Yliana Yepez: Luxury Accessories Made in NYC

Image Credit: Yliana Yepez

Key Results

• +19% growth in DTC net revenue

• +39% increase in website traffic

• +36% increase in sessions reaching checkout

• Improved customer acquisition and retention performance

• Expanded reach through digital partnerships and gamified experiences

The Challenge

Yliana Yepez is a NYC-based luxury accessories and leather goods brand known for its design-led approach to handbags, cashmere, and elevated everyday pieces. While the brand had a strong identity and loyal customer base, it sought to improve overall direct-to-consumer performance in an increasingly competitive luxury market — without compromising its qualitative positioning or craftsmanship-driven storytelling.

The Approach

Paid media channels across Meta and Google were actively managed and optimised to drive high-intent traffic aligned with the brand’s audience. Alongside acquisition, a test-and-learn approach was applied to ecommerce optimisation, focusing on refining onsite messaging, reducing friction along the path to checkout, and reinforcing trust through clear brand communication, a fair returns policy, and seasonal incentives.

To support transparency and informed decision-making, weekly KPI reporting was introduced to provide clarity across performance metrics. Organic growth was also prioritised through strategic visibility initiatives, ensuring a balanced acquisition strategy that supported both customer growth and retention.

The Results

The collaboration delivered a 19% increase in DTC net revenue, driven by a 39% uplift in website traffic from a blended organic and paid strategy. Improvements to the onsite experience resulted in a 36% increase in sessions reaching checkout, reflecting stronger user intent and improved conversion efficiency.

Beyond performance gains, the brand expanded its digital reach through a partnership with MUUS Collective, launching BELLEMINT — a fashion styling game developed in collaboration with Revolve. The activation gamified and digitalised Yliana Yepez products, introducing the brand to new audiences in an interactive and innovative way, and reinforcing the brand’s position at the intersection of luxury, creativity, and digital innovation.

About the brand:

Parisian-born and Venezuelan-raised, Yliana Yépez launched her eponymous New York City-based luxury handbag brand in 2013. As a model in her teenage years, Yliana was inspired by the international design community and stylish locales where she traveled for work. This had a significant impact on her and began to inform her own personal style and eye for design.

Visit Yliana Yepez here: www.ylianayepez.com