A jewellery brand with an established D2C presence partnered with BuildX Media to take their paid media performance to the next level. Having already built a revenue base of ₹4.9 Crore in FY 2024, the brand wanted to scale aggressively while maintaining profitability. By the end of FY 2025, total Shopify sales had grown to ₹8,72,96,484.55, a 341% increase year on year with gross sales crossing ₹9.7 Crore and 3,141,844 sessions generated across the year. This is a story of disciplined, profitable scaling in one of India’s most high-consideration D2C categories.
Jewellery is a high-consideration, high-trust category. Buyers research extensively, compare multiple options, and rarely purchase on first touch. Scaling revenue in this space without inflating acquisition costs requires a deeply layered funnel strategy one that builds awareness and trust at the top while driving efficient conversions further down. The brand had a solid FY 2024 foundation with ₹49,17,04,21.16 in total sales, 21,675 website purchases, and a 4.09X blended ROAS but scaling beyond that required a sharper, more structured approach to audience management, creative testing, and budget deployment across FY 2025.
BuildX Media built on the FY 2024 performance foundation and deployed a scaled, multi-layered Meta Ads strategy for FY 2025. Multiple campaigns were structured across new customer acquisition, retargeting, and category-specific product targeting to ensure every stage of the buyer journey was covered. In FY 2024, the total Meta ad spend was ₹1,08,50,737.21, driving 21,675 website purchases at a Cost per Purchase of ₹500.59 and a blended ROAS of 4.09X strong numbers that gave us a clear benchmark to build on.
In FY 2025, BuildX Media scaled the ad spend to ₹1,67,90,727.49 across multiple campaigns, driving 35,899 website purchases a 65% increase in purchase volume year on year. The blended ROAS for FY 2025 held at 5.04X with a Cost per Purchase of ₹466.73 and an average order value of ₹2,351.11. Top campaigns individually delivered ROAS between 5X and 6X consistently, while the overall session count grew 488% to 31,41,844 annually. The returning customer rate stood at 18.2%, reflecting strong brand loyalty built alongside new customer acquisition throughout the year.
From ₹4.9 Crore in FY 2024 to ₹8.7 Crore+ in FY 2025, the jewellery brand achieved a 77% year-on-year revenue growth under BuildX Media’s management. Total Shopify sales for FY 2025 reached ₹8,72,96,484.55 with gross sales of ₹9,77,38,970.42. Website purchases grew from 21,675 to 35,899, a 65% jump while the average order value increased to ₹2,325.08. GoKwik remained the dominant sales channel at ₹86.8M, with the Online Store contributing an additional ₹42.5M. The brand scaled profitably, with ROAS actually improving from 4.09X in FY 2024 to 5.04X in FY 2025 despite a significant increase in spend, a clear marker of a mature, well-optimised paid media engine.
