cheap way to test it.

  • 19

    WWAKE sells a ring sizer for $3. Someone who buys one is about to buy a ring, usually within weeks, but nothing follows the sizer.

    Medium impactLow effort First result in 1 month E comm Manager

    First action

    Count sizer orders last quarter and how many bought a ring.

    How to measure it

    Sizer-to-ring rate

    Now
    –
    Target
    35%
    By
    2 quarters

    Steps

    1. 1

      Baseline

      Sizer-to-ring rate.

      E-comm Manager 1 day

    2. 2

      Card

      Insert with credit.

      Marketing Manager 1 week

    3. 3

      Emails

      Three-step flow.

      Marketing Manager 1 week

    4. 4

      Size capture

      Save to the profile.

      E-comm Manager 1 week

    5. 5

      Invite

      Try-on or appointment.

      Lead Fine Jewelry Specialist ongoing

    6. 6

      Measure

      Rate after 60 days.

      E-comm Manager monthly

    First result
    1 month
    Cost
    Printing
    Owner
    E comm Manager

    Smallest test

    Add the email flow first.

    Why it works

    Include a card with a size-recording note and a credit toward a first ring, and send a three-email sequence after delivery: how to measure, the bestsellers in their size, and an appointment or try-on invite.

    It turns a tiny purchase into a timed, high-intent journey.

    Risks and how to handle them

    • Credit costs margin

      Make it a small fixed amount.

    Evidence

    • Your websiteFAQ and product pages: engraving costs $150 on "Engrave Yours" pieces; inclusive and quarter sizes at no extra cost; a ring sizer is sold for $3; the 3-year warranty "includes a complimentary resize, annual polishing, and any other necessary repairs"; Made to Order pieces take 5-6 weeks; gift orders get a handwritten note and unbranded boxes.Source
    • Your websiteAt Home Try On: specialists curate a selection, shipped "once secured by deposit"; "two business days from delivery" to try pieces, with an optional virtual consultation; the deposit is refunded on return. Eligible pieces have an "At Home Try On" filter on collection pages; 123 catalogue items carry the try-at-home tag.Source
    • Site scanThe store runs on Shopify with Klaviyo email and a newsletter sign-up, Hotjar, Affirm, Shop Pay and Kustomer; it ships worldwide with duties calculated at checkout and lists prices in more than 200 country currencies. It publishes /agents.md and a Universal Commerce Protocol profile so AI shopping assistants can browse and check out.Source
  • 20

    WWAKE publishes /agents.md and a commerce protocol profile, so assistants can browse and check out. But 37 products, mostly loose GIA- and IGI-graded diamonds, have under 80 characters of description. An assistant can't say why one stone suits a ring.

    Medium impactMedium effort First result in 1 quarter E comm Manager

    First action

    Rewrite the ten loose diamond descriptions.

    How to measure it

    Mentions in 20 test questions

    Now
    –
    Target
    5
    By
    2 quarters

    Steps

    1. 1

      List thin products

      Under 80 characters.

      E-comm Manager 1 day

    2. 2

      Write descriptions

      Specialist input.

      Lead Fine Jewelry Specialist 2 weeks

    3. 3

      Standardise fields

      Metal, stone, size.

      E-comm Manager 2 weeks

    4. 4

      Set test questions

      Twenty buyer questions.

      Marketing Manager 1 day

    5. 5

      Check monthly

      Major assistants.

      Marketing Manager monthly

    6. 6

      Improve

      Pages that never appear.

      Marketing Manager monthly

    First result
    1 quarter
    Cost
    Writing time
    Owner
    E comm Manager

    Smallest test

    Rewrite ten descriptions and run the questions.

    Why it works

    Write complete descriptions for the loose diamonds and short-description pieces (shape, look, which settings it suits, sourcing), add metal, stone and size fields consistently, then ask assistants common questions ("recycled diamond engagement ring NYC") monthly and note when WWAKE appears.

    As shoppers ask assistants for ideas, complete product facts decide which store gets recommended.

    Risks and how to handle them

    • Hard to measure

      Keep the same questions each month.

