Eirlys Studio x Sabre Digital
From concept to £35,000 per day within 30 days of launch. A full DTC brand built from scratch, from product development in a Welsh workshop to six-figure months.
All figures from the first 30 days of trading. ROAS = Return on Ad Spend, blended across Google and Meta. Brand launched early November 2025.
- Skilled Welsh workshop with declining client base
- Existing clients moving to cheaper Far East supply chains
- No direct-to-consumer brand or online presence
- No ecommerce infrastructure or digital marketing
- Premium craftsmanship with no route to market
- UK market underserved for premium end grain boards
- Full DTC brand launched from concept in under 3 months
- Bespoke Shopify store with premium brand identity
- Google Ads, Meta Ads and Klaviyo from day one
- AI content, UGC creative and product photography
- £35,000 per day revenue within 30 days of launch
- Meaningful work brought back to Ferndale, Wales
Eirlys Studio is a premium Welsh-crafted chopping board brand selling direct to consumers online. Sabre Digital partnered with a skilled workshop in Ferndale, Wales to build the brand entirely from scratch.
The workshop had decades of woodworking expertise and an incredibly talented team, but their existing client base had been declining as businesses moved to cheaper Far East supply chains. The craftsmanship was world-class, but there was no route to market.
Sabre identified a significant opportunity in high-end end grain chopping boards. The market was well established in the US with strong consumer demand, but was largely underserved in the UK despite clear search volume for American brands shipping internationally. The gap was obvious.
Sabre handled everything: market research, product development, product photography, branding, bespoke Shopify build, upsell strategy, Klaviyo email flows, Google Ads, Meta Ads, AI-generated content, UGC creative and manufacturing process optimisation. The store launched in early November 2025 and scaled to £35,000 per day by Black Friday Cyber Monday.
Research. Design. Develop.
Sabre identified the market opportunity, designed the product range and worked with the Welsh workshop to develop products ready for launch.
Sabre conducted extensive market research into the premium chopping board space. US brands were generating significant revenue with high-end end grain boards, but the UK market had very few premium competitors despite strong search demand. Consumers were searching for US brands and paying international shipping, which signalled a clear gap.
Working directly with the workshop team in Ferndale, Sabre developed a product range that leveraged the team's existing woodworking expertise. This included designing board profiles, selecting timber species, establishing quality standards and creating a product line that could compete with premium American brands on craftsmanship while being produced and shipped domestically.
Alongside product development, Sabre optimised manufacturing processes to reduce waste, increase output and lower per-unit costs, ensuring the business could scale profitably from day one.
- Market research identifying underserved UK demand
- Product range design and development
- Manufacturing process optimisation
- Timber selection and quality standards
- Cost modelling for profitable scaling
Build the Store. Obsess Over Conversion.
Sabre built a bespoke Shopify store in two weeks with a custom-coded front end designed to position Eirlys as a premium brand and maximise conversion from day one.
This was not an out-the-box theme. Sabre custom coded the front end to give the store a premium, bespoke feel that elevated the entire buying experience. Every section was built to convert, with key details woven throughout: materials and timber sourcing, the manufacturing process, end grain benefits, shipping and returns, why Eirlys, and the Welsh heritage story.
The product pages were designed to justify a premium price point. With an average order value above £150, the store needed to feel like a luxury purchase, not a commodity. Custom sections highlighted craftsmanship, FSC certification, reversible board design, and the Signature Series named after Welsh mountains. Social proof was placed at every decision point.
The upsell strategy was built into the architecture from the start. Mineral oil, board butter, applicators, care kits and stands were designed to increase AOV and create repeat purchase behaviour. Customers buying a £179 board were naturally guided toward care products that protect their investment.
This was a rough MVP completed in two weeks to hit the Q4 window. A full premium store rebuild is now underway for spring 2026, taking everything learned from six months of trading data and customer behaviour to build something even stronger.
