Anokhi Green Case Study

Revenue Up 1,014% After 10x Leads

Pam and the team at Anokhi Green came to us with one goal, elevate the Faire profile and sell more jewellery. We did this and so much more.

Quick Look

  • +1,014.2%

    Year on Year Revenue Increase

  • +3,591

    Added and edited product photos

  • 10x

    Leads database size increase

The Business

Anokhi Green is an independent jewelry brand based in Chicago, founded by Pam Green, a retired nurse whose travels to India inspired her to pursue a second career in design .

At its heart, the business is a direct artisan-to-boutique model:

  • Production happens in Jaipur, India, where Pam collaborates with a trusted team of local artisans.
  • Materials are fairly sourced gemstones purchased directly from gem sellers in Jaipur—avoiding middlemen and ensuring fair wages.
  • Collections are produced in small batches, making each piece unique while supporting sustainable practices.

The jewelry itself reflects the brand’s ethos: “Anokhi” means unique in Hindi. Each necklace, bracelet, or earring carries the story of natural gemstones paired with symbols of protection, spirituality, or joy.

Anokhi Green has built a dual presence:

  • Retail: Etsy (where the shop holds “Star Seller” status) and specialty stockists such as Local Eclectic.
  • Wholesale: Faire with select women’s boutiques, especially those in tourist-driven regions like California and Cape Cod, where colorful gemstone jewelry resonates with travelers and collectors .

Pam also prioritizes community and giving back. The brand is a proud member of the Chicago Fair Trade Association and actively supports Operation Shanti, an organization caring for children in Mysore, India .

At its core, Anokhi Green is more than a jewelry business—it is an ethically rooted, globally inspired brand that brings gemstone storytelling to boutiques and customers who value meaning, artistry, and fair trade.

The Challenge

While the brand had cultivated a strong retail presence on Etsy and through boutique partners like Local Eclectic, scaling into wholesale success on Faire required sharper messaging, optimized product storytelling, and a consistent brand voice that reflected its artisanal roots, fair trade ethos, and playful gemstone-led design.

Pam partnered with Candid Founders to bridge this gap.

The Strategy

Position the brand for wholesale growth while staying true to its artisan roots and gemstone storytelling. Our strategy focused on five pillars:

1. Clarify the Brand Story

We framed Pam Green’s personal journey—from retired nurse to jewelry designer working with Jaipur artisans —into a compelling wholesale-ready narrative . This positioned Anokhi Green as more than a jewelry line: a brand that offers meaningful adornment rooted in fair trade and cultural authenticity.

2. Organize Products into Retail-Friendly Collections

We structured Anokhi’s large catalog into cohesive Faire collections like Summer Candy Opal, Summer Bright Gemstone, and Modern Hoops, making it easy for boutique buyers to shop seasonally . Seasonal storytelling (e.g. Candy Opal as a summer tourist best-seller) made products more discoverable and marketable.

3. Standardize Copy & Voice Across Platforms

We created consistent, warm, artisan-centric messaging across Faire, email campaigns, and social channels. Key actions included:

  • Infusing gemstone meanings into product descriptions (Opal as October’s birthstone, Moonstone for protection).
  • Aligning Pams Social story telling with wholesale copy, so her Instagram enthusiasm matched Faire professionalism.

4. Optimize Photography for Wholesale Buyers

Visual presentation was elevated to meet the expectations of boutique buyers browsing on Faire:

  • Shifted from inconsistent lifestyle shots to clear, well-lit product photography showing beads, clasps, and scale.
  • Introduced batch photography standards (consistent backgrounds, angles, and sizing) to create a cohesive Faire storefront.
  • Paired close-up detail shots with styled images so buyers could see both gemstone texture and how pieces look worn.
  • Included Faire Specific FAQs, Reviews, and more information about the business in her photography

5. Design Wholesale-Ready Sales Tools

To drive orders, we developed:

  • Tiered incentives: free shipping on $300+, 5% off $1,000+, 10% off $2,000+.
  • Email Campaigns: tailored to holidays and seasons, showcasing Candy Opals, PRIDE necklaces, and summer gemstone collections .
  • Clear product descriptions and SKU organization, ensuring buyers had confidence in quality, sizing, and availability .

Results

Before working with Candid Founders and after working with Candid Founders

The Importance of Repeat Purchasers

Growth in an account is all about encouraging re-buys. Going from days with no sales to repeat purchasers coming back again and again.

Message All of Your Retailers

Retailers don't come back by chance, they come back because we message every retailer on your account. It is hard work, but it leads to results.

Faire Shop Improvements

We refreshed Anokhi Green’s Faire storefront by updating the cover image with a more visually engaging alternative. Bringing together a consistent brand identity across all touch points.

Additionally, we enhanced the product pages by incorporating review graphics and FAQ visuals to improve credibility and address customer questions more effectively.

Custom Table Talker Design

As part of Anokhi Green’s growth strategy, we designed an eye-catching table talker that communicates their brand story and product benefits directly at the point of purchase. With clear messaging and appealing visuals, this piece not only captures attention but also encourages engagement and drives conversions in retail environments.

Don’t Just Take Our Word for It—See What Pam Has to Say

"Working with Candid Founders has been a true turning point for Anokhi Green. They helped me take everything I love about my brand—my story, my Jaipur artisans, and the beauty of natural gemstones—and translate it into a wholesale presence that feels professional yet still true to me. From organizing my products into clear collections and creating seasonal campaigns, to refining my copy so it consistently reflects my values, and even optimising my photography so buyers can really see the quality of each piece, they made my Faire shop easier for boutiques to shop and trust. I especially appreciate how they kept my voice intact while building in strategies like tiered incentives and email marketing that I wouldn’t have had the time or expertise to develop myself. Thanks to Candid, Anokhi Green now shines on Faire in a way that matches the heart behind the jewelry.”


— Pam Green, Founder & Designer, Anokhi Green 🌿

Key Takeaways

  • Imagery is absolutely crucial to a brand. If you've got great imagery, retailers can be very forgiving.

  • Messaging every Retailer will give you results. It's hard graft and that's why we have created a team to do it for you.

  • Polishing a brands SEO will increase reach and conversion. Think Product Categories as well as brand terms.

  • Be kind to retailers with promotions, marketing material and MOQs and you will be rewarded!

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