Six years of consistent year-on-year profitable growth for Joma Jewellery, built on true partnership, strategic measurement and cutting-edge paid search.
When Joma Jewellery came to REBEL in 2019, they were an established wholesale brand with strong retail presence in John Lewis and other premium department stores. Their products resonated. Their wholesale relationships were strong. But their direct-to-consumer story was effectively unwritten: minimal online brand presence, no meaningful paid search activity, and no clear roadmap for building one.
The opportunity was significant. The challenge was equally so: building a D2C search strategy from near-zero, in a competitive category, without the brand equity signals that established online retailers take for granted.
Entering D2C meant competing against established online jewellery retailers who had years of customer data, brand search volume and optimised feeds behind them.
Joma needed more than campaign management. They needed a strategic partner who could map the full channel architecture, from brand-building in search to capturing high-intent purchase moments, and evolve that architecture as the platform shifted beneath them.
Google's own landscape was in constant flux: Standard Shopping gave way to Smart Shopping, Smart Search rewired match types, and Performance Max emerged as a new paradigm entirely. Every transition required a decision: adopt early, test and hold, or wait for the dust to settle.
REBEL positioned itself not as a vendor, but as Joma's ecommerce performance team. Joint planning, shared ownership of targets, and honest conversations when strategy needed to change. Every major platform evolution was evaluated under controlled conditions before scaling, and strategic attribution infrastructure was built from the outset so every pound of spend could be analysed and optimised.
Embedded into Joma's commercial planning cycle. Shared targets, shared context, shared accountability. When they won, we won.
Robust attribution infrastructure from day one, giving us the confidence to make spend decisions and demonstrate profitable growth beyond headline ROAS.
Stayed ahead of Google's evolving platform, from Standard Shopping to AI Max, through structured experimentation. First to benefit, never first to stumble.
REBEL have been part of the team at Joma Jewellery & Katie Loxton since 2019, supporting our Paid Media strategies and more recently, SEO. It goes without saying that REBEL are experts in their field, but my favourite thing about working with REBEL, is the genuine and honest relationship that we have with them, as I believe the most successful partnerships are built on great communication and a mutual respect for one another.
Google's paid search product has transformed beyond recognition since 2019. At every transition the risk was the same: move too early and waste budget on an immature product, move too late and cede ground to competitors already learning. REBEL's test-and-learn framework meant Joma never faced that binary.
Manual control
First automation
Match type reset
Full automation
Intent era
REBEL works with ambitious brands who want a genuine performance partner, not a managed service. If that sounds like you, let's talk.