- Custom-coded Shopify front end (not a theme)
- Conversion-first architecture with premium positioning
- Product pages built to justify £150+ AOV
- Upsell strategy (oil, butter, care kits, stands)
- Brand story sections (Welsh heritage, craftsmanship, FSC)
- End grain benefits, materials and process detail throughout
- Social proof placed at every decision point
- Customer service setup with Help Scout and AI
- Full MVP store built and launched in 2 weeks
- Premium rebuild underway for spring 2026
One Photo Shoot. Unlimited Content.
Sabre built a complete content engine from a single product shoot, using AI to generate an entire library of premium lifestyle imagery at a fraction of traditional production costs.
A single product shoot with good natural lighting was all it took. From those original photographs, Sabre used AI to elevate each image into premium lifestyle scenes, replacing backgrounds with high-end marble surfaces, adding contextual food styling and creating editorial-quality content that looks like it cost thousands to produce.
The reason this matters in premium homeware is simple: the perceived value of the product is directly tied to the quality of the imagery. A board photographed on a kitchen floor does not command £179. The same board presented on a marble countertop with artisan food styling does. AI allowed Eirlys to compete visually with established brands spending tens of thousands on content, from day one.
Alongside AI imagery, Sabre produced UGC video content showing real unboxing experiences, kitchen usage and lifestyle moments. This mix of AI-generated editorial content and authentic UGC gave the creative strategy range, from premium aspiration to relatable social proof.
Instagram was managed from zero, building a curated feed that highlighted customer reviews, showcased the workshop and created community interactions. The account grew to 600 organic followers within 30 days, no paid followers, just authentic content and engagement.
- AI-generated premium lifestyle imagery from single photo shoot
- Background replacement and scene elevation using AI
- UGC video production (unboxing, kitchen usage, lifestyle)
- Full content library for ads, social, email and store
- Instagram managed from zero to 600 organic followers in 30 days
- Curated feed with reviews, workshop content and community
- Premium visual identity competing with established brands
Kill Losers Fast. Scale Winners Hard.
Sabre launched aggressive creative testing across Meta and Google from day one, with a simple principle: identify what works, cut what does not, and double down relentlessly.
Meta Ads ran broad creative testing from launch. Sabre tested UGC static images, social proof overlays, AI-generated lifestyle content, UGC video (short and long form), manufacturing storytelling, long copy, short copy and multiple hook angles. Losers were killed fast. Winners were scaled. The approach was not to find one winning ad but to build a system that constantly tested, identified and scaled top performers.
Google Ads launched with Shopping campaigns, Performance Max and Search across high-intent keywords for premium chopping boards, end grain boards and gifting queries. Every campaign was optimised constantly, removing underperforming products, scaling top performers, managing the Merchant Center feed and ensuring every penny of spend was on ads that delivered. No leaks, no wasted budget.
Both platforms were managed with the same obsessive approach: data in, decisions out, no sentiment. If an ad was not performing, it was gone. If something was working, it got more budget immediately. This is how a brand new store scaled to £35,000 per day within 30 days.
5x+ blended ROAS across Google and Meta. Every £1 in ad spend returned over £5 in revenue, with both platforms scaling profitably from week one.
- Meta Ads: UGC static, video, AI lifestyle, social proof, long and short copy
- Losers killed fast, winners scaled immediately
- Google Shopping, Performance Max and Search campaigns
- Merchant Center feed optimisation and product management
- Constant optimisation removing underperformers
- Zero wasted spend, every penny on top performers
- 5x+ blended ROAS from launch
Obsessive Optimisation.
Sabre built Klaviyo flows pre-launch and continuously refined every touchpoint, from email subject lines to checkout button copy, watching heatmaps and testing relentlessly.
Klaviyo was built before the store launched, with welcome series, abandoned cart, post-purchase care reminders and win-back flows ready from day one. As data came in, Sabre refined subject lines, send timing, content blocks and segmentation. Campaigns were tested constantly, with every flow optimised for conversions not just opens.
Landing page optimisation was an ongoing process. Sabre watched heatmaps, tracked scroll depth, analysed session recordings and made subtle changes throughout: language tweaks on product pages, CTA placement, trust badge positioning, checkout copy refinements and mobile-specific adjustments. Small changes compounded into significant conversion improvements.
