Industry: Clothing, Fashion, Accessories, and Footwear
Integration: Shopify POS & eCommerce

Francesa has seen a 4.83% increase in sales with email flows thanking first-time customers for shopping.

Francesca Jewelry was founded in 2011 by Hannah, who was designing hand-crafted pieces while she studied towards a science law degree. As the business grew, her sister Rachel joined her. The sisters design Francesca's collections together, creating a perfect mixture of both their styles, edgy and classic, and becoming know for their 'Franc Stacks' which incorporate beautiful natural stones. Francesesca began as a small stall in Tasmania's famed Salamanca Market, and has grown significantly, now with a popular online store and two brick-and-mortar shops in Tasmania and Melbourne. 


Francesca's uses Marsello to deliver their generous Loyalty Program as a way to say "thanks for the love" and to help encourage their members’ obsession for Francesca. With each purchase in-store or online, their members earn points to unlock exclusive products and future discounts, even unlocking multiple opportunities for free signature jewellery pieces. 

Here's what we love about their marketing

Boosting customer loyalty

Francesca's VIP Rewards have created an astonishing elven enticing rewards designed to put a smile on their members' faces and to let them know that the Francesca team are geniunely thankful for their customer's loyalty. The rewards range from free shipping, exclusive free products, and dollars-off vouchers and even to a diamond necklace. 💎Here's a complete list of their rewards:

  • 100 Points – Free Shipping

  • 200 Points – $10 Off Your Next Purchase

  • 300 Points – $15 Off Your Next Purchase

  • 400 Points – Free Howlite Essence Bracelet

  • 750 Points – Free 4mm Create Bracelet

  • 1000 Points – $60 Off

  • 1500 Points – Free Aspire Watch

  • 2000 Points – Free Belle Ring

  • 3000 Points – $200 Voucher

  • 5000 Points – Free Solid gold Petite Signature Pendant

  • 8000 Points – Free Diamond Signature Necklace


As we can see from the widget above, Francesca have made sure to customize their loyalty program and widget to show their unique style, cleverly show some of their beauitful range, and promote their brand. They have also strategically placed their loyalty program around their online store. They've added it into their store navigation, as well as a 'docked' loyalty tab linked to their widget which floats at the bottom of each of their store pages – this makes their VIP Rewards nice and easy for their members to find. 

VIP Rewards.png

Francesca's loyalty explainer page is beauitfully branded and simply fun! It's a great introduction to their VIP Rewards program, explaining how members can earn and get rewarded, as well as how it all works. The page layout and block sections make it easy for their customers to read and understand, incentivzing their customers to join and start earning right away. 💎

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Their marketing is consistent across their entire store

Hannah and Rachel work hard to create a consistent brand experience for their customers across both their online store and brick-and-mortar stores. They run their loyalty program across both to make sure their members earn for purchasing however they choose and to make it easy for them to redeem rewards. It makes sense too – how many times have you seen something online, realised you can check it out in store, and seeing the item has convinced you to complete the purchase plus enticed you to buy more?

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Features that Francesca are using 

→ Shopify POS & eCommerce integration

→ Attracting new customers

  • Referral program

→ Boosting customer loyalty

  • Loyalty program

  • VIP program


  • Loyalty widget design and text

  • Email template design and text

Here's what Francesca has to say about their marketing

“Our customers are absolutely loving our new loyalty program! They are getting excited about all of the products they can earn, and this has really helped with our retention of customers and repeat business! The fact that we can have this experience in-store and online has been really valuable.”

 - Hannah / Store Owner

Extra things Francesca are doing that we love

Their promotion of their brick-and-mortar stores

Another way that Hannah and Rachel create a consistent brand experience is their promotion of both their brick-and-mortar and online stores. In their online store, they have a banner image of their brick-and-mortar stores with their locations. This helps tie the stores together, as well as letting their customers know they have the option to see their products in-person, and as we know, this is a solid way to convince customers to buy more and keep coming back.

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Their support for charity

Francesca are currently supporting a number of different charities. Every time their customers shop with Francesca, they give back. Francesca are using i=change to donate one dollar of every online purchase towards one of their life-changing projects. 

At checkout, their customers can pick one of Francesca's chosen charities to donate to. Their current charities are:


Francesca also have a Shop For Awareness collection. In this collection, they have a variety of charity pieces, with a percentage of every piece purchased going towards the chosen charity. The banner that heads this page even gives a clear infographic of how much money has been raised for each charity and offers a hashtag to share on social media, helping customers to feel even more connected to the Francesca community. Each purchase is also beautifully packaged with a little thank-you and proof-of-donation note. 

Francesca's current charity pieces are supporting:

  • Make-A-Wish Foundation Australia

  • Be Her Freedom

  • Speak Up! Stay ChatTY

  • National Breast Cancer Foundation

  • Endometriosis Australia