Brighton drives +145% revenue with email personalization

About Brighton

Brighton is a heritage accessories brand known for its distinctive designs, craftsmanship, and attention to detail.

With a broad lifestyle offering spanning handbags, jewelry, footwear, and accessories, Brighton has built a loyal customer base through a carefully curated brand experience. Email plays a key role in that experience, helping engage customers, drive product discovery, and strengthen long-term relationships.

The Challenge

Brighton had long incorporated product recommendations into its email strategy. However, these were primarily built through manual selection, typically based on best sellers or category-focused merchandising.

While this approach helped, it wasn’t powered by real-time intelligence or behavioral data at scale. As a result, recommendations couldn’t fully adapt to each customer’s unique preferences or in-session behavior. The result was an email channel that, despite consistent execution, wasn’t delivering on its full revenue potential.

At the same time, the team was operating under tight timelines. Emails often needed to be prepared quickly, leaving limited room for manual curation or more advanced setup.

This created a clear gap: Brighton needed a way to move faster while delivering more relevant, individualized product recommendations, aligned with each shopper’s interests and intent, to ultimately improve engagement and conversion.

The Solution

Brighton addressed this by leveraging the Nosto integration for Klaviyo, connecting Nosto’s commerce intelligence with Klaviyo customer data and advanced lifecycle flows to strengthen their email strategy and overall ecommerce performance.

At the core of this transformation was the introduction of a “Just For You” personalized recommendation block within their Klaviyo emails.

Rather than relying on static selections, these recommendations are powered by behavioral data, allowing Brighton to surface products based on what customers are actively browsing and engaging with, not just what they have purchased in the past. This ensures that each email reflects real-time interests and intent, creating a more relevant and consistent experience between onsite behavior and email communication.

Following the initial implementation, Brighton chose to strategically scale this across their entire operation. The “Just For You” block became a default component in their global campaigns, automatically included in every email and only removed when necessary.

“We switched to always including it in every email and only removing it if needed. That made everything faster and more effective.” Daniel Drasdo, Email Marketing Manager at Brighton

This shift not only increased relevance but also significantly simplified execution. With AI-driven merchandising embedded directly into their emails, the team no longer needed to manually curate product selections, enabling them to move faster while increasing performance.

After validating the impact in campaigns, Brighton extended this strategy across a wide range of Klaviyo flows, including browse abandonment, cart and checkout flows, post-purchase journeys, win-back campaigns, and even selected transactional emails for subscribed users. This reflects a highly mature lifecycle approach, where personalization is embedded wherever it can drive value.

“The platform is powerful, but what really made the difference for us was the partnership. Jamie (Brighton’s CSM) has been instrumental in helping us understand where to focus and how to get the most out of it.”

Daniel Drasdo, Email Marketing Manager at Brighton

The Results

Since introducing the Nosto-driven “Just For You” block, Brighton has seen a revenue lift of +145% from emails with the curated recommendations, a result driven by more relevant emails instead of simply sending more. By embedding personalization as a default across campaigns and lifecycle flows, Brighton has transformed email into a scalable, high-performing channel that works harder with every send.

For Brighton, the technology was only part of the equation. The strategic guidance from their dedicated CSM, Jamie, played a key role in identifying where to deploy personalization first and how to scale it effectively across their lifecycle flows.

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