Case study: Órsona

Three channels into one system. Evenings back.

Órsona is a jewellery studio in Edinburgh run by its founder. Customers arrived through Instagram, the website and email, and every message was answered by hand, mostly at night. We connected the channels into one system, then built a content engine that plans each week from live performance data.

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Updated October 2026

In short

Norloch built a unified messaging and content system for Órsona, an Edinburgh jewellery studio. Instagram, website and email enquiries were connected into one drafting workflow with human approval, and a weekly content plan was generated from live performance data. Results: booking link clicks up 41.8%, a single post reaching 33,813 views, and three separate channels reduced to one system. Built with Zapier and Claude on the studio's existing tools.

Key metrics

What changed.

+41.8%booking link clicks

33,813views on a single post

3 → 1channels into one system

The story

Where they were.

A one-person studio with a strong product and a growing following. Enquiries came in through Instagram DMs, a website form and email, each checked separately, each answered by the founder, usually after the studio closed. There was no content plan; posting happened when there was time, and what worked was a guess.

The cost wasn't the messages. It was the evenings, and the bookings lost to slow replies.

What we built

One inbox. One plan.

Unified messaging.

Instagram DMs, website form submissions and email routed into one place. Each message classified, and a reply drafted in the studio's own voice for the founder to approve and send in minutes rather than hours.

Human in the loop.

Nothing goes to a customer without a person reading it. The system drafts; the founder decides.

A data-led content engine.

Weekly content plans generated from what the audience actually responded to the week before, so the studio stopped guessing what to post.

Built on tools already paid for.

Zapier for the plumbing, Claude for the drafting, the existing website and Instagram account. No new platform, no new subscription to us.

Where they are now

Responses in minutes. A post that reached 33,813 people.

Replies go out in minutes, during the day, in a consistent voice. The content plan is written for the founder each week and adjusted against live data. Taps from the profile link to the booking page rose 41.8%. The founder got her evenings back.

The same approach, scaled up, is what freed 100 hours a month for an Edinburgh accountancy practice. Read that case study

Could this work for your business?

Free 30-minute call. If your enquiries arrive in three places and get answered in the evening, this is a short conversation.

Book a free call

or email hello@norloch.co.uk