ABOUT THE BRAND

From bedroom startup to cult favorite.

Emi Jay is a Los Angeles-based haircare and accessories brand founded in 2009 by Julianne Goldmark and her mother. What began as handcrafted hair ties made in a bedroom has evolved into a cult-favorite label known for its bold, feminine aesthetic and effortless approach to styling. Known for its commitment to quality and self-expression, the brand has cultivated a loyal community by turning every product and interaction into an extension of its curated, expressive identity.

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THE CHALLENGE

Creating direct, sustainable customer relationships in a fragmented digital world.

As their DTC growth accelerated, so did the complexity of meeting customers where they are. With paid social performance becoming harder to control and traditional channels delivering diminishing returns, the team knew it was time to explore new ways to re-engage loyal customers and deepen connection—without increasing cost.

The tipping point came in a conversation with the founder, who mentioned hearing how a peer brand was seeing outsized success through their mobile app. What started as a passing comment quickly gained momentum. Paul White, Senior Manager of Digital & Ecommerce, began evaluating solutions and discovered Tapcart through Nosto’s partner network. The decision became clear after realizing Tapcart’s platform could integrate seamlessly with their tech stack and offer full creative control without additional developer resources.

The goal: create an owned mobile space that delivers a seamless, personalized experience, while reducing friction and reliance on rented channels.

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THE SOLUTION

Fast-to-launch. Easy to manage. Built for high-performing ecommerce teams.

For Paul and the team, Tapcart stood out not just for its design flexibility, but because it allowed them to bring their most important products—like customizable clips and brushes—into the app experience. While other platforms fell short on functionality or felt rigid in design, Tapcart offered the blend of creative control and backend compatibility they needed to launch with speed.

They rolled out with app-exclusive perks like free gifts with purchase and branded phone wallpapers, small touches that encouraged downloads and repeat visits. It wasn’t long before their most engaged customers began organically gravitating to the app, unprompted.

“We realized there’s a loyal segment that doesn’t wait for a discount or reminder. They just open the app on their own and purchase. That’s incredibly valuable when you consider how much it costs to drive that same behavior through other channels.”
Paul White, Senior Manager of Digital & Ecommerce at Emi Jay

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THE STRATEGY

Bringing personalization and brand identity into the palm of the customer’s hand

While many brands struggle to drive mobile app adoption, Emi Jay took a different approach: make the app feel special.

From launch, the app offered things the website didn’t. Exclusive wallpapers, easier access to custom products, and a smoother, more curated shopping experience to name a few. Over time, it evolved into a central brand touchpoint for repeat customers who wanted a more direct way to engage.

Key tactics included:

• Early access and exclusive perks to encourage adoption from existing fans
• App-exclusive product categories and bundles merchandised with care to mirror the brand’s high standard
• Favorites and back-in-stock notifications, giving users an intuitive way to track and shop highly sought-after products

Paul also called out the utility of Tapcart’s push notification system. Unlike email or SMS, push gave them a direct, frictionless way to re-engage customers, without the pressure of subject line A/B tests, deliverability concerns, or paid acquisition costs.

“It’s an intimate channel. Even when we’re not actively pushing, we see people coming in and purchasing. That tells me the app is doing its job: keeping us top of mind.”
Paul White, Senior Manager of Digital & Ecommerce at Emi Jay

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THE RESULTS

Higher CVR, AOV, UPT, and a more efficient path to revenue.

Emi Jay’s app strategy focused on more than simply adding another channel. It was designed to make high-value customers easier to reach and more likely to convert. And the data confirms it delivered.

Here’s how the app stacks up against mobile web:

• 86.4% higher conversion rate
• 27.3% increase in average order value 
• 98.6% higher revenue per session
• 33.3% more units per transaction
  

These gains weren’t driven by heavy discounts or constant promotional nudges. They came from giving customers faster access to what they want, in a more personalized, user-friendly space.

The app lets Emi Jay show up differently for customers who are ready to buy and value ease, exclusivity, and brand affinity. In many cases, these customers are bypassing email and ads altogether, going straight to the app to shop on their own terms.

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THE FUTURE

Scaling personalization and driving deeper brand connection

Looking ahead, Paul is focused on making the app experience even more dynamic. He envisions a mobile storefront that adapts to the individual user—merchandising collections in real time based on preferences, behavior, and past purchases.

To get there, he’s evaluating personalization tools that go beyond basic segmentation, and working with Tapcart’s team to identify integrations that can support this next phase of growth.

The app now plays a central role in driving retention, strengthening brand equity, and setting a higher standard for what a mobile experience can deliver.

“Customers who use the app have a different relationship with the brand. It lives on their phone, becomes part of their daily habits, and draws them back in, creating a level of stickiness that’s hard to replicate through other channels.”
Paul White, Senior Manager of Digital & Ecommerce at Emi Jay

Want to create mobile moments like Emi Jay? Explore Tapcart.