Penman Watch & Jewellery came to us after working with another agency that they weren’t happy with.
There was a lack of communication, very little visibility on what was actually being done, and more importantly, no real growth in the business as a result of the work. The website wasn’t performing as it should, and there was no clear strategy in place to drive sales or improve customer retention.
Despite having strong products and well-known brands, their online presence wasn’t converting as effectively as it could, and key opportunities across email marketing and paid advertising weren’t being utilised to there full potential.
We started by getting a clear understanding of what was (and wasn’t) working, auditing both the website and existing activity.
The site was already on Shopify, so we focused on improving what was there rather than starting from scratch. We updated the Shopify theme, carried out a full audit and made a series of UX improvements to streamline the customer journey and make it easier for users to browse and purchase.
Alongside this, we introduced a structured email marketing strategy, building out campaigns that aligned with key brands, seasonal moments and customer behaviour. This allowed Penman to start generating repeat revenue rather than relying purely on one-off purchases.
We also launched and optimised paid advertising, focusing on driving high-intent traffic to the site and supporting key product ranges and promotions.
Throughout, we worked closely with the team, improving communication, providing clarity on performance and ensuring there was always a clear direction behind the work being done.
Penman Watch & Jewellery now has a far more joined-up digital presence, with their website, email marketing and paid advertising all working together to drive sales.
The improvements to the website have created a smoother, more intuitive user experience, helping convert more of the traffic already coming to the site.
Email marketing has become a consistent revenue channel, supporting both product launches and ongoing customer engagement.
Paid advertising is now actively driving targeted traffic and contributing to overall growth, rather than being an untapped opportunity.
As a result of this combined approach, the business has seen significant growth, doubling year-on-year revenue since working together.
What was previously a frustrating, unclear setup is now a structured, performance-driven strategy that continues to evolve as the business grows.
Project //
SEO, PPC, Email Marketing
Inventory Control, Raw Materials Manager, Product Reviews, Automations, Meta Ads, Google Ads, Business Portfolio, Email Marketing, Shopify, Dropshipping, Omnisend, Lifestyle Photography
Penman Watch & Jewellery
Established in 1998, Penman Watch and Jewellery has proudly served the Spalding community for over two decades. Located on the bustling high street of Spalding, Lincolnshire, we offer a carefully curated selection of watches and jewellery from leading designers, all available in-store.