Post-call · September 14, 2026 · Meta only

Built for Evan.
Built for Mejuri.

Mejuri spends about $200K a month on Meta and builds nearly everything in-house. Evan named the pendulum on the call: "higher velocity and volume" on one side, "very meticulous about our brand" on the other, and every AI tool tried so far "never passes the brand vibe check." The 8 spec ads on this page were built the afternoon of the call from Mejuri's own product photography and verified reviews, each keeping the wordmark signature the account already runs, each testing a persona or angle the library never has. Month to month. Kickoff Wednesday, September 16 means briefs Monday and assets in the account by the end of September, before SelfMade's October 1 cutoff for new clients.

$200K/mo on Meta 8 spec ads, 5 personas at 0% in your library Kickoff Wed Sep 16, assets by end of September Meta only. Month to month.
On brand. New personas. Before October 1.
See the 8 ads → See pricing
01. The gift with no size to get wrong.
03. Precious inside and out.
04. Same hoop. Different week.
05. Fine jewelry for $98.
06. The group chat.
08. Packed one pair for Italy.
8 BUILT FOR MEJURI
What your live account says

Format is fine. Persona and angle are the gap.

On the call Will ran a subsample of Mejuri's live Meta statics through the classifier against a fashion-category benchmark (the full library pull happens at kickoff). Formats are spread: product shot 53%, headline 27%, testimonials 7%, handwriting 3%. Personas and angles are not. 37% Young Professional and 17% Identity/Status carry the account while the three biggest angles in the category sit at zero.

Fashion-category average Mejuri, live statics The 8-spec slate
Persona · your live ads vs fashion average
Young Professional
37%vs 10% · +27
Fashion Conscious
0%vs 20% · -20
Luxury Buyer
0%vs 18% · -18
Busy Professional
0%vs 8% · -8
Budget Optimizer
0%vs 8% · -8
Gift Buyer
3%vs 0% · +3
Angle · your live ads vs fashion average
Identity / Status
17%vs 0% · +17
Price / Value
0%vs 23% · -23
Transformation
0%vs 22% · -22
Social Belonging
0%vs 21% · -21
Convenience
0%vs 9% · -9
Routine Upgrade
7%vs 0% · +7
Format · your live ads vs fashion average
Product Shot (No Copy)
53%vs 48% · +5
Headline
27%vs 10% · +17
Features / Benefits
0%vs 9% · -9
Offer / Promotion
3%vs 12% · -9
UGC
0%vs 4% · -4
Us vs Them
0%vs 3% · -3
The lanes the 8 specs open
Gift Buyer
1 spec01
Busy Professional
1 spec02
Luxury Buyer / quality skeptic
1 spec03
Fashion Conscious
1 spec04
Budget Optimizer, Price / Value
1 spec05
Social Belonging
1 spec06
Broad / unaware
1 spec07
Traveler, Convenience
1 spec08
53% product shot, no copy
Your live statics

Half the library is a packshot with the wordmark. Beautiful, and it tells Meta one thing.

1 persona at 37%
Young Professional

Fashion Conscious and Luxury Buyer, the two biggest buckets in the category, sit at zero.

0% Price/Value, Transformation, Social Belonging
The three biggest category angles

Sixty-six points of benchmark share, untested. Price/Value alone is 23.

8 specs, 8 personas
The slate

Every spec opens a persona or angle the account has never run, in the wordmark format the CEO already approves.

"Beyond the tech itself, I just think the framework, this is a lot of what we've been trying to drive and struggling to drive in terms of adoption." Evan, on the call. That framework is the tagging. Every ad gets a persona, an angle, a format. Iterating means holding two constant and moving one. The 8 specs are the first move on each open lane.
Every lane above maps to a spec on the work tab. None recycles an angle you already run.
See the 8 ads →
What we heard on the call

Four things Evan said. Four answers.

Evan's own words from September 14, and how the engagement is built around each one.

"We want to push a lot more performance creative, get higher velocity and volume. And then we also are very meticulous about our brand."
Evan · on the call

Both, not either. Every concept ships inside Mejuri's own spec cards (built today from the live site tokens and the wordmark), and the volume is the tier: 14, 30 or 45 unique concepts a week, tagged, on top of what the in-house team makes.

"Every time we test out some of these AI-forward solutions, it never passes the brand vibe check."
Evan · on the call

Humans write and humans edit. Strategists write every brief off the gap map; editors finish every ad in Photoshop and After Effects. AI is a compass, not the pen. The CEO's weekly approval stays exactly where it is: briefs Monday, notes by Wednesday, assets Friday.

"We have our tried and true, the seven or eight things that we know work, and then maybe 20% innovation."
Evan · on the call

The 60/20/20 split makes that explicit: 60% iterate winners (hold persona, swap angle), 20% reskin winners into new formats, 20% net-new personas. The tried-and-true stays; the 20% stops being a guess.

"A lot of that spend is going towards catalog ads."
Evan · on the call

Coverage, not takeover. The slider below is the share of the $200K SelfMade covers with net-new concepts, one concept per $1,000 of covered spend. Catalog and in-house stay in-house.

Worth saying out loud: nothing here asks the creative team to change how they work. Briefs land in a Slack Connect channel on Mondays with the persona, the angle, the reason, the copy, and the format. Your team leaves notes by Wednesday. Assets arrive Friday. Your usage-rights constraint is respected: we work from the UGC and asset library you send at onboarding plus new AI and studio renders we make.
Proof

What clients say when the volume lands.

