At Clear Coast Solutions, we believe ethics and impact go hand in hand. Good marketing shouldn’t just sell, it should elevate the people and causes that matter. That’s why partnering with Big Blue by Roland St John was a natural move. Roland is a sculptor, jeweller, and conservationist, turning underwater inspiration into handcrafted pieces that tell a story. Our shared values made the collaboration feel less like marketing and more like a mission.
Understanding the Vision
Roland St John isn’t your typical jeweller. A lifelong scuba diver and marine advocate, his creations are forged from passion and purpose. Since 1997, he’s been using his own underwater footage to design detailed ocean-inspired pieces that support conservation. Roland values clarity, connection, and authenticity. He’s here to make a difference, not just a sale.
The Collaboration Story
Over the years, Big Blue by Roland St John has evolved into a well-loved brand, but not without a few growing pains. After decades of organic growth and work by various contributors, the digital ecosystem had become a patchwork of mismatched platforms, scattered messaging, and uneven performance. Roland knew it was time for a reset. Sales had plateaued, and something had to shift if he was going to reach the next wave of growth.
That’s where we came in. This project is very much an ongoing step by step process to streamline and refocus. This meant breathing new life and consistency into his social media presence, crucial for a visual brand in a visual industry. We needed to help Roland make the most of his online store, giving him the tools to engage customers more directly, while freeing up his time to focus on high-performing channels.
With social work underway, the next stop was the website. Roland sensibly uses a Shopify store, proven to help small businesses make a solid impression in the wide world. But it needed a mobile-friendly makeover, a theme upgrade, and a rewrite of the product catalogue to boost search performance and brand consistency. The plus side? His Amazon store is flawless, one less thing to worry about. We also outlined future work around Google optimisation, influencer collaborations, and possibly a return to the humble-but-powerful newsletter.
Finally, it’s not just about building, it’s about looking at what’s not working as well. Do you poke the dead horse, or let go of digital dead weight – shutting down low-yield platforms. This wasn’t just about saving time; it was about making space. Space for Roland to do what he does best: craft beautiful, meaningful jewellery that brings the ocean a little closer to home.
Social Media
The starting point was to rebuild and realign social efforts to create a strong focus. That went way beyond a simple clean up, we also needed to set focus only on platforms with strong ROI and brand resonance:
- Reconnected and restructured Meta accounts for seamless business use
- Relaunched Instagram and Facebook with a fresh strategy, optimised bio, and curated content
- Reopened Meta Commerce to support direct selling and catalog sync
- Retired Snapchat and X to reclaim time and focus on proven heavyweight visual channels
Website and Online Stores
Getting people to the website is one thing, but moving people closer to the ‘Buy Now’ button. That was a separate project. We wanted to enhance the e-commerce experience and improve searchability without compromising the soul of the brand.
- We switched the Shopify theme to improve mobile responsiveness and UX
- Rewrote full product catalog with SEO and storytelling in mind
- Maintained strong Amazon performance without interfering.
- Built plans for future upgrades on Google Shopping and with newsletter campaigns
Blogging
As we start to look forwards to the next step. We are now creating thoughtful, consistent content to support SEO, increase organic traffic, and build authority around the brand’s mission. This means:
- Developing a light but steady blogging rhythm centred on marine themes and craftsmanship
- Writing content that ties into product inspiration and Roland’s conservation efforts
- Optimising blog structure for readability and long-tail search terms
- Cross-utilising posts across email and social for maximum reach
Unlock your online potential
We helped Roland and we can help you too. Contact us for a free one time consultation today.