Case Study: Made By Caitlyn

Written By Caitlyn Grad

(Founder Story: Where It All Began)

What We Supported

  • Social Media Management

  • Email Marketing

THE CHALLENGE

Made By Caitlyn was a coastal-inspired jewelry brand founded by Caitlyn Grad in 2018 after a spontaneous moment fixing a broken necklace sparked a business idea. The brand quickly found local success with handmade, sea glass-inspired designs—but like many first-time founders, Caitlyn built the brand on passion and hustle without a formal marketing strategy.

Early growth came from word-of-mouth and loyal community support, but the brand needed stronger positioning, consistent content, and a scalable marketing strategy to reach beyond local markets and connect with a broader audience of coastal lifestyle lovers.

OUR APPROACH

In 2020, the brand underwent a full rebrand—shifting toward a niche identity rooted in durability, adjustability, and emotional storytelling. We focused on building a content-first, community-driven strategy that prioritized connection over conversion.

Key marketing pillars included:

  • A clearly defined brand identity for beach lovers and coastal minimalists

  • Product messaging centered around quality, wearability, and sentiment

  • Organic short-form video content across TikTok and Instagram Reels

  • Visual consistency and a brand voice that built trust and sparked nostalgia

  • Storytelling that tied every product back to memory, emotion, and place

Behind the scenes, every piece of marketing was created by Caitlyn herself—from strategy and visuals to captions and community management.

THE IMPACT

Over the course of the brand’s growth, Made By Caitlyn saw consistent traction and became a beloved jewelry brand for its customers:

  • Reached millions of viewers through organic TikTok and Reels growth

  • Built a strong returning customer base through content and community

  • Saw steady increases in website traffic and online sales

  • Developed an emotional brand experience that customers still remember

  • Laid the foundation for a new business focused on helping other brands grow

“Now, you can always wear a little piece of the sea close to your heart—wherever you go.”
— Brand tagline from Made By Caitlyn

Even after closing in 2022, customers continued reaching out asking for re-releases—proof of the lasting impact a story-driven brand can make.

Caitlyn Grad
Previous

Case Study: John Boyle Commercial Services