Luis Morais: Where Playfulness Meets Precision
Image Credit: Luis Morais
Key Results
+20% YoY growth in DTC net revenue
+22% increase in website sessions
Maintained a healthy conversion rate while scaling traffic
+11% YoY increase in customer retention
Expanded DTC reach into new international markets
The Challenge
Luis Morais is a Miami-based jewellery designer known for a distinctive aesthetic that blends playfulness and lighthearted symbolism with fine craftsmanship and sophistication. The brand partnered with Folta Consulting to optimise its direct-to-consumer channel, with a focus on driving profitable, high-margin revenue within the US while also laying the foundations for international expansion. A key consideration was maintaining performance efficiency amid fluctuating commodity prices, particularly gold.
The Approach
We began by analysing core KPIs to identify opportunities for margin-led growth and long-term scalability. Internationalisation of the DTC channel was implemented to support expansion into new markets, with projections and budget allocations carefully adjusted to account for fluctuations in gold pricing and cost of goods.
To improve efficiency and data clarity, marketing and ecommerce software were streamlined and fully connected, including email marketing platforms, Google Merchant Centre, Google Analytics, and Meta Pixel. Paid media campaigns were set up and managed across Meta and Pinterest to support discovery and acquisition, while organic growth was prioritised to drive sustainable traffic over time. Email marketing activity was increased to strengthen retention and support repeat purchase behaviour alongside new customer acquisition.
The Results
The brand achieved a 20% year-over-year increase in DTC net revenue, driven primarily by organic growth supported by paid social. Website sessions increased by 22% while maintaining a healthy conversion rate, indicating strong audience quality and effective onsite optimisation.
Customer retention improved by 11% year over year, supported by increased email marketing activity and a balanced acquisition strategy designed to ensure long-term brand longevity. Together, these results strengthened the brand’s DTC foundation while positioning it for continued growth across domestic and international markets.
About the brand:
Luis Morais’ mission is to provide clients with a unique duality. The designs seek to convey a particular juxtaposition; the rare balance between a playful, lighthearted spirit and a darker, wilder side. The jewelry itself is elegant and humorous, sophisticated and amusing. It references religions and cultures, history and modern day, nature and industry. It’s brilliantly thoughtful, and it’s brilliantly chic.
Visit Luis Morais here: www.luismorais.com