Erstwhile Jewelry is leaving ~$5K/year on the table in welcome-flow revenue.
I want to fix that for you, for free.
We'll Build This Flow In Your ESP. Free.
Our expert designers and tech team will design this entire 8-email flow, build it into your ESP, and split test it against your current welcome sequence.
The 8 emails we wrote for Erstwhile Jewelry
Click any email to expand the full copy. Subject line, preview text, hero, every module. Production-ready and built to drop into your ESP.
1
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INBOX MODULE
Subject Line: ERSTWHILE10 is yours, use it
Preview Text: Welcome to the hunt. Here's your first move
HERO MODULE
Hero Approach: Direct
H1: You're In
Subhead: Your welcome offer is waiting
Cta Button: Shop the Collection
MODULE 2: TRANSITION COPY
Use code ERSTWHILE10 at checkout for $10 off your first order. It's valid for the next 14 days.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: Where to Start Looking
Vintage Engagement Rings One-of-a-kind originals from Victorian, Edwardian, and Art Deco eras, each with its own century-old story
Engagement Rings By Erstwhile Antique diamonds, handcrafted in NYC, for a ring that looks like it was found, not ordered
Custom Engagement Rings Pick the stone, we build the rest around it
Vintage Wedding Bands Antique originals that pair with the ring without competing with it
Wedding Bands By Erstwhile Handcrafted in-studio with old mine diamonds and rare gems
Vintage Jewelry Cocktail rings, necklaces, and earrings sourced from the same eras as the engagement collection
2
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When Jared went looking for the right engagement ring for me, he ran into a wall.
He comes from five generations of jewelers. His family traces back to 1887, when his great-great-grandfather opened a jewelry store in Odessa. His father worked in Manhattan's diamond district. Jared himself spent years sourcing museum-quality pieces for Van Cleef & Arpels and Cartier. He knows rings better than most people alive.
And he still couldn't find what he was looking for.
Not because the rings weren't beautiful. But because none of them carried anything. They were new. Flawless in the technical sense. And completely without history.
What he wanted. What we both ended up wanting. Was a ring that felt like it had already lived a life before ours. Something that came from a time when jewelry was made slowly, by hand, with stones that no one makes anymore.
That search became Erstwhile. We opened in 2010, and we've been hunting ever since.
Every piece in our collection was made somewhere else, in some other century, for someone we'll never know. We think that's worth something. Maybe you do too.
If you're still exploring, your welcome code ERSTWHILE10 is good for $10 off and valid for the next 14 days. Take your time looking around.
Hit reply if you have questions. I read these.
– Alisa
Founder, Erstwhile Jewelry
3
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INBOX MODULE
Subject Line: Vintage-style isn't vintage
Preview Text: The stone in a modern ring doesn't exist anymore
HERO MODULE
Hero Approach: Curiosity
H1: Not a Reproduction
Subhead: What makes antique different
Cta Button: See the Collection
MODULE 2: TRANSITION COPY
Most vintage-style rings are new rings built to look old. Ours aren't.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: Why Erstwhile Is a Different Category Entirely
Infographic: Checklist
- Five generations of family expertise. Jared's lineage in fine jewelry goes back to 1887. That's not a brand story. That's a century of knowing what to look for.
- Old mine and old European cut diamonds. These cuts were retired from production decades ago. You can't buy them new. You can only find them.
- Authenticated originals, not vintage-style recreations. Every antique piece is a genuine one-of-a-kind from the Victorian, Edwardian, Art Deco, or Mid Century era
- Global sourcing at the museum level. Jared previously hunted pieces for Van Cleef & Arpels and Cartier. That same eye is behind every Erstwhile acquisition.
- Full custom design in their NYC studio. Choose a rare antique stone, and the Erstwhile team builds the ring around it
- No new mining required. Every antique and pre-owned piece has already been brought into the world. No extraction. No ethical gray area.
Products Shown
- Vintage Engagement Rings. Authentic one-of-a-kind originals that no one else will have
- Engagement Rings By Erstwhile. Antique stones, made-to-order in NYC
- Custom Engagement Rings. Fully bespoke, built around the stone you choose
4
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INBOX MODULE
Subject Line: 9 days left on your code
Preview Text: Nine days left before it's gone
HERO MODULE
Hero Approach: Direct
H1: Still Looking?
