.png)
The Diamond Store tasked Genie Goals with transforming their affiliate programme into a sustainable, high-performing channel that reflected the brand’s premium positioning, with a particular focus on maximising results over the critical November sales period.
The key objectives were:
In March 2025, Genie Goals executed a strategic programme reset, removing 107 of 127 partners (a massive 84% of active partners) and effectively rebuilding the channel from the ground up. This bold action allowed the team to focus on intentional, value-driven growth and optimise partner activity ahead of November’s peak period. The Q4 strategy not only set the stage for record-breaking performance during the main sale month but also established a strong, sustainable foundation for ongoing growth aligned with The Diamond Store’s premium brand positioning.
Following the programme reset, Genie Goals rebuilt The Diamond Store’s affiliate channel with data-driven strategies ahead of Q4. High-value partners were recruited to gain months of performance data ahead of November, including closed user groups, cashback platforms, premium loyalty sites such as BA Shopping Rewards, and a bespoke feed for Lyst. These partners became the backbone of the peak strategy.
Genie Goals acted as an embedded extension of The Diamond Store’s team. Collaboration was central, with the affiliate team aligning with Genie Goals’ paid social team through biweekly calls, clear targets, live dashboards, and brand immersion to ensure every optimisation and test supported strategic goals.
The execution strategy had five key components:
The partnership between The Diamond Store and Genie Goals transformed the affiliate programme, delivering high-quality conversions while expanding reach. Close collaboration allowed Genie Goals to test and optimise within clear strategic guidelines, ensuring all activity reinforced The Diamond Store’s premium positioning.
In under a year, the team rebuilt a high-value affiliate programme capable of delivering exceptional results during peak trading without compromising margin. Genie Goals took a calculated risk by removing 107 (84%) of partners deemed low-value, standing by principles that prioritised meaningful results over volume. The payoff was a high-performing, brand-aligned network.
Key outcomes achieved:
The Diamond Store’s collaboration with Genie Goals sets a benchmark for premium affiliate management. It demonstrates how thoughtful optimisation, cross-channel insight, and disciplined partner selection can drive both revenue and brand equity simultaneously.
