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Lumière Atelier
Fine Jewelry & Heirloom Pieces
lumiereatelierco.com
Audit Complete
Klaviyo · Shopify
Lumière Atelier has a compelling brand story and high-AOV pieces that generate strong emotional investment — but the email program doesn't match. Two of six key flows are missing or misconfigured, and the Welcome Series lacks the heritage, craftsmanship, and gift-positioning angles that luxury jewelry buyers respond to. Email currently contributes roughly 26.5% of revenue when top-quartile jewelry brands average 28–30%. That gap translates to about $18,400 in unrealized monthly revenue.
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Revenue Left on the Table
~$18,400/mo
Based on Lumière Atelier's estimated monthly revenue vs. what a mature Shopify email program generates for comparable fine jewelry brands.
~$1.2M
Est. monthly revenue
~26.5%
Current email contribution
~28%
Benchmark (top-quartile)
~$18,400
Monthly gap
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<\!-- Welcome Flow: B -->
B
Welcome Flow
Good — But Underbuilt
A 3-email Welcome Series exists and performs above baseline — open rates average 44%. But the copy is generic luxury positioning rather than Lumière's specific heritage, craftsmanship narrative, or gift-buyer angle. Subscribers aren't learning why a piece from Lumière Atelier is different from a department store jeweler. That story — told well — drives the first purchase and the second.
→ Rewrite Welcome Series with brand story in Email 1, bestseller craftsmanship spotlight in Email 2, and gift-positioning incentive in Email 3
💰 Revenue opportunity: ~$2,800/mo — from improved conversion of new subscribers already entering a working flow
<\!-- Abandoned Cart: C -->
C
Abandoned Cart
Needs Work
A single recovery email fires at 1 hour, which is standard. What's missing is the high-AOV consideration dynamic that defines fine jewelry buying. A $300 cart isn't the same as a $30 cart — it needs a softer recovery approach: the story behind the piece, the quality assurance message, the 'this is a gift for someone' angle. A 3-email sequence with differentiated messaging for cart values over $150 would materially lift recovery.
→ Extend to 3-email recovery with AOV-segmented messaging and artisan spotlight in email 2
💰 Revenue opportunity: ~$2,000/mo — incremental recovery from better sequencing on already-triggered carts
<\!-- Post-Purchase: C -->
An order confirmation with care instructions goes out, but there's no post-purchase storytelling, no gift-recipient journey (a significant segment for jewelry), no anniversary-of-purchase trigger, and no cross-sell into matching pieces. Jewelry is an emotional category — the 30 days after a purchase are the highest-trust window Lumière Atelier has, and it's going mostly unused.
→ Build 4-email post-purchase sequence: care story → matching collection → gifting occasion trigger → repeat-purchase invitation
💰 Revenue opportunity: ~$5,400/mo — from increased repeat purchase rate and referral from gift recipients who receive follow-up
<\!-- Browse Abandonment: F -->
F
Browse Abandonment
Critical
Not configured. Fine jewelry has among the highest browse-to-purchase consideration cycles of any retail category — customers often view pieces for days or weeks before buying. Browse abandonment flows for jewelry average $6–11 per email sent because they fire on maximum-intent behavior and the AOV justifies longer, more personal outreach. This is Lumière Atelier's highest-ROI unactivated channel.
→ Set up 2-email browse abandonment: artisan spotlight at 4h, social proof + scarcity at 24h for limited pieces
💰 Revenue opportunity: ~$8,200/mo — estimated from subscriber browse volume on hero collection pages × typical browse-to-purchase conversion of 2–3%
<\!-- Winback: C -->
A 90-day lapsed-buyer campaign exists using generic 'we miss you' copy. Jewelry winback should reference the specific collection or occasion category of the original purchase — someone who bought for a birthday gift should receive a different re-engagement than someone who bought for themselves. Occasion-segmented winback messaging lifts reactivation rates 35–50% in the jewelry category.
→ Segment winback by purchase occasion (gift vs. personal) and trigger at 60 days with occasion-aware copy
<\!-- List Hygiene: B- -->
B-
List Hygiene
Good — With Caveats
Engaged segmentation is in place with a 90-day active window, but the suppression threshold hasn't been tuned for jewelry's long consideration cycles — the category has longer gaps between purchases (6–18 months) than most verticals. Subscribers who haven't opened in 6 months might simply be in a post-purchase quiet phase, not genuinely disengaged.