The approach across everything was the same: measure, test, refine, repeat. Nothing was left alone. Every email, every landing page, every checkout step was treated as an optimisation opportunity. This obsessive attention to detail is the difference between a brand that scales profitably and one that burns cash.
- Klaviyo flows built pre-launch (welcome, cart, post-purchase, win-back)
- Continuous A/B testing on subject lines, timing and content
- Heatmap analysis and session recording reviews
- Subtle language changes on product pages and checkout
- CTA placement and trust badge optimisation
- Mobile-specific conversion refinements
- Every touchpoint treated as an optimisation opportunity
Launch Day to £35,000 Per Day.
Eirlys launched in early November 2025 with every channel live from day one. Within 30 days, the brand hit £35,000 in a single day and generated over £130,000 in total revenue.
Google Ads targeted high-intent searches for premium chopping boards, end grain boards and gifting queries timed for Q4. Meta Ads ran creative testing across AI lifestyle content, UGC unboxing videos and product-focused ads. Revenue came from day one.
Ad spend was scaled throughout November as performance data proved the unit economics. By BFCM weekend, Sabre was spending confidently across Google and Meta with a blended ROAS above 5x, meaning every £1 in ad spend returned over £5 in revenue.
Following BFCM, ad spend was intentionally dialled back in December to manage the surge in orders and meet Christmas delivery deadlines. Demand outstripped production capacity, validating the product-market fit and highlighting the need for manufacturing scale-up heading into 2026.
- Revenue generated from the first day of trading
- Profitable scaling within the first week
- £35,000 peak daily revenue during BFCM
- £85,000+ across the Black Friday weekend
- £130,000+ total revenue in the first 30 days
- 5x+ blended ROAS across Google and Meta
- Ad spend scaled back in December to manage demand
Scaling the Brand.
Eirlys proved the product-market fit in its first 30 days. The next phase is about building the brand into the UK's leading premium chopping board label and expanding internationally.
Sabre managed the full logistics chain from factory to customer, handling order fulfilment directly from the Ferndale workshop. This end-to-end ownership meant Sabre controlled quality, delivery timelines and the customer experience from the moment a board left the workshop to the moment it arrived at the customer's door.
Sabre is redesigning the website with a new premium aesthetic, expanding the product range with new board profiles and sizes, redesigning packaging to elevate the unboxing experience and establishing creator partnerships to build long-term brand awareness beyond paid ads.
New channels are being introduced including TikTok Ads and Amazon, alongside scaling existing Google and Meta campaigns. Organic search and GEO strategies are being implemented to reduce dependency on paid channels. Manufacturing processes continue to be refined to meet growing demand while maintaining the quality standards that define the brand.
Sabre is also developing bespoke software for Eirlys covering manufacturing tracking, cost modelling, stock forecasting and production scheduling. In a handcrafted business where every board takes time to produce, accurate forecasting is critical to avoid stockouts during peak demand and overproduction during quieter periods.
Complementary product sourcing is underway to expand the product range with board care accessories and lifestyle items designed to increase average order value and create repeat purchase behaviour.
Retailer partnerships are being explored to open wholesale channels alongside the direct-to-consumer business, positioning Eirlys in premium homeware retailers and department stores.
The longer-term vision is to position Eirlys as a premium British homeware brand that brings meaningful, skilled work to Ferndale, Wales. It is a privilege to work with such talented craftsmen, and scaling this brand means more jobs and more purpose for the workshop team.
What we are working on now
- Full website redesign for 2026
- Expanded product range and new board profiles
- Premium packaging redesign
- Creator and influencer partnerships
- TikTok Ads launch
- Amazon marketplace expansion
- Organic search and GEO strategy
- Bespoke manufacturing tracking and forecasting software
- Cost modelling and production scheduling tools
- Complementary product sourcing from China
- Retailer and wholesale partnerships
- Factory-to-customer logistics management
- Manufacturing scale-up to meet demand
- Positioning as the UK's leading premium board brand
One Photo. An Entire Content Suite.
