Neve Jewels x Made With èƵ
Neve Jewels is a luxury jewellery brand where the purchase journey is anything but straightforward. Buying an engagement ring is one of the most considered, emotionally charged decisions a person will ever make. Customers research across multiple sessions. They return. They hesitate. They build and rebuild their basket. And they feel every step of it.
That kind of journey demands a different level of understanding. Standard analytics can tell you what happened. It can't tell you why, or where someone is emotionally in that process.
Jo Homer, Director of Customer Experience at Neve Jewels, wanted to change that.
"It gives us a 3D view of analytics. A different level of understanding we've never had in this business before."
Jo Homer, Director of Customer Experience, Neve Jewels
Neve Jewels Without èƵ
Neve Jewels already had data. GA4, onsite analytics, the usual stack. But Jo knew there was a gap between what the numbers showed and what was actually happening with customers.
The nature of the product made this especially pressing. Someone buying an engagement ring is spending a significant amount of money, probably for the first time in their life. They have anxieties. About price. About style. About making the right call. Those anxieties shift depending on where they are in the journey, and a single, static experience can't speak to all of them.
The team could see traffic. They could see sessions. They could see conversions. What they couldn't see was intent. They couldn't see a customer beginning to lose momentum in their basket, or building a deep affinity with a particular ring style across multiple visits, or arriving at the site in a completely different mindset to the last time they were there.
Without that layer, every experience was a guess. Targeted at everyone, optimised for the average, tailored for no one.
"When someone's purchasing an engagement ring, there are lots of anxieties. If we can identify exactly where the customer is in that experience, we can alleviate those anxieties in a way that's so much more specific to them."
Jo Homer, Director of Customer Experience, Neve Jewels
Neve Jewels With èƵ
Play 1: Behavioural Intelligence as a Foundation
The first shift wasn't running a campaign. It was changing how the team understood what they were looking at.
Jo describes Made With èƵ as giving Neve Jewels "a digital body language." Rather than reading surface-level behaviour, the team could see intent building, fading, or shifting in real time. That changed what questions they asked, and what they chose to act on.
A clear illustration: when Neve Jewels launched Sacet, a new brand with a single store in France and no historical data to draw on, they used Made With èƵ to build their understanding of customer behaviour from the ground up. Where Google Analytics offered limited context, intent data gave the team a behavioural picture that no other tool could provide at that stage.
Across both brands, Jo's team began segmenting experiences not just by user type, but by where customers sat in their intent journey. Around 40% of Neve Jewels’ experiences are now intent-driven, with the rest actively being analysed through an intent lens to inform the next step.
"All the other tools we have as a business don't give us that layer. The ability to target things at a different level and see it in real time."
Jo Homer, Director of Customer Experience, Neve Jewels
Play 2: Abandoned Cart, Timed to èƵ
Rather than showing a discount to everyone who left a basket, Neve Jewels used intent segmentation to identify the specific moment a customer was tipping. High intent, building momentum, but starting to lose it.
The team split the experience across intent levels — high, building, medium, and low — and targeted the discount at the cohort showing real purchase signals alongside declining engagement. Think of someone as ready to buy, but likely to leave, and unlikely to return.
The insight that followed surprised Jo: it wasn't just the high-intent customers who responded well to a promotion. But those that were building their intent also proved equally strong, pointing to a broader opportunity than the team had initially assumed. Really highlighting those that “needed a nudge” over the line.
The result: a meaningful conversion uplift of 13% for this targeted segment. Worth hundreds of thousands a year. More importantly, Neve Jewels stopped giving discount to customers who would have bought anyway, ring-fencing discounts for when they are really needed.
Play 3: Solitaire Homepage, Built on Affinity
One of Neve's clearest wins came from asking a simple question: what does customer intent tell us about their interests, and how can we respond to that interest within that moment?
Using Made With èƵ's intent interest data (product, category or price intent) the team identified visitors who had built a clear preference for solitaire-style engagement rings across multiple sessions. When those customers returned to the homepage, they were served a completely adapted experience built around solitaire. Their interest. What they had built intent within.
Solitaire imagery. Solitaire messaging. A homepage that already knew what they were looking for before they navigated anywhere.
The return session affinity signal, overlaid on the same page, amplified the effect further. Customers who arrived back with established intent, in a familiar, relevant environment, converted at a significantly higher rate.
"We looked at the data, found solitaire was the highest volume affinity, and thought: let's target that first. The art of the possible was right there in the data."
Jo Homer, Head of Experience, Neve Jewels
The Impact
Neve Jewels’ original business case projected ~£500k in annual revenue uplift from targeting intent-based experiences.
The actual figure came in upwards of £2.4. That's 4.8x the expectation, and the payback period was achieved within a single experience.
From there, the team expanded beyond the UK. Campaigns now run across Germany (2 campaigns, +3% conversion), Australia (5 campaigns, +17% conversion), and France, with an overall conversion rate uplift of +8% across four international campaigns. Each market is producing different intent signals. Neve Jewels is learning in real time what that means for how they adapt experiences by region.
The ambition doesn't stop at the website. Jo's vision is to push intent data into Neve Jewels’ physical stores, feeding customer journey signals to in-store clientele teams before a customer even walks through the door.
"When a customer books an appointment and comes into store, we already know where they've been on the site, what they've looked at, where they are in their journey. That data could be incredibly impactful for the in-store experience too. That's where I want to take this."
Jo Homer, Director of Customer Experience, Neve Jewels
èƵ started as a tool for better experiences. It's becoming the foundation of how Neve understands its customers, online and off.
"It's given us a different way of thinking about the customer. It gives us digital body language. And nothing else in our stack gives us that."
Jo Homer, Director of Customer Experience, Neve Jewels
Want to see what real-time intent could unlock for your brand? Book a personal demo of Made With èƵ.
