Key Successes:
- Instagram reach up 93.4%
- 69.1k Facebook views (+66.5%)
- A repeatable story-led content rhythm: 4–7 posts per week
What they wanted
“I make meaningful jewellery that’s designed to be worn every day — not kept in a box. Can you help me sharpen the story slightly, show up more consistently on socials and email, and turn that visibility into more traffic and sales?”
Fred & Emily is a jewellery brand rooted in real life. Pieces are handmade in Lincolnshire and designed to be worn every day, not just saved for ‘best’.
But what makes the brand really stick is the meaning behind it. Every design is made for the different layers of who we are — from friend & mother, sister & colleague, partner & teammate — and for all the moments (big and small) that make up a life. These are pieces that can mark everything from everyday wins to proper milestones.
Working with Fred & Emily wasn’t only about telling that story better. It was about showing up consistently, across the channels that matter, so the brand felt recognisable wherever people found it — on socials, in inboxes, on the blog, and on the website.
In short: clearer messaging, yes. But also a repeatable content rhythm that keeps the brand present, builds community, and helps turn visibility into traffic and sales.
What they really meant...
Once we dug in, it wasn’t that Fred & Emily needed “more content”. It wasn’t about filling the void — it was about creating a clearer thread that would run through everything. When you see a social post, an email lands in your inbox, or you click through to the website, it needed to instantly feel like: ah, this is Fred & Emily.
At the time, the brand had loads of brilliant ingredients (the jewellery, the maker’s story, the ‘working hands’ reality, the sustainable choices, and that personal touch), but they weren’t always being pulled together in a consistent way.
The reality is: when you’re the one designing and making the jewellery (often alongside a whole other job… or in this case, two additional jobs, kids, and all the other things life throws at you), marketing can quickly slip down the list. Without a clear thread and a simple, repeatable plan, it’s all too easy for socials, email, and a website to end up feeling a bit ad hoc — even when the brand itself is anything but.
And that massively mattered. Because Fred & Emily isn’t an impulse-buy brand. It’s meaning-led. People buy in when they understand the why — the layers of self, the moments and milestones, the ‘&’ between them. Consistency across channels to build lasting trust (and keep you at the forefront of your audience’s mind) is what turns interest into sales.
What we agreed to do...
A story-led content system that kept Fred & Emily consistently present across key channels, with the ‘&’ and “layers of self” message running through every. single. thing.
Working closely with Lou, we delivered:
- Messaging refresh
- Content pillars
- Social content
- Email cadence
- Blog plan
- Website updates (including introducing new product features that work effectively)
So we got to work!
We started by getting crystal clear on the story, then built a simple system to tell it consistently across socials, email, and the website — so it always sounded and felt exactly like Fred & Emily.
The answer?
Turn the ‘&’ into a thread you can follow, everywhere.
First, we worked closely with Lou to pull out the strongest, most repeatable parts of the Fred & Emily story — and what means the most to her for the brand: the layers of self. Jewellery that marks moments and milestones. A consciously made, hand-crafted choice.
Then we sharpened the messaging so it was instantly recognisable to Fred & Emily, without losing the warmth and personality that makes the brand feel so human (and so Lou).
Across social channels, we introduced a set of custom illustrations that could be threaded through the feed — doodles that feel like they’ve been pulled straight from the sketchbooks. It gave posts a more consistent, ownable look and helped the content feel more on-brand at a glance.
From there, we built content pillars and a rhythm that was realistic for a founder-led brand. Rather than relying on bursts of “when there’s time”, we created a presence across socials, email, and blog, so Fred & Emily stayed present — even when life (and making) took priority (as it so often does).
Finally, we supported ongoing website updates so the customer journey matched the story: clear, purposeful, and easy to buy from.
In short, we turned a beautifully-made, meaning-led brand into a consistent experience.
Key journey elements we focused on:
- Story pillars
- Founder voice
- Channel consistency
Did it work?
For Fred & Emily, “did it work?” isn’t just about a spike on one post. It’s about what happens when you show up consistently.
Once the ‘&’ story and content pillars were in place, it became easier to keep momentum. Social posts did the job of sparking interest and bringing new people in, emails nurtured that interest into a relationship (bringing Fred & Emily to mind even for those not seeing the social presence day-to-day), and the website made it easy to browse, choose, and buy.
That consistent presence meant more of the right people were finding the brand, sticking around, and taking the next step — whether that was visiting the site, signing up to the newsletter, placing an order, or even visiting at an event.
Quantitative metrics
- Facebook views: +66.5%
- Facebook content interactions: +11%
- Facebook visits: +16.4%
- Facebook follower growth: +29.3%
- Instagram reach: +93.4%
- Instagram follower growth: +19.8%
- Posting frequency: consistent 4–7 posts per week
However, there were other benefits...
Day-to-day, the biggest shift was headspace. With the story pinned down and a consistent content rhythm in place, Lou could get on with what Lou does best: making.
Instead of squeezing marketing in between everything else (and feeling like it was never quite enough), there was confidence the brand was being shared regularly — in the right tone of voice, and in a way that stayed true to that ‘ampersand’ messaging.
That consistency brought a few unexpected wins too. It made the brand easier to recognise, which meant new people were quicker to “get it” when they landed on a post or opened an email. And because the plan was more structured, it became simpler to spot what was resonating and lean into it — without losing that all-important personal feel.
Most importantly, it set Fred & Emily up for growth while still feeling like Fred & Emily. With more time freed up for curating collections, learning, and developing new products, the brand can now keep evolving without disappearing from view. It also opens the door to collaborations — from stockists to influencers and creators who share the same values — creating exciting opportunities to expand reach while keeping the message consistent.
A measurable success (summary)
A clearer story + a more ‘Fred & Emily’ feed = the kind of growth you can actually measure.
The biggest win was consistency. With the ‘&’ story and content pillars pinned down, plus illustrated elements running through the feed, Fred & Emily now shows up with a look and tone that’s instantly them.
That shift made it easier to keep momentum going week to week — and the performance followed: Facebook hit 69.1k views (+66.5%) and Instagram reach increased 93.4%. More importantly, it’s set the brand up with a simple, repeatable social rhythm that builds recognition, trust, and demand.
Final testimonial (verify/format as needed):
‘I have saved both time and worry by enlisting Knapton Wright’s support on the wider marketing strategy for Fred & Emily Jewellery. Zoe is strategic, communicative and creative in her approach to driving brand awareness and revenue targeted marketing plans. I’d thoroughly recommend the support they are able to provide to their clients & suggest contacting them to find out more!’
— Louise Wright, founder and maker, Fred & Emily
Ready for your own version of this?
Fred & Emily were ready to stop posting ‘when there’s time’ and start showing up with purpose. We got the story straight and made the feed feel just like them.
Ready for your own version of that?
