Client Spotlight: The Holistic Strategy Behind Silk & Steel's Skyrocketing Sales
As digital chemists, PH Digital is in the business of creating enduring bonds and reactions that matter. These are the essential catalysts for growth that underpin the PH formula, and separate our clients from the competition.
An established jewellery brand with an increasingly cult following and a knack for bringing their beautiful pieces to life online, today we celebrate the special bond between PH client Silk & Steel, and the many important stakeholders that make up their entire business eco-system.
Here, Silk & Steel founder and creative director Sarah Cotterall talks about selling a physical product in a digital world, and how PH Digital has supported their business growth with a holistic performance marketing strategy that's driving both in-store and online sales.
Back when Silk & Steel launched in 2009, we saw the collections in print and we purchased our favourite pieces in-store. Do you get nostalgic for those times?
It’s always wonderful to look back on those early press clippings and remember seeing my designs featured in leading magazines and lifestyle publications. Even today, seeing Silk & Steel in print gives a certain sense of nostalgia. There’s something timeless about holding a physical magazine or seeing a beautifully curated editorial spread. It feels tangible and lasting, a reflection of the care and craft behind each piece.
Since then, the rise of e-commerce and digital marketing has completely transformed the way we shop. How has the look and feel of the brand evolved alongside these changes?
As more people shift to online shopping, it’s crucial to not only showcase our jewellery beautifully but also give customers a real sense of scale. They need to imagine what the pieces will look like on them. That's why we place emphasis on detailed product shoots, descriptions, including materials, and ensure that styling inspiration is readily available. When customers see how pieces can be layered or mixed, they feel more confident in their purchases. Our online presence has adapted to provide that same sense of personal touch that in-store shopping offers.
The digital landscape demands a lot from retailers and business owners who often don’t have a technical background. What has growing your online footprint taught you about the necessity of engaging with specialists in their field?
I actually have a digital marketing background, but the landscape has changed so much over the past 25 years, I’m no longer an expert! Working with PH Digital has been essential for maximising our exposure and growth. Modern digital advertising is data-driven and requires precise strategy. You can’t simply place ads – you need to analyse data, segment your audience, and build relationships with customers. That’s where PH has really changed our whole trajectory, helping us invest in the right places and align our online and offline strategies seamlessly.
How has outsourcing your performance marketing strategy to PH Digital enhanced your knowledge of the paid digital landscape?
Working with PH Digital has really opened my eyes to the broader strategy behind digital marketing. It’s not just about placing ads; it’s about reinforcing the brand and building long-term relationships with our customers. PH has helped us refine our website and communication channels, ensuring we deliver the right message to the right audience at the right time. This has had a measurable impact on our sales. It’s also shifted our whole mindset as a business – we’re now focused on sustainable, long-term goals rather than short-term wins. The PH team really understands strategy and holistic business growth. They are more than just digital marketers, they know how business works and they leverage that deep understanding in ways that drive sales and directly boost revenue.
How has paid digital advertising contributed to your business growth?
In such a competitive landscape, paid advertising is essential. The algorithms on social media platforms are constantly changing, and it’s become increasingly impossible to cut through the noise organically. Paid ads allow us to get the right message in front of the right customers, especially when we carefully segment and target specific audiences – which is where the strategists at PH are worth their weight in gold. Their expertise in this area not only drives traffic, it ensures we are reaching potential customers who are truly interested in our pieces.
Can you give some specific examples of how PH Digital has impacted your business growth?
Since partnering with PH in May, our monthly revenue has soared, our online conversion rate has increased significantly, and PH has also helped us maximise our investment. In less than six months, our ROAS has increased by 18% on Google Ads, and almost 250% on Meta. These are just some of the tangible wins we can attribute to the work PH Digital is doing for us in the paid digital space.
From sourcing stones to melding metals, designing and making jewellery is such a physical, tangible process. What’s the best thing about working offline in an increasingly digital world?
I love visiting stores and meeting customers face-to-face. There’s something so rewarding about seeing people try on the jewellery and helping them style it. Working closely with our stockists is incredibly inspiring – it allows us to see how our jewellery fits into their overall vision and what resonates with their customers. Jewellery is so personal and sentimental, and it’s a very tactile experience. Being in the physical world, whether through direct customer interaction or simply creating the pieces, gives me a deep connection to our craft.
As a brand, how do you bring the best of both worlds (physical and digital) together?
It’s all about creating a seamless experience across multiple touchpoints. Digital platforms allow customers to explore the brand, discover styling ideas, and see how real people wear and layer our pieces through user-generated content. This connection to the brand online often drives customers to local stockists, where they can physically experience the jewellery before making a purchase. Digital doesn’t just generate online sales – it reinforces brand loyalty and encourages in-store visits. It's a truly circular approach and one that allows us to also support our retailers.
What’s something that excites you about the future of jewellery design?
Jewellery, to me, is like sculpture for the body, and it’s constantly evolving. I love how we continue to draw inspiration from the past while embracing new technologies that push the boundaries of design. Fashion is always moving at a fast pace, and that energy excites me. Every day feels new and full of possibilities, and I can’t think of a more dynamic industry to be working in right now.
What’s something that excites you about the ways it can be marketed?
I’m really excited about the potential for more interactive and immersive experiences in the digital space. As technology advances, I imagine customers being able to virtually try on jewellery, style complete looks, and even engage with the brand in real-time. We’re already seeing some of this now with social media and e-commerce, but I think we’re just scratching the surface of what’s possible. Direct interactions with customers allow us to answer their questions and build relationships, and that direct connection is something I look forward to expanding.
Discover Silk & Steel at silkandsteel.co.nz