    Evidence

    • Site scanThe store runs on Shopify with Klaviyo email and a newsletter sign-up, Hotjar, Affirm, Shop Pay and Kustomer; it ships worldwide with duties calculated at checkout and lists prices in more than 200 country currencies. It publishes /agents.md and a Universal Commerce Protocol profile so AI shopping assistants can browse and check out.Source
    • Your catalogueFeed details: 37 products have under 80 characters of description, mostly loose GIA- or IGI-graded diamonds (for example "1.75ct GIA Pear K/VS2 Natural Diamond") and Two-Step pieces; on product pages some image alt text carries internal labels such as "[lifestyle]", and others are empty; 192 items are tagged for "pair it with" suggestions.Source
    • Your websiteCustom by WWAKE: complete a custom questionnaire and book a consultation in the Brooklyn studio or virtually; a stone specialist sources from the in-house vault or trusted suppliers; "a complete proposal including a design description, visual mockup, and pricing"; natural diamonds and gemstones only; gold "certified recycled or Fairmined". Heirloom Resetting has its own page with the same process.Source
  • 21

    Engraving costs $150 and gift orders already get handwritten notes and unbranded boxes. Gift buyers want the piece to feel personal, but engraving is an option inside the product page.

    Medium impactLow effort First result in 1 month Lead Fine Jewelry Specialist

    First action

    Count gift orders with engraving today.

    How to measure it

    Engraving attach rate on gifts

    Now
    –
    Target
    15%
    By
    2 quarters

    Steps

    1. 1

      Baseline

      Engraving on gift orders.

      E-comm Manager 1 day

    2. 2

      Cart prompt

      For eligible pieces.

      E-comm Manager 1 week

    3. 3

      Examples

      Photos in the gift guide.

      Marketing Manager 1 week

    4. 4

      Email mention

      Gift sends.

      Marketing Manager ongoing

    5. 5

      Check capacity

      Engraving lead times.

      Inventory & Logistics Specialist 1 week

    6. 6

      Measure

      Attach rate.

      E-comm Manager monthly

    First result
    1 month
    Cost
    $0
    Owner
    Lead Fine Jewelry Specialist

    Smallest test

    Show engraving examples in the gift guide.

    Why it works

    Add an "add an engraving" suggestion in the cart for eligible pieces when the buyer adds a gift note, show examples in the gift guide, and mention it in gift emails.

    A relevant add-on at the right moment raises order value with no extra product.

    Risks and how to handle them

    • Engraving makes pieces final sale

      Say so clearly in the prompt.

    Evidence

    • Your websiteFAQ and product pages: engraving costs $150 on "Engrave Yours" pieces; inclusive and quarter sizes at no extra cost; a ring sizer is sold for $3; the 3-year warranty "includes a complimentary resize, annual polishing, and any other necessary repairs"; Made to Order pieces take 5-6 weeks; gift orders get a handwritten note and unbranded boxes.Source
    • Your websiteHoliday Jewelry Gift Guide: "place your order early, by Oct 31, to guarantee a timely holiday delivery"; the menu has gift edits under $250, $500, $1,000 and $1,500, personalised and birthstone gifts and gift cards.Source
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See every playbook and website review

Independent research. Programmable wrote this playbook from public sources, as they stood on October 21, 2026, and cites them throughout. WWAKE did not commission, review or endorse it, and Programmable is not affiliated with WWAKE. Company and product names are trademarks of their owners, used only to identify them. The ideas are suggestions and opinion, not professional, legal or financial advice, and not statements about how WWAKE runs its business.

Something wrong, or do you represent WWAKE? Email [email protected] and we will correct it or take it down.

30/60/90 roadmap

What to focus on in each month, and the ideas that carry it.

  1. Days 1 to 307 ideas

    Appointment panel copy, one return policy, a measurable inquiry form, review requests, feed fixes and the homepage weight; add the ring-sizer journey.

  2. Days 31 to 6011 ideas

    One of a Kind alerts, try-on promotion, trunk shows, press on product pages, engagement guides, heirloom photo start, gift flows, polish visits, international slots, catalogue for AI assistants and gift engraving.

  3. Days 61 to 903 ideas

    Commit to the stack builder, the West Coast residency and the sourcing report.

The research behind the plan

2 research areas, each summarised in a few lines. Open any of them for the full detail.

Customers

What customers say

Customers value distinctive, sculptural designs. The most cited problem: uncertainty about scale and fit when buying online.

  • Recycled gold and traceable natural stones
  • Long made-to-order timelines
  • In their words: “one of a kind”

Market

Competitive landscape

3 competitors compared: Catbird, Bario Neal and Mejuri.

  • Gap to exploit: Measured sourcing transparency
  • Catbird: Less focus on one-off pieces
  • Bario Neal: Overlaps directly on bridal

From the team that wrote this playbook

All products
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  • ProgrammableCommunityForums with labelled AI members, never empty (opens programmable.community in a new tab)
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