Louise is getting sales. How does she build a profitable business? Episode 297
Dec 09, 2025
What’s Holding Your Sales Back? Clarity, Inventory, and One Smart Strategy for Growth
You don’t need more ideas. You need a repeatable plan.
That was the heart of this coaching session with Louise Middleton, a smart and scrappy store owner from the UK. Louise recently wrapped up Reliable Revenue and hopped on for a live session to get clarity on her next right steps.
The good news? Louise already has so much going for her. The better news? A few small shifts could make a big difference in her results.
Let’s break it down.
Meet Louise
Louise runs Louise’s Jewellery Box, an online store selling curated pieces (not handmade). Before launching her shop just over a year ago, she spent 20 years in direct sales—old-school party plans, home demos, team building, the whole bit.
That experience made her very good at selling to people directly. But when the party plan model collapsed after COVID—and then her second company pulled out of the UK—she knew it was time to do her own thing.
She opened her Shopify store, built a Facebook group filled with ideal customers, and started making sales.
“I just wear something and show it—and people buy it.”
That’s not luck. That’s influence.
Here’s What Louise Has Built So Far:
- A Facebook group full of warm leads who actually buy
- A Shopify store with a solid foundation (including flows from Reliable Revenue)
- An email list that’s converting—even without a ton of traffic
- A strong returning customer rate, both online and off
She’s not running ads. She’s not chasing traffic. But she’s getting results.
Let’s talk numbers.
Her Email Marketing Is Working
Before Reliable Revenue, 31% of Louise’s online sales came from email.
Now? 58% of her sales are coming from email.
✅ Welcome flow is converting
✅ Exit-intent popup has a 12.9% submit rate (yes, that’s excellent)
✅ List is small but mighty—around 500 site visitors per month
✅ Email campaigns are going out regularly, and they’re driving sales
Bottom line: Louise’s list works. So the obvious question is… how do we grow it?
Her Website Stats Are Surprisingly Strong
Most jewelry brands struggle with low conversion rates and low add-to-cart rates. Not Louise.
- Conversion rate: Over 2%
- Add to cart rate: Over 6%
- Sales funnel: Tight. Not a lot of drop-off.
Why does this matter?
Because it proves her audience is primed. These aren’t cold leads. This is the payoff of all that personal connection and consistency she’s built through her Facebook group.
The Problem: Low Average Order Value
Louise’s AOV is about £32—too low for sustainable growth.
She’s got plenty of inventory, but not enough clarity.
Like a lot of new store owners, she tried a little bit of everything, buying what seemed popular from wholesalers. But too much choice can confuse customers—and that leads to fewer sales, not more.
“I should really know from sales: give people too much choice, and they can end up buying nothing.”
Right. So, what’s the solution?
Step One: Stop Driving Blind
Before Louise can scale her sales, she needs a clear financial picture of what’s actually happening in her business.
Right now, she’s got two “lanes” of sales:
- Facebook group + online parties (manual sales)
- Shopify store (trackable sales)
But they’re not integrated. That’s a problem.
Her #1 goal for the next 90 days? Get her books in order. That means:
- Set up proper accrual accounting
- Track all sales—including off-Shopify sales
- Get a monthly P&L and balance sheet
- Hire a bookkeeper who understands product-based businesses
“You can scale this business. But we’re not scaling anything until we know you’re making money.”
No spreadsheets. No QuickBooks tutorials. Just clarity.
Step Two: Grow Her Email List, Strategically
If 58% of your sales come from email—and you’ve barely scratched the surface—why not double down?
Instead of chasing cold traffic or running ads, Louise is going to focus on growing her list organically through her existing channels.
Here’s the plan:
✅ Set a goal: 200 new subscribers a month
She’ll track it month by month, starting now. This turns list-building into a real, measurable priority.
✅ Use her gated sales page
Louise already has a high-performing gated sales page—she just hasn’t promoted it in a while. The new plan is to update it weekly with fresh sale items and drop the link in her Facebook group. That alone should drive consistent list growth.
✅ Run a monthly giveaway
She’s testing a £50 jewelry hamper draw inside her group. Entry = email signup.
✅ Leverage her Facebook group join questions
She can offer a 15% code in exchange for an email address right when someone joins the group. Easy win.
“Your email list converts. So I want you to wake up every morning thinking about how to grow it.”
Bonus Insight: Make Her Jewelry Collectible
This is a longer-term play, but it’s worth noting. Louise could see a real lift in AOV and retention by introducing something collectible—stackable bracelets, charms, seasonal drops, anything that gives her customers a reason to buy again.
They’re already coming back. Let’s give them a reason to spend more when they do.
Clarity doesn’t come from doing more. It comes from doing less—but doing it with purpose.
Louise doesn’t need a better product. She doesn’t need a new strategy.
She needs:
- A clear financial picture
- A growing, converting email list
- And a focus on one thing at a time
That’s how you build a business that pays you—without burning out.
RELATED LINKS
See Louise’s business here: https://louisesjewellerybox.co.uk/
The stress free content plan that built a huge audience
https://thesocialsalesgirls.com/the-stress-free-content-plan-that-built-a-huge-audience-episode-190/
Sales Plateaued? Do this to grow profitably
https://thesocialsalesgirls.com/sales-plateaued-do-this-to-grow-profitably-episode-284/
How Erica supersized her profit and wiped out her stress
