PALMONAS

Meet The Team

Diya Dhruva Ishika Punmiya

 1 About Us

2 Shark Tank Story. USP, 7 P’s

3 Target Audience, Buyer Persona,

Customer Journey
4 Competitor Analysis

Agenda 5 Keyword Research

Overview 6 SEO Audit- On Page, Off Page,

Technical, Local, ASO

7 Various Platform SEO

8 Content Planning Stratgey

9 Key Performance Indicators (KPI)

ABOUT PALMONAS
Founded by: Dr. Amol Patwari and Pallavi Mohadikar
Co-Founded by: Shraddha Kapoor
Year: 2022

Industry: Jewellery (Demi-Fine / Everyday Luxury)

Headquarters and flagship store in Koregaon Park, Pune
Demi-Fine, Anti-tarnish Jewellery – Affordable luxury with
lasting quality
Global Reach – Shipping to 200+ countries worldwide
Brand Philosophy – Empowering individuals to express their
unique stories through jewellery
Featured on Shark Tank India (Season 4) – Gained national
recognition and investor interest
 Shark Tank Success Story: The Rise of Palmonas
Palmonas secured an investment of ₹1.26 crore for a 1% equity stake, valuing the company at ₹126 crore
Experienced a 300% increase in online orders and over 50% growth in social media engagement.
Following the Shark Tank appearance, Shraddha Kapoor off icially joined as co-founder, amplifying the
brand’s visibility and credibility.
 Unique Selling Proposition
Pioneering Demi-Fine Jewellery in India

Waterproof, Tarnish-Proof & Hypoallergenic

Affordable Luxury
 Marketing 7 P’s

Product Price

Place Promotion
 Marketing 7 P’s

People Process Physical Evidence

 TARGET
AUDIENCE
 Segmentation 1 : Genz’s

Demographic Geographic Interests

Age: 18-24 Years Fashion, Beauty,

Tier 1 & Tier 2
Influencer Culture,
Cities
Gender: Primarily Luxury Aesthetics
Females

Behavioral Platform engagement

Social media enthusiasts, Instagram,

Trend seekers, watches Fashion blogs,
GRWM content and Influencer reels
beauty hacks daily. Pinterest
 Segmentation 2 : Millennials

Demographic Geographic Interests

Age: 25-40 Years Tier 1 & Tier 2 Luxury fashion,

cities beauty, wellness,
Gender: Primarily
conscious shopping
Females

Behavioral Platform engagement

Quality-conscious Pinterest, brand

shoppers prioritize websites, quora,
minimalist elegance and influencer styling
timeless jewelry. magazines
 BUYER
PERSONA
 ABOUT OPPORTUNITIES/MOTIVATIONS
Craves jewellery that feels premium but doesn’t
Her Instagram is her vibe board — She lives for well-
scream for attention
lit cafes, color-coordinated outfits, and reels that
Wants 2–3 go-to accessories she can wear daily,
blow up overnight. Jewellery for her isn’t about
from café to college
tradition, it’s about expression — something chic,
Buys to elevate her neutral wardrobe and mix
subtle, and photogenic enough to star in a reel
textures
without stealing the show.
Loves to read blogs about the upcoming trends and
likes to stay up to date.

TRIGGERS MEDIA CONSUMPTIONS

A carousel post with styling tips featuring sleek gold- Instagram Reels + Save folders (outfits, “how to
toned rings style” edits)
Influencer showing how to layer chains for a “subtle Nykaa Fashion, Elle Magazine for trend updates
luxe” look Uses pinterest to make her moodboard for outfits

Aanya Shah Limited-edition drops or collab posts from lifestyle

creators
and jewellery styling.
YouTube Shorts from indie fashion creators who
Weekend outfits needing something “elevated but share styling hacks
Age: 22 effortless”
Location: Mumbai
BARRIERS BRANDS & INFLUENCERS
Occupation: Mass media student
Wary of brands without clear metal details or Engages with “get ready with me” and “1 jewellery 5
& freelance creator
hypoallergenic claims looks” videos
Income: ₹3L per annum (part- Frustrated by long shipping timelines or unresponsive
time + parental support) support
Avoids over-glam jewellery that doesn’t match her
subtle aesthetic
Distrusts overly curated product images without real-
user context
 ABOUT OPPORTUNITIES/MOTIVATIONS
Buys minimalistic jewellery that blends into a clean,
She believes in buying less but buying better — and
curated closet
that applies to everything from her skincare to her
Looks for pieces that work from Zoom meetings to
accessories. She is drawn to pieces that are clean,
dinner outings
functional, and a little indulgent. Her jewellery doesn’t
Believes less is more—one necklace, one bracelet,
need to be flashy, it just needs to feel like her —
every day
polished, subtle, and intentional.
Loves hearing the "why" behind a product—
material, intention, feel through and influencers.

