JAXXON’s Journey to 100,000 Five-Star Reviews
Learn how JAXXON turned reviews into a growth engine, scaling trust, UGC, conversions, and loyalty through a connected Okendo-powered review ecosystem.
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About JAXXON
JAXXON is a modern men’s jewelry brand making premium design accessible. Known for durable chains, bracelets, and rings crafted from solid gold and sterling silver, the brand blends elevated style with everyday wearability.
Built online with a strong community-first mindset, JAXXON stands out in a category where credibility matters. As the brand scaled, one thing became increasingly clear: trust was the biggest growth lever.
Reviews are the strategy
For JAXXON, reviews aren’t just about winning the first purchase they’re a way to re-engage customers, reinforce loyalty, and build community over time.
Many brands treat reviews as a post-purchase checkbox. JAXXON treated them as infrastructure.
“In my opinion, reviews are where it’s at. I don’t think enough people use reviews as a strategy. 100,000 five-star reviews wasn’t a vanity goal—it was the proof point we needed to lead with trust everywhere.”
– Caela Castillo, Director of Customer Experience, JAXXON
Turning 100,000 five-star reviews into a trust signal everywhere
JAXXON adopted a proof-first approach, showcasing real customer feedback at every decision point across the buying journey:
- Homepage and site banners to establish instant legitimacy
- PDP social proof modules to reduce purchase hesitation and increase conversion
- Paid social and performance ads as a credibility-first hook
- Email and lifecycle flows to build confidence after engagement
“That number does the convincing before we say a word. It immediately changes how new customers perceive us.”
— Caela Castillo, Director of Customer Experience, JAXXON
The Challenge
As JAXXON grew, the team faced three core challenges:
- Scaling review volume without compromising credibility
- Collect more high-quality UGC photos and videos
- Ensuring key product categories, like watches and new launches, had enough coverage to convert
The team needed a solution that integrates seamlessly into their existing tech stack.
The Solution
JAXXON chose Okendo because it offered more than review collection—it offered a connected system.
Okendo stood out for three reasons:
- Deep integrations with tools JAXXON already relied on (Gorgias, Attentive, Shop App)
- Flexibility to support both scalable automation and high-touch, manual workflows
- A single platform with true partnership support, including ongoing CSM collaboration and benchmarking
“Okendo became part of how we operate. It wasn’t just collecting reviews — it enabled the strategies we were trying to run.”
— Caela Castillo, Director of Customer Experience, JAXXON
JAXXON prominently features reviews on their homepage
The review ecosystem
JAXXON uses Okendo as the hub and integrations as force multipliers. They don’t rely on a single review channel, they stack sources, using Okendo as the foundation that unified everything.
- Okendo review flows (always-on email collection)
- Shop App automatic review requests for incremental volume
- Attentive SMS review requests for subscribed, high-intent customers
- Gorgias → Okendo service review requests triggered by positive support interactions
Each integration served a clear purpose:
- Shop App drove additional volume
- Attentive increased response and media completion
- Gorgias turned human moments into high-trust reviews
- Okendo ensured a consistent, unified review experience
JAXXON’s review playbook
1. Always-on incentives review request
JAXXON incentivizes all reviews—never requiring a five-star rating, ensuring authenticity and protecting trust. This keeps customers engaged after purchase and creates a natural reason to return.
To encourage quality reviews, specially to include media, incentives are tiered:
- Submit a review → $45 off your next order (minimum $100 purchase)
- Submit a review + photo → $50 off your next order (minimum $100 purchase)
- Submit a review + video → $55 off your next order (minimum $100 purchase)
“We never incentivize sentiment. We incentivize participation. Any review gets rewarded, and we increase incentives for photos and videos because that’s what actually builds trust.”
– Caela Castillo, Director of Customer Experience, JAXXON
Coupon settings in Okendo
2. Hero mechanic: turning great support into reviews
Instead of traditional CSAT surveys, JAXXON uses Okendo service review star ratings as a satisfaction signal, this turns positive support moments into long-term brand affinity.
After a strong support interaction:
- Agents trigger a Gorgias macro
- The macro sends an Okendo service review request
- These requests convert at ~30%
“When my team has a great interaction, we send a review request right away—and those convert around 30%. I didn’t want customers filling out survey after survey; I wanted real reviews we could actually use.”
– Caela Castillo, Director of Customer Experience, JAXXON
Macro template in Gorgias
3. Targeted sends for a second chance
To close review coverage gaps, JAXXON runs targeted sends through Okendo to customers who didn’t review after purchase. This reactivates customers who would otherwise go silent.
These sends are deployed strategically based on:
- By purchase month
- By category
- By key SKUs that need stronger social proof
“A targeted send is basically giving people a second chance if they forgot to leave a review. It’s hard to push a product if we’ve sold hundreds but only have 14 reviews. Targeted sends help us fix that.”
– Caela Castillo, Director of Customer Experience, JAXXON
Okendo Reviews reporting
4. High-touch outreach for premium feedback
When depth matters more than scale, Caela reaches out personally to a small group of customers using direct Okendo review links. These reviews consistently become some of JAXXON’s most valuable assets across PDPs and paid media.
“Sometimes it’s easier when there’s an actual message behind it—‘Hey, I’m Caela’—not just another automated email.”
– Caela Castillo, Director of Customer Experience, JAXXON
Dashboard of direct links for targeted product reviews
Key takeaways
At JAXXON, reviews aren’t just for conversion — they power both acquisition and retention.
Customer feedback collected through Okendo is used across the business to attract new customers, keep existing ones engaged, and strengthen community over time.
- Marketing: Review language fuels email, gifting, and lifecycle messaging that feels personal and authentic
- Merchandising: Reviews reveal what customers love and uncover on-site friction
- Product: Feedback patterns guide what to improve, iterate, or prioritize next
Reviews also help JAXXON identify their Superfans, repeat reviewers who consistently advocate for the brand are nurtured with a more personalized experiences.
In an AI-driven world where automation is everywhere, human signals matter more than ever. Reviews, shout-outs, and repeat advocacy are how JAXXON builds community at scale. Trust doesn’t come from one review. It comes from consistency, scale, and a community that grows with you.
Learn from the experts
Join our upcoming webinar featuring Caela Castillo, Director of CX at JAXXON. She’ll share the strategy, results, and exact tactics behind how JAXXON turned reviews into a revenue driver, with time for live Q&A.