→ Extend engagement window to 120 days for jewelry category; implement a softer 'still interested?' before full suppression
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Welcome Series Build — $299
Want this Welcome Series live in your Klaviyo this week?
$299 — we build all 3 emails to your brand voice, hand off Klaviyo-ready in 5 business days. No call required.
- Custom-written for your store's voice and products
- Designed HTML + plain text variants
- Subject lines and preview text for all 3 emails
- Klaviyo-ready file exports, ready to import
- One full revision round included. Money-back if it doesn't ship.
<\!-- Welcome Series Section -->
<\!-- Email 1 -->
You just signed up for something we take seriously.
Lumière Atelier started because the two dominant options in fine jewelry — department store mediocrity and luxury-theater pricing — had somehow convinced people that beautiful, well-made pieces were either out of reach or not worth reaching for.
We disagreed.
Every piece we make starts with a single question: would someone still want this in 20 years? Not because it followed a trend, or because it photographed well, or because it came in a beautiful box. But because it was made well, from materials chosen for quality rather than margin, by hands that knew what they were doing.
Here's what that looks like in practice:
Our rings are set by hand. Not by machine, not by assembly line — by a jeweler who examines each stone before it's placed. That process takes longer. We think it's worth it.
Our chains use a gauge that's heavier than standard retail. You'll feel the difference the first time you hold one.
This week, take time to look at what we make. There's no push, no countdown. Just pieces that are exactly what they appear to be.
— The Lumière Atelier Team
P.S. In a couple of days we'll introduce you to our most-loved pieces and the stories behind them.
<\!-- Email 2 -->
A lot of jewelry is bought once.
Ours gets reordered.
We mention that because the repeat purchase rate is how we hold ourselves accountable. If a piece wasn't genuinely worth returning for, nobody would come back — especially not multiple times. So when a customer orders her third Lumière chain, that's the only review that actually matters to us.
Here's what people keep coming back for:
→ The Heirloom Solitaire
Our most-returned-to piece. One prong setting, a brilliant-cut stone in your choice of four cuts, hand-finished band. Clean, timeless, and — based on what customers tell us — the piece that gets the most compliments five years later.
→ The Stacking Ring Set
Three bands. Minimal profile. Wears together or separately. More combinations than most people expect. Customers who start with one set almost always come back for a second.
→ The Figaro Chain
The chain that made us realize we had a real product. 2.5mm gauge, solid gold links, holds up to daily wear. Customers who switch from hollow chains don't go back.
If you've been exploring, these are the three starting points we'd recommend. Each stands alone — but they're also designed to work together.
Shop the collection → [CTA]
— The Lumière Atelier Team
<\!-- Email 3 -->
We'll keep this brief.
You've read about what we make and why we make it the way we do. If you've been considering a first piece — or a gift for someone specific — here's a reason to stop considering.
15% off your first order. No code. Applied at checkout.
This offer lasts 48 hours from when this email arrived.
We don't run sales. We don't have a permanent 20%-off banner. We don't price to discount. This offer exists because you're new here and we'd rather earn your trust with a gesture than wait while you forget about us.
If the Heirloom Solitaire is what you've been looking at, now is the time. Same for any piece on your shortlist.
Start your first order → [CTA]
After this, you're on the regular list — updates when we release new work, announcements when a piece is running low. No more discounts.
Thank you for being here.
— The Lumière Atelier Team
P.S. The 15% applies to everything, including gift orders. If you're buying for someone, we include complimentary gift wrapping on all orders.
<\!-- Klaviyo Export Card (demo) -->
K
Download Klaviyo-ready JSON
Free with every audit · Import in 20 min
Every audit includes a Klaviyo-ready JSON file with all 3 Welcome Series emails — subjects, preview text, and responsive HTML. Download the demo to see exactly what you get.
3-step setup
① Klaviyo → Flows → Create Flow
② Set trigger: Subscribed to List → Newsletter
③ Add 3 email actions — paste copy from the JSON
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