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Online sales strategy and an actionable growth roadmap for a jewellery brand


Established in 1937, Kalevala Koru Oy is the most beloved jewellery company in Finland. Kalevala jewellery is hand-made by more than 80 Kalevala Koru employees in the company’s own workshop in Helsinki.


Kalevala is one of the leading Nordic design brands creating premium jewellery with long roots in the Nordic culture. The market has undergone some vast changes in recent years and consumer behaviour in online shopping is evolving at a great pace, not only due to COVID-19.

Key objectives

Kalevala reached out to Columbia Road for support in developing a new online sales strategy, including a profound evaluation and analysis of Kalevala’s current state and goals, and an actionable roadmap for increasing its online sales and profitability – not only strategy slides.

I was impressed by how the Columbia Road team worked hand in hand with the Kalevala team from day one to implement concrete improvements. Great results and knowledge transfer in six weeks!

Kirsi Paakkari, CEO, Kalevala

Our approach

We focused on identifying both new revenue streams as well as sources for increased profits. We held a series of workshops around Kalevala’s marketing, ecommerce and strategy and combined them with thorough data analysis and benchmarking. Based on these, we created a concrete backlog for improving D2C online sales and entering selected etailers.

The entire sales funnel was analysed from customer acquisition to conversion and nurturing phases. In addition to paid search, social media, SEO and email marketing, we also emphasised the roles of, for example, influencer marketing tactics and selected etailers in customer acquisition.

Our strategy work is based on co-creation and getting our hands dirty. To validate our assumptions and initiate new ways of working, we made concrete ecommerce experiments with Kalevala’s team in, for example, paid search, SEO, Facebook and email marketing. We analysed our results in detail to understand the best ways of working for each channel.

During the six-week project, we were not only able to complete the first growth sprint but also created a D2C ecommerce growth plan, an extensive growth backlog, instilled a new Kalevala growth team way of working, and a list of etailers relevant to Kalevala with recommended ways for moving forward.



  • Kalevala now has a concrete and prioritised growth backlog
  • Significant SEO, analytics and email marketing improvements
  • Kalevala has a coherent etailer strategy
  • First growth experiments started with great results
  • Kalevala has embraced a new ecommerce operating model and more efficient ways of working
  • The Kalevala team gained valuable learnings and an increased level of ecommerce expertise

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