Founded and creatively directed by television personality and fashion entrepreneur Kristin Cavallari, Uncommon James brings timeless, effortless, and refined jewelry to women on‑the‑go.


Uncommon James wanted a new channel to directly engage with its audience and break through the holiday season noise to drive incremental revenue. 


Partner with Attentive to launch a text messaging channel to engage shoppers throughout the holiday season and beyond. Launch onsite mobile and desktop creatives—featuring exclusive Black Friday and Cyber Monday discounts that incentivized sign-ups—to rapidly grow its list of text messaging subscribers.

Getting started with Attentive was seamless. Their white-glove service team ensured we launched in time for Black Friday—one of our most important sales periods. With Attentive’s help, we were able to rapidly grow both our email and text messaging lists, which set us up for success during the holiday season and beyond.

– Stone Crandall, Chief Marketing Officer, Uncommon James


Uncommon James launched onsite sign-up creatives tailored to Black Friday, Cyber Weekend, and Cyber Monday to seamlessly drive text messaging subscriber opt-ins. On Black Friday, Uncommon James offered 50% off for signing up to receive both emails and texts. For Cyber Weekend—including the Saturday and Sunday between Black Friday and Cyber Monday—the brand offered 30% off. Finally, for Cyber Monday, Uncommon James offered 40% off.

To generate excitement and stay top-of-mind ahead of Black Friday, Uncommon James sent a text message to subscribers on Thursday teasing the upcoming sale. Written in the brand’s voice, the message reminded SMS subscribers that the major sale started at midnight, encouraging them to be the first to shop. On Black Friday, Uncommon James sent subscribers a message encouraging them to shop by highlighting the limited-time nature of the sale. This strategy helped the brand build anticipation leading up to the sale, and drive even more traffic to its website during the promotion. 

Uncommon James sent a final text message on Cyber Monday encouraging subscribers to shop the holiday sale before they “missed out”—reminding them that it was “the last big sale of the year.” 


Uncommon James’s list growth strategy was extremely successful. The brand drove over 20,000 new subscribers from Black Friday to Cyber Monday—with 12,000 of those new subscribers opting in on Black Friday.

Uncommon James also saw success with its campaign messages sent leading up to and during the holiday shopping event. The Black Friday teaser text message drove a 41.6% conversion rate, and the time-sensitive Cyber Monday reminder text message drove an ROI of 289x.

Want more inspiration for the upcoming holiday season? Explore Attentive’s Holiday Hub:

As soon as we launched our program with Attentive, we quickly learned that our customers were eager to engage with us via text messaging. This sustained, high level of engagement from our subscribers has led to a truly impressive impact on our e-commerce business—both during the holidays and year-round.

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