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Fifteen years ago, Tanya Yan started Olive & Piper in her Vancouver apartment.
The idea was simple: beautiful, accessible statement jewelry that makes people feel celebrated. The brand grew up alongside Instagram, building a loyal following organically, one post at a time — and today, Olive & Piper is a go-to destination for brides, bridal parties, and everyday jewelry lovers, primarily across the US.
The brand's tagline says it all: You're the occasion.
"One of our core values, and what we want our customers to feel, is joy," said Ishra Gill, Head of Marketing at Olive & Piper. "We want to make sure that when you're purchasing Olive & Piper jewelry — from the moment you're on our site, to when you receive it, to wearing it — you feel that little bit of joy and happiness."
Olive & Piper had nailed that feeling in its products and its unboxing experience. The next step: bringing that same joy to the on-site shopping experience. And that's where Rebuy came in.
Challenge: a beloved brand, an underused toolkit
For most of its almost 15 years, Olive & Piper ran lean. Brand, marketing and ecommerce were owned by the founder and a small team wearing many hats — there was no dedicated ecommerce hire until January of this year.
The brand had Rebuy installed, but only at its most baseline level: a few tweaks at cart, and not much more.
"We weren't really using Rebuy to its fullest," Ishra said.
Meanwhile, the landscape kept shifting. Like many DTC brands in a post-2020 world, Olive & Piper was feeling pressure on both traffic and conversion, and wanted to grow retention and diversify beyond any single acquisition channel.
Ishra, who joined the brand in mid-2025 after nearly 20 years experience in consumer brand marketing, saw the opportunity clearly. She made two moves in January: hiring the brand's first dedicated ecommerce lead, and bringing on Analog + Digital, a Vancouver-based ecommerce agency she'd worked with on other brands.
That's when things clicked.
Atif Saad, Founder of Analog + Digital, Alanah Lam, UX Lead and Hassan Siraj, Framework Lead, brought a key recommendation to the table: it was time to unlock what Rebuy could really do.
Strategy: Bridal Bundle, rebuilt with Rebuy Bundle Builder
The centerpiece of Olive & Piper's calendar is Bridal Bundle — a promotion running through the brand's key wedding season, roughly April through September.
The first year, the team ran it as a straightforward promotion, without leveraging Rebuy. It worked. So for year two, the question became: how do we make it even stronger?
"When I saw the impact of Bridal Bundle on the business, it was automatically: how do we optimize that? How do we grow that?" Ishra said. "How can we make that bundling mechanism drive AOV and UPT to the best of our ability — a 360 plan versus just turning on a promotion."
The answer after doing a deep UX audit and audience analysis by Analog + Digital was a fully custom built Rebuy Bundle Builder.
Working with Analog + Digital, the team built a visual bundling experience that turns a discount into something closer to a game. Wedding planning can already be so stressful and introducing the visual bundling experience makes this part of it all, just a little bit easier. Brides can see their bundle come together piece by piece — earrings for the ceremony, a necklace for the reception, gifts for every bridesmaid — and watch the savings stack up as they build.
"It's a pretty juicy promotion, with pretty juicy savings," Ishra said. "Especially for brides — saving every dollar on such an expensive moment in their life matters."
The visual builder solves real shopper problems: the bride buying pieces for every wedding occasion, the maid of honor gifting the whole bridal party, or the guest with five weddings on the calendar this summer. At an accessible $40–75 price point, bundling makes Olive & Piper an easy answer to all of them.
On the technical side, Atif, Hassan and the Analog + Digital team built the experience using the Rebuy API — and the bundle experience now converts at 3.88%.
"Even just building out the Bundle Builder, from a CVR lens, it's performing," Atif said. "And asking for support, we always got answers. A lot of times on the technical side you'll hear, 'Hey, you can figure it out' — versus someone actually saying, 'Look into this guide.'"
Beyond Bundle Builder, the team rounded out the cart and checkout experience with Rebuy-powered widgets like Customers Also Bought and Recently Viewed — removing small moments of friction that add up, especially for shoppers juggling gifts for an entire bridal party.
Results: a 63.78% AOV lift — and a safety net when it mattered most
The numbers speak for themselves. Over the last 30 days, Olive & Piper has seen:
- 63.78% AOV boost
- Nearly 39% of total sales driven by Rebuy-powered experiences
- One in three orders assisted by Rebuy
- 88% of Rebuy-attributed revenue coming from Bundle Builder
And Bundle Builder proved its value in an unexpected way.
When some of the brand's core bestsellers sold out faster than planned for two weeks mid-season, the bundling experience supported in minimizing out-of-stock revenue impact. As a relatively small team, having strong tools like Rebuy helps in navigating these day-to-day situations and all the moving parts of a business.
The results turned heads internally, too. Founder Tanya Yan, who wasn't closely involved in the Bridal Bundle build, was so impressed that she's now asking to bring Rebuy into other on-site experiences.
The right people, the right partnerships
Ask Ishra what made this year's Bridal Bundle work, and she doesn't point to any single feature. She points to partnership.
"I really look at it as a partnership, and that's the framework I encourage my team to think about as well," she said. "The person on the other side of a SaaS company isn't just a customer service rep or an account manager. At the end of the day, if we're successful, you're successful too."
For an independently owned brand, that matters even more.
"We're always looking for growth, but we're still small — we're not venture-fuelled DTC. These partnerships become even more critical to our success."
And having the right people in the room changed what was possible: "Without dedicated ecomm expertise on the team, and Atif, the way we approach possibilities becomes different including where can we take the business using Rebuy. When you have the right people and the right partnerships, you can take the business to the right places."
What's next
Bridal Bundle year two has been so strong that the team is asking a bigger question: what does our bridal part of the business look like year-round?
"As we decide when the promotion ends, we'll really be evaluating — is Bridal Bundle a core business promotion?" Ishra said. Another option: making it an annual event every bride learns to watch for.
"If you're a 2027 summer bride, you need to know about Bridal Bundle."
Black Friday and Cyber Monday planning is already underway, and the team is exploring how to push Rebuy further across cart, checkout, and customer insights.
"Anytime we're making an investment into a tool like Rebuy, we want to use it as many ways as we can," Ishra said. "It's about being really curious and explorative with all the different ways we can use Rebuy."
