How Arms Of Eve scaled to $20M using Starshipit

2025-04-10

Written by Kimberley Hughes

Arms Of Eve is the kind of success story that makes you sit up and take notice – a visually-driven lifestyle brand focused on jewellery and accessories, that's gone from humble beginnings to a $20 million eCommerce powerhouse in less than a decade. Founded by Kerryn and Aaron Langer after relocating from Los Angeles to Australia, they caught the eCommerce wave early, turning a passion for accessories into a brand that has grown to over 116k Instagram followers and glowing features in magazines like Vogue and Elle.

But rapid growth brought shipping challenges that could’ve tripped them up – hidden costs, carrier complexities, and intricate orders tested their limits. That is, until they turned to Starshipit as their trusted shipping platform.

From market stalls to millions

What started as handbags and hats sold at local markets took off when marketplace The Iconic enabled Arms Of Eve to sell online, legitimising the brand’s presence and paving the way for further transformation. Today, they’re a multi-million-dollar lifestyle brand, selling jewellery, clothing, hats, sunglasses, and more – with physical stores lighting up New South Wales and Queensland, Australia.

Known for personal touches like sustainable packaging, their personalised Charm Builder and engraving, they’ve grown a highly engaged audience.

And behind it all? A knack for planning ahead, with Aaron’s sharp eye on a tech stack that fuels growth and keeps expenses optimised.

“ Starshipit was a game-changer from a cost-saving perspective and has been a consistent partner ever since.” Aaron Langer, Co-Founder at Arms Of Eve

Let’s take a closer look at these challenges, how they tackled them, and the results that let Arms Of Eve focus on building their brand (and beautiful charms):

Challenges: Logistical roadblocks

Arms Of Eve’s rise from a humble home-based operation to a global brand wasn’t without its share of shipping struggles. But as their order volumes climbed and product range broadened, their early attention to a solid logistics setup paid off.

Hidden fees were lurking around every corner, requiring frequent monitoring, carrier management risked logistical complexities, and their personalised orders could have pushed the dispatch team to the edge.

These wouldn’t have been minor hiccups; they would have been critical obstacles derailing their growth. However, they could all be avoided thanks to the use of Starshipit.

Per-label fees stifling growth

Shipping costs were an issue early on in their journey, with many platforms charging a fee per label, which would have scaled painfully with every order. This would have been a financial burden that hit harder as their business grew, threatening to cap their ambitions. “Some platforms charge you additional label fees for every order you ship, on top of the carrier rate, essentially penalising you for scaling,” Aaron explains.

Even negotiating better shipping rates with their carriers would eventually be undermined by shipping platforms charging additional costs on top of their platform fees. For a brand with big plans, this was a cash flow squeeze they couldn’t sustain.

Requiring international carrier options

Expanding globally meant navigating a sea of carriers. As they grew, they required multiple carrier options for different use cases – moving over to UPS for its express options and Australia Post for standard and local delivery.

Handovers between carriers raised concerns for the team about tracking gaps and delays, putting the customer experience at risk.

To tackle this risk head-on, their technology wish list emphasised a need to switch between the best carriers for maximum agility.

“Whether it’s pulling orders from Shopify, updating our ERP system Cin7, or automatically allocating shipments to the best local and global carriers, everything runs smoothly through Starshipit.”

Adam Harding, Warehouse Manager at Arms Of Eve

Complex multi-SKU bundling and partial fulfilments

Personalisation set Arms Of Eve apart, but it turned dispatch into a logistical puzzle. With “stacks” (custom bundles like bracelet stacks) and their Charm Builder with custom engraving, their SKUs jumped from around 200 to over 2000, creating a complex workflow for fulfilment.

Bespoke orders required intricate picking, packing, and inventory logic – think partial shipments for pre-orders or split bundles – something that a home-based system could not have handled without a huge upfront investment and ongoing development costs.