Subhead: Your code has 9 days left
Cta Button: Shop Now
MODULE 2: TRANSITION COPY
Your welcome code ERSTWHILE10 is good for $10 off and expires in 9 days. Here's what people are looking at right now.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: A Few Worth Looking At
Vintage Engagement Rings Authentic period pieces from eras when rings were made to last centuries, not seasons
Engagement Rings By Erstwhile Heritage stones, set in NYC, for the person who wants something that feels found
Custom Engagement Rings Your stone, your setting, built entirely around what you're drawn to
Vintage Wedding Bands Antique originals that complement without matching
Men's Wedding Bands Blackened metal and gold options for grooms who want something beyond the standard
Vintage Jewelry Cocktail rings, earrings, and necklaces from the same antique eras
5
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INBOX MODULE
Subject Line: Most jewelers are selling new rings
Preview Text: Here's what you're actually comparing
HERO MODULE
Hero Approach: Question
H1: Not All Vintage Is Vintage
Subhead: What most stores won't say
Cta Button: See the Difference
MODULE 2: TRANSITION COPY
A lot of jewelers sell vintage-style rings. That means new rings designed to look old, with modern brilliant-cut stones, made in a factory.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: Erstwhile vs. The Standard Jewelry Store
Infographic: Table
- Stone type | Antique old mine and old European cuts. No longer produced | Modern brilliant cuts, mass manufactured
- What you're buying | Authentic originals from the Victorian, Edwardian, and Art Deco eras | New rings styled to look vintage
- Sourcing background | 5-generation family legacy; previously sourced for Van Cleef & Arpels and Cartier | Staff with general retail training
- Inventory | One-of-a-kind pieces. When it sells, it's gone | Replicable SKUs, always restockable
- Custom work | Full custom design around a client-chosen antique stone | Template modifications only
- How you buy | NYC showroom + dedicated antique experts + virtual appointments | Online-only or generic retail floor
- Environmental footprint | Pre-owned and antique. No new mining | New diamonds require active extraction
Products Shown
- Vintage Engagement Rings. Genuine antique originals with provenance
- Engagement Rings By Erstwhile. Antique stones, handcrafted in New York
- Custom Engagement Rings. Built around a rare stone you actually chose
6
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INBOX MODULE
Subject Line: 4.9 stars, 17 buyers, zero regrets
Preview Text: Real buyers. Real rings. Here's what they said.
HERO MODULE
Hero Approach: Direct
H1: They Said It Better
Subhead: What Erstwhile buyers come back to say
Cta Button: Read More Reviews
MODULE 2: TRANSITION COPY
We could keep telling you what makes Erstwhile different. Or we could let the people who actually bought something do it.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: INFOGRAPHIC + PRODUCT EMBED
H2: From People Who've Been Exactly Where You Are
Infographic: Numbered List
- "The process could not have been easier, been made feel more comfortable, and make me feel more confident in making a large and incredibly important purchase. This ring was 'the one' the moment I saw it, and she was shocked how much it felt like it was made just for her. Truly one of a kind.". Lloyd D. [On buying with confidence at a high price point]
- "Exactly as pictured, and the service provided by the Erstwhile team was top tier!!". Ariane [On trusting what you see online before committing]
- "I love this little band. It was just what I wanted to go with my engagement ring. It's the perfect size.". Leah S. [On finding something that works together, not just alone]
- "This is such a cool band. It has a little edginess to it with the mixed metal color, and half-and-half stones. I love it and am really happy with it!". Beth [On Erstwhile pieces for buyers who want something outside the obvious]
- "Very happy with my purchase and the customer service at Erstwhile is top notch!". Natalie P. [On what happens after the sale]
Products Shown
- Vintage Engagement Rings. The ring Lloyd's fiancée couldn't believe felt made for her
- Vintage Wedding Bands. The kind of piece Leah and Beth came back for
- Engagement Rings By Erstwhile. Antique stones, made in NYC
7
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INBOX MODULE
Subject Line: Someone else is looking at it too
Preview Text: After that, the code stops working
HERO MODULE
Hero Approach: Direct
H1: 48 Hours Left
Subhead: Code expires. Pieces don't wait.
