Client Work
IceBank Jewellers: Crafting a Premium Digital Presence
How we helped IceBank Jewellers build a brand that matches the quality of their pieces — from ecommerce to paid media, every touchpoint designed to convert.
How we helped IceBank Jewellers build a brand that matches the quality of their pieces — from ecommerce to paid media, every touchpoint designed to convert.
When IceBank Jewellers approached Merlins Group, they had a clear vision: to become Birmingham's go-to destination for premium, affordable jewellery. They had the product, the passion and a growing customer base — but their digital presence wasn't keeping pace. Their existing website was outdated, their social media lacked consistency, and they had no paid advertising strategy in place. They needed a partner who could bring everything together under one roof.
That's where we came in. As a Birmingham-based agency with deep experience in ecommerce and brand building — having worked with everyone from Hoodrich to GSF Car Parts — we understood exactly what IceBank needed to stand out in a competitive jewellery market.
The foundation of the entire project was website development. We designed and built a fully custom ecommerce website for IceBank Jewellers from the ground up — a platform that reflected the premium nature of their brand while being intuitive enough for customers to browse, select and purchase with confidence.
Every detail was considered. The product pages featured high-resolution imagery with zoom functionality, detailed specifications and trust signals including secure checkout badges and customer reviews. We implemented a clean, dark-toned design language that let the jewellery speak for itself — gold and silver pieces against matte black backgrounds, creating a boutique feel that translated seamlessly from desktop to mobile.
An ecommerce site is only as good as its backend operations. We set up comprehensive automation for order processing, ensuring that every purchase triggered instant confirmation emails, inventory updates and fulfilment notifications. This removed the manual bottleneck that had been slowing IceBank down and allowed them to scale their online orders without hiring additional staff.
We also integrated automated abandoned cart recovery sequences, which alone recovered a significant percentage of would-be lost sales each month. Combined with automated review request emails sent post-delivery, we built a system that worked around the clock — even when the team was focused on serving customers in their Birmingham store.
Jewellery is a visual product. You can't sell a piece of jewellery with a blurry phone photo — customers need to see the detail, the craftsmanship, the way light catches the stones. We worked closely with IceBank to direct their product photography, establishing a consistent visual language across every piece in their catalogue.
We defined the lighting setups, background choices, angles and post-production style that would become the IceBank signature look. This extended beyond product shots into lifestyle imagery — models wearing the pieces in real Birmingham settings, creating aspirational content that resonated with their target demographic. These assets became the backbone of everything from the website to social media to paid ads.
With the website live and a library of premium visual content ready to go, we turned our attention to social media marketing. IceBank's audience lives on Instagram and TikTok — platforms where jewellery thrives visually. We developed a content calendar that balanced product showcases, behind-the-scenes glimpses of the craftsmanship process, customer testimonials and trend-driven content.
Consistency was key. We moved IceBank from sporadic posting to a structured schedule of daily stories and regular feed posts, each designed to build brand recognition and drive traffic back to the website. We leveraged Instagram Shopping features so customers could tap and buy directly from posts, reducing the friction between discovery and purchase.
The results were tangible. Within the first few months, IceBank's social following grew substantially, and more importantly, engagement rates climbed well above industry averages for the jewellery sector. Comments, shares and saves increased as the audience began to see IceBank not just as a shop, but as a brand.
Organic growth is essential, but to drive immediate footfall and online sales, IceBank needed a robust paid media strategy. We built and managed campaigns across both Meta (Facebook and Instagram) and Google Ads, each targeting different stages of the customer journey.
On Meta, we ran a combination of brand awareness campaigns, retargeting sequences and direct-response ads. The top-of-funnel campaigns used the lifestyle imagery we had directed — aspirational content that stopped the scroll and introduced IceBank to new audiences across Birmingham and the wider West Midlands. We layered in interest-based targeting around jewellery, fashion and gifting occasions, and built custom audiences based on website visitors and social engagers.
The retargeting campaigns were where the real conversion magic happened. Anyone who visited the website, added to cart but didn't purchase, or engaged with IceBank's social profiles received tailored ads showcasing the exact products they had viewed, alongside limited-time offers and social proof from recent customers.
On Google, we focused on high-intent search campaigns. When someone in Birmingham searched for terms like "gold chain Birmingham", "diamond earrings near me" or "jewellers Birmingham city centre", IceBank appeared at the top of the results. We also ran Google Shopping campaigns that displayed product images, prices and reviews directly in the search results — a highly effective format for ecommerce.
The local campaigns were particularly impactful. By geo-targeting a radius around IceBank's physical store and running location-specific ad copy, we drove real footfall. Customers who discovered IceBank online were walking into the store the same week, often referencing the ads they had seen. This bridge between digital marketing and physical retail was exactly what IceBank needed.
Birmingham is a city with a rich jewellery heritage — the Jewellery Quarter alone is world-famous. For IceBank to carve out their niche, they needed campaigns that spoke directly to the local audience. We created hyper-local campaigns targeting Birmingham postcodes, student populations at nearby universities, and young professionals in the city centre.
Seasonal campaigns around Valentine's Day, Christmas and Mother's Day were planned months in advance, with dedicated landing pages, gift guides and countdown promotions. These campaigns consistently delivered strong returns, with some seasonal pushes generating returns several times the ad spend.
Working alongside other Birmingham businesses we support — from Woodside Motor Services to local fashion brands — we understand the Birmingham market intimately. That local knowledge gave IceBank an edge that national agencies simply can't replicate.
The transformation was comprehensive. IceBank Jewellers went from an outdated online presence to a fully integrated digital brand with:
More than the individual deliverables, what we built for IceBank was a system — a digital ecosystem where every component reinforced the others. The website converted the traffic that social media and paid ads drove. The automation freed up the team to focus on what they do best: crafting and selling beautiful jewellery.
We continue to work with IceBank Jewellers, refining their campaigns, testing new creative formats and expanding their reach. As their product range grows, so does their digital presence — and we're proud to be the team behind it.
If you're a Birmingham business looking for the same level of strategic support — whether it's website development, paid media, automation or brand building — get in touch with Merlins Group today.
Whether it's a website, marketing campaign, automation or data science — let's talk.
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