Scaling Luxury Online: Inside Carter Eve Jewelry’s 25% Year-on-Year Growth (episode 576)
Carter Eve is the founder and designer at Carter Eve Jewelry, a brand committed to sustainability and ethical practices creating delicate fine jewelry and distinctive designs. Founded in 2020 they now have annual sales of $1.2M with a 25% year-over-year growth rate. Selling exclusively via their Shopify site.
In this episode, Carter shares how she built a luxury brand with a high-touch, concierge-style customer experience—while staying a one-woman full-time team. She reveals the strategies behind her made-to-order model, her offline events that fuel online sales, and the trust-building methods that keep her customers coming back.
Listen now for free:
Powered by RedCircle
Subscribe on your Favourite Podcast App
Dive in:
[03:43] Hands-On Jewelry Design Process
[08:39] Ethical Gemstone Sourcing Insights
[12:22] “Future Plans for Outsourcing”
[15:04] “In-Person Events: Essential Connection”
[16:28] Pop-Up Events and Collaborations
[19:45] Listen to Carter’s Top Tips!
High-Touch Customer Service Builds Trust — Especially in Luxury
Luxury customers need confidence before they buy, and Carter shows how powerful personal service can be. She replies to customers quickly, even late at night, and treats every interaction with care. This level of attention makes customers feel seen and valued. It also builds long-term relationships that turn one-time buyers into loyal repeat customers. For any eCommerce brand, speed of response and quality of communication can be a major competitive advantage.
Made-to-Order Can Be a Smart Growth Strategy
Instead of carrying expensive inventory, Carter uses a made-to-order model that keeps costs low and reduces risk. This approach also creates a unique customer experience because every piece feels personal. It allows her to offer a wide range of variations without tying up cash in stock. For many eCommerce brands, especially those selling high-value or customizable items, this model can support both better margins and better customer satisfaction. It’s a reminder that scaling doesn’t always require mass production.
Offline Events Can Supercharge Online Sales
Carter still invests heavily in in-person events, even though her business sells online. These events let customers see and feel the product, which increases confidence and boosts conversions. They also help grow her email list and create strong word-of-mouth traffic. Whether at luxury hotels, pop-ups, or curated fairs, these experiences attract new audiences that might never find her online. Other eCommerce brands can learn a lot from this hybrid approach to discovery and trust-building.
Strong Product Ethics Are Now a Buying Trigger
Carter always cared about the sourcing of her gemstones and materials. But she has seen a major shift in customer expectations in recent years. Shoppers now ask detailed questions about sustainability and provenance before they buy. Her commitment to ethical sourcing is no longer a “nice-to-have” but a major reason customers choose her brand. This is a powerful reminder that transparent practices matter more than ever in modern eCommerce.
Growth Doesn’t Require a Big Team — It Requires Smart Systems
Despite bringing in over $1.2M a year, Carter is the only full-time employee in her business. She relies on a network of skilled contractors and clear processes to manage production and operations. This gives her flexibility while keeping costs predictable. It also shows how lean teams can still deliver luxury-level service and quality. For founders and operators, it’s proof that the right systems can unlock major growth without hiring fast.
eCommerce Book Top Tip
- Never Split the Difference: Negotiating As If Your Life Depended On It―Unlock Your Persuasion Potential in Professional and Personal Life by Chris Voss
- Secrets of Question Based Selling: How the Most Powerful Tool in Business Can Double Your Sales Results by Thomas A. Freese
eCommerce Traffic Top Tip
- Prioritize in-person, grassroots events to generate leads and traffic, as they create meaningful connections that digital marketing can’t fully replicate.
Tool Top Tip
- UNUM social media planning app
Carbon Top Tip
- Implement a made-to-order model to reduce waste and resource use, practicing “conscious commerce” by creating products intentionally for each customer.
Interview links
Related Episodes
- Serving 160k Customers Custom Fit Fashion with Jess Fleischer, Son of a Tailor (episode 456)
- Leveraging Community and Customer Feedback for eCommerce Growth with Emily Hollender (episode 487)
- Ditching the Store: How Preston Zly Built a Thriving Online Luxury Brand with Johanna Preston (episode 541)
Without the sponsors the podcast wouldn’t be possible – please do check them out:
Have you yet downloaded our ebook?
To celebrate reaching Episode 500 we’ve created an EPIC eCommerce success-focused ebook.
Packed with FIVE HUNDRED Top Tips about how to make your eCommerce store more profitable.
Featuring the advice of many, many past guests, alongside industry experts and many from you – our listeners.
Chloe has checked every single tip, and organised the whole thing into sections for you.
Making is super easy to dip and dip out and take inspiration as and when you need it.
This ebook needs to be sat on your desktop – or (even…) printed and sat on your desk.
Download your free copy right now
Full transcript to read & download:
Like to be a guest? Apply Here