RubyOlive.com specializes in colorful and bold statement jewelry made out of wood and resin. In 2010 they started out as mainly a wholesaling business with a little bit of consumer traffic on the side. While trying to juggle both, Skye found it pretty difficult to devote the proper amount of energy both sides of the business needed.
However, due to the high quality nature of the jewelry, Ruby Olive had a very solid foundation of loyal customers and fans who were doing most of the advertising for the business. Which helped Skye and her team make the decision to focus more on direct to consumer sales.
Word of mouth is mainly what carried the business for the first few years of its existence. However, like most businesses, Ruby Olive found it hard to scale by only relying on word of mouth advertising. They were using Facebook Ads here and there with minimal success. Things were working, but Skye knew Ruby Olive could scale.
So she made a simple choice. She decided to focus on direct to consumer digital marketing. She wasn’t going to just try a few little tests. She was going to dive in and really get it down.