Growth plan for Adina Eden, 3 Oct 2026
Scale spend. Hold CAC.
Adina Eden sells 14K lab grown diamond pieces and stone charm necklaces at 662.00 BRL, with free standard shipping on U.S. orders $100+. The plan: spend $24,000 on tests, kill losers early, and hold CAC at $317.76 while spend scales.
- Target CAC
- $317.76
- New ads a week at peak
- 20
- Creators live by week six
- 10
- Test spend, six weeks
- $24,000
Contents
10 chapters, then the gates and every number’s source.
01 The number
Hold $317.76 CAC while 662.00 BRL necklaces scale
The number is target CAC: $317.76. It is 0.6 of a $529.60 ceiling, so a miss still leaves room. Every test, creator and landing page answers to it, whether the buyer picks a 519.00 BRL necklace or a 14K diamond piece. The ceiling inputs are guesses until week one.
Protect
Target CAC: $317.76 on a first purchase
Ceiling = average order × margin × (1 + repeat orders): $662 × 40% × (1 + 1) = $529.60. Guard line = 0.6 × $529.60 = $317.76. Across the ranges: $125.48 to $42,830.10.
Three moves
- Kill any ad that misses the $317.76 guard line after its test spend.
- Move budget only toward concepts that hold CAC, never toward a favorite.
- Check the 40% sitewide offer against margin before it goes into any ad.
- Year Adina Eden.com was founded
- 2015
- Published
- Sitewide offer in the site banner text
- 40%
- Published
- U.S. order size for free standard shipping
- $100+
- Published
02 Variety
A 14K diamond ear cuff and a stone necklace need different ads
Each ad concept has to carry one reason to buy, tied to something only Adina Eden has: a stone charm necklace at 662.00 BRL, a 14K lab grown diamond ear cuff, a pinky ring, or free standard shipping on U.S. orders $100+. One reason per ad, one variable per test.
| Reason to buy | Proof you already have | Ads (proposed) |
|---|---|---|
| Natural stone | Stone Type: Natural Stone | 4 |
| Lab grown diamonds | Lab Grown Diamonds | 4 |
| Sitewide offer | SAVE 40% OFF SITEWIDE!! | 3 |
| Sign-up discount | SIGN UP & SAVE 35% OFF | 3 |
| Free U.S. shipping | FREE STANDARD SHIPPING ON U.S. ORDERS $100+ | 2 |
| 14K gold plated | Plating: 14K Gold Plated | 2 |
| Total | The ad concepts tab | 18 |
Each row is a reason to buy that the brand already has proof for. The count is how many of the ads carry it: a reason with a single ad is a bet, not a pattern, and the next batch of concepts moves toward the reasons that win.
03 Disturbances
Seven risks, from gold plated claims to a 40% sitewide discount
| Disturbance | Likelihood | Impact | Owner | Gate (proposed) |
|---|---|---|---|---|
| Gold plated claims in ads outrun the site's own wording | Med | High | Both | Every ad line matches the claims sheet before launch; zero unmatched lines |
| The 40% sitewide offer eats the margin the ceiling assumes | Med | High | Your team | Margin check on the discount done in week one; ads run only if CAC stays under $317.76 |
| Near-identical 662.00 BRL necklaces split spend with no clear winner | Med | Med | Me | No concept keeps spend after its test budget unless CAC is under $317.76 |
| Tracking misses orders, so CAC reads wrong | High | High | Both | Daily CAC ties to store orders within a gap we set in week one |
| Creators slip and ten live by week six does not happen | Med | Med | Me | Two new creators live each week; if a week is missed, extra ads wait |
| 14K lab grown diamond pieces convert slowly, so CAC runs high | High | Med | Both | A 14K ad is cut if CAC passes $529.60 after its test spend |
| Free shipping on U.S. orders $100+ does not cover buyers outside the U.S. | Low | Med | Your team | Ads target only regions the shipping offer covers; checked in week one |
Scores are my read from outside the company, re-scored in week one with your data. Each risk has one owner and one gate that can be checked with a number, so nobody has to argue about whether it happened.