TRIGGERS MEDIA CONSUMPTIONS

Discovering a piece featured in a “workwear edit” on Pinterest fashion boards & design moodboards
Pinterest Instagram/YT: clean product photos, user-
Email ad showcasing water-resistant or long-wear- generated content, reviews
safe jewellery

Rhea Iyer
Brand websites that highlight product quality and
Gifting season or personal milestones that call for self-
long-wear claims
gifting
Engages on Quora to get any answers before
Reading a product story that ties into quality or
Age: 31 buying the product.
craftsmanship
Location: Bengaluru
BARRIERS BRANDS & INFLUENCERS
Occupation: Senior UX Designer
Avoids trend-led brands that change styles too often Follows creators with clean aesthetics & professional-
Income: ₹16L per annum Uninterested in jewellery marketed with loud or flashy meets-casual fashion,based on trust, consistent design.
imagery
Concerned about green stains, allergic reactions, or
poor plating
Unlikely to try brands without real user reviews or
return clarity
CUSTOMER
JOURNEY
 Customer Journey

Checks Pinterest moodboards inspiration for

Aanya spots a trending reel and carousel post
jewellery, saw Palmonas. She clicks on the link
featuring minimalist rings and chains along with
which redirects her to Instagram page of
favourite influencer Ashna Hegde promoting it.
Palmonas.

Visits the brand’s Instagram page, clicks the

website link in the bio, and checks tags, reviews,
and styling.
 Customer Journey
aanyashah

aanyashah

Filters by price (< ₹3000), adds to cart; checks She buys 1–2 pieces—wants it delivered before the Excited, she posts an Instagram wearing the
delivery timeline & offers. weekend. jewellery; tags the brand and follows the brand on
all available platforms.

Impressed with the brand and experience, she returns for the next collection drop and happily
shares discount codes with her friends, becoming a loyal advocate.
COMPETITOR
ANALYSIS
 Competitor Analysis
Brands PALMONAS GIVA RUBANS
Aspects
Focuses on blending
Offers trendy, high-quality
Trend-driven demi-fine affordability with
fashion jewellery, providing
USP jewellery offering affordable sophistication, targeting a
accessories at budget-friendly
luxury for everyday wear. slightly more premium
prices.
segment.

Domain Authority (Semrush) 26 57 33

Page Speed 26 45 39

Monthly traffic on website

(Ahrefs)
231.1K 1.2M 216.9 K
 Competitor Analysis
Brands PALMONAS GIVA RUBANS
Aspects
Dominates silver jewellery SEO,
Well-optimized for demi-fine
ranks well for gifting-related Rubans has optimized its Google My
jewellery keywords, and benefits
SEO Strength keywords, and has high engagement Business listings, high intent
from celebrity association for brand
rates due to influencer keywords.
credibility
collaborations

Lower domain authority compared Limited diversification in keyword Lower domain authority & poor
SEO Weakness
to legacy brands targeting content marketing

Diversify keyword targeting beyond

Needs stronger backlink profile and Leverage influencer-driven content
gifting; gap in technical SEO
Opportunities & Gaps local SEO optimization to improve marketing; gap in brand authority
optimization for site speed and
rankings. and high-quality backlinks.
mobile.

Backlinks (Semrush) 6K 30.1 K 26.9 K

 Problem Statement

Low Volume Keywords

Irrelevant backlinks
High website load time
Missing schema
Gaps in local SEO & ASO
Inconsistent optimization across
platforms
Irrelevant headlines and descriptions
KEYWORD
RESEARCH
Current Keyword Ranking

Round Solitaire Necklace

UberSuggest
Current Keyword Ranking

Heart Diamond

UberSuggest
Current Keyword Ranking

White Gemstone Gold Chain

Necklace

UberSuggest
SUGGESTED KEYWORDS
ON PAGE SEO
AUDIT
 On Page SEO Elements
Meta Tags
Title should not be more than 60 characters & description should
not be more than 160 characters.

