Red Beryl · Case study
Marketing Operational Intelligence and Empowerment. An 11-store jewelry retailer in Florida and Georgia. Three days on site in Clearwater, October 19 to 21, 2026.
Red beryl comes from one place, the Wah Wah Mountains of Utah. It is one of the rarest minerals on Earth, the same family as emerald, and most people have never heard of it.
The card beside it says the stone stands for personal will. That is what these three days were about. Every business has data. A team with the will to act on it, and a system that makes acting easy, is rare.
Data is everywhere. The will to act on it is rare.
IDC is an independent fine jewelry retailer with 11 showrooms, a deep bridal business, a large pre-owned watch business and decades of radio behind the brand.
Like most retailers, its marketing was judged by what each platform reported about itself. Google, Meta and the email platform each claimed their own wins. Nothing tied a click or a phone call to a sale at the register.
Red Beryl became IDC’s fractional CMO in March 2026. The first months went to one source of truth: call tracking on all 11 stores, with every call and form matched to a point-of-sale record.
By August, the system was matching 3.5 times as much monthly revenue to its source as it did in March. The three days on site were about handing that system to IDC’s own team.
Leaves with: a shared understanding of what is working and why.
Leaves with: segments and a plan built from IDC’s own customers.
Leaves with: a team that runs the system, and a leader who can see it.
One finding from the work
Across 11,760 IDC customers who bought both an engagement ring and a wedding band:
Two stores captured the band almost only at the ring counter. That is a follow-up opportunity the data made visible, not a marketing problem.
The team now owns email, search and social, each with a 90-day goal. Every Monday at 9:00, Red Beryl meets with either leadership or the full team. Leadership checks every channel through the same system the team uses.
About half of IDC’s holiday sales come from returning clients. The holiday plan was built to push that share past half. We will update this page in January with the result.
A look at your marketing from the outside, before anyone logs in. If the gaps are worth closing, the three days come next.