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Zariin | A D2C jewellery brand 3Xs average order value and increases customer engagement by 117% with live commerce.

Zariin is a luxury jewellery brand that retails in over 21 countries and 200 stores worldwide, including in premier boutiques like Anthropologie andCalypso St. Barth in the United States, and Hankyu department stores in Japan. Designed for the modern woman in daily life, Zariin creates designs that are versatile, striking, and easy to wear.
“As a D2C brand, creating a lasting bond with customers is harder. In the online space, customers are overwhelmed by distractions and new brands vying for attention and may never return after the first purchase. We wanted to offer an online experience that matched our offline customer care, and Swirl provided a great way to do so. We’ve been delighted by the results.”
Vidhi Gupta

The challenge

Zariin offers lifetime free repairs to encourage sustainable consumption and has occasion-neutral editions as well as custom jewelry for special events. 

Despite these thoughtful services, Zariin saw high numbers of one-time shoppers but not enough return customers. The brand wanted to increase engagement and build longer-lasting ties with customers, while retaining the essence of its brand offerings.

Swirl solution

Livestream Shopping: One host, millions of viewers, and the most hypnotic way to create awareness.

Shoppable Videos: Snackable, short-form video content to fuel intent and consideration.

The game plan

Swirl partnered with Zariin to create unique video content for their end-of-season sale. They opted for Livestream Shopping (One-to-Many) and Short Shoppable Videos.

The combination of two Swirl solutions enabled the brand to:

  • Interact with customers in real time
  • Improve time spent on the website 
  • Lower the return rate
  • Repurpose non-earning social media videos to shoppable videos

The execution

During their EOSS, Zariin offered shoppers a chance to interact with in-house jewellery experts via livestream, where they could advise customers on everything from jewellery styling, caring for precious stones, and fashion advice. 

They also converted their best social media reels and influencer videos into shoppable videos which were displayed in a catchy carousel on the home page. Browsing customers were encouraged to spend time watching videos and could buy directly from within the video.

After the sale, Zariin leveraged Swirl’s insights and data analysis by retargeting one-time shoppers and interested visitors.

The results

By combining two of Swirl’s products, Zariin was able to optimize their biggest strengths: a expert team of stylists and salespeople and a great collection of social media videos.

Increase in Customer Engagement
Improvement in Average Order Value
Reduction In Returns
Uplift in Sales Conversion
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