Building strategic links for ethical jewellery brand, Jessica Flinn

Jessica Flinn, a distinguished fine jewellery brand founded by Jessica Flinn-Allen, seamlessly blends modern aesthetics with timeless elegance in its creations. From engagement rings to necklaces and earrings, each piece reflects meticulous attention to detail and high-quality, ethically sourced materials.

What sets Jessica Flinn apart is its contemporary, artistic flair, offering unique and environmentally responsible designs. Top choice for those valuing beauty and ethics in their jewellery.

Campaign Highlights
0 Increase in category page traffic from new domains
0 Links built in first 8 months

The Brief

As a small business, Jessica Flinn originally came to us wanting to build more brand awareness. The company were eager to build a digital PR campaign to boost its online exposure and increase its backlink profile. The main objective of this was to compete with its core competitors within the specialist wedding and engagement ring industry by building topically relevant links.

Jessica Flinn needed a fresh link-building approach to measure up in the highly competitive jewellery industry. In just under a year, after creating a viral link-building campaign, introducing the engagement ring charm for your Crocs, which achieved 46 backlinks alone, and broadcast media coverage on Heart Radio and one of Britain’s most famous breakfast shows, Lorraine.

Overall, we built Jessica Flinn 247 links to their site, with a strong focus on building category page links.

Our Approach

As Jessica Flinn had never approached link building before we were working on a clean slate.

We start a campaign with any client by developing a unique strategy that addresses their specific brief. We began the link-building campaign for Jessica Flinn by focusing on creative content creation through Hero, proactive and reactive PR approaches.

We concentrated on creating and developing unique campaigns for Jessica Flinn to gain as much coverage as possible, with a primary goal of building topically relevant backlinks on women’s interest, fashion and jewellery sites.

Once Jessica Flinn’s reputation was solidified within the press, we started to build category page links towards their ‘Engagement’ category page in order to help boost their rankings for engagement rings.

The Results

Over 8 months we built Jessica Flinn 247 links to their site, with a strong focus on building category page links.

  • 54% (133 links) were new referring domains
  • 52% are highly trusted links and above the Trust Flow of 30
  • 50% (125 links) were product-orientated category page links
        • 33% (81 links) directed to their “collections” category page
        • 17% (44 links) directed to their “products” category page

Some of the highly topical publications we got the client featured on include; The National Association of Jewellers, National Jeweler, Hitched, Vogue, Harpers Bazaar, AOL, MSN, Woman&Home, Yahoo!, and PopSugar.

Highly trusted publications they’ve been featured in include; Purewow, PageSix, Ideal Home, Metro, Express, Daily Star, OK!, and The Sun.

We also gained broadcast media coverage on Heart Radio and ITV’s Lorraine show.

Lorraine - Engagement ring crocs

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