British luxury jewellery and accessories brand chooses Emarsys to provide personalised experiences to its loyal female customer base

London UK — The UK’s leading online destination for personalised jewellery and statement accessories, Abbott Lyon, today announces its partnership with omnichannel customer engagement specialist Emarsys. In a bid to level up its rapid ecommerce growth internationally, the brand can now offer more personalised experiences to its loyal customer base.

While the past year has been a struggle for many retailers, 2020 saw Abbott Lyon bootstrap to an impressive £10 million turnover, while founder and CEO Jezz Skelton was recognised for his strong entrepreneurial efforts with a place in this year’s Forbes 30 under 30 list.

The huge popularity of Abbott Lyon’s recently added luxury jewellery ranges has generated an increased opportunity for the brand to focus on customer loyalty and retention. This, combined with a desire to strengthen engagement with its loyal customer base through a more data-driven approach, has led the brand to outgrow its current marketing automation platform, Klaviyo. 

Emarsys’s technology will help Abbott Lyon amplify the value of its ever-growing customer database. Integrating seamlessly with Abbott Lyon’s wider technology stack, the Emarsys platform will enable the brand to quickly and easily view Shopify+ data such as customers, events, and orders and allow the team to create smart contact segments and personalised messages while accelerating business outcomes.

Founder and CEO Jezz Skelton said: “Despite the challenges of the past year, we are thankful to have seen impressive sales and growth. Going from starting the business with just £10,000 of my own savings to reaching a £10 million turnover in 2020 was a real achievement, but now isn’t the time to slow down! 

“Partnering with Emarsys will help us take the next step on our growth journey. The fact that so many Shopify+ brands that we look up to have quickly achieved impressive results through working with Emarsys is testament to the strength of their platform’s technology and industry expertise – we know we will be in safe hands to achieve our goals.”

Sara Richter, CMO at Emarsys, added: “Abbott Lyon has seen impressive ecommerce growth since being founded in 2015. Having pivoted to focus increasingly on its beautiful jewellery ranges, the challenge is now to drive customer loyalty and retention. 

“Through our unique combination of AI and customer data analysis, Emarsys will be able to support Abbott Lyon in identifying those large, revenue-driving opportunities. This data-led approach will not only save the marketing team time, but also make the brand more profitable.”