URL Structure
It is good as they have not used any special characters.

Header Tag
H1 Tag along with H2 & H3 are included.

Anchor Text
They have a good amount of hyperlinks.

Alt Text
56 Images without ALT text and 302 without title

SEO META IN ONE CLICK

 On Page SEO

Heart Diamond

SEOquacke
 On Page SEO

Round Solitaire Necklace

SEOquacke
On Page SEO

White Gemstone Gold Chain

Necklace

SEOquacke
 On Page SEO
Recommendations
Meta Description can be improved by using 160 characters

H1 Tag along with H2 & H3 needs to be included on the page.

This error is shown because the page isn’t structured well.

Images should have alt text attribute.

SEOquacke
 On Page SEO
Recommendations
[Link]

Cute Heart Diamond Pendant – 18K Gold Plated | Palmonas

Elegant heart pendant with diamond accents, 18K gold vermeil over sterling
silver. Waterproof, anti-tarnish, and hypoallergenic. Ideal for daily wear from
PALMONAS.

Buy Palmona Gold Plated Necklace – Elegant & Timeless

Discover Palmona's gold plated necklace – a perfect blend of elegance and style. Ideal for any
occasion. Shop now for timeless beauty.

Latest
OurCollection
Latest Collection includes gold plated necklace and more

Lifetime Warranty
We providePolicy
a Warranty for Gold Plated Jewellery Pieces.

4.8 246 Google reviews

Jewellery store in Navi Mumbai, Maharashtra
TECHNICAL
SEO I
Technical SEO - Mobile

White Gemstone Gold Chain

Necklace

Page Speed Insights

 Current Performance Metrics - Mobile
Metric Value Problem Goal Solution

Load important parts

First Contentful Paint Page is slow to start
(FCP)
2.4 s showing content < 2 seconds first, reduce unnecessary
code

Largest Contentful Main image/content Compress images, load

Paint (LCP)
17.7 s loads very slowly < 2.5 seconds them earlier

Too much code blocks Cut down on extra

Total Blocking Time
(TBT)
1.25 s the site from < 0.2 seconds JavaScript, remove
responding unused code

Cumulative Layout Already good – no fix

Shift (CLS)
0.063 s NA < 0.1 seconds needed

Whole page takes too Show top part first, delay

Speed Index 8.8 s long to load completely < 3 seconds loading rest
Technical SEO - Desktop

White Gemstone Gold Chain

Necklace
Page Speed Insights
 Current Performance Metrics-Desktop
Metric Value Problem Goal Solution

First Contentful Paint Excellent – content starts

(FCP)
0.6 s loading quickly < 1.8 s No action needed

Largest Contentful Excellent – main content

Paint (LCP)
0.9 s loads very fast < 2.5 seconds No action needed

Use less JavaScript, load

Total Blocking Time Poor – heavy scripts are only essentials first,
(TBT)
0.78 s slowing interactivity < 0.2 seconds delay extras until after
page is ready

Excellent – layout is
Cumulative Layout
Shift (CLS)
0.009 s stable, no unexpected < 0.1 seconds No action needed
movements

Excellent – page appears

Speed Index 1.6 s quickly to users < 3 seconds No action needed
Technical SEO-Mobile

Round Solitaire Necklace

Page Speed Insights

 Current Performance Metrics-Mobile
Metric Value Problem Goal Solution

First Contentful Page starts showing Load key content first

Paint (FCP)
2.6 s content too slowly < 2 seconds and reduce unused code

Compress images and

Largest Contentful Main image/content
Paint (LCP)
21.1 s takes too long to load < 2.5 seconds load the biggest image
earlier

Page is slow to Minimize JavaScript and

Total Blocking Time
(TBT)
1.18 s respond to user < 0.2 seconds remove third-party
actions scripts

