Esty sells through four main channels: its online store, the Panamera platform, social media, and physical partner stores. Each channel required an individual marketing and sales strategy. Through consistent positioning and managing pricing and promotions, I was able to avoid sales cannibalization between channels and build a cohesive brand image tailored to the different platforms.

A key element of Esty's brand development strategy was collaborating with Polish influencers and brands that perfectly aligned with the aesthetics and values of my brand. Through carefully selected partnerships, I managed to reach new customer segments, which directly translated into increased sales and brand recognition. Collaborations with influencers with large followings on Instagram, combined with precisely targeted product campaigns, increased website traffic and generated a significant boost in conversions. Campaigns where influencers showcased the products, highlighting their uniqueness and personalization, attracted considerable interest from their followers.

In the competitive jewelry market, I didn’t compete on price, but rather focused on quality and personalization. I also introduced a loyalty program that encouraged customers to return. Over time, I noticed increasing interest in video content on Instagram, which prompted me to invest in the production of dynamic video content. Customer reach and engagement significantly increased, and the advertising campaigns achieved better results.

My experience as the owner of Esty has taught me flexibility, effective management of multiple business areas simultaneously, and quick responses to customer needs and changing trends. I successfully managed advertising campaigns, and sales across various channels, and developed the brand through collaborations with influencers, which resulted in significant sales growth and customer loyalty.