About My Jewellery

My Jewellery was founded in 's-Hertogenbosch in 2011 with a clear vision: to create a benchmark for affordable, trendy jewelry and fashion. The brand is now one of the fastest-growing e-commerce players in the Benelux and France, with more than 40 boutiques across the Netherlands, Belgium, Germany, and France. It also has a strong presence in over 400 partner stores and reaches thousands of customers daily throughout Europe through its online store.

With over 850 employees working in headquarters, warehouses, and stores, My Jewellery has grown into a mature lifestyle brand. What makes them unique is their "jewellery-first" approach: jewellery is always the starting point, with fashion and accessories as complements. Each collection exudes style, confidence, and feminine flair, yet remains affordable.

The brand is known for its strong focus on trends, an attractive omnichannel experience, and customer focus. With formats like the Gift Finder, A/B testing, and NPS surveys, My Jewellery intelligently leverages data to continuously optimize the customer journey and increase customer satisfaction.

In brief:
what did we do?

• Implementing A/B testing for web via Bloomreach & Exponea
• Gift Finder completely rebuilt and optimized, including frontend and logic
• Net Promoter Score (NPS) forms implemented
• Creating personalized email templates

Personal experience

My Jewellery wanted to not only sell products but also create an experience tailored to individual preferences. It was crucial to make data-driven choices without violating privacy. Existing tools like the Gift Finder were overhauled: My Tech Partner optimized the front-end and logic to help users find the right gift more quickly. Feedback mechanisms like NPS surveys were also integrated into the website and emails, with the aim of increasing conversion and improving customer insights.

What is an A/B test and
What is an NPS score?

A/B testing

A/B testing is a method for testing two or more variations of a web page, email, or functionality with real users. Each visitor is randomly shown a different version, for example, with a different button color, text, or order of elements. Based on their behavior, they measure which variation performs better. Think higher click-through rates, more purchases, or longer reading time. This way, you discover what truly works, instead of relying on assumptions or personal preferences.

For My Jewellery, this meant actively testing and optimizing features like the Gift Finder and email templates. The result? Small design or content adjustments with a major impact on usability and conversion. By continuously measuring and adjusting, the webshop evolves along with customer preferences. Step by step, supported by data.

What is NPS and why is it valuable?

The Net Promoter Score (NPS) is a widely used method for measuring customer loyalty and satisfaction. It revolves around one simple yet powerful question:
“How likely are you to recommend us to a friend or colleague?”

Visitors rate their response on a scale from 0 (very unlikely) to 10 (very likely). Based on this score, customers are divided into three categories:

Promoters (9–10): Enthusiastic, loyal customers who actively recommend the brand.
Passives (7–8): Satisfied but not particularly loyal, they rarely spontaneously recommend the brand.
Critics (0–6): Customers who are dissatisfied or give negative feedback.

The final NPS score ranges from -100 to +100 and is calculated by subtracting the percentage of detractors from the percentage of promoters.

For brands like My Jewellery, a high NPS indicates that customers are not only satisfied but also so engaged that they actively promote the brand. These insights help improve the customer experience, adjust campaigns, and determine strategic choices based on what customers really think.

From interaction to personalization

1. Gift Finder: Rebuilt for Better Matches

The Gift Finder on the website was thoroughly redesigned. Based on the existing concept, we built a new version that helps users find the perfect gift through smart questions. We used JavaScript to improve the logic and routing, added tracking (including Hotjar), and ensured seamless integration with Bloomreach and Exponea.

2. NPS surveys: smart feedback moments

We developed the NPS forms based on Figma designs and implemented the entire logic with JavaScript. The forms appear post-purchase and in email flows, among other things, so feedback is automatically collected at the right time. This created a scalable solution for continuous customer insights, integrated with the existing Customer Data Platform.

3. Email templates: dynamic and data-driven

The email templates were designed in Figma and technically translated by us into dynamic, customizable templates within Bloomreach/Exponea. Content is tailored to customer behavior and preferences, making communication more relevant and consistent across every stage of the customer journey.

Result

Visitors found suitable gifts faster, and feedback via NPS questions was collected more effectively. The emails were designed to communicate more personally and consistently throughout the customer journey. Small adjustments made a big difference here – supported by data, not assumptions.

This also yielded results internally. Thanks to clear feedback and statistics, various teams within My Jewellery can make informed decisions about design, content, and campaigns. The webshop continues to refine itself at a high level: visually appealing, technically sound, and increasingly tailored to customer needs, supported by data, feedback, and smart experiments.