I built Brillianteers, an online fine jewelry brand, to mid-7-figures in one of the most competitive niches online. Now I run Meta ads, Google Shopping and Klaviyo for other jewelry brands, with the same playbook I use on my own money.

Jewelry is a high-ticket, high-trust, long-consideration purchase, and most general eCommerce playbooks ignore that. An engagement ring buyer might research for weeks, compare dozens of stores and only buy when they trust you completely.
That changes everything: longer retargeting windows, email that educates instead of discounting, Google Shopping feeds built around metal, shape and carat, creative that answers the real objections (price, quality, lab vs. natural, returns), and planning around a handful of seasonal peaks. I learned all of that running Brillianteers, and I bring the same playbook to your brand.
What works in this category, learned on my own store first.
Creative angles that actually sell jewelry: price transparency and cutting out the middleman, lab-grown vs. natural, the proposal moment, social proof and financing.
1.16 → 1.57 ROAS, same budgetFeeds built around how people search jewelry: metal, shape, carat, setting and style, so the right product shows for the right query.
Education flows, browse and cart abandonment and ring-size guidance that keep a high-ticket buyer warm for weeks.
$4.26M email revenue, one brandPositioning lab-grown honestly against natural, so you win on value without cheapening the brand.
Valentine's, Mother's Day, proposal season and holidays planned months ahead, with budget and creative ready before demand peaks.
Certificates, reviews, returns, resizing and financing made clear, because trust is the real conversion lever on a four-figure order.
Actual dashboards from jewelry accounts I have run. Nothing here is a template or a stock number.


Sixty minutes on your store, ads and email with someone who knows the category.
Ads, feed, email, site trust signals and margins, with a prioritized fix list.
Category-specific creative angles, feed fixes and the flows that carry long buying cycles.
Budget and creative mapped to the peaks that make or break a jewelry year.

Brillianteers is my fine jewelry brand, built from zero to mid-7-figures. Before that I built Mozaik Underwater Cameras to 7 figures and sold it. Today I also run Meta, Google and Klaviyo for other jewelry brands and a handful of brands in other categories.
“Tal is an expert in his field, with an analytical, data-driven approach and industry awareness that sets him apart. After years of poor results with various ad agencies, Tal has been a breath of fresh air. His experience running his own e-commerce brands gives him a unique appreciation for the macro aspects of online business, which is hard to find elsewhere (trust me, we have tried!). If you need a dedicated eCommerce expert with in-depth digital marketing knowledge, Tal is your man.”
“Tal is fantastic. Knowledgeable, helpful and very to the point. I have learned a lot during our coaching sessions that I believe will genuinely set us up for success across email marketing, as well as Meta and Google ads. Tal has always been willing to answer questions outside of our sessions and offer extra support during difficult times for sales. I'd recommend Tal to anyone looking for a seasoned professional who genuinely cares.”
“We had the pleasure of working with Tal to launch and test our Meta ad campaigns, and the results have been outstanding. From the moment he joined, it was clear we were working with a true expert in eCommerce marketing. He conducted a thorough audit, refined our targeting, optimized creatives, and structured our campaigns for maximum efficiency — measurable improvements while keeping our media budget stable. If you're looking for a consultant who genuinely cares about your business and delivers real results, Tal is the person to hire.”
What I hear most from jewelry founders.
For most jewelry brands it is a mix: Meta for demand creation with creative that answers price and trust objections, Google Shopping and Search for buyers already looking for a specific piece, and Klaviyo to carry the long consideration window. The split depends on your price point and margins.
Yes, if the creative does the selling. The angles that work are price transparency, lab-grown vs. natural value, the proposal moment, real customer proof and financing. I have lifted jewelry Meta accounts from 1.16 to 1.57 ROAS on the same budget and run Meta for my own jewelry brand for years.
Lead with honest value: the same look and specs as natural for a fraction of the price, with certificates to back it up. Educate without trashing natural diamonds, because many buyers compare both. It works best when ads, product pages and email all tell the same story.
For high-ticket pieces like engagement rings it is often weeks, not days. That is why longer retargeting windows, browse abandonment and educational email flows matter more in jewelry than in most categories.
Valentine's Day, Mother's Day and the holiday season, plus proposal season around the end of the year. Budget, creative and inventory need to be ready weeks before each peak, not during it.
I work with jewelry brands across the US and Canada, on North American business hours.
Same operator behind all of it. Pick what fits where you are.
Facebook and Instagram ads run personally by a senior operator. Real ROAS lifts, real dashboards.
Meta ads →Audits and flow rebuilds that have taken email from about 15% to the 30% range of revenue.
Klaviyo →I own your growth plan and budget part-time, and run Meta, Google and Klaviyo myself. No agency layer.
Fractional CMO →Sixty minutes, one-on-one, no obligation. Bring your store and your numbers, and I will tell you what I would do.