OLE LYNGGAARD TRANSLATING TIMELESS LUXURY INTO THE DIGITAL AGE
How heritage jewellery brand, OLE LYNGGAARD, found its digital voice – and grew revenue, reach, and trust without compromising on exclusivity.
increase in revenue from organic search
increase in purchases via organic search
increase in sitewide conversion rate
increase in AOV on e-commerce
growth in e-commerce revenue
A digital presence as refined as the jewellery itself
When OLE LYNGGAARD began its digital journey in 2020, the ambition was clear: to create a digital experience that lives up to the same high standards as the physical one.
So, how do you translate a deeply personal, tactile and exclusive in-store experience into something equally compelling online?
IMPACT partnered with OLE LYNGGAARD to strengthen the brand’s digital foundation, connect online and offline touchpoints, and build a full-funnel approach that could balance exclusivity with growth.
IMPACT challenges us in the right way. They understand that protecting the brand always comes first, but they still push us to be more ambitious, both commercially and creatively. For me, the value lies in how they connect strategy, marketing and omnichannel – always with respect for our identity as a luxury brand.
Honouring heritage while embracing digital
The path to purchase for a luxury piece of jewellery is anything but linear. For many, it’s a milestone gift, a future heirloom. Purchase cycles can stretch across months, sometimes years, with countless touchpoints along the way – many of them invisible to traditional analytics.
A customer might be inspired by a campaign on Instagram, compare models on the website, visit a store to try it on, wait for a milestone, and return months later to purchase.
“Our customers are often making once-in-a-lifetime purchases. They do their research. They arrive in-store well-informed, sometimes after months or years of consideration. That means our job is to provide answers, reassurance and elegance from the very first meeting, whether that’s physical or digital,” says Simon, Head of E-commerce at OLE LYNGGAARD.
This is why the collaboration with IMPACT was never about a single channel. It was about shaping an omnichannel operating model that ensures every touchpoint supports the journey. By focusing on the entire funnel, OLE LYNGGAARD has increased its overall e-commerce revenue by 10% and lifted conversion rates across the site by 59%.
Understanding and connecting the journey
To better understand OLE LYNGGAARD’s customers, we mapped the full journey across online and offline touchpoints. Market research, onsite behaviour and customer data were combined to define personas – not just by demographics, but by intent, need state and emotional drivers.
“Understanding the emotion behind the journey helped us prioritise,” Alexandra reflects. “We’re not just selling a ring. We’re selling a moment, a feeling. That means our job isn’t done when someone clicks ‘buy’. We want to be there across the whole journey.”
With five flagship stores and wholesale partners worldwide, traditional attribution wasn’t enough. A customer might see a paid ad, explore the product page, and then go to a boutique to try it on. But how do you track that influence – and how do you support it?
Success for us isn’t tied to a single channel – a sale is a sale, whether it happens online, in a flagship store, or through a retail partner. The customer journey is long, complex, and full of touchpoints, and traditional last-click attribution doesn’t capture that.
Full-funnel activation that respects the customer journey
With the foundation in place, we worked together to refine the brand’s digital go-to-market strategy, focusing on key markets and tailoring the setup to local awareness, competition and behaviour.
Performance channels like Google, Meta, Pinterest and YouTube were restructured to fit the long consideration cycles typical in luxury. Remarketing flows were adjusted. Messaging was tailored to reflect where the customer was in their journey.
“We don’t need quick-win discount campaigns – that’s not who we are. Our strategy is about protecting the brand, building trust, and creating long-term demand through storytelling and premium experiences,” Alexandra says.
Making digital feel like an extension of the brand
For OLE LYNGGAARD, it was essential that digital did not feel transactional. It had to feel like stepping into the brand universe.
“We see digital not just as a webshop, but as a brand touchpoint. It’s the beginning of a relationship. It’s where people come to explore, learn, and be inspired,” Alexandra says.
Visual identity and storytelling brought that ambition to life online: exclusive imagery, hand-drawn sketches, rich lifestyle content. Behind the scenes, SEO, hreflang setup and structured booking flows ensured the experience was as smooth as it was beautiful.
And the optimisation work has paid off: revenue from organic search alone has grown by 436%, while purchases from organic search have increased by 217%.
The next chapter in the journey
The digital transformation is ongoing, and the roadmap is ambitious. From personalisation and event-based engagement to loyalty initiatives, clienteling and AR try-ons, OLE LYNGGAARD is constantly exploring what luxury can look like online in 2025 and beyond.
We love working with OLE LYNGGAARD because it’s not about fast-fashion tactics. It’s about omni at its core: connecting every touchpoint into a journey that honours exclusivity while driving growth. The website is part of it, but the real impact comes from building the operating model and full-funnel strategy that ensures long-term success.
Is your brand ready for its next digital chapter?
Get in touch with Camilla Uhldahl to explore what’s possible.