Cumulative Layout Already okay – no major

Shift (CLS)
0.063 s Slight layout movement < 0.1 seconds fix needed

Page takes too long to Prioritize top section and

Speed Index 8.9 fully appear < 3 seconds delay the rest
Technical SEO-Desktop

Round Solitaire Necklace

Page Speed Insights

 Current Performance Metrics-Desktop
Metric Value Problem Goal Solution

First Contentful Paint Good – content starts

(FCP)
0.6 s loading quickly < 1.8 s No action needed

Consider lazy-loading
Largest Contentful Acceptable – but close to
Paint (LCP)
2.4 s the upper limit < 2.5 seconds below-the-fold content
and optimizing images

Poor – JavaScript is Minimize unused

Total Blocking Time
(TBT)
0.61 s delaying user < 0.2 seconds JavaScript, and optimize
interactivity third-party code

Cumulative Layout Excellent – layout is

Shift (CLS)
0.013 s stable < 0.1 seconds No action needed

Prioritize visible content,

Moderate – page visually
Speed Index 2.8 s renders a bit slow < 3 seconds optimize image loading,
reduce unused JS
 Technical SEO-Mobile

Heart Diamond

Page Speed Insights

 Current Performance Metrics - Mobile
Metric Value Problem Goal Solution

First Contentful Page takes time to start Load important content

Paint (FCP)
2.7 s showing content < 2 seconds first, reduce extra code

Largest Contentful Main image or content Compress and preload big

Paint (LCP)
17.1 s loads too slowly < 2.5 seconds images

Total Blocking Time Page responds slowly Minimize and delay heavy
(TBT)
1.79 s to user input < 0.2 seconds JavaScript

Cumulative Layout Already good – no big fix

Shift (CLS)
0.063 s Slight layout movement < 0.1 seconds needed

Page takes time to fully Load visible parts first,

Speed Index 8.0 s appear < 3 seconds delay less important parts
Technical SEO-Desktop

Heart Diamond

Page Speed Insights

 Current Performance Metrics-Desktop
Metric Value Problem Goal Solution

First Contentful Paint Good – content starts

(FCP)
0.6 s loading quickly < 1.8 s No action needed

Largest Contentful Good – main content

Paint (LCP)
1.5 s loads efficiently < 2.5 seconds No action needed

Needs Improvement – Minimize unused

Total Blocking Time
(TBT)
0.47 s JavaScript is delaying < 0.2 seconds JavaScript, and optimize
interactivity third-party code

Cumulative Layout Excellent – minimal

Shift (CLS)
0.019 unexpected shifts < 0.1 seconds No action needed

Optimize image delivery,

Moderate – visual loading
Speed Index 2.3 s could be faster < 3 seconds reduce, prioritize visible
content loading
TECHNICAL
SEO II
 Canonical Tags

Suggestions:

Make sure all links point to the

correct/main (canonical) URL,
especially for hero content, so
search engines understand
which version to index and
rank.

ScreamingFrog
 [Link]
Observations
Palmonas disallows specific URLs in the [Link]
file to protect consumer data and user privacy.
We ensure sensitive pages like carts, checkouts,
account info, contact details and order history are
not indexed by search engines to prevent any
chance of exposing personal data or user-specific
information.

[Link]
 Xml Sitemaps

Recommendation:
Location Sitemaps-improving visibility for "jewellery near me"/local seo
optimization
Image Sitemaps-lead to increased visibility in image search results
Video Sitemaps- lead to increased visibility in video search results
All this can bring more traffic, better local visibility, and stronger SEO overall.

[Link]
 Anchor text

SEOptimer
 Broken Links

0 broken links on our site → Good job! No need

to fix internal links.
6 broken backlinks to our site → External sites
are linking to pages on your site that no longer
exist (like deleted products or outdated URLs).

Solution
Redirect Them (301 Redirect)
Set up 301 redirects from the broken URLs to
the most relevant live page (e.g., a related
product or category page).

Ahrefs
Schema

Observations:
Missing Ratings
Missing Reviews
Missing Location
Missing FAQs
OFF PAGE
SEO
Backlinks

Key Insights:
Sources: Starcourts, Heaven
Articles, Best Directory Sites
Low Page Authority
Irrelevant or Non-Niche Content

UberSuggest
Backlink Opportunities
 Backlink Opportunities
PLATFORM DOMAIN AUTHORITY JUSTIFICATION ARTICLE/BLOG

Elle India’s readership is typically fashion-

“If Cannes Had a Jewelry Muse, She’d Be Wearing
forward, style-conscious women, which
Elle India 72 overlaps well with the target audience of
Palmonas”

brands like Palmonas or Giva.

