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.
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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.
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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
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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.
