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This summer, we’re diving into how user-generated content is helping brands create authentic, lasting connections with their audiences. From capturing real-life moments under the sun to sharing stories that spark inspiration, UGC has the power to transform casual admirers into loyal brand advocates. By putting their customers in the spotlight, brands can build trust, boost engagement, and turn their community into their greatest ambassadors.
This August, we’re celebrating Edblad—a Swedish jewellery brand that blends timeless Scandinavian design with a sustainable mindset. Known for its elegant pieces crafted to be worn every day, Edblad shines brightest when its customers share how they style their jewellery for summer—whether it’s for a seaside escape, a city stroll, or a sun-drenched garden party.
Discover how Edblad uses the Flowbox UGC Platform to bring these real-life moments to the forefront—and learn how you can make the most of summer storytelling to showcase your brand’s unique style. Keep reading to see how authentic customer content can make your products not just be seen, but truly lived in.
Edblad has embraced the power of user-generated content to showcase their customers’ authentic style and everyday moments.
From the very first click, visitors are greeted with a stunning UGC gallery right on the homepage—featuring real photos shared by Edblad’s community. It’s an inspiring glimpse into how people wear and style Edblad jewellery, offering ideas and a taste of the elegance they can discover throughout the website.
The brand has also launched a dedicated community section on its website, where visitors can explore inspiring content from Edblad customers—tailored to the specific type of jewellery they’re searching for.
“At Edblad, we’ve always had a deep connection with our community – they’re not just customers, they’re part of our story. We started noticing how beautifully people were styling our jewellery in their everyday lives, sharing creative, personal moments that felt both real and inspiring. That sparked the idea: how could we bring those authentic expressions into our own channels?”
Sara Althini, CMO at Edblad
Additionally, UGC has been integrated into product pages, enabling consumers to see how the products look and fit in real-life settings.
User-generated content offers a wide range of benefits—and one of the most powerful integrations is within your email marketing strategy. UGC has the potential to complement your campaigns, boosting both conversions and click-through rates.
The process is simple, and Edblad has mastered it: by placing a UGC gallery at the bottom of their newsletter, they showcase real customer experiences that spark engagement. With just one click, readers are taken to the brand’s website to discover even more product inspiration.
Real images or testimonials naturally feel more engaging than a generic product spotlight. It also gives subscribers social proof, which is a proven driver of purchase decisions.
Marketers often treat social media and emails as separate channels, but combining them unlocks more impact. If you bring UGC into your emails, you can repurpose social content, drive attention to hashtag campaigns, and showcase real customer experiences.
Simple tactics like featuring customer photos, promoting branded hashtags, or running subscriber-only photo contests can boost engagement and sales. The bottom line is: email and social shouldn’t live in silos—together, they’re far more powerful.
“Our goal with UGC was to celebrate that creativity, build stronger engagement, and let our audience see how Edblad jewellery lives and moves in the real world –beyond the studio.”
Sara Althini, CMO at Edblad
The content goes beyond showcasing jewelry; it tells the story of a community that celebrates style, cherishes meaningful moments, and inspires one another.
Through reposts, giveaways, and customer stories in newsletters or lookbooks, Edblad creates a welcoming, inclusive community where people feel valued and inspired. This authentic approach reinforces customer loyalty and encourages ongoing engagement with the brand.
Flowbox enables brands to fully harness the power of user-generated content, making it easy to collect, curate, and showcase authentic customer experiences across marketing channels.
“Flowbox stood out because they offered not just a platform, but a partnership. The interface was intuitive, the integration seamless, and the support team incredibly responsive. But most importantly, they understood the value of storytelling through real people – something that aligns closely with our brand philosophy. We felt they could help us scale UGC in a way that felt organic and on-brand.”
Sara Althini, CMO at Edblad
Since implementing Flowbox, the brand has proved that when you empower your clients to share their stories by featuring UGC, the results are powerful.
“The experience has been smooth and rewarding. We’ve seen a clear uplift in engagement and conversion when UGC is featured, and it’s added a layer of authenticity to our digital presence. Most importantly, it’s created a more vibrant dialogue with our community – which is exactly what we hoped for.”
Sara Althini, CMO at Edblad
Edblad’s approach goes beyond showcasing jewellery; it highlights a community that celebrates individuality, shares meaningful moments, and inspires one another.
Implementing a user-generated content strategy can transform your eCommerce brand —boosting conversions while cultivating a loyal community eager to share their stories. By featuring genuine customer content, you build trust and craft a shopping experience that feels both engaging and authentically connected.
Explore how leading brands in the jewellery industry have successfully integrated UGC to boost sales and enhance their brand presence—proving the power of customer-driven content.
Big congratulations to Edblad for being named Flowboxer of the Month for this Summer! Stay tuned for next month’s featured brands and insights.
Ready to harness the power of UGC? Click here to book a demo of our platform and start turning your customers into your most valuable brand ambassadors today!
