Clairebella Case Study

Clairebella Case Study: Scaling Joyful Design on Faire

Amazing products

6x Operational Improvement on Core Faire Customer Service Metrics

When Clairebella came to us, we were impressed by there designs and sheer size of their product range. But with that bought operational complexities which we helped improve through out shipping plan.

Quick Look on the Faire metrics

30%+ → 0%
Late shipment decrease through our shipping programme and working with CB
4,000+
New product photos implemented in the account
+0.3%
Conversion rate improvements, even during late shipment improvements

The Brand

Founded by artist Kathy Story,

Clairebella creates colourful, personalised gifts and home décor that spark joy. From pillows, wallpaper, rugs, and candles to ice buckets, acrylic trays, journals, and pickleball paddles, every piece blends bold pattern and thoughtful customisation.

Clairebella products are proudly woman-owned, US-made, and have been featured in Anthropologie, Mark & Graham, and on The Today Show

The Challenge

On Faire, Clairebella needed to:

Close the gap in repeat orders (6.4x vs category average of 12.1x)
Fix SEO weaknesses in product titles, descriptions, and collections
Reduce cancelled/late shipments dragging down algorithm ranking
Increase traffic and visibility across competitive gifting/home categories

The Strategy

1. SEO Listings Overhaul

Researched high-volume Faire keywords for pillows, wallpaper, floor mats, candles, journals, ice buckets, acrylic trays.
Rewrote titles and descriptions to max out 60/1000 character limits, layering in holiday gifts, monogrammed hostess gifts, bridal party gifts, dorm essentials, and seasonal décor
Built keyword-rich collections for Christmas gifts, bridal & hostess, dorm décor, personalised home accessories.

2. Acquire New Retailers

Manual state-targeted retailer lead generation across CA, TX, NY, FL, GA, and other states.
Segmented and cleaned lists to improve outreach conversion.

3. Nurture with Messaging & Email

Weekly wholesale emails with keyword-rich subject lines (holiday gifts, personalised dorm décor, hostess picks).
Daily Faire messages to segments like Abandoned Cart, 60+ Day Reorder, Review Requests, First Order Thank Yous, and Exclusivity Invites.

4. Faire-First Trading

Introduced storewide promotions, 0 MOQ trials, and volume discounts.
Tightened shipping lead times to reduce cancellations.
Added POS merchandising visuals to boost retailer confidence.

Implementing pre-orders was crucial to improving the late shipments, but what it also does is give future dated confirmed revenue. A game changer for all businesses.

Breaking down SEO into a science, we updated Clairebella's already strong SEO to be perfect.

It's important to know exactly what your competitors are doing across categories and then compete against them. We researched over 27 product categories to ensure that all SEO was tailored.

Results

Keyword coverage expanded across 27 product categories, ranking for seasonal terms (e.g. Christmas gift wrap, personalised hostess gift).
Repeat purchase rhythm improved via segmented emails and messages.
Storefront conversion lifted with optimised collections, reviews, FAQs, and lifestyle photography.

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Faire Collection & Product Listing Improvements

We also made it easier to get into the width of Clairebella's product catalogue by enabling a far wider range of collections.

To reduce customer confusion about the products, FAQs Graphics and Pillow Dimension Graphics have been added to the listings.

FAQs Graphics
Pillow Dimension Graphics

Custom Emails, Table Talker and Packaging Tape Design

As part of our design strategy, we implemented custom emails, table talkers and packaging tape. So that at every single touch point, the incredible design language is conveyed to the retailer. Making the retailer think, this is the type of product I want to sell.

Packaging Tape Option 1
Packaging Tape Option 2

Don’t Just Take Our Word for It—See What Kathy Says

"Working with Candid Founders has been transformational for Clairebella on Faire. Before partnering with them, I knew we had a beautiful product line but our visibility and repeat orders weren’t where they needed to be. Their team stepped in with deep Faire expertise—optimising our listings with the right keywords, building collections around seasonal and gifting trends, and running consistent weekly emails and daily messages that kept our brand front of mind for retailers.

Within just a couple of months, we saw traffic grow, repeat purchases began to climb, and our Faire shop now feels like a true reflection of our brand. Most importantly, I feel confident that we’re not leaving opportunities on the table—the Candid Founders team have given us a clear system for sustainable growth. They’re not just an agency, they’re true partners in helping us scale Clairebella into the wholesale brand I always envisioned

Kathy Story, Founder & Designer, Clairebella

Key Takeaways

Imagery is absolutely crucial to a brand. If you've got great imagery, retailers can be very forgiving.
Design your emails and every point of communication with your retailers. Give them reasons to trust you through imagery.
Polishing a brands SEO will increase reach and conversion. Think Product Categories as well as brand terms.
Make it easy for retailers to find your products if you have a large product catalogue through the use of extensive collections.