Cabo Verde Believe Jewelry Collection E-commerce - Alzerina Jewelry

🌿 The Brand & My Role

I interned at Alzerina Jewelry, a boutique fine jewelry studio based in Brooklyn, NYC. Their collection Cabo Verde Believe, is rooted in the cultural symbol Conta di Ojo—a traditional Cape Verdean talisman for protection and good luck.

My role? I helped this heritage-driven collection reach more people by combining SEO content, brand storytelling, and workflow design.
I was responsible for:

Managing and optimizing their Etsy store
Writing product descriptions for 275+ items
Leading the SEO strategy for non-coding channels
Building a scalable storytelling system
Bridging the gap between design, photography, and marketing

📈 Key Accomplishments

🚀 +327% organic Etsy traffic (YoY)
🌍 +400% external traffic (from search engine)
✍️ 110 SEO-rich product pages written & published
📚 Authored 26 human-written product stories
🧠 Created a brand-consistent storytelling framework to scale content
🗂️ Organized 275 products into a standardized SEO + content pipeline

💡 Problem I Solved: “How Can a Small Brand Win on SEO Without Code or paid Ads?”

Most SEO guides say “optimize meta titles,” “insert structured data,” or “run paid campaigns.” But Alzerina is a small, handmade brand with no software engineer and a limited budget.

Instead of competing for broad, expensive keywords like “bracelet” or “beaded necklace,” I asked:

“What would someone who believes in spiritual protection actually search for?”

So I created a niche keyword strategy, focusing on intent-driven terms like:

“Cape Verdean good luck jewelry”
“spiritual talisman ring”
“Conta di Ojo necklace”

📍 These keywords don’t compete with Amazon or Mejuri—but they do speak to our true buyers.

🔧 No-Code SEO System (What I Actually Did)

I created a system that anyone—designer, marketer, or intern—could follow, without touching code.

🔠 Title + Description Strategy

Used Google Keyword Planner + eRank to find untapped, medium-volume keywords
Renamed every image file (e.g., silver_plated_ring.jpg) for SEO indexing
Rewrote titles to include searchable descriptors:
“Dino” ➝ “Dino – Silver Plated Wire Ring"

🔗 Backlink Strategy (Without Tech)

I proposed simple actions to boost external traffic:

Teammates shared product links on their social media
We asked friends & customers to leave positive and authentic Yelp reviews

✍️ Brand Storytelling: From “Specs” to “Souls”

Each product isn’t just metal and beads—it’s a piece of Cape Verdean memory.
But how do you scale emotional storytelling for 275 items?

I designed a framework called “3A + 1B”:

3 A-sides = strengths or visible traits
1 B-side = hidden flaw or complexity
Each product got a name, a story, and a soul

📌 Example: “Dino” Ring

Identity: The Poet
A1: High EQ and eloquent—disarms people with humor
A2: Musical genius—writes verses from cavaquinho melodies
A3: Romantic and slow-living—pauses for flowers
B-side: Secretly lonely. No one sees the world the way he does.

This ring isn’t just silver—it’s for someone who feels deeply and quietly wants to be seen.