The BTL Client

LBV The Label, formerly known as Les Bijoux Vintage, is an e-commerce jewelry brand based in Southern Connecticut owned by sisters Madeline and Michaela. The two sisters wanted to find a way to make the feeling of luxury both attainable and sustainable, and provide women like themselves—women who wanted a taste of la bonne vie—with accessories that elevated their everyday looks.

The Goal

LBV gained success very quickly. Before they knew it, they had a community in the tens of thousands on Instagram, and their customers—the LBV babes, as they call them—wanted more, more, more. They had been releasing a new drop of their signature repurposed jewelry every month or two, and every drop sold out within minutes, no matter how many times they tried to increase the stock. They knew it was time to add an evergreen line of jewelry, and they also knew they’d need to enlist some help with the launch of the new line, and figured the transition to offering more products would be a great time to finally focus on their website and their branding.

The Deliverables

Because of their rapid growth, Madeline and Michaela didn’t have time to worry about their digital presence beyond the simple ‘add to cart’ function and a basic website. They were too busy making and sourcing actual products and creating content for social media, since that’s where the majority of their audience was interacting with them. But when they decided to make the switch from Les Bijoux Vintage to LBV The Label (La Bonne Vie, French for the good life)—because they were no longer just selling vintage jewelry—they realized they needed to undergo a full rebrand to keep up with their success.

This BTL project included:

• Full website copywriting

• Product naming

• Product descriptions

• Several email sequences

• Packaging copy

The Target Audience

LBV babes crave the feeling of luxury, without the price tag attached to it. In other words: they want to feel sexy in their skin, and confident about their accessories—but they don’t want to spend thousands of dollars on designer pieces. They’re looking for an affordable, quality jewelry brand where they can find pieces that complement both their casual everyday outfits and their night-out looks, and LBV delivers.

Differentiating Factors

LBV The Label may not be the only brand on the Internet offering repurposed, upcycled jewelry, but they are the only brand that so deeply cares about their community. Their customers truly are their muses, and they have a diehard fanbase of more than 17,000 babes anxiously awaiting their next drop. They always make their audience feel included by resharing their photos on their Instagram story, chatting with them on social media, and listening to their feedback and actually implementing it.

Michaela and Madeline wanted to expand their jewelry line beyond just their Upcycled Vintage pieces to better serve their audience, who had been asking for more readily available pieces for months. But—and this is another reason LBV stands out from their competitors—they weren’t willing to add just any old pieces. They’re committed to caring for the environment and promoting sustainability, and they spent so long looking for the perfect materials and metals (and packaging!) to support that commitment and honor their promise. Y(ou can read more about their dedication t sustainability here!)

The Final Product

www.lbvthelabel.com is now live—and I can’t wait for you to see it. LBV was one of my favorite projects of 2021 (and I’m not just saying that because they sent me some pieces from their coveted Upcycled Vintage line.) I’d been working on websites for digital service providers for so long that throwing an e-comm brand into the mix was such a nice way to switch things up, and LBV definitely challenged me to find a way to communicate their message with as little copy as possible.

Once you’ve checked out their site, send me a DM on Instagram to let me know what you think! (And which piece you bought, because let’s be real… how could you not? Have your credit card ready when you browse.)

Their website is hosted on Shopify, and their custom website design was done by Honey Gold Creative.

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If we haven’t had the chance to *virtually* meet yet, hi! I’m Sara Noel—website copywriter and marketing mentor for creatives, copywriters, and all-around cool people. If you like my content and you want even more BTL in your life, here are a few ways you can connect with me:

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