Building the Eblast Experience & System
Building the Eblast Experience & System
Building the Eblast Experience & System
Lifecycle Email Architecture for Fine Jewelry eCommerce
Lifecycle Email Architecture for Fine Jewelry eCommerce
Experience Design
System Design
Luxury Retail
All brand images, email designs, and brand assets © Gabriel & Co.
All brand images, email designs, and brand assets © Gabriel & Co.
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Client
Client
Gabriel & Co. (Fine Jewelry, New York)
Gabriel & Co. (Fine Jewelry, New York)
Role
Role
Design Specialist, CX Design
Design Specialist, CX Design
Time
Time
2023–2025
2023–2025
Impact
Impact
25% increase in email driven revenue (H2 2024)
Year-over-year doubling of Jan 2025 sales
40+ monthly emails via scalable system
25% increase in email driven revenue (H2 2024)
Year-over-year doubling of Jan 2025 sales
40+ monthly emails via scalable system
Methods
Methods
Klaviyo (analytics & testing), Figma, Adobe Creative Cloud, lifecycle email architecture
Klaviyo (analytics & testing), Figma, Adobe Creative Cloud, lifecycle email architecture
OVERVIEW
Gabriel & Co., a New York-based fine jewelry brand, needed luxury customer engagement at automation speed. Their email system's generic automation templates underperformed, and custom one-offs took too long for a 5-designer team to sustain. I designed a lifecycle email system that replaced this broken system with a research informed design template framework handling 40+ monthly campaigns while delivering 25% revenue growth and year-over-year doubling of January sales.
Gabriel & Co., a New York-based fine jewelry brand, needed luxury customer engagement at automation speed. Their email system's generic automation templates underperformed, and custom one-offs took too long for a 5-designer team to sustain. I designed a lifecycle email system that replaced this broken system with a research informed design template framework handling 40+ monthly campaigns while delivering 25% revenue growth and year-over-year doubling of January sales.
THE CHALLENGE
THE CHALLENGE
Gabriel & Co. competes in the luxury engagement jewelry market. A high-consideration, high-emotion category where email drives eCommerce revenue. But their email system couldn't keep up.
They adopted default automation of generic and underperforming Klaviyo templates that were inconsistent, felt sales-y, not luxury while a time consuming custom email system failed to keep up.
Gabriel & Co. competes in the luxury engagement jewelry market. A high-consideration, high-emotion category where email drives eCommerce revenue. But their email system couldn't keep up.
They adopted default automation of generic and underperforming Klaviyo templates that were inconsistent, felt sales-y, not luxury while a time consuming custom email system failed to keep up.
MY APPROACH
MY APPROACH
I built a template system grounded in how luxury brands like Tiffany, Cartier, and David Yurman communicate with clean layouts and a modular structure that gave the team speed without sacrificing craft. The work covered the full lifecycle: welcome sequences, browse and abandon flows, and retention touchpoints, all held together by a component library that cut design time from 3–5 days to 1–2 days per campaign and made consistency the default rather than the exception.
I built a template system grounded in how luxury brands like Tiffany, Cartier, and David Yurman communicate with clean layouts and a modular structure that gave the team speed without sacrificing craft. The work covered the full lifecycle: welcome sequences, browse and abandon flows, and retention touchpoints, all held together by a component library that cut design time from 3–5 days to 1–2 days per campaign and made consistency the default rather than the exception.
MY ROLE
I was hired as a design specialist, and my role progressed into the owner of the eblast experience and responsible for building a system for it.
RESEARCH - Audited existing email flows and performance data, then mapped competitor approaches across Tiffany, Cartier, and David Yurman to identify gaps and set a design direction.
SYSTEM BUILDING - Designed a template framework organised by product category and journey stage, with 8+ core template types and 30+ component modules, built for speed without sacrificing craft. Documented design guidelines and a mobile optimisation checklist so the system could scale beyond me.
DESIGN EXECUTION - Created welcome sequences, browse and abandon flows, seasonal campaigns, and VIP touchpoints. Developed a motion design system of 15+ animated GIF templates such as product spins, ring stacking, texture details, with a tested export and email client compatibility process.
WORKFLOW & QUALITY - Built a Google Sheets tracker to manage volume, assignees, and hours across the team. Set up a checklist with the Senior Creative Manager to ensure every email met brand and UX standards before launch.
PERFORMANCE - Tracked Klaviyo attribution data from email through to purchase. Ran tests and iterated on conversion rate and revenue metrics continuously.
I was hired as a design specialist, and my role progressed into the owner of the eblast experience and responsible for building a system for it.