Nykaa Fashion is a high-authority, niche-

aligned platform with a strong overlap in
Nykaa Fashion 65 target audience—making it ideal for
10 Must-Haves Statement Pieces For 2025!

backlinks, visibility, and brand credibility.

Pinterest is a highly visual discovery

"How Palmonas Jewellery Is Trending on
platform ideal for backlinks, brand
Pinterest 97 visibility, and long-term traffic in the
Pinterest Boards: Top 10 Saved Styles This
Month"
fashion and jewellery space.

Globally recognized, high-authority

“How To Layer Jewelry Like a Pro: Tips From
BuzzFeed 91 lifestyle platform with viral potential —
Fashion Insiders”
ideal for backlinks and brand exposure.
 Backlink Opportunities
PLATFORM DOMAIN AUTHORITY JUSTIFICATION ARTICLE/BLOG

Builds brand authority and helps reach

"Indian Startups Redefining Global Fashion: Meet Palmonas,
The Daily Beast 92 U.S.-based NRI fashion-conscious readers
the Brand Bringing Affordable Gold Jewelry to the World"
who value curated recommendations.

Backlinks from Shopify’s boost

"How Palmonas Scaled India’s Demi-Fine Jewelry Category
Shopify 94 trustworthiness (domain authority +
Using Shopify’s Custom Checkout Experience"
topical relevance).

High-authority Q&A platform ideal for

Quora 93 informational backlinks, and driving Eg: Where can I buy unique statement necklaces?
targeted traffic through relevant answers.

Global discussion platform with niche

communities — useful for building brand
Reddit 95 awareness, and engaging with highly
Eg: Gold plated jewellery for everyday wear?

targeted audiences.
Backlink Opportunities
 Guest Bloggers-Backlink Opportunities

Masoom Minawala (DA-43) Shradha Sharma (DA-86) Malini Agarwal (DA-66)

Shradha Sharma, founder of Malini Agarwal, a celebrity blogger,

Masoom Minawala is a global
YourStory, brings an influential covers Bollywood trends and pop
influencer, entrepreneur, and content
voice and a high-authority culture, offering Palmonas high-
creator with strong digital presence.
platform, offering impactful visibility backlinks and access to a
Her blog & social media channels backlinks and strong brand trend-savvy audience.
attract a highly engaged, fashion-savvy credibility.
audience.
 Influencer Backlink Opportunities

Nandhini Shenoy (DA-76) Krutika Khurrana (DA-41)

Her blog covers all things Kritika Khurana, a popular fashion

Bollywood- fashion, beauty and and lifestyle influencer, connects
movie reviews. Her innovative deeply with Gen Z and millennial
approach has made PinkVilla a audiences, making her ideal for
popular destination for Bollywood stylish,high-engagement
fans. backlinks for Palmonas.
 Outreach E-Mail For Backlinks
Hi [Name/Team],
I hope you're doing well!
I'm reaching out on behalf of Palmonas, a contemporary Indian jewelry brand redefining everyday
elegance with minimalist, 18K gold-plated designs. Our collections blend global aesthetics with Indian
craftsmanship — resonating with fashion-conscious audiences seeking accessible luxury.
We’re currently exploring collaborations with platforms and creators who align with our values in
fashion, lifestyle, and visual storytelling. Whether it's a feature, style guide, product roundup, or
backlink opportunity, we’d love to work with you to bring something meaningful to your audience.
We can provide:
High-resolution product images
Styling assets and descriptions
Press info or product samples (on request)
Affiliate-ready links or social integration
Please let us know if you're open to collaboration — we’d be happy to tailor something that fits your
content needs.
Warm regards,
[Your Name]
Outreach Team | Palmonas
📧 [[Link]@[Link]]
🌐 [[Link]]
📱 [@palmonas on Instagram]
Blog Ideas

