Kinn Studio sells fine jewelry online and in its own stores in Los Angeles and New York. With Odylic running Meta and Google, Kinn’s gross sales grew 64% in year one. Its trailing 12-month sales passed eight figures about 15 months after launch. Today Kinn’s gross sales run 430% above the year before we started, and 2026 sales are up 17% on 4% less ad spend.
Gross sales, year one vs prior 12 months (Shopify)
Gross sales, last 12 months vs the year before Odylic (Shopify)
Blended MER, Jan to Sep 2026 vs 2025, on 4% less spend (Shopify, Triple Whale)
TL;DR
Kinn Studio came to us in 2022 as a seven-figure jewelry brand with strong demand and a very small ad budget.
We built Meta and Google programs around new customers and gifting moments, then scaled spend as fast as efficiency allowed.
Gross sales grew 64% in year one and passed eight figures over a trailing 12 months in about 15 months. They now run 430% above the year before we started.
Kinn Studio sells fine jewelry online and in its own stores. In early 2022 it was a seven-figure brand, and most of its sales came from the online store.
Paid media was small. In the six months before we started, Kinn’s ads returned far more than they cost.
That looks great on a report. It also meant ads were too small to move the business.
The brand had demand, a loyal base and a founder ready to grow. Jennie Yoon, Kinn’s founder, wanted more hands on ads and a clear plan for how far spend could go.
Kinn’s ads were profitable but underfunded. A blended MER that high told us the brand could spend far more before returns fell to a healthy floor.
Kinn’s sales also cluster around gifting moments: Mother’s Day, Black Friday, Valentine’s Day and Lunar New Year. Those weeks could carry much more spend than the quiet months.
A second issue showed up later. As Kinn grew its stores, ads started to close sales in person.
From January to September 2026, online store sales fell 6% while store sales rose 156%. Online ROAS fell, but total sales per ad dollar rose. We stopped judging the account on online ROAS and moved to blended MER.
Rebuilt Meta into prospecting, mid-funnel and retargeting layers, seeded with Shopify customer lists and lookalike audiences.
Planned spend around gifting moments, with offers like a Mother’s Day engraving push, and made creative and copy alongside Kinn’s own team.
Restructured Google Shopping and Performance Max with Google’s team in late 2022, then added enhanced conversions and Demand Gen in 2023.
Moved Meta scaling into Advantage+ shopping campaigns with new-customer bidding, and kept recent engagers and site visitors out of prospecting.
In late 2024, moved most Google budget off branded search and into campaigns for new customers.
In 2025 and 2026, held spend flat and treated Los Angeles and New York as online plus in-store markets. We also measured how the new NYC store changed online sales.
In year one, gross sales grew 64% over the 12 months before we started. Net sales rose 51%.
Online store sales alone rose 52%. The stores did not drive this growth.
November 2022 became the biggest month in Kinn’s history to that point. Gross sales rose 67% on November 2021.
Kinn’s trailing 12-month gross sales passed eight figures in July 2023. That was about 15 months after our first campaigns went live.
The last 12 months, October 2025 to September 2026, came in 430% above the gross sales of the year before we started.
Metric | Year one (Apr 2022 to Mar 2023) vs before (Apr 2021 to Mar 2022) |
|---|---|
Gross sales (Shopify) | +64% |
Net sales (Shopify) | +51% |
Online store gross sales (Shopify) | +52% |
Orders (Shopify) | +33% |
New-customer revenue (Triple Whale) | +55% |
Kinn has also become more efficient. From January to September 2026, gross sales rose 17% while total ad spend fell 4%. Blended MER rose 22%.
Metric | Jan to Sep 2026 vs Jan to Sep 2025 |
|---|---|
Gross sales (Shopify) | +17% |
Total ad spend (Triple Whale) | -4% |
Blended MER | +22% |
Google showed the same pattern at Black Friday 2025. Google reported revenue up 98% on 45% less cost from November 27 to December 2.
We treat that Google number as directional. It comes from Google’s own attribution, and the store cannot confirm it.
Gross sales, year one vs prior 12 months (Shopify)
Gross sales, last 12 months vs the year before Odylic (Shopify)
Blended MER, Jan to Sep 2026 vs 2025, on 4% less spend (Shopify, Triple Whale)
Store sales come from Shopify’s own reports. They include every sales channel, stores too, unless a row says online store. New-customer revenue and total ad spend come from Triple Whale.
Every comparison uses two windows of equal length: 12 months against 12 months, or January to September against January to September.
We cannot verify Kinn’s Meta spend before September 2021, so we do not quote a baseline MER for the full year before us. The six-month view above uses only months where Triple Whale captured both Meta and Google.
The 430% figure includes the stores, and Kinn opened a store in New York in early 2026. Our work also paused from June to mid September 2023, the same summer Kinn crossed eight figures.
Gross sales include exchanges that run through Kinn’s returns app. That is why we show net sales next to gross.
One number did not improve. Triple Whale counts 17% fewer new-customer orders in 2026 than in 2025, and the cost per new online customer rose. More first-time buyers now buy in the stores, where the pixel cannot see them, but we do not claim that as a win.
Jennie Yoon
Founder, Kinn Studio
A very high MER can be a warning sign. It often means ads are too small to matter.
Find the MER floor your margins can carry, then scale toward it in the weeks your customers already buy.
Once you sell in stores, judge ads on total sales per ad dollar. Online ROAS will understate what your ads do.
A complimentary growth session, built around your account and your numbers.
At a glance
Client
Kinn Studio
Vertical
Fine jewelry
Channels
Meta + Google
Engagement
April 2022 to today, with a pause in mid 2023
Source of truth
Shopify sales reports, plus Triple Whale for new-customer revenue and total ad spend
ARC
Net revenue, Nov 2025 to Sep 2026 vs prior year (Shopify)
Scaling ad spend 73% in 11 months without breaking MER
People’s Choice Beef Jerky
New customers, year one vs prior 12 months (Shopify)
Net sales up 115% in two years, with Meta built from zero
Freewrite
New-customer revenue, Nov to Dec 2025 vs 2024 (Triple Whale)
25% more new-customer revenue over the 2025 holidays on 9% more spend