04 The ceiling
The ceiling is $529.60; the guard line is $317.76
| Line | Value | Status |
|---|---|---|
| Average order | $662 (range $239.00–$31,726.00) | Assumption Range from the site product prices (Published); the midpoint is a guess |
| Gross margin | 40% (range 35–45%) | Assumption Replace in week one |
| Repeat orders after the first | 1 (range 0.5–2) | Assumption Replace with cohort data in week one |
| Margin per customer, all orders | $529.60 | Calculated Average order × margin × (1 + repeat orders) |
| Guard line for CAC | $317.76 | Calculated 0.6 × the margin per customer |
The math, with the assumed lines
Ceiling = average order × margin × (1 + repeat orders): $662 × 40% × (1 + 1) = $529.60. Guard line = 0.6 × $529.60 = $317.76. Across the ranges: $125.48 to $42,830.10.
Range across the assumptions: $125 to $42,830.
The $529.60 ceiling uses an average order, margin and repeat rate that are my guesses, not Adina Eden facts. The $317.76 guard line is 0.6 of it. Week one replaces each guess with your real numbers.
The ceiling is a range, not one number: the most a new customer can cost before shipping and packaging, which I do not have. Replace the guessed lines with yours and every figure below recalculates.
05 Test ramp
Six weeks, $24,000 of tests, before any budget scales
| Week | New ads × budget / ad (proposed) | Weekly test spend | Cumulative | Creators posting | CAC target (proposed) |
|---|---|---|---|---|---|
| 1 | 12 × $250 | $3,000 | $3,000 | 0 | $318 |
| 2 | 12 × $250 | $3,000 | $6,000 | 2 | $318 |
| 3 | 12–20 × $250 | $4,000 | $10,000 | 4 | $318 |
| 4 | 12–20 × $250 | $4,000 | $14,000 | 6 | $318 |
| 5 | 20 × $250 | $5,000 | $19,000 | 8 | $318 |
| 6 | 20 × $250 | $5,000 | $24,000 | 10 | $318 |
Weeks 1 and 2 run 12 ads at $250 each, $3,000 a week. Weeks 3 and 4 run 12–20 ads, $4,000 a week. Weeks 5 and 6 run 20 ads, $5,000 a week. Cumulative test spend reaches $24,000 in week 6. Proposed. Ten creators are live by week six.
The math. Week 1: 12 × $250 = $3,000; Week 2: 12 × $250 = $3,000; Week 3: 16 × $250 = $4,000; Week 4: 16 × $250 = $4,000; Week 5: 20 × $250 = $5,000; Week 6: 20 × $250 = $5,000. Total $24,000 (96 ads × $250). A range such as 12–20 counts as its midpoint.
Weeks one and two test what the brand already has, rewritten per reason to buy. From week three, creator videos enter paid only after they beat their own account median. A range of new ads counts as its midpoint in the spend column.
06 Volume
More concepts, more winners: 20 concepts, 2 winners
More concepts, more winners. Adina Eden's range of necklaces, ear cuffs and rings feeds it: 20 concepts give 2 winners, 80 give 8, adding $72,000 a month. Hit rate and spend per winner are Assumptions.
| Concepts tested / month | Hit rate (assumed) | New winners / month | Spend each winner holds (assumed) | Added spend at target CAC |
|---|---|---|---|---|
| 20 | 10% | 2 | $300 / day | $18,000 / month |
| 40 | 10% | 4 | $300 / day | $36,000 / month |
| 60 | 10% | 6 | $300 / day | $54,000 / month |
| 80 | 10% | 8 | $300 / day | $72,000 / month |
The math. 20 concepts × 10% = 2 winners × $300 × 30 days = $18,000 a month; 40 concepts × 10% = 4 winners × $300 × 30 days = $36,000 a month; 60 concepts × 10% = 6 winners × $300 × 30 days = $54,000 a month; 80 concepts × 10% = 8 winners × $300 × 30 days = $72,000 a month.
