Awe Inspired: Unlocking Lifetime Value with The Goddess Circle Membership
Client
Awe Inspired
Industry
Jewelry
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. Awe has built a loyal community by combining timeless style with a deeper sense of purpose.
The 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.
“Like most DTC brands, it's a crowded space and not sustainable to constantly spend acquisition dollars without a strong retention foundation.”- Rachel Liu, VP of Digital
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
Awe Inspired partnered with Subscribfy to launch The Goddess Circle, a premium membership program offering exclusive discounts, free shipping, early access to product drops, and gifting incentives. The core logic of the program is that the entire monthly fee of $40 would go towards a store credit balance that a member can spend on anything they want out of the Awe Inspired catalog.
Unlike traditional loyalty points, the program was designed to deepen customer commitment and drive predictable recurring revenue, which was impossible to achieve with the classic product subscription model.
Initially a test, the program quickly stood out from other retention tactics:
“We saw an immediate higher AOV and strong opt-in when we went live. Later, consistent LTV increases and below-benchmark churn proved our investment was working.”- Rachel Liu, VP of Digital
With early success, the team doubled down—streamlining retention strategies around the membership and aligning major marketing moments with Member-first experiences.
The Goddess Circle was launched in tandem with the existing loyalty program, where the earned points and store credit were merged into a singular balance.
Impact
Since launching The Goddess Circle, Awe Inspired has seen remarkable business impact. Member lifetime value (LTV) increased by 280% within just 10 months, while average order value (AOV) for members has remained consistently 15–20% higher than non-members. Most notably, Goddess Circle members now account for 50% of the brand’s monthly revenue, solidifying the program as a core revenue driver.
The membership quickly became more than just a channel. It is now 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.
“We hinged a big part of our 2026 promo and product launch strategy around the membership program. It’s now a core part of our business.” - Rachel Liu, VP of Digital
Even more meaningful? The enthusiastic response from customers:
“I wear my goddesses every day and get so many compliments.”
“It’s like a savings account to buy jewelry.”
“I save so much using this membership!”