Real notes from the roster, unedited. Two of them are publicly traded companies with the same weekly approval loop Mejuri runs.

Brodo
"We've had a fantastic year, and you've been a big part of that success. Your team's work has consistently exceeded expectations."
AndrewCEO, Brodo
OpenStore
"We've been very happy with the quality we've received, the improvement you've shown throughout our partnership, and the excellent attentiveness and customer service you've given us."
Billy BjorkCreative Operations & Strategy Lead, OpenStore
The Cumin Club
"We had a strong Feb and March, excited to keep the momentum going. Let me know if your team can support more volume; looks like that's the only way to scale further."
Ragoth BalaFounder & CEO, The Cumin Club
Process

Kickoff Wednesday. Briefs Monday. Assets Friday.

Evan asked what a pilot kickoff looks like. This is the calendar.

Week 0 · Wednesday, September 16

Kickoff

Account access, the brand questionnaire (the 1-to-5 "keys to the car" scale Will described: 5 is every format, 1 is only the current style), the UGC and asset library handoff, and the media buyers on the call to confirm the testing-and-scaling structure (roughly 80% net-new audiences, 20% retargeting via Advantage+).

From your side: access, the questionnaire, the asset library. That is the ask.
Week 1 · Monday, September 21

First briefs in Slack Connect

Every ad in the account tagged persona, sub-persona, angle, emotion, format, product. The gap map is what makes the briefs specific and keeps every new concept a genuine test instead of a rerun. Notes by Wednesday.

What a brief holds: the persona, the angle, the reason, the copy, and the format.
Week 1 · Friday, September 25

First assets delivered

Then weekly: briefs Monday, assets Friday. Every ad tagged and queryable in the dashboard, so the weekly approval sees persona and angle next to the creative instead of a folder of files.

Will's words: "up and running by the end of September."
Why now

SelfMade does not onboard new clients in Q4

"We generally don't take on any new customers in Q4, which is obviously October 1." Starting this month means October spends into tagged, tested creative instead of learning at holiday CPMs.

The frame: month to month, no lock-in; average client tenure about 1.8 years.
Pricing

Two tiers. Your covered spend picks one.

SelfMade pricing, applied to Mejuri, in USD. The slider is the share of your monthly Meta spend SelfMade covers with net-new concepts (one concept per $1,000 covered). At $200K total with catalog carrying a large share, covering $60K to $100K is Pro, $100K to $150K is Scale, and $150K to $200K is Velocity, the tier named for the word Evan used on the call.

What counts as a concept: a concept is an entirely new ad, not a hook alt. 1 concept = 1 static; trade 6 statics for 1 scripted video, mixed any way inside your monthly total.
Monthly Meta spend SelfMade coversSlider at $100K / mo
$100K/ month covered
$15,000 / mo creative
$60K$100K$150K$200K
Recommended for $100K covered
Pro
$9,000/ mo
$60K to $100K/mo covered
The Andromeda sweet spot.
14 unique concepts a week56 net-new ads a month · $161 per ad
  • PAE-tested across 100+ formats
  • Custom PAE-cluster dashboard
  • Dedicated Slack channel + biweekly call
Recommended for $100K covered
Scale
$15,000/ mo
$100K to $150K/mo covered
Built to scale.
30 unique concepts a week120 net-new ads a month · $125 per ad
  • Persona heatmaps + winner clusters
  • Dedicated account team + priority production queue
  • Dedicated Slack channel + biweekly call
Recommended for $100K covered
Velocity
$20,000/ mo
$150K to $200K/mo covered
Higher velocity and volume.
45 unique concepts a week180 net-new ads a month · $111 per ad
  • Everything in Scale
  • Two creative strategists on the account
  • Dedicated Slack channel + biweekly call
Want to start smaller? Starter exists at $6,000/mo for $30K to $60K covered, 8 concepts a week. At Mejuri's spend we would not recommend it, so it is not on this page; the full ladder is at selfmade.co.
Add-on · media management
+$7,000/ mo (7%)

We run the Meta buy

Done-for-you media buying with custom MER dashboard. 7% of covered spend.

Off by default: your buyers stay in the seat unless you want them out of it.

Add media management
Add-on · media consulting
+$1,000/ mo

Media buying consulting

Biweekly review with our media team. We strategize, your buyers execute.

Add media consulting
Add-on · landing pages
+$3,000/ mo

Persona-tuned landing pages

Persona-tuned LPs against winning concepts. Recent comp: roughly 30% CAC reduction from the layer alone.

Add landing pages
Your proposal total
$15,000/ month
SCALE · 30 CONCEPTS / WEEK
Tier deliverables are fixed: 14, 30 or 45 unique concepts a week. First retainer billed only after kickoff. Month to month.
↑ Above $200K covered: custom pricing, dedicated team. The calculator on selfmade.co is the same math; this page is that math applied to Mejuri.

Kickoff Wednesday, September 16.

Will said a proposal by end of day; this is it, with the 8 specs live. Pick Wednesday or Thursday this week for the kickoff and the first briefs land Monday.

Book the kickoff See the 8 ads first

Questions before then: will@selfmade.co