Belle et Blanc, lifestyle brand on WooCommerce
Belle et Blanc is an Australian lifestyle brand known for couture bridal, selling on WooCommerce. The relationship has run nine years, is active, and covers two ad accounts.
Belle et Blanc, nine years of paid media for a couture bridal and lifestyle brand.
Creative runs on a fixed chassis: locked design tokens, a lifestyle photography pipeline, a gift-occasion creative cadence and a variant pipeline for social content, so paid, organic and email stay visually consistent.
Paid is tuned to the retail calendar. Meta paid social runs against gift-occasion cycles, Google Ads and Shopping cover high-intent gift search, and Pinterest covers considered-purchase gift discovery, with bid management aligned to occasion spikes.
Klaviyo flows are built around gifting behaviour: welcome by gift-occasion interest, browse-abandon by category, post-purchase replenishment and cross-product recommendation, occasion sends for Mother's Day, Christmas and Valentine's Day, and a VIP track for repeat gift-givers.
The storefront runs a custom theme aligned to the same design tokens, with a gift-aware checkout flow, multi-market currency handling where it applies, and content updates the client's own team can make without a developer.
Year on year, conversions rose 20 per cent, from 736 to 883. Cost per conversion fell 58 per cent, from $70 to $29.
Lifestyle + gift B2C brand, brand-aesthetic-led programme.
Lifestyle + gift creative chassis
Brand-aesthetic-led creative chassis, locked design tokens, lifestyle photography pipeline, gift-occasion creative cadence, social-content variant pipeline. The aesthetic discipline that justifies premium positioning in the gift / lifestyle category.
Gift-cycle Meta + Google
Occasion-driven paid stack, Meta paid social tuned for gift-occasion cycles, Google Ads + Shopping for high-intent gift search, Pinterest for considered-purchase gift discovery. Occasion-spike bid management aligned to retail-calendar cycles.
Occasion + retention cadence
Klaviyo flow library tuned for gift / lifestyle B2C, welcome by gift-occasion interest, browse-abandon by category, post-purchase replenishment + cross-product recommendation, occasion-spike sends (Mother's Day, Christmas, Valentine's), VIP for repeat gift-givers.
Brand-coherent storefront
Brand-aesthetic Shopify storefront, custom theme aligned to locked design tokens, premium-positioning UX, gift-aware checkout flow, multi-market currency handling where applicable. Operator-maintainable for non-developer content updates. Shopify development →
Lifestyle + gift B2C compounds with brand-aesthetic discipline.
Lifestyle + gift B2C demand is occasion-driven and aesthetic-led. Buyers are looking for products that signal taste, intention, and care, both to themselves and to the gift-recipient. Cheap-looking creative erodes the brand premium; brand-aesthetic-aligned creative compounds it.
The marketing job is to maintain brand-aesthetic discipline across paid + organic + email + storefront, tune the paid stack to retail-calendar occasion cycles (Mother's Day, Christmas, Valentine's, anniversaries), and run Klaviyo flows that respect the considered-purchase gift cadence rather than forcing weekly promo cycles.
Belle et Blanc ran the brand-aesthetic-led lifestyle + gift B2C programme on Shopify, locked design tokens, occasion-driven paid stack, considered-purchase Klaviyo cadence.
Belle et Blanc, couture bridal we market.
What did 121 Group do for Belle et Blanc?
121 Group ran Google Ads, paid social and email marketing for Belle et Blanc. The site runs on Shopify.
What industry is this fashion and beauty case study in?
Belle et Blanc operates in fashion and beauty. 121 Group works across nine verticals, with case studies published for each.
Could 121 Group run a programme like this for us?
Yes. A senior strategist can talk through how we approach fashion and beauty marketing, what a comparable programme would cover and how it would be measured, on a thirty minute call.
Running a lifestyle, gift, or aesthetic-led B2C brand?
Thirty-minute call. We'll look at your Meta creative discipline, your Klaviyo programme, and your brand-aesthetic creative pipeline.
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