The hit rate and the spend each winner holds are placeholders. The first thirty days of tests replace them with real numbers, and the table is recalculated the same day.
07 Allocation
Where the $100,000 goes: proven ads first, tests second
- Scaling ads that hold $317.76 CAC
- $45,000
- 45%
- Creative tests across necklaces and ear cuffs
- $30,000
- 30%
- Creator videos, pay and bonus cap
- $15,000
- 15%
- Landing pages and tracking fixes
- $10,000
- 10%
The percentages split the $100,000 Proposed budget; the share for scaling grows only as ads hold the $317.76 guard line.
The math. 45% × $100,000 = $45,000; 30% × $100,000 = $30,000; 15% × $100,000 = $15,000; 10% × $100,000 = $10,000. Sum 100% = $100,000.
This split is a proposal. It moves toward scaling as winners prove out, and toward testing when fatigue shows.
08 Channels
Meta first: stone necklaces and 14K ear cuffs sell by sight
| Channel | Open when (proposed) | Why wait |
|---|---|---|
| Meta | Day one: tests start with 12 ads in week 1 | Stone necklaces and 14K ear cuffs sell by sight, so paid social video fits |
| TikTok | When creator videos reach 28 a week, in week 3 | Creator clips of layered charm necklaces can be reused across ad tests |
| Google Search | When Meta holds $317.76 CAC for two weeks | Buyers searching for lab grown diamond ear cuffs already show intent |
| Email and SMS | Once tracking confirms the sign-up offer works | The site runs "SIGN UP & SAVE 35% OFF"; repeat orders carry payback |
| When a necklace concept wins on Meta and needs cheaper reach | Styling and gift ideas for charm necklaces and rings get saved and revisited |
A channel opens when its condition is true, not when the calendar says so. Until then the budget stays where the CAC is earned.
09 Payback
With free shipping on $100+ orders, payback is the limit
Payback is the real constraint. At $160 CAC, the first order pays back with $369.60 left. At $320, it needs repeat orders, leaving $209.60. At $585 or $740 it never pays back: stop. With free standard shipping on U.S. orders $100+, I treat every shipped order as margin spent.
Cumulative margin per customer, order by order, before CAC: $264.80, $529.60.
| CAC (scenario) | First-order margin | Year-one margin | Left after CAC | Payback |
|---|---|---|---|---|
| $160 | $264.80 | $529.60 | $369.60 | First order |
| $320 | $264.80 | $529.60 | $209.60 | After repeat orders |
| $585 | $264.80 | $529.60 | −$55.40 | Never: stop |
| $740 | $264.80 | $529.60 | −$210.40 | Never: stop |
The math. CAC $160: $529.60 − $160 = $369.60 left; pays back: First order; CAC $320: $529.60 − $320 = $209.60 left; pays back: After repeat orders; CAC $585: $529.60 − $585 = −$55.40 left; pays back: Never: stop; CAC $740: $529.60 − $740 = −$210.40 left; pays back: Never: stop.
Read each row left to right: the margin of the first purchase, the margin over the whole horizon, what is left after CAC, and the purchase on which the CAC is earned back. A scenario that never pays back is a stop, not a test.
10 Scope
Scope: ads and creators, not 14K sourcing or fulfilment
Covers
- Meta ads, creative testing and weekly kill decisions
- Creator sourcing, briefs and the bonus cap
- Claims sheet and landing page briefs for necklaces and ear cuffs
- Daily CAC, weekly learnings, monthly cohort payback
Doesn’t
- Event tracking setup: I spec it, your team builds it
- Product, sourcing and fulfilment of the 14K line
- Your sign-off on gold plated and diamond claims
- Judging results before I see your ad account and numbers
What this plan covers is what I can change inside the ad account and the creator program. Everything outside it is named on the right so nobody assumes it is handled.
