Made By Caitlyn Case Study
Opportunity:
"Made by Caitlyn" was my jewelry brand that I started back in 2018 when my pearl necklace broke, and instead of discarding it, I fixed it, and a business was born. Pearl necklaces at the time were super popular and trendy, so I took my necklace concept, made it better so it wouldn't wear and tear, and started selling to classmates. However, when I started, I knew nothing about running a business, figuring out product marketing, or marketing in general, and faced challenges generating sales and struggling to find my footing.
Solution:
I struggled for a while to expand my sales beyond my school and town. It wasn't until 2020, amidst the pandemic, that I decided to rebrand my business and focus on beach lovers while refining my marketing strategies.
One of my best-selling designs was a sea glass-inspired necklace, so I decided to lean into that and positioned Made By Caitlyn as the ultimate destination for waterproof, adjustable, and durable jewelry. Additionally, I tapped into the niche of catering not only to coastal enthusiasts but also to landlocked beach lovers, with my tagline being "Now, you can always wear a little piece of the sea close to your heart wherever you go!"
Through rebranding and the rise of short-form video content, my business began to soar as I reached a wider audience. TikTok was gaining popularity, and I learned how to leverage it to grow my business. I was able to create an authentic audience who loved my brand, reaching millions of people and resulting in a noticeable increase in both traffic and sales.
Later, Instagram also embraced short-form videos, further boosting my business. Between these two apps, my business reached great heights, highlighting the importance of adaptability in navigating the dynamic digital landscape.
One of my best-selling designs was a sea glass-inspired necklace, so I decided to lean into that and positioned Made By Caitlyn as the ultimate destination for waterproof, adjustable, and durable jewelry. Additionally, I tapped into the niche of catering not only to coastal enthusiasts but also to landlocked beach lovers, with my tagline being "Now, you can always wear a little piece of the sea close to your heart wherever you go!"
Through rebranding and the rise of short-form video content, my business began to soar as I reached a wider audience. TikTok was gaining popularity, and I learned how to leverage it to grow my business. I was able to create an authentic audience who loved my brand, reaching millions of people and resulting in a noticeable increase in both traffic and sales.
Later, Instagram also embraced short-form videos, further boosting my business. Between these two apps, my business reached great heights, highlighting the importance of adaptability in navigating the dynamic digital landscape.
Outcome:
The rebrand brought great success in vanity metrics and sales. Eventually, in July of 2022, I made the difficult decision to close down the business. While it was thriving, I discovered a newfound passion for marketing communications (MarCom) that I couldn't ignore. This realization led me to embark on a full-time pursuit of MarCom as a profession.
To this day, years later, I still receive messages from past customers asking if I have any leftover inventory. I not only started a business but created a brand filled with raving fans, a community who still thinks of my products long after I've closed shop. This is what everyone should strive for—to be missed when gone.
Made by Caitlyn launched who I am as a marketing and communications professional; I owe my knowledge to this business, and I'm forever grateful. I'm excited to apply this experience to every project I take on in my marketing business. While I loved making jewelry, I found I loved making content more and helping other businesses harness the power of digital marketing. I love what I do. Thank you!
To this day, years later, I still receive messages from past customers asking if I have any leftover inventory. I not only started a business but created a brand filled with raving fans, a community who still thinks of my products long after I've closed shop. This is what everyone should strive for—to be missed when gone.
Made by Caitlyn launched who I am as a marketing and communications professional; I owe my knowledge to this business, and I'm forever grateful. I'm excited to apply this experience to every project I take on in my marketing business. While I loved making jewelry, I found I loved making content more and helping other businesses harness the power of digital marketing. I love what I do. Thank you!
Post Examples
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Made By Caitlyn by Caitlyn Grad
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