Cta Button: Use ERSTWHILE10
MODULE 2: TRANSITION COPY
Your welcome code ERSTWHILE10 expires in 48 hours. And unlike a typical retailer, the pieces you've been looking at won't be restocked if someone else gets there first.
MODULE 3: PRIMARY PAYLOAD MODULE
Type: PRODUCT-ONLY
H2: One-of-a-Kind Means One
Vintage Engagement Rings Authentic antique originals that exist in exactly one place. This one.
Engagement Rings By Erstwhile Antique diamonds set in NYC, for the person who wants something that couldn't be replicated
Custom Engagement Rings If you know the stone you want, the team can build around it before the code runs out
Vintage Wedding Bands Antique originals that complement any engagement ring without crowding it
Vintage Jewelry Cocktail rings, earrings, and necklaces sourced from the same eras, if you're not quite ready for bridal
8
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Hey,
I noticed you haven't used your welcome code yet, and I just wanted to reach out before it goes.
No pressure at all. If the timing isn't right, or the right piece just hasn't turned up, I get it. That's actually how this works for a lot of people. Finding an antique ring isn't like ordering from a catalog. Sometimes you're early in the search. Sometimes you need to see something in person before it clicks.
If that's where you are, I'm happy to help. You can book a virtual appointment with one of our team members, or come see us in person at 589 Fifth Avenue if you're ever in New York. Either way, there's no obligation.
If you have questions about a specific piece, a stone type, a budget, anything. Just reply to this email. I read these, and our team is genuinely good at helping people figure out what they're actually looking for.
Your code ERSTWHILE10 is good for $10 off and expires today. If you've been on the fence, now's the moment.
– Alisa
Founder, Erstwhile Jewelry
Ready to see this live in your ESP?
Let's get your free welcome flow set up →Where most DTC brands leak revenue on email
These are the patterns we see across almost every $100K-$500K/month store before we start working together:
- ✕Most DTC welcome flows cut off after 2-3 emails, right when new subscribers are at peak intent and open rates are highest.
- ✕Relying on discount codes as the primary incentive trains your list to wait for deals instead of buying on brand desire.
- ✕The founder story and origin of the brand gets buried on the about page and never shows up in email, losing the biggest differentiator a small brand has.
- ✕Zero segmentation between first-time buyers and repeat customers, so everyone gets the same generic promo blasts.
- ✕Abandoned cart flows stop at one email. Industry benchmark recovers 2-3× more revenue with a 3-touch sequence layered with real objection handling.
Four pillars. No fluff.
Trust Transfer
Plain text founder emails convert your existing audience trust into buyer confidence in a way designed emails never can.
Layered Objection Removal
Each email removes one specific purchase barrier, so by the final send the only thing left between them and a purchase is inertia.
Controlled Urgency Curve
Discount pressure starts casual and escalates to real scarcity, without training subscribers to wait for the next deal.
Soft Landing
The final email is a personal check-in, not a hard sell. Non-buyers leave the sequence warm for future campaigns instead of unsubscribed.
Real numbers from a real 8-email welcome sequence
Social proof
Nick Yates
Thanks for checking this out. This document will help you build a retention engine that keeps customers buying without burning through margin on discounts.
What I do
- Build email retention systems that generate consistent revenue for ecommerce brands doing $100K-$500K monthly
- Embed myself into your brand voice so every email sounds unmistakably like you
- Create promotional strategies that protect margin while keeping your list engaged year-round
- Design the 30-Day Email Engine, a complete retention foundation with a $25K revenue guarantee
My approach is different. I don't touch generic templates or cookie-cutter campaigns. This is boutique, voice-driven email marketing where I become an extension of your brand for 18+ months on average. No junior copywriters. No bloated agency bureaucracy. Just strategic retention work that CEOs actually care about.
I've helped brands like Ancestral Supplements generate $7.6M in attributed email revenue by focusing on loyalty and LTV, not just broadcast blasts.
Let's get your free welcome flow set up
Pick a time below. In less than 30 minutes we'll get everything we need to get this split test set up in your ESP in less than two weeks.