RESEARCH - Audited existing email flows and performance data, then mapped competitor approaches across Tiffany, Cartier, and David Yurman to identify gaps and set a design direction.
SYSTEM BUILDING - Designed a template framework organised by product category and journey stage, with 8+ core template types and 30+ component modules, built for speed without sacrificing craft. Documented design guidelines and a mobile optimisation checklist so the system could scale beyond me.
DESIGN EXECUTION - Created welcome sequences, browse and abandon flows, seasonal campaigns, and VIP touchpoints. Developed a motion design system of 15+ animated GIF templates such as product spins, ring stacking, texture details, with a tested export and email client compatibility process.
WORKFLOW & QUALITY - Built a Google Sheets tracker to manage volume, assignees, and hours across the team. Set up a checklist with the Senior Creative Manager to ensure every email met brand and UX standards before launch.
PERFORMANCE - Tracked Klaviyo attribution data from email through to purchase. Ran tests and iterated on conversion rate and revenue metrics continuously.
THE PROCESS
If I had to break down the work I did within my role, it would be in these 2 parts -
1. Template System Design and 2.Motion and Engagement Design
If I had to break down the work I did within my role, it would be in these 2 parts -
1. Template System Design and 2.Motion and Engagement Design
PART 1
PART 1
PART 1
EMAIL REDESIGN & BUILDING TEMPLATE SYSTEM
RESEARCH
EMAIL AUDIT
I started by collecting existing emails:
12 automation templates that were generic and off brand
Custom one-offs were hard to replicate with the volume of monthly emails
Most templates looked the same due to the generic catalog like design.
EMAIL AUDIT
I started by collecting existing emails:
12 automation templates were generic and off brand
Custom one-offs were hard to replicate with the volume of monthly emails
Most templates looked the same due to the generic catalog-like design.
COMPETITOR ANALYSIS
To understand luxury email design and market standards, I analyzed three competitors: David Yurman, Tiffany & Co, and Cartier.
The insights from the analysis shaped how I redesigned the emails and the template system: clean backgrounds, short copy requests, intentional CTAs, and grid flexibility for product layout for depth rather than flat layouts.
COMPETITOR ANALYSIS
To understand luxury email design standards, I analyzed three competitors: David Yurman, Tiffany & Co, and Cartier.
The insights from the analysis shaped how I redesigned the emails and the template system: clean backgrounds, short copy requests, intentional CTAs, and grid flexibility for product layout for depth rather than flat layouts.
DESIGN
The Component Library -
Instead of designing every email from scratch, I built a modular system in Photoshop where each template was structured as swappable layers, such as Header, Product slots 1-8, and CTA. So the designers repurpose layouts by mixing and matching without rebuilding the file each time.
The Component Library -
Instead of designing every email from scratch, I built a modular system in Photoshop where each template was structured as swappable layers, such as Header, Product slots 1-8, and CTA. So the designers repurpose layouts by mixing and matching without rebuilding the file each time.
PRODUCT IMAGE STRATERGY
PRODUCT IMAGE STRATERGY
I extracted product images from lifestyle photography, removed backgrounds, recomposed on white canvas with intentional perspective variation on white background with breathable product layouts with plenty of negative space .
One photoshoot became 4-5 different layouts. Controlled visual hierarchy through scale and angle mixing (overhead, profile and flat lay view) .
This maximized assets without constant image requests and reshoots.
I extracted product images from lifestyle photography, removed backgrounds, recomposed on white canvas with intentional perspective variation on white background with breathable product layouts with plenty of negative space .
One photoshoot became 4-5 different layouts. Controlled visual hierarchy through scale and angle mixing (overhead, profile and flat lay view) .
This maximized assets without constant image requests and reshoots.
ORGANIZATION SYSTEM
ORGANIZATION SYSTEM
Organized templates in Dropbox by
Campaign type (Welcome, Abandonment, Promotion, Secret Shopper) and Product category (Bridal, Fashion, Mens).
Within each: subfolders by jewelry type (Rings, Necklaces, Bracelets, Earrings). Team could grab the right starting point instantly.
Organized templates in Dropbox by
Campaign type (Welcome, Abandonment, Promotion, Secret Shopper) and Product category (Bridal, Fashion, Mens).
Within each: subfolders by jewelry type (Rings, Necklaces, Bracelets, Earrings). Team could grab the right starting point instantly.
MODULAR LAYER STRUCTURE
MODULAR LAYER STRUCTURE
Built templates as swappable layers:
Header, Product slots 1-8, CTA. Turn layers on/off to change layouts.
Need a 4-up grid to become 2 up? Delete layers. This way, the team assembled emails in minutes, not hours.
