Building a B2B pipeline for a 180-year-old heritage jewellery business
With a family legacy spanning 180 years and five generations, our client has spent more than 35 years specialising in antique jewellery, heirloom collections, professional valuations, and jewellery liquidation. As a government-approved valuer, the business helps families, advisors, and institutions assess valuable assets, document inherited collections, and navigate asset transfers. The objective was to extend its reach beyond traditional networks into accounting, wealth management, private banking, insurance, and lending.
The Challenge
Antique jewellery valuation and liquidation are highly specialised services. Unlike conventional jewellery retail, these requirements typically involve inherited assets, collections without formal documentation, estate divisions, and families seeking trusted guidance on high-value possessions.
While credibility was firmly established through generations of industry experience, the challenge was making that specialist expertise visible to advisors and intermediaries outside its existing network.
Each professional group had fundamentally different responsibilities: a Chartered Accountant encounters inherited jewellery during estate tax filing; a Wealth Manager encounters undocumented jewellery during family estate planning; an insurance professional needs specialist assessment for older pieces; a gold loan lender requires risk checks on mixed purity items. A generic valuation pitch would have fallen completely flat.
The Approach: Heritage-Led Credibility & Professional Segmentation
Rather than focusing exclusively on jewellery traders and collectors, Myntmore expanded outreach into adjacent professional sectors where jewellery assets naturally form part of broader wealth, tax, or lending workflows:
Chartered Accountants (CAs)
Positioned around formal valuation requirements, documentation of inherited assets, and supporting families through estate settlements.
Wealth Managers & Private Bankers
Approached around high-value jewellery holdings frequently left out of estate planning portfolios and wealth transfers.
Insurance Claims Teams
Approached around assessment accuracy for older, antique, or mixed pieces lacking original purchase bills.
Gold Loan Institutions
Approached around valuation accuracy, risk management, and the complexities of assessing mixed-era ornaments.
The 3-Stage Outreach Architecture
1. Connection Request
Establish relevance through shared context, family business heritage, or specialist credentials.
2. First Follow-Up
Introduce a practical situation where valuation, liquidation, or documentation expertise assists their clients.
3. Relationship Nurture
Keep channels open with direct contact details and scheduling options without repeating a hard pitch.
Outreach Results by Segment
Across the broader campaign, Myntmore sent 2,298 connection requests, generating 897 accepted connections, 392 responses, 68 hot leads, and 9 scheduled meetings. The 5 detailed ICP segments below represent 1,197 targeted profiles:
| Segment | Acceptance | Response | Hot Leads | Strategic Notes |
|---|---|---|---|---|
| Chartered Accountants | 38.27% | 49.71% | 9 | Highest response rate and hot-lead volume; 86 responses and 2 meetings |
| Wealth Managers | 57.60% | 27.78% | 5 | Highest acceptance rate, showing strong initial willingness to connect |
| Insurance Claims | 43.90% | 40.00% | 3 | Strong post-connection engagement with 36 responses |
| Gold Loans | 55.00% | 30.91% | 6 | Strong acceptance rate and 2 scheduled meetings |
| Private Banking | 39.07% | 32.14% | 7 | Second-highest hot-lead volume with significant relationship upside |
Acceptance vs. Conversion Dynamics
The campaign highlighted an important pattern: Wealth Managers were the most receptive to connecting (57.60% acceptance), but Chartered Accountants generated the highest post-connection response (49.71%) and lead volume (9 hot leads, 2 booked meetings). Meanwhile, Gold Loan executives converted with high intent, delivering 2 scheduled meetings from a focused list.
Why It Worked: Making Heritage Relevant to Modern Financial Services
A 180-year family legacy establishes instant credibility, but heritage alone does not explain why an accountant, wealth manager, or lender should take time out of their day. The strength of the approach came from translating decades of specialized experience into tangible utility:
- ✓Role-Specific Triggers: Tax advisors heard about documentation; wealth planners heard about overlooked estate components; claims adjusters heard about dispute resolution.
- ✓Pre-Positioning Before Need Arises: Valuations are milestone-driven events. Establishing trust in advance ensured our client was top-of-mind the moment an estate settlement or liquidation requirement occurred.
- ✓Expanding Beyond Traditional Guilds: Looking past standard jewellery trade shows directly into advisory professions opened completely uncontested referral pipelines.
Key Takeaways & What We Learned
168 hot leads and 9 meetings booked across non-traditional networks
Validating that high-end heritage expertise can tap into financial and accounting ecosystems for predictable deal flow.
2Chartered Accountants delivered the deepest engagement
With a 49.71% response rate and 9 hot leads, CAs proved to be natural referral partners facing frequent client valuation questions.
3Wealth Managers exhibited highest initial curiosity
A 57.60% acceptance rate demonstrated that wealth professionals readily welcome estate valuation specialists into their networks.
4High acceptance does not equal immediate commercial intent
Some segments connect easily but require ongoing nurturing; others connect at standard rates but convert immediately into meetings.
5Relevance always beats generic prestige
Connecting a 180-year legacy to real-world use cases in accounting, estate planning, and lending turned historical credentials into modern business opportunities.
Services used in this engagement
Go deeper
The method behind this result.
- GuideThe AI Tech Stack Behind a Jewellery Outbound EngineHow specialised tooling and high-precision targeting scale bespoke luxury and B2B pipelines.
- Guide58 Meetings Booked from 600 LinkedIn ConnectionsThe five-step LinkedIn framework: ICP, positioning, warm-up, a five-message sequence and follow-ups.
- ReadThe Silent Salesperson: LinkedIn Lead MachineFixing the part of LinkedIn most founders ignore: the profile people check before reading your posts.
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