Baby Gold is a Los Angeles–based fine jewelry brand specializing in personalized, solid 14K gold pieces. Known for its modern yet timeless designs, the brand handcrafts each piece in-house, offering customizable luxury jewelry that blends everyday wearability with heirloom quality.
Summary
Baby Gold partnered with Hawke Media to transform its affiliate channel into a high-performing revenue stream without compromising its luxury positioning. The goal was to make affiliates a reliable 10% contributor to total DTC revenue while maintaining an average order value (AOV) above $350.
Challenge
Baby Gold’s existing affiliate efforts lacked consistent momentum and suffered from coupon code leakage that cut into profit margins. Creator engagement was limited, and the brand needed a scalable way to drive both luxury awareness and impulse gifting conversions, especially during peak holiday periods.
Approach
Hawke Media implemented a dual strategy balancing content and loyalty partnerships. The team focused on recruiting high-value creators through Impact and ShopMy, optimizing affiliate tiers to protect margins, and structuring commission incentives that rewarded performance without eroding AOV. Strategic gifting programs and seasonal bonuses encouraged ongoing creator participation while maintaining brand integrity.
Solutions
- Coupon code leakage: Implemented SKU-based commission suppression and exclusive content-only bonus structures to protect margins.
- Low creator engagement: Launched quarterly gifting campaigns and tiered bonus incentives to attract and retain quality creators.
- Impulse purchase volume: Featured curated “giftable” SKUs under $300 in Q4 campaigns to stimulate conversion without discounting core collections.
Results
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QoQ Affiliate Revenue
+0%
-
Expanded Affiliate Network Partners
0+
-
Affiliate Share of Total E-Commerce Revenue
~0%