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 a little 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 people 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 piqued, with a particular focus on Claire’s higher profit items: custom-designed jewellery and seven week jewellery-making workshops.
The ultimate aim: 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 a number of 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.
We crafted a custom marketing strategy, developing a clear, holistic and purposeful plan covering audience segmentation, messaging, content pillars, digital channels and growth opportunities. We also provided marketing consulting as and when Claire required it, often when her business’s goalposts moved.
We partnered with local agency Studio Sondar to design and launch a refined, user-friendly website that reflects Claire’s artistry and brand personality.
We created content for Facebook and Instagram that combined lo-fi UGC-style posts with slick imagery, including the shots from a professional brand photography shoot we coordinated with Palms Photography. Our content focused on building trust and engagement through storytelling and behind-the-scenes moments.
We then actively managed every aspect of the ongoing strategy:
- Social media: We managed Claire’s socials, posting content, engaging and building her community, and analysing and optimising the performance of the whole shebang.
- Email & blogs: We created ad hoc email marketing campaigns and blog content to help drive traffic to her (now stunning) site.
- Events & collabs: We helped to grow Claire’s brand through brand collaborations, from the launch of Purple Soul Wines to a sold-out ring-making workshop at Happenstance Distillery.
The results
In the first half of 2025, the NINKI-crafted content on Claire Brooks’ Facebook and Instagram accounts accrued hundreds of thousands of views across Instagram and Facebook, reaching tens of thousands of local jewellery fans.
The stunning jewellery appears to be Instagram approved, with her posts earning 3,200 interactions over that same period.
The digital version of Claire Brooks has transformed from a quiet online presence into a 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.
At the time of writing, Claire’s most recent month was her busiest to date.
“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,” Claire says.
“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.”
An online identity as bespoke and stunning as the pieces she produces – it’s something that Claire Brooks deserved, and it’s something that we at NINKI were delighted to deliver.
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