Gates, written before spend, so stopping isn’t a negotiation.
| Day | Keep going if (proposed) | Stop or change if |
|---|---|---|
| Day 14 | Tracking matches store orders and every test reads clean at its $250-per-ad budget | Orders cannot be matched to ads; pause spend until fixed |
| Day 30 | At least one concept holds CAC under $317.76 after its test spend | No concept under $529.60 CAC; rework the hooks first |
| Day 60 | Winners scale and blended CAC stays under $317.76 as spend rises | CAC above $529.60 for a full week at higher spend |
| Day 90 | Cohort payback shows repeat orders arriving, so CAC under $529.60 still pays back | Cohorts show no repeat orders and CAC is over $317.76 |
Each gate is checked on its day with the numbers in the daily and weekly reports. If the stop condition is true, the spend stops and nothing renews until we talk.
What exists, what’s missing, and the order that’s forced.
| Piece | Exists today | Missing | Forced order |
|---|---|---|---|
| creative | Range from 239.00 BRL bracelets to 31726.00 BRL bangles | Ads built per product lane, one variable per test | 1st |
| creators | Necklaces, ear cuffs and rings to show on camera | Creator roster and briefs | 2nd |
| claims sheet | Gold plated copy: "two generous layers of 14K gold" | One sheet of approved lines for every ad | Week 1 |
| landing pages | Free standard shipping on U.S. orders $100+ | One page per concept, not the general catalog | 2nd |
| reporting | Offers to track: 40% sitewide, 35% sign-up | Daily CAC tied to orders | Week 1 |
The order is forced on purpose: creative and creators come first because they are what moves CAC, and everything else waits for that data.
Every number, and where it came from.
| Figure | Where it came from | Type |
|---|---|---|
| 2015 Year Adina Eden.com was founded | https://www.adinaeden.com/ | Fact |
| 40% Sitewide offer in the site banner text | https://www.adinaeden.com/ | Fact |
| $100+ U.S. order size for free standard shipping | https://www.adinaeden.com/pages/shipping-costs | Fact |
| Product prices $239.00–$31,726.00 | product prices in the site product data (158 products), read 2026-10-03 | Fact |
| $662 average order · 40% margin · 1 repeat order | Placeholders, replaced in week one | Assumed |
| $317.76 target CAC | 0.6 of the $529.60 margin per customer | Calculated |
| $529.60 margin per customer | Price × (margin − discount), summed over the orders | Calculated |
| $24,000 of tests (96 ads × $250) | Danilo’s plan, matches Month one | Calculated |
| 0→10 creators in 6 weeks · 7 videos per creator a week | Danilo’s plan, matches Month one and the Creator engine | Proposed |
| $100,000 first budget split 45% / 30% / 15% / 10% | Danilo’s plan, re-set with the team in week one | Calculated |
| 10% hit rate · $300 a day per winner | Placeholders, replaced by the first 30 days of tests | Assumed |
| 303 creator videos a month at 10 creators | 10 creators × 7 videos a week × 52 ÷ 12 | Calculated |
| $5.74 per 1,000 views against a $1 target | Creator cost over the views the assumptions give | Calculated |
| $1,000 base pay · $50 bonus past 100,000 views | Danilo’s plan | Proposed |
| 1,500 median views · 4% breakout (10×) · 0.5% viral (750,000) | Placeholders, replaced by the first month of posts | Assumed |
| Pay bands $300–$600, $500–$1,000, $800–$1,500 | Danilo’s plan | Proposed |
Every figure on this page is listed here with where it came from. Fact means read on the site. Assumed and Proposed are Danilo’s own numbers, to be replaced in week one. Calculated is plain arithmetic on those, with the formula shown next to it.
Month one is where it starts.
In week one I ask for the ad account, order data and margin by product. Then the claims sheet and tracking spec get written, the first 12 ads go up, the $317.76 target gets checked against your real numbers, and the first creators get their briefs.
