case study

Meld Jewellery

Building a premium ecommerce brand from concept to a fully operational business.

Work With Me
Work With Me

At A Glance

Industry

Jewellery / Ecommerce / Direct-to-Consumer

Scope

Brand Creation + Ecommerce Build + Growth Support

Timeline

2 years

Markets

New Zealand + Australia

The Brand

Meld Jewellery was created as a modern jewellery brand focused on timeless, elevated pieces designed for everyday wear.

Built from the ground up, the brand combined thoughtful product curation with a premium ecommerce experience, strong customer experience and scalable operational foundations.

From the initial concept through to launch and ongoing growth, every element of the business was developed, including brand identity, Shopify infrastructure, supplier relationships, content creation, marketing channels and operational systems.

The Challenge

The goal was to build a complete ecommerce brand from scratch, creating not only a strong visual identity, but the systems and foundations required to successfully operate and grow a direct-to-consumer business.

This included:

  • Developing a clear brand identity and positioning

  • Building a premium Shopify experience

  • Establishing supplier and inventory systems

  • Creating product photography and marketing assets

  • Building customer acquisition channels

  • Creating repeatable operational workflows

My Role

I built and operated Meld Jewellery across every stage of the business lifecycle.

Brand & Positioning

  • Brand strategy and positioning

  • Visual identity development

  • Packaging design

  • Customer experience development

  • Brand asset creation

Ecommerce BUILD

  • Shopify website design and build

  • Theme customisation

  • Product merchandising

  • Customer journey optimisation

  • App integration

  • Payment and shipping setup

PRODUCT & OPERATIONS

  • Supplier sourcing and relationship management

  • Product selection and curation

  • Inventory management

  • Packaging systems

  • Fulfilment workflows

  • Operational documentation

CONTENT & MARKETING

  • Product photography creation

  • Social media strategy

  • Email marketing through Klaviyo

  • Meta advertising setup and management

  • Campaign creation and optimisation

  • Customer acquisition strategy

Results

Brand built from concept to launch. Created a complete ecommerce brand from initial idea through to a fully operational direct-to-consumer business.

Full Ecommerce Foundation

Built and managed a Shopify ecosystem including:

  • Website design and development

  • Payment systems

  • Shipping integrations

  • Email marketing

  • Customer management

  • Inventory workflows

Multichannel Marketing Systems

Established and managed marketing channels across:

  • Social media

  • Email marketing

  • Paid Meta advertising

  • Content creation

Operational Systems Built for Scale

Created repeatable workflows across:

  • Product sourcing

  • Inventory management

  • Fulfilment

  • Customer service

  • Marketing processes

Selected Visuals

The Outcome

Meld Jewellery grew from an initial concept into a complete ecommerce business with:

  • A clear brand identity

  • A premium digital presence

  • Established supplier relationships

  • Integrated marketing channels

  • Documented operating systems

  • A complete foundation for future growth

The business was built with scalability in mind, creating a structured and transferable ecommerce operation.

What this project demonstrates

Building Meld Jewellery provided firsthand experience across every stage of creating and operating a product-based ecommerce brand.

This project demonstrates my ability to:

✓ Build brands from concept through to launch

✓ Create ecommerce foundations that support growth

✓ Combine creative direction with commercial execution

✓ Build practical systems behind founder-led businesses

✓ Understand the operational realities of running a product brand

Founder Perspective

Building Meld Jewellery gave me the opportunity to experience ecommerce from every angle, not just supporting brands from the outside, but making the decisions, building the systems and managing the operational realities of running a product-based business.

That experience now shapes how I support other founders — bringing practical insight, commercial thinking and a deep understanding of what it takes to build a brand from the ground up.
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