Jennifer Behr

Building an on-brand Catalog Ad system.
A pair of crystal drop earrings photographed on a white background is hard to differentiate. For a brand whose value lives in craftsmanship, like hand-set Swarovski crystals, a Brooklyn atelier, a Met Gala veil, the default Catalog Ad format was actively working against the beauty of the product.

Maison MRKT saw the gap and rebuilt the format from the frame outward. Working in Confect, our teams designed a Catalog Ad system drawn entirely from Jennifer Behr's own brand world: the house colour palette, clean serif typography, generous white space, the logo anchoring every card, and the "Handmade in NYC" line carried through the link description of each carousel unit.

The larger shift was lifestyle imagery. In the primary design variant, each product card splits with a packshot on one side and a close-up of the piece being worn on the other. A crystal comb tucked into a low bun. A gold leaf headband across the forehead. For accessories, a shopper looking at a comb on white has no way to judge scale, placement, or how the piece catches light. The lifestyle half answers all three in a fraction of a second.

Just as deliberate was what the design leaves out. No prices, no discount badges, no promotional bursts. Every element that signals a comparison-shopping mindset was removed on purpose, so the ads read as desire and attract a high AOV shopper.

About
Founded in 2005 by sculptor-turned-designer Jennifer Behr, the brand has become New York's foremost luxury hair accessory and jewelry atelier. Every piece is handcrafted in the brand's Brooklyn studio, with Swarovski crystals individually prong-set by hand. The collection is carried at Bergdorf Goodman, Net-a-Porter, Saks Fifth Avenue and Neiman Marcus.

Fueling the Algorithm with a Structured Catalog.
Every card in the campaign carries a category-specific label. For example, best sellers for combs, headbands, and earrings respectively. Maison MRKT built these categories as design rules rather, so qualifying products inherit the correct label automatically across the full catalog.

The label does quiet, heavy work. Social proof resolves the higher price tag: other people already chose this, so the decision feels less exposed. That effect concentrated exactly where theory predicts. The engaged audience, shoppers who already knew the brand but hadn't purchased, posted the largest lift of any segment.

Category organization served Meta's algorithm well. Jennifer Behr's catalog runs to more than 500 products across sixteen categories. By grouping products into category-specific card designs, our teams handed the algorithm a far cleaner signal, engagement with an earrings card now reads as interest in earrings, not general interest in the brand, and delivery optimizes accordingly. A woman shopping bridal headpieces and a woman shopping everyday earrings are served content relevant to them.

Maison MRKT built three design tiers: packshot only, packshot plus lifestyle, and lifestyle plus category best-sellers. We ran them simultaneously as design variants. Running all three in parallel let Meta match the right treatment to the right shopper, and produce real data on which layer of information actually moves a luxury accessory buyer.

Link to Confect Case Study