Singularu eCommerce Success Story (3)
Miguel Nicolás
23/09/2025
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In Singularu’s eCommerce success story, an analysis of their online marketing strategy could not be missing.
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Do you remember the case study of the jewelry brand Singularu? If you do, you will know that we have already talked about their online store and also about their SEO and SEM. You may also remember that we had promised to analyze their loyalty strategy, as well as their social media strategy.Since a promise is a promise, here we are going to analyze in detail those two important topics that were still pending, in order to have the Singularu eCommerce success story complete.They are two matters that seem very different, but you will see how they are somewhat related to each other.Let’s get to it!
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Singularu’s Loyalty Strategy
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Since we will go into more detail in their content and community management, let’s start here. Besides… is not loyalty another way of building that community?
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INSIGHT: Singularu stands out precisely for working a lot on belonging, that is, involving their customers with the brand. This usually has a positive effect on engagement and on the aspect most related to conversion or repeat purchase.
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Singularu’s loyalty strategy is embodied in a program called Club Singularu, which basically offers a series of benefits to its members and, depending on certain actions, allows us to accumulate points that improve our status.For example:
- 10% discount on the first purchase.
- Early access to new arrivals and private sales.
- Free shipping included.
To make it more dynamic, there are even some benefits that are activated exclusively for one month, which justifies staying in the club. -
INSIGHT: The Club Singularu is a good example of how you can generate the feeling of being part of something, far beyond simply being a customer. The brand values me and, therefore, gives me all these exclusive benefits.
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Singularu’s Content Strategy
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Well, let’s talk about Social Media. In fact, we are going to focus on their content strategy, because we have already mentioned how they manage their paid campaigns, in the previous post.The first thing to highlight is that their presence is multichannel, since they have profiles open on most of the main platforms (Facebook, Instagram, X, TikTok, YouTube, Pinterest…).
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INSIGHT: They do many things very well, but this insight is negative. They fall into something that happens to us many times, such as opening profiles that are not kept updated. There is an obvious contrast between Instagram or TikTok compared to their X profile, which is abandoned (and Pinterest more or less the same).
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In any case, we are not going account by account; we will analyze the types of content, providing some examples you can get inspiration from for your strategy.
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#1 – Product + Lifestyle
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Obviously, the product is very present in their content, but what I would highlight most is the way they integrate it with evocative images and videos that take us to a very aspirational, positive, energetic lifestyle…
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INSIGHT: Let’s not forget that their collections are very much inspired by everyday life and seasonality, so in a way, their content is reactive to the context. That makes them more attractive and current.
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Take, for example, this post from their Instagram account this past summer:
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It stands out because:
- Carousel format combining photo and video. This is a very common resource now because it allows us to combine dynamism with detail. Singularu does it especially well.
- Jewelry appears as co-protagonist, because they fit very well into those images of Ibizan life. Pure aspirational desire.
- Jewelry is a complement, so presenting outfits helps to sell. Customers can better visualize how they would look and get a clearer and truer idea.
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INSIGHT: Do not get obsessed with only showing product. Social media is not a shop window; it is a space to tell stories.
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#2 – Influencers
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In fact, it seems almost mandatory to count on influencers when we talk about a fashion-related brand. But like everything, it can be done well or badly… and Singularu does it very well.Their audience connects especially with this type of strategy: they feel identified with different profiles and role models. That is why the brand relies on them to set small trends and spark purchase desire.An example? Of course:
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It stands out because:
- Why use only one influencer if we can include several? It is a way to make the publication have greater reach.
- Again lifestyle and seasonality, although in this case they add an event during the Seville Fair (a particularly interesting time for jewelry sales, by the way).
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INSIGHT: At this point we all know how collaborations work on social networks, but what they project with these events is a close relationship with the influencer, it seems like they are enjoying a party night naturally, and that makes the message resonate better.
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#3 – Trends and Social Media Language
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Another strong point of Singularu’s social media strategy is that they adapt their content very well to the way of speaking, the message, and the editing style on each network. They give viewers what they want to see and in the format they consume it.This is especially clear when comparing their two main networks: Instagram and TikTok. Of course, there are contents that are simply replicated, but they alternate with other “native” ones.Since we have already seen a couple of Instagram examples, here is this TikTok and let’s comment:
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@singularu La pareja del momento nos vuelve locas ???? y es que @maarta_diaz puede conseguirlo TODO con esa personalidad tan arrolladora ( y con esas joyas, que no se pueden lucir mejor ) ?????? #martadiaz #marlonymarta #joyas ? sonido original - Singularu -
It stands out because:
- Pure storytelling. It hooks us with a headline that acts as bait, and then tells us a story that ends up being solved with the product.
- They jump on the bandwagon of a trending piece of news, thus amplifying the potential reach of their content.
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INSIGHT: The video quality may not be the best (especially the audio), but remember that TikTok values authenticity above hyper-produced content.
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#4 – Stores
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A peculiarity of this eCommerce success story is that it is also a retail success story.Singularu combines a strong presence in the online channel with a network of stores and franchises that works really well.This also turns into content, for example like this:
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@singularu El esperado ?HOUSE TOUR? de nuestra NUEVA TIENDA ???? Estamos seguras de que a partir de ahora estar aquí va a ser uno de vuestros planes favoritos. ??Bienvenidas a Hernán Cortés 1, Valencia #housetour #valencia #singularu #tienda ? sonido original - Singularu -
It stands out because:
- Once again, they use network’s language very cleverly, presenting the store like in a home tour, a very popular format to show the houses of celebrities, influencers, and regular people… but is not a store the home of a brand?
- It communicates the existence of the channel to many customers who probably do not know that they also have physical stores.
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INSIGHT: Singularu leverages the audience of this channel to generate traffic to their stores. Also, if the campaigns are promoted with careful segmentation, it is possible to reach a very interesting level of geographic proximity for this objective.
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#5 – Interaction
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Many of their social media posts clearly seek interaction with their followers. While other brands see their audience as mere spectators from whom, at most, they only expect a like, there are others that prefer to make them participants in their communication.Check out this Facebook post:
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It is very good because:
- It asks a question, which is the most direct way to start a conversation.
- It replicates one of those classic Facebook “games” where they want you to identify with a character, but in this case, it is an object. Moreover, it is fully justified with the concept of the jewelry in question.
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INSIGHT: It is clear that video rules, that Instagram, TikTok, and Shorts are the kings of the moment, but… that does not mean ruling out other formats like images, or platforms like Facebook (where Singularu still has a very considerable audience).
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Keys to Singularu’s Success
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- Well-positioned product: they have found their niche in an interesting space, since their jewelry is more affordable than their direct competitors, but maintains a high level of perceived quality.
- Designed for their audience: they know the tastes and adapt the designs of their jewelry. They even make customers decision-makers about upcoming collections, to guarantee success.
- Invested from the beginning in their eCommerce. At the online level they could have chosen to sell their products through marketplaces, but this would have reduced their control over the shopping experience, logistics, and, above all, goes against their policy of controlling margins. They chose to strengthen their own sales channels.
- Mastery of social networks and, by extension, of the media where their target audience is most present. As we have seen in this last post, they manage the community very well.
- Omnichannel: they have also been growing in the retail channel, with well-cared-for and well-stocked physical stores, in strategic points across Spain.
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Have you seen everything that hides behind Singularu’s eCommerce success story?