Case 01
Iktara Lifestyle
Crystals & healing stones · India
We didn't scale 248 products. We scaled six buying intentions
Iktara was never short of products. It was short of a way for a first-time buyer to work out what to buy, why to buy it, and which stone was meant for them.
Store total to date
₹3.59Cr
19.8K orders · 11.38L sessions
- Total sales
- ₹26.82L
- +138% month on month
- Orders
- 1,132
- +88% month on month
- Sessions
- 62.2K
- +100% month on month
When they came to us
- Demand was spread thin across too many SKUs and too many messages.
- Paid traffic arrived without enough trust, or a clear reason to buy.
What we changed
- Spend and creative focused onto hero SKUs and combinations.
- Education, proof, reviews, offers and scarcity all tested against each other.
- PDP clarity, trust markers and follow-up rebuilt.
The six ways in
- Wealth & abundancePyrite · Citrine
- Balance & self-care7 Chakra
- ProtectionBlack Tourmaline
- Calm & practiceAmethyst
- Love & relationshipsRose Quartz
- GiftingCrystal combinations
One catalogue, read six different ways. Each row is an ad angle and a landing collection, not a slogan.
The product ladder
- EntrySmall Pyrite pieces
- Hero₹599 – ₹1,199 bracelets
- ComboClusters & cleanse kits
- PremiumRaw stones, Amethyst caves
Meta never had to make a ₹10,000 crystal somebody's first interaction with the brand.
What we did
- 01
Ads asked a question instead of naming a category
Not "buy crystals online." Instead: "Looking for abundance?" · "Need something for your workspace?" · "Want a meaningful gift?" · "Starting your crystal journey?" A 248-SKU catalogue stops being confusing the moment the ad names the reason someone is shopping.
- 02
Pyrite stopped being a product and became a category
Bracelets, anklets, mini clusters, raw Peru Pyrite, tortoise, combos, cleanse kits, premium pieces — over 20 products across wildly different price points. So when wealth & abundance worked, we scaled the whole idea rather than one bestseller.
- 03
Skepticism was the competitor, so proof became the creative
Crystal buyers don't only ask "will I like this." They ask "is this even real." Certified Original Stones, AAA-quality positioning, natural stone close-ups, Peru and Brazil origin callouts, and real imperfections instead of over-polished renders.
- 04
Education carried the creative volume
How to identify natural Pyrite. Where to keep it. Bracelet vs cluster. How to cleanse it. Which side to wear it on. Dozens of ad angles without launching a single new product.
- 05
Gifting got its own funnel, not a shared one
A ₹599 bracelet for yourself and a corporate or wedding gifting requirement should never share a conversion path. Gifting runs lead-optimised: ad → gifting intent → WhatsApp conversation → assisted sale.
- 06
Catalog for breadth, hero creative for persuasion
Broad multi-product ads carry Dragon Blood, Triple Protection, 7 Chakra, Rose Quartz and necklaces. Focused creative carries the pressure: "50% OFF BUY NOW" · "Only a Few Left…" · "Gifts With Meaning, Not Just Things." Hero creates desire, catalog catches interest, remarketing closes it.
Why it heldA smaller set of commercial winners gave the ad system cleaner signal, and trust-led creative kept more of that intent alive after the click.
- Hero SKU focus
- Purchase-led
- Creative iteration
- CRO
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