CASE STUDY | Astley Clarke

Jewellery Brand Astley Clarke Drives 3x Increase in Data Capture with Wunderkind

Founded in 2007, Astley Clarke has, over the last 10 years, transformed from being a predominantly wholesale jeweller to a much-loved brand in its own right, with a mission to celebrate design, innovation and colour in fine jewellery. Astley Clarke partnered with Wunderkind to accelerate their D2C growth and scale their first-party, owned audiences.


increase in 1st-party data capture (email)


of total digital revenue driven by Wunderkind (7.8x ROAS)


paid revenue channel in Google Analytics




Astley Clarke wanted to accelerate their 1st-party data capture

Wunderkind Products


70% of traffic to our site is new – so it’s incredibly important, given rising acquisition costs, that we capture that traffic and get those visitors into our email broadcast funnel. We partnered with Wunderkind to complement and improve the efficiency of our top-funnel marketing activity – and they’ve helped to significantly increase our ability to identify and capture new traffic.

Scott Thomson, CEO, Astley Clarke


Against a backdrop of rising CPMs and diminishing returns from traditional digital marketing channels, Astley Clarke was keen to focus on driving better quality, more qualified traffic, while also growing its owned audiences. The jeweller partnered with Wunderkind to enable it to better identify new and returning customers, aiming to capture a higher proportion of new website visitors and increase revenues through triggered email marketing.


By partnering with Wunderkind, Astley Clarke was able to grow its addressable first-party database significantly – from capturing an average of 10-20 emails per day, up to 50-80 emails per day post-implementation. Wunderkind’s triggered email programmes, which include abandonment and price drop messaging tied to user behaviour and intent signals, have helped drive 7.3% of digital revenue for the brand.


Astley Clarke has unlocked real scale in its first-party database with Wunderkind, seeing a 300% increase in email capture rate, while driving 7.3% of digital revenue through Wunderkind-powered email, representing a 7.8x ROAS. Scott Thomson, CEO of Astley Clarke, said: “We’ve been delighted by the account management quality from Wunderkind – it’s been attentive and considered, and the team genuinely has the best interests of our brand and sales at heart.”

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