Maison Miru
Rebuilding a jewelry brand’s Meta funnel
Services
paid media
performance creative
retention marketing
Overview
Maison Miru is a jewelry brand built around earrings and the curated ear stack. In late 2025, Darkroom took over its performance creative and paid social on Meta. The team rebuilt the funnel around catalog ads, retargeting and creator content. In the first nine months, ROAS rose 28% on 29% less spend.
Outcomes
+28%
Meta ROAS in the first nine months, on 29% less spend
7.05x
ROAS on the top-performing Stacks catalog ad
A budget built for one stage of the funnel
Maison Miru spent $1.63M on Meta in the nine months before Darkroom. Almost all of it went to prospecting. Retargeting got 3% of creative spend, so shoppers who visited the site saw few ads made to bring them back. Darkroom rebuilt the account for the full funnel, with catalog ads built around the brand’s top-performing themes: stacks and gifts.
A full-funnel creative system
Darkroom grew retargeting from 3% to 31% of creative spend. UGC, creator video and AI-produced product imagery filled out the creative mix. Every stage of the funnel improved. Middle-of-funnel ROAS rose 46% to 1.05x, the first stage to break even at scale. Bottom-of-funnel ROAS rose 55%, and CPA fell $80. Blended CPA dropped from $208 to $170. Average order value grew to $157.
The Stacks catalog ad hit 7.05x ROAS. The gifting catalog ad drove 514 purchases at 5.67x. Evergreen ROAS matched the blended figure, so the results held outside sale periods. For the brand’s 10-year anniversary, a sign-up campaign brought in 1,099 leads at $2.50 each, and 34% of landing-page visitors signed up.
