Worldclass Lifecycle Marketing Helped Diamond Art Club® Drive >2X Growth

Challenge

Evolve a Beloved Brand for Scalable, Sustainable Growth

Diamond Art Club® had already cultivated one of the most engaged and loyal customer bases in the DTC world. But with ambitious goals tied to product category expansion and audience growth, the mega-agency they were with weren’t giving the intimate attention the brand needed to accomplish a modernized, end-to-end lifecycle strategy that could:
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• Align tightly with its evolving launch and merchandising calendar
• Maintain high retention while lifting order velocity
• Support long-term brand affinity with world class design

“We had solid retention. But our lifecycle marketing felt kind of stuck in time. The flows were functional but not particularly inspiring, and we weren’t really maximizing the opportunity around key moments in the customer journey, especially with how fast we were growing and expanding into new product categories.”
- Alexandre Perrier, CEO & Co-Founder, Diamond Art Club®

2. Lifecycle Support for Every Launch, Every Time

Diamond Art Club® prepared their first significant expansion to surprise and delight their customers and Retencity executed in lock step, providing strategy and execution to the right audience at the right time to drive record breaking curiosity and conversions. 

‍Consistent, Strategic Lifecycle Support for Every Release.
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• Retencity partnered closely with the Diamond Art Club® team to ensure lifecycle messages supported product drops and category expansions in real-time.
• Each automation and new product launch sequence was designed to reinforce collector behavior while driving urgency and community engagement.

3. World-Class Email Design That Inspires, Converts, and Retains

Diamond Art Club®’s customers are creators. Their inbox experience needed to reflect that; not just visually, but emotionally. Retencity partnered closely with Diamond Art Club® to raise the bar on lifecycle creative, ensuring every touchpoint was as inspiring as the product itself.

Design That Feels As Collectible As the Product
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• Retencity developed a library of email modules and visual storytelling patterns that showcased DAC’s stunning catalog without overwhelming the user.
• Layouts were optimized for scanning, clarity, and mobile responsiveness, all while keeping the brand’s warmth and excitement intact. Animation, illustration, and typographic hierarchy were used to balance promotional moments with artistic energy.
• Each email flow had a clear creative objective: onboard, deepen connection, drive urgency, or celebrate the customer. Calls-to-action were intentionally placed and designed to convert without sacrificing visual balance or storytelling.

“Retencity really leaned into the emotional side of our brand; creativity, joy, calm. And they carried that through every design touchpoint. From motion to copy to layout, it all feels like it was made for our community.”
- Alexandre Perrier, CEO & Co-Founder, Diamond Art Club®

The Results: Record-Breaking Lifecycle Performance

With Retencity’s partnership, Diamond Art Club® saw explosive growth across lifecycle and order performance, building on an already exceptional retention foundation:
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