MiaDonna is a Portland jewelry brand that has sold lab-grown diamonds since 2005, making it one of the first to bring them to mainstream buyers. A certified B Corporation, it uses recycled precious metals and lab-grown diamonds that are chemically and physically identical to mined ones, and sells everything from necklaces to engagement rings direct through Shopify.
“Mage Loyalty is hands-down the best loyalty platform on Shopify, and the team behind it is just as exceptional as the product. When we needed customizations specific to our business, the Mage team worked directly with us to make it happen. And the wishlist feature deserves its own callout: it's the best we've come across, period. Beautifully integrated, intuitive for customers, and a real driver for our store.”
Most loyalty programs are built around frequent, low-cost orders: earn points, get a coupon, come back next month. Fine jewelry doesn't work like that. Customers buy rarely, spend a lot, and often look at a piece more than once before they commit. MiaDonna needed rewards that felt like part of a luxury purchase rather than a discount code, a way for shoppers to keep track of the pieces they were considering, and an account that could suggest the next piece to people who had already bought.
MiaDonna's rewards give members $1 back for every $20 they spend, 5% of every order. At launch that reward came as points, each worth $1.
Even at a clean $1 a point, points ask the customer to do the work. A points total reads like a score rather than money, so it is easy to set aside, and for a high-end jewelry brand whose customers may go months between purchases, a balance they don't think of as money is a balance they forget. MiaDonna moved its rewards to Mage store credit so members see exactly what they have: a dollar balance they apply at checkout, with nothing to convert. Money already sitting in an account is a reason to come back and spend it.
Credit in dollars also turned the program into a sales lever. MiaDonna now runs bonus campaigns that raise the credit earned on selected products, and because the reward is shown in dollars, the boost is obvious on the product page. It has run several since the switch, and together they have generated more than $100,000 in revenue.
The wishlist lives inside the customer account rather than on a separate page, so a piece saved on one visit is waiting in the same place on the next. The account also shows product recommendations to customers who are already signed in, which is where the $15,000 in upsells came from.
The rewards page, the account, and the launch email were all designed to match MiaDonna's site.
The live rewards page MiaDonna built with Mage, styled to match the rest of its site. Scroll through it below.
$1 in store credit for every $20 spent, about 5% back. Members see money in their account, not a points total to decode, so they know exactly what they have to spend.
Members apply their store credit balance against the order at checkout, with no code to generate or paste.
Time-limited campaigns that boost the credit earned on selected products. Together they have generated $100,000+.
Saved pieces sit in the customer account, so shoppers find them again on their next visit. More than 1,500 items were saved in the first 30 days.
Product recommendations shown in the account to signed-in customers brought in $15,000 in the first 30 days.
The rewards page, account, and launch email were styled to sit naturally on MiaDonna's site rather than look like a third-party widget.
The email MiaDonna sent to introduce the program, designed with Mage to match the rest of their brand.
A $1,500 piece is rarely bought on the first visit. Shoppers save it, compare it with others, and come back to it later. MiaDonna's wishlist sits inside the customer account, so the piece is there on the next visit without the shopper having to search for it again. In the first 30 days, shoppers saved more than 1,500 items, and 8 orders from saved pieces came to $12,662, about $1,580 each. If your products are expensive and take time to decide on, make saving a piece as easy as buying it.
