ANI Jewels is a Nordic jewellery company founded by best friends Bianca Ingrosso and Lovisa Worge, who joined forces with Tomaj Sangchi to bring the brand to life. Born out of a frustration with the pieces available on the market and tired of choosing between low-quality items that didn't last and extravagantly priced pieces, they envisioned a brand that filled the gap: jewellery that’s both durable and affordable.
ANI Jewels launched in May 2022 and have since generated almost €5 million in sales with healthy profits. The brand plans to grow in the Nordic market over the coming years, following the success in the Swedish and Norwegian markets.
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ANI Jewels is a Nordic jewellery company founded by best friends Bianca Ingrosso and Lovisa Worge, who joined forces with Tomaj Sangchi to bring the brand to life. Born out of a frustration with the pieces available on the market and tired of choosing between low-quality items that didn't last and extravagantly priced pieces, they envisioned a brand that filled the gap: jewellery that’s both durable and affordable.
ANI Jewels launched in May 2022 and have since generated almost €5 million in sales with healthy profits. The brand plans to grow in the Nordic market over the coming years, following the success in the Swedish and Norwegian markets.
ANI Jewels has a very profitable way to acquire new customers for a low customer acquisition cost (CAC) and high average order value (AOV). They mainly attract new customers by running paid marketing campaigns with ads across multiple platforms.
But, as a new ecommerce business, they were facing a common problem when it comes to ad spend: incorrectly declined cards. The traditional banks the team at ANI Jewels was using repeatedly flagged ad transactions as suspicious and declined them. This was the proof that their banks didn't get ad spend, and the impact disrupting it has on a young business.
The result was that their campaigns were interrupted every time they hit their spend limit on each platform
“The cards would get wrongfully declined and our marketing operations were put on hold, causing major revenue disruptions,” says Tomaj Sangchi, CEO & Co-founder at ANI Jewels.
Not only were cards getting declined, but the issue was proving near-impossible to solve. As a new business, ANI Jewels didn’t have an account manager at the ad platforms they were using, and their bank didn’t understand how running online ads worked.
Instead, they resorted to using one card after another, including personal cards during peak season to reduce the risk of issues during such a critical sales period.
Not only were ANI Jewels fighting to keep their ads running, but they also faced challenges managing their spend as the business grew.
“We struggled with integrating financial data across platforms, which led to inefficiencies in budgeting and financial planning. As we expanded, optimising our ad spend to maximise ROAS became increasingly complex too,” says Tomaj.
When ANI Jewels found Juni, they had the solution to their problems: a financial platform that understands the needs of ecommerce businesses, and seamlessly facilitates their spend.
“We chose Juni primarily for its ecommerce-centric approach, offering integrated financial services tailored to the unique needs of online businesses. We were particularly interested in Juni's ability to provide a comprehensive overview of our financials and card payment solutions,” says Tomaj.
Not only do they have a clearer picture of their finances with Juni, but, crucially, their ads are back on track too.
“Since we started, our ads have been up and running without a single interference and downtime,” says Tomaj. “We want to buy as many happy customers as possible, and thanks to Juni we can now do it knowing that our ads will keep running.”
Along with running their ad campaigns smoothly, ANI Jewels also streamlined their financial admin.
Before using Juni, ANI Jewels were sharing one card across the business which was inconvenient and difficult to control. With Juni, each employee has their own virtual card which makes it simple to manage expenses.
“We set a budget with spending limits and controls for each employee, and after they’ve made their expenses they upload their receipt, so I can approve the statements,” says Tomaj. “It’s been really easy, and has significantly enhanced time management and operational efficiency.”
ANI Jewels have automated many of their processes with Juni, from inventory to expense management. This has allowed them to reallocate resources to areas that directly contribute to growth, like product and content development.
“We integrated Juni with our accounting software, Fortnox, and our bank, Nordea, creating a cohesive system to automatically sync financial data across platforms. This has eliminated manual data entry errors and provided a real-time view of our financials,” says Tomaj.
This not only benefited the whole business, but also strongly impacted Tomaj's day to day, saving him 80% of the time spent on managing finances.
“Juni has significantly reduced the time I spend on financial admin, allowing me to focus more on strategic growth initiatives. We previously spent around 10 hours a week on admin, now it’s down to 2 or 3 hours!”
With Juni’s integrations, they have all their financial data in the same place as their ad spend. With spend in multiple currencies, it’s important to get a clear overview of all their costs and revenues. This change has helped ANI Jewels have a better view of their liquidity for informed decision making.
“The team greatly benefits from Juni's streamlined financial operations and we have a clear view of the money coming in and out.” says Tomaj. “This has not only saved time but also improved our financial data accuracy, enabling better strategic decisions.”
With efficient expense management, a centralised view of spend and liquidity, and time-saving automation, ANI Jewels have all the tools they need to reach their goals and continue their growth.
“Juni has been awesome at providing tools and insights we needed to achieve our goals. From optimising our financial operations to scaling our advertising strategies, it's a partnership that aligns with our vision for growth,” says Tomaj.
“I'm truly impressed with the Juni team — they get the ecommerce game just like we do at ANI Jewels, diving deep into the unique hurdles we face and constantly rolling out updates and cool new features.”
Having a partnership with Juni, a financial platform tailored to the needs of ecommerce businesses, has been a game changer for ANI Jewels. Now, they are able to scale their customer base with nothing holding them back.