MWALA - Scottish Jewellery Brand

Building a jewellery brand from the ground up - designing the digital experience, growing the audience and converting views into real customers.

E-commerce (Wix) • Content strategy • Social growth • Photography & video • Creative direction • Copywriting • Pinterest marketing • TikTok campaigns • Customer journey • Packaging & fulfilment • Data-led content iteration

Co-Founder & Digital Marketing Manager
E-commerce | Brand Building | Creative Direction

Overview

Mwala was a handcrafted jewellery brand launched and run with my sister.
I led the digital and marketing side - building the brand identity, creating our online store and driving traffic through social-first campaigns.

This project demonstrates end-to-end brand thinking: from concept, to content, to conversion.

  • I was responsible for everything customer-facing and digital:

    • Built our e-commerce website on Wix - layout, copy, product pages and checkout flow

    • Managed Instagram, TikTok and Pinterest

    • Created all visual content - photography, video and creative direction

    • Planned and styled product shoots

    • Packaged and fulfilled orders

    • Managed customer messages and enquiries

    • Developed tone of voice and storytelling around the brand

    My sister focused on jewellery-making - I focused on how the brand looked, felt and sold.

  • I used social platforms as our main driver of discovery and trust.

    Strategy included:

    • Story-led TikTok content showing process + product

    • Pinterest mood boards and product pins for search visibility

    • Instagram storytelling: launches, behind-the-scenes, UGC and drops

    • Consistent brand visuals across web + socials

    • Clear calls to action and easy paths to purchase

  • One campaign moment became a turning point:

    100 New Customers from a single TikTok in One Day

    This proved the strength of:

    • short-form storytelling

    • product positioning

    • frictionless checkout

    and validated TikTok as a revenue channel, not just awareness.

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