Built templates as swappable layers:
Header, Product slots 1-8, CTA. Turn layers on/off to change layouts.
Need a 4-up grid to become 2 up? Delete layers. This way, the team assembled emails in minutes, not hours.
TEMPLATE USE VARIATION
TEMPLATE USE VARIATION
6 hero variants, 4+ product grid layouts, 3+ editorial blocks. Welcome series shown here: intro email, category browse, personality quiz, retailer locator.
Same modular system, different assembly of content.
Started with too many unique layouts which soon turned out to be unmaintainable. So I scaled back to flexible core templates covering 95% of usage.
6 hero variants, 4+ product grid layouts, 3+ editorial blocks. Welcome series shown here: intro email, category browse, personality quiz, retailer locator.
Same modular system, different assembly of content.
Started with too many unique layouts which soon turned out to be unmaintainable. So I scaled back to flexible core templates covering 95% of usage.
PART 2
PART 2
PART 2
MOTION & ENGAGEMENT DESIGN
MOTION ELEMENTS
I created GIFs and animations that highlighted hero pieces and craftsmanship for multiple product categories that do not get in the way of key messages. Troubleshot exporting animations to GIF format, which loaded quickly and did not slow down the experience on mobile devices
I created GIFs and animations that highlighted hero pieces and craftsmanship for multiple product categories that do not get in the way of key messages. Troubleshot exporting animations to GIF format, which loaded quickly and did not slow down the experience on mobile devices
MOBILE OPTIMIZATION
BEFORE eblast had 2 column product grids that cramped on mobile. Long product names took up half the screen. And the dark mode showed weird background cutouts.
AFTER -
Layout shift:
Moved from side by side grids to staggered vertical flow.
Less lengthy scrolling but enough negative space around each product for visual breathing room.
Product naming:
Cut long descriptions: "14K Yellow Gold Open Cuff Hexagon Bangle" to "Rose Gold Anchor Pendant".
Used product names when they existed, short descriptors when they didn't.
Copy control:
Specified character/word count when requesting copy.
Prevented lengthy emails people won't scroll through.
The staggered products created natural stopping points, short names enabled quick scanning and controlled copy length helps with attention span.
Before
After
WORKFLOW & REQUEST MANAGEMENT
When I joined, there was only system for managing email requests where design requests tickets in asana would get lost with other team's tickets.
So while ops was working on this to solve this, I built a simple tracker that gave the team and executives clarity on volume, assignments, and hours put in by the designers of our team. By April 2025 it was logging over 70 hours of design work in a single month.
From there, requests followed a consistent process, digital marketing manager would submit, I'd assign based on who had bandwidth, the designer would build using my component library, I'd review it, the Senior Creative Manager would sign off, and then marketing manager would schedule it in Klaviyo.
When I joined, there was only system for managing email requests where design requests tickets in asana would get lost with other team's tickets.
So while ops was working on this to solve this, I built a simple tracker that gave the team and executives clarity on volume, assignments, and hours put in by the designers of our team. By April 2025 it was logging over 70 hours of design work in a single month.
From there, requests followed a consistent process, digital marketing manager would submit, I'd assign based on who had bandwidth, the designer would build using my component library, I'd review it, the Senior Creative Manager would sign off, and then marketing manager would schedule it in Klaviyo.
OUTCOME & IMPACT
REVENUE IMPACT:
25% increase in email-driven sales (H2 2024 vs H1 2024) Measured through Klaviyo attribution tracking.
Year-over-year doubling of January 2025 sales from email marketing. Email channel alone generated 2x January 2024 revenue.
EFFICIENCY GAINS:
40+ monthly campaigns managed (up from 15- 20/month)
Design and approval time reduced from 3-5 hours to 1-2 hours per eblast.
REVENUE IMPACT:
25% increase in email-driven sales (H2 2024 vs H1 2024) Measured through Klaviyo attribution tracking.
Year-over-year doubling of January 2025 sales from email marketing. Email channel alone generated 2x January 2024 revenue.
EFFICIENCY GAINS:
40+ monthly campaigns managed (up from 15- 20/month)
Design and approval time reduced from 3-2 day to 1-2 hours per eblas
REVENUE IMPACT:
25% increase in email-driven sales (H2 2024 vs H1 2024) Measured through Klaviyo attribution tracking.
Year-over-year doubling of January 2025 sales from email marketing. Email channel alone generated 2x January 2024 revenue.
EFFICIENCY GAINS:
40+ monthly campaigns managed (up from 15- 20/month)
Design and approval time reduced from 3-5 hours to 1-2 hours per eblast.