Moonela

Moonela is my own direct-to-consumer jewellery label. I took it from an empty Shopify store to £193K in revenue in its first 166 days, owning every lever — brand and ai product generation, paid social, organic content & influencer partnerships — across the UK and EU. In paid social, the creative is the targeting: scaling before finding the angle burns budget. I ran continuous angle and hook testing, briefing and managing 13+ in-house UGC creators alongside my own generated edited creatives (using Klig, Google Veo 3 etc..), making daily kill-or-scale decisions on CTR, CPA, and ROAS. Result: winning angles identified first, then scaled profitably.