Where Edge Meets Elegance in Lifecycle Strategy

Founded in 2013 by Mark Shami and Anthony Frisina, The M Jewelers was born in New York City’s iconic Diamond District and has since grown into one of the most recognized jewelry brands in North America. Known for its custom gold and silver pieces, the brand empowers customers to design and visually render their own jewelry—online and in person. With thriving retail locations in NYC, LA, and Tokyo, and collaborations with cultural powerhouses like Nike, MLB, KITH, and Only NY, The M Jewelers embodies the energy and ethos of New York street luxury. As the brand scaled, it faced a critical challenge: how to expand its customer base, especially among first-time buyers, and stand out in an increasingly saturated jewelry market.

We developed an elevated email marketing strategy tailored to support both the brand’s high-velocity drops and its long-term customer acquisition goals. Our system was designed to do more than just sell — it needed to echo The M Jewelers’ voice, NYC edge, and lifestyle appeal. The welcome flow educated new customers on the brand’s legacy, craftsmanship, and customization options, while cart and browse abandonment flows leaned into personalization and exclusivity. Post-purchase sequences celebrated the customer journey and encouraged repeat purchases through loyalty-driven messaging. We also introduced flows around new drops, capsule collaborations, and in-store events to unify the digital and retail experience.

The new system drove a 90% increase in flow revenue, supporting the brand’s mission to attract new customers while reinforcing its premium positioning. The flows helped capture and convert first-time buyers with compelling storytelling and elevated design, while also increasing repeat purchase frequency. By aligning digital retention with The M Jewelers’ bold, NYC-rooted identity, we created an email strategy that not only stood out—but stood up to the noise of the competitive jewelry space.