Every product image on the Eirlys store started as a single photograph taken with natural light. No studio, no photographer, no expensive shoot. Sabre used AI to transform each original into premium lifestyle content that elevated the brand and justified the price point. Drag the slider to see the transformation.
AI LifestyleAI FlatlayAI EnhancedUGC CreativeWhy This Matters at £179 Per Board
Perceived value is tied directly to content quality. A walnut board photographed on kitchen floor tiles does not command £179. The same board presented on dark slate with artisan charcuterie styling does. AI allowed Eirlys to bridge that gap instantly.
The spring onion shot tells the same story. The original was taken on a plain wooden worktop. AI replaced it with premium marble, adjusted the depth of field and refined the lighting. The board is identical, the product is real, but the environment around it now matches the price point.
This approach produces an entire content library from a handful of well-lit originals. No studio bookings, no photographer fees, no weeks of post-production. Sabre generates premium lifestyle content, product detail shots, ad creative and social assets all from the same source material.
The result: a consistent, premium brand aesthetic across every product page, ad creative and social post. This is how a brand launched from a Welsh workshop competes visually with established homeware brands spending tens of thousands on content production.
Learn about our AI servicesBuilt from Nothing.
Eirlys Studio did not exist before Sabre built it. There was no brand, no website, no product range, no marketing, no customer base. Everything was created from scratch.
This is not a case study about optimising something that already existed. It is about building an entire direct-to-consumer brand from concept to £35,000 per day within 30 days, and bringing meaningful skilled work back to a Welsh workshop that was at risk of losing its purpose.
- Market research and opportunity identification
- Product development and range design
- Brand identity and naming
- Bespoke Shopify store build
- Product photography and AI content
- Google Ads, Meta Ads and Klaviyo from day one
- Manufacturing process optimisation
- £130k+ revenue in the first 30 days
Ecommerce Brand Launch FAQ
Sabre Digital regularly helps brands launch and scale ecommerce businesses across Shopify, paid advertising, retention marketing and AI content.
Launching a direct-to-consumer brand can take anywhere from a few weeks to several months depending on product development, manufacturing, branding and website development.
For Eirlys Studio, Sabre handled product design, manufacturing optimisation, branding, website development and marketing setup. The brand was taken from concept to live ecommerce store in under three months.
Yes, if the fundamentals are correct.
A strong product, premium positioning, high-quality content and profitable paid acquisition channels allow a brand to scale quickly. Eirlys generated over £130,000 in its first 30 days and reached £35,000 in a single day during Black Friday Cyber Monday.
For most new ecommerce brands the strongest launch channels are Google Shopping and Search ads for high-intent buyers, Meta Ads for creative testing and product discovery, Klaviyo email flows for retention and conversion, and high-quality product content and UGC.
This combination allows brands to generate revenue from day one while building a customer base for long-term growth.
Perceived value is heavily influenced by visual presentation. Products positioned as premium must be presented in a premium environment.
High-quality lifestyle imagery increases trust, improves conversion rates and justifies higher price points. For Eirlys Studio, Sabre used AI-generated lifestyle imagery to transform simple product photos into premium editorial-style content across the entire catalogue.
Yes, and it is often one of the best opportunities available.
Many factories and workshops have exceptional production capability but no direct route to consumers. Building a direct-to-consumer brand allows manufacturers to capture more margin, control the customer experience and build long-term brand equity.
Every brand launch is different depending on the scope of work required.
Sabre Digital offers a free 30-minute discovery call where Harry will review your product, idea or business, identify the biggest opportunities and give honest advice on what to do next. There is no obligation and no contracts.
Ready to Build or Scale Your Ecommerce Brand?
Whether you are launching from scratch or scaling an existing brand, book a free 30-minute discovery call with Harry. We will review your situation, identify your biggest growth opportunities and give honest advice on what to do next. If we are not the right fit, we will tell you.
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