Awe Inspired launched a $40/month membership offering store credit, exclusive perks, and free shipping. A year later, 50% of their revenue is coming from their members.
About Awe Inspired
Awe Inspired is a purpose-driven jewelry brand that celebrates strength, resilience, and personal empowerment. Known for its iconic Goddess Collection, the brand blends meaningful design with social impact by donating a portion of every purchase to charity.
Challenge
Since the COVID pandemic, the rise of demi-fine jewelry brands has made the category increasingly competitive and saturated. As a fast-growing DTC brand, Awe Inspired began facing a set of familiar challenges: rising customer acquisition costs, increasing reliance on discounting to sustain conversion rates, and retention efforts that weren’t delivering meaningful results.
Even after overhauling their loyalty program and refining their lifecycle messaging, key metrics like lifetime value (LTV) and repeat purchase rate remained stubbornly flat. The brand knew retention was the right focus but hadn’t yet found a solution that moved the needle. Queue: Subscribfy’s membership management tool!
Solution
Together with Subscribfy, Awe Inspired launched The Goddess Circle, a $40/month membership offering store credit, exclusive perks, and free shipping. Unlike traditional loyalty programs or product subscriptions, it fosters deeper customer commitment and generates predictable recurring revenue.
Originally a test, the program quickly outperformed other retention tactics. Its early success prompted a strategic shift—consolidating loyalty points and credit into a single balance while centering retention and marketing efforts around the membership and Member-first experiences.
Impact
Since launching with Subscribfy, Awe Inspired has seen major lifts across core retention metrics:
Lifetime Value: 280% increase in LTV for members after just 10 months
Average Order Value: Immediate and sustained increase with AOV being 15%-20% higher than non-members
Revenue Lift: Goddess Circle members now generate 50% of Awe Inspired’s monthly revenue
The membership quickly became more than just a channel—it became a core part of the business strategy. Internal momentum led to Members-first product launches and promotional planning. One of the strongest signals of the program’s impact on business strategy is Awe Inspired’s decision to make exclusive discounts available only to members of The Goddess Circle.
Even more meaningful? The enthusiastic response from customers:
"Great discounts and rewards! I have really enjoyed the benefits of being in the Goddess Circle; early access to purchase for sure to be hot pieces, early access to sales, and that wonderful percentage off all purchases have been a joy both for gifting to others and to gifting to myself!"
"When spending hard earned money on pieces, knowing it’s free shipping and handled with the utmost care is amazing peace of mind. Also, having access to new pieces before everyone else…now that’s not bad thing. Awe values their customers!"
