Case Studies
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Meet Na Nin
Na Nin has been a Richmond mainstay since 2009 - a vintage line that grew into an in-house apparel label, hand-blended fragrance, and a carefully curated community of independent designers. Their team built a devoted following from a clear point of view.
For years, Instagram did the heavy lifting. Then organic reach - and organic sales - slowed significantly. They knew IG had gone pay-to-play. They just had no idea how to actually make that work.
Their existing tools and tech stack were also doing them dirty: MailChimp for email campaigns but no automations, and a beautiful Shopify storefront that was converting lower than they liked.
And the timing was brutal - within 6 months of working together they started getting hit with steep tariff bills. A stall like this, for a team this size, puts pressure on everything you've spent over a decade building.
That's where Hypema'am came in...
Na Nin
Still leveling up, even 17 years in
A brand that's been around since 2009 doesn't usually get to post numbers like a brand-new one. Na Nin did - because we rebuilt how every channel works together. Here's what our first 12 months produced:
The headline isn't any single channel - it's that they finally pull in the same direction. Email catches the demand the ads create, Pinterest and Meta stop competing for the same dollar, and the whole system compounds instead of leaking. For a brand with this much equity, that's the difference between coasting and climbing.
Here's what it took to get Na Nin there...
In a nutshell: on email and SMS, I led the strategy - moving them off Attentive and MailChimp onto Klaviyo, and mapping out the automated flows a store their size should've had running years ago - and their team executed the build. On the ad side, I rebuilt their Pinterest, launched them on Meta, and set up Shop campaigns, tying every channel back to their actual numbers.
Take their BFCM goal. They wanted to be up 30-35%. So I pulled their CPA by platform and the conversion data from past email campaigns, did the math, and reverse-engineered a Meta + Pinterest + email plan built to hit a specific number. We landed the 35% exactly.
Na Nin's creative vision was already world-class - that was never the question. What they needed was the big-picture strategy to make every effort work as one system instead of competing for the same attention. That's the whole game, and it's exactly what I do.
Meet Britt of Sun & Selene
Britt is the founder + CEO of Sun & Selene, where she handcrafts stunning demi-fine and fine jewelry. She'd had amazing growth since launch - then hit a frustrating plateau.
Most of her sales came from the holiday rush and in-person at her brick-and-mortar studio. She wanted revenue stability and growth without the in-person hustle and the post-holiday burnout.
Instagram used to drive real traffic and sales, but reaching her audience kept getting harder and more time-consuming. She'd tried some DIY Instagram ads with nothing to show for it, and she knew SEO mattered - she just couldn't see how to put it all together.
That's where Hypema'am came in...
Sun & Selene
She's up 103% in under 5 months
Britt came to me plateaued and tethered to the holiday calendar. Under five months later - yes, including her best-ever holiday season - here's what changed:
Britt has said more than once, "I feel like I'm rebuilding the business the right way." This work isn't easy, but it's worth it: she's energized, inspired, and excited - and she knows these results are just the beginning.
Here's what it took to get Britt there...
In a nutshell: we optimized her customer experience for conversions, prioritized social proof, leveraged automated email marketing, tested ad creative, and ran Meta ads. Britt already had the hard parts down - a clear grasp of her ideal customer, beautiful photography, and a knack for engaging visuals. My job was helping her translate what makes her so good at selling in person into online sales, through dialed-in digital marketing and sales systems.
Meet Rachel of Whole Heart Space
ICYMI, through Fairy Marketing Mother I support a select few service-based businesses - and Rachel is one of them. She's the founder + CEO of Whole Heart Space, an inclusive fitness studio built just for pre- and postnatal people in the Richmond, VA metro.
Rachel had a successful first year, but she was tired and had no idea how to grow without running herself into the ground. She knew she needed to systematize getting new customers.
She'd tried some DIY Instagram ads without much traction, and she'd seen the ads I run for my own product brand - so she reached out for advice.
Little did she know I was in the middle of starting Hypema'am, and she became one of my very first clients...
Whole Heart Space
She more than doubled new memberships
Rachel was tired and growing the hard way, one in-person push at a time. Four months in, new business started coming to her. Here's what that looked like:
When we did a revenue and sales breakdown for the year, Rachel realized her goals are well within reach. She's told me time and again how working with Hypema'am shifted the way she thinks about running and scaling a small business - and how refreshing it's been to "break the rules" of what a fitness studio "should" look and feel like. That right there is exactly why I love this work.
Here's what it took to get Rachel there...
In a nutshell: we optimized her offers, systematized irresistible upsells, prioritized social proof, leveraged automated segmentation and email marketing, tested ad creative, and ran Meta ads that put her brand personality front and center. Despite not loving being on camera, Rachel shows up every month to refresh her creative and speak directly to her ideal clients. My role was helping her automate new-customer acquisition with less hustle and more strategy - while optimizing conversions and growing customer lifetime value.