Navigating the challenges involved a multi-tiered strategy, educating the market about lab-grown diamonds and Grown Brilliance's unique selling points was pivotal; We focused on creating a Share of Search, differentiated Grown Brilliance from competitors, and worked on establishing credibility in a highly competitive industry by emphasising on the fact that the customer can buy a bigger ring and get their chance of getting a 'yes' from their partner higher. This was a key charactristic of our success, as we understood people buy rings mainly for one reason; to propose and a get a 'yes', rather than caring about the price. Leveraging platforms like Google Ads, Meta Ads, Pinterest, and strategic brand partnerships, we executed a cost-effective marketing campaign. Some of our strategies included discounted media placements and early adoption, machine learning for algorithm optimization, achieving an impressive Share of Search, targeted remarketing, creative differentiation, and community engagement via brand partnerships. This approach resulted in monumental achievements: Grown Brilliance witnessed a revenue increase from $0 to $200M, achieved a 2x+ ROAS month over month, expanded Share of Search from 0% to 3.5%, and accumulated over 4,500 orders within 18 months.