An Adelaide-based jeweller with a flair for the organic, Claire Brooks creates bespoke and sustainably sourced rings, necklaces, bracelets and keepsakes designed to mark moments.
And Claire doesn’t just make beautiful things; she offers the gilded version of the ‘teach a man to fish’ approach, instructing others on how to make them as well. Her intimate sessions, ranging from one-dayers to seven-week masterclasses, end with attendees walking home with their very own handcrafted piece.
So unique was her offering that Claire found it somewhat difficult to market, both in terms of getting in front of the right people and shaping a compelling pitch.
That all changed in 2022, when she found NINKI.
The aim
Claire was well aware of the issues. She needed to grow the visibility of her brand, particularly online, in order to connect with a couple of very specific audiences: fans of artisan jewellery, and individuals who were intrigued by the jewellery-making process.
But it wouldn’t be enough to just get in front of these bling buffs. Interest needed to be spurred, with a particular focus on Claire’s higher profit items: custom-designed jewellery and seven week jewellery-making workshops.
The ultimate aim was to create a steady flow of warm leads, allowing Claire to take off her sales cap and put on her (far more comfortable) jeweller’s apron.
The approach
Over the course of three fertile years, NINKI has established itself as Claire Brooks’ long-term marketing partner. Our approach has been multifaceted, reflecting the holistic help that the business required:
- Marketing strategy: We developed a clear, holistic and purposeful marketing plan covering audience segmentation, messaging, content pillars, digital channels and growth opportunities.
- Marketing consulting: We provided ongoing strategic advice and creative direction to support Claire’s business decisions and drive the growth of the brand.
- Website development: We partnered with local agency Studio Sondar to design and launch a refined, user-friendly website that reflects Claire’s artistry and brand personality.
- Brand photography: We coordinated a professional shoot with Palms Photography to build a bank of slick images for the website and socials.
- Content creation: We created Facebook and Instagram content combining professional brand visuals with lo-fi UGC-style posts. Our content focused on building trust and engagement through storytelling and behind-the-scenes moments.
- Social media management: We managed Claire’s socials. We posted content, we engaged with and built her community, and we analysed and optimised the performance of the whole shebang.
- Email & blog support: We supported Claire with ad hoc email marketing and blog content to help nurture her audience and drive traffic back to her (now stunning) site.
- Event marketing & collabs: We helped to grow Claire’s brand through multiple brand collaborations, from the launch of Purple Soul Wines to a sold-out ring-making workshop at Happenstance Distillery.
The results
Performance Snapshot: Jan 1 – Jul 22, 2025
- Views: 108K
- Reach: 33.7K
- Content interactions: 3.2K
- Organic views: 67.7K
- Ad views: 40.3K
- Views: 54.5K
- Reach: 1.2K
- Content interactions: 396
- Watch time: 15h 59m
- Organic views: 9.7K
- Ad views: 44.8K
“One of the best things about working with Chanelle is her ability to work with my strengths, and really pull those out, so that we can then use them as part of my strategy”
“I would absolutely recommend working with the girls at NINKI, especially if you’re a small business who is time-deprived, or struggles to keep up with everything you need to form a good representation on social media.”
“I want to thank the girls at NINKI for helping me to form a really beautiful social media account. Working with them and having them on my team has been a real boost of confidence.”
“I absolutely recommend them to anyone looking for social media management.”
The digital version of Claire Brooks has transformed from quiet online presence to sophisticated, engaging and consistent identity – one that her target audience gravitates towards and genuinely connects with.
She has become a recognised name within the local artisan community. Her work has always deserved that status, but ultimately her just deserts were secured with the support of a smart digital strategy.
On top of this newfound visibility, Claire has enjoyed a significant and ongoing jump in sales. From regular commissions for bespoke pieces to increased enrolments in her jewellery courses, both her brand and her business have gone from strength to strength.
At the time of writing, Claire’s most recent month was her busiest to date.
An online identity as bespoke and stunning as the pieces she produces – it’s something that Claire Brooks deserved, and it’s something that our team at NINKI was delighted to deliver.
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