Styling Guide: Pairing Necklaces and

Earrings for Every Occasion

Where to Buy Trendy Necklaces in

Delhi – Palmonas Store Guide

Cannes Inspired Jewellery 2025: Red

Carpet Looks You Can Actually Wear

LOCAL
SEO
 Local SEO

Photos

Add Multiple
Locations
Call

Regular Updates- new

Working Hours
photos, offers,
responding to reviews
 Local SEO

Description
Palmonas is a modern demi-fine
jewellery brand offering high-quality,
tarnish-resistant pieces that blend the
elegance of fine jewelry with everyday
Reviews affordabile luxury. Designed for the
modern woman, our collections are
minimal, versatile, and perfect for both
daily wear and special occasions. Each
piece is crafted to elevate your style

Social Media effortlessly, combining timeless

aesthetics with long-lasting durability.
Profile Links Whether you're dressing up or keeping it
simple, Palmonas adds a touch of
sophistication to every look.
 APP STORE
OPTIMISATION
ASO SEO

Key Insights

App Title Lacks Important

Keywords- should add demifine

jewellery

App Description Missing Keyword

Optimization

No Responses to User Reviews

 ASO Recommendations
Keywords Description
jewellery app Discover gold plated jewellery, sterling

accessories silver rings, and demi-fine jewellery

18k gold plated jewellery crafted for everyday elegance. Palmonas

brings you lightweight, hypoallergenic,

jewellery brand
and sustainable accessories designed for
jewellery shopping app
modern women who value style and
jewellery app in india
quality without compromise.
 VARIOUS
PLATFORM SEO
 YouTube SEO

TubeRanker
YouTube SEO
Current Observations:

SEO Score: 70 (needs improvement)

Thumbnails: Missing or default
YouTube frames
Video Structure: No timestamps, no
visual hierarchy
No consistent theme, no visible use
of co founder(e.g., Shraddha Kapoor)
 Recommendations
Add Shraddha Kapoor to major key visuals (banners, thumbnails, intro
clips)
Design compelling thumbnails – product close-ups + lifestyle visuals
Stay with the trend- make longer video on current trends and collaborate
with influencers, “how to style” or “unbox latest collection”
Add timestamps: Structure every video with clear segments
Use SEO-rich titles, tags, and descriptions with relevant search terms,
youtube cards, end screen
Set metadata : Country = India, Language = English, Caption Certification =
updated
Google Discovery Page
Web Story:

A unique content format that offers

visually engaging, tappable stories
optimised for mobile users.
Benefit: Web story directly show
content on Google Discovery Page,
increase visibility and drive traffic.
Visually appealing content will help
capture audience attention quickly.
Pinterest SEO
Add proper descriptions

Add Product Links

Comments/Reviews
Pinterest SEO - What It Can Look Like?
Quora SEO
Recommendations:
Establish an official Quora Presence
Engage actively by answering relevant
questions
Add Call-To-Action
Add contextual link to blogs or product
pages
Write description which include relevant
keywords
Collaborate with Quora Top Writers
Quora SEO- What It Can Look Like?

Palmonas is a modern demi-fine jewelry brand known for its minimalist,

tarnish-resistant pieces designed for everyday elegance. We bridge the
gap between fashion and fine jewelry—offering high-quality, gold-plated
designs at accessible prices. Whether you're dressing up or keeping it
casual, Palmonas adds a timeless touch to your look.
Instagram SEO
 Instagram SEO Recommendations
Revamp Content Strategy – Focus on Visual Storytelling

Product Tags are not mentioned

Influencer Collaborations
Go Live with Shraddha Kapoor to boost engagement

Products:
[Link] Solitaire Neclaces
2. Heart Diamond
 Instagram Creatives

Story Reel
X SEO

Recommendations:

Maintain an active post schedule with lifestyle

tips, customer photos, BTS content, and
influencer tags
Promote a giveaway or limited offer: “Follow
us + retweet to win a ₹2,000 Palmonas
voucher!” and run the hashtag
Pinned Tweet Pin a tweet featuring a top
product video, customer testimonial, or
Shraddha Kapoor endorsement
Content Planning Strategy
KEY PERFORMANCE
INDICATORS
 SEMrush / Ahrefs/
Google Search Console
UbberSuggest – Keyword PageSpeed Insights – Core
(GSC) – Impressions, CTR,
tracking, backlinks Web Vitals
rankings, bounce rate

Key Metrics

Blog Engagement-
Number of new referring Domain Authority & Page
Pageviews, shares,
domains- Platforms & Guest Authority (MOZ)
comments
Bloggers
THANK YOU