Scaling from a smaller operation to a warehouse increased the need for a streamlined system to process both detailed packing instructions and partial shipments, something Starshipit handled thanks to its many integration capabilities.

The solution: Flexible tech leads the way

Aaron refers to Starshipit as a “unicorn discovery,” a stark contrast to the high costs they’d been presented by other shipping partners.

Saving 1000s by eliminating per-label fees

Starshipit tackled the per-label fee issue head-on, providing a flat-rate pricing structure that removed the financial sting of scaling.

Unlike other platforms that tacked on charges for every shipment, Starshipit’s approach saved Arms Of Eve 1000s – funds they could redirect into growing their business and opening new stores in exclusive areas like Noosa and Westfield Bondi Junction.

Starshipit’s Product Marketing Lead, David Renwick, expands on this:

“When brands wish to use their own negotiated carrier rates as opposed to a shipping platforms predetermined rates, many platforms charge additional fees for every label printed. This means that when order volume increases, shipping costs follow. For example, shipping 500 orders per month with a $0.30 per-label fee adds up to $150 in extra charges. This is effectively penalising brands for growth and creating a disincentive to scale efficiently. This is not the case when using Starshipit – instead, retailers are encouraged to bring their own rates, allowing them to control their shipping options, unlock savings and thereby empowering them to scale.

Seamless carrier integration

Starshipit brought clarity to Arms Of Eve’s carrier complexity, consolidating UPS, and Australia Post into a unified, highly adaptable platform.

The transition to UPS for its U.S. network and speed, then to Australia Post for cost-effective local and standard options, became effortless with Starshipit’s smooth multi-carrier management functionality.

Concerns about tracking gaps faded as the platform maintained clear visibility across handovers, ensuring reliability.

This agility allowed Arms Of Eve to optimise their carrier choices based on destination and urgency, supporting their global ambitions without compromising their stellar service.

Streamlined complex dispatch processes

Emphasising a key challenge, Brand Director Olivia Taibel says:

“ Shipping jewellery is complex, especially with our personalised approach – offering a charm builder, engraving, custom notes, and sustainable packaging, all of which are carefully assembled by our warehouse team. With so many variables, Starshipit is essential for keeping our systems connected and ensuring an exceptional customer experience with every order.”

Starshipit turned Arms Of Eve’s intricate dispatch into a well-oiled machine. Integrated with Shopify and Cin7, the platform managed their 2000+ SKUs, handling everything from Charm Builder orders to custom stacks with precision.

Warehouse digitisation, including barcoding and scanners, has simplified picking and packing, while support for partial shipments keep pre-orders and split bundles on track.

During Black Friday, Starshipit and its integration partners powered through a 177% order surge, upholding Arms Of Eve’s 24-hour dispatch commitment without a hitch.

Results: Growth unlocked

Starshipit’s impact on Arms Of Eve goes beyond logistics, it’s about enabling a brand to thrive without the burden of shipping headaches.

Since 2016, the platform has delivered practical, lasting benefits, from operational efficiency to enhanced customer satisfaction.

These outcomes have given Arms Of Eve the confidence to chase their vision, proving Starshipit’s value as a partner in their $20 million success story.

Here’s what they’ve achieved:

A consistent partner since 2016

Starshipit has remained a cornerstone of Arms Of Eve’s tech stack, when eCommerce was a small fraction of sales. As they’ve grown to a $20 million brand, the platform has adapted to their rising order volumes, outlasting other tools that couldn’t keep up.

This longevity reflects a dependable foundation that’s supported their journey from market stall to multi-store retailer.

Efficiency under pressure

Starshipit proved its value during Black Friday, managing a 177% order spike with ease. The platform’s integrations and digitised warehouse processes ensured no delays or overtime, maintaining smooth operations under pressure.

This efficiency allowed Arms Of Eve to handle peak demand confidently, reinforcing their brands’ reputation for reliability, even during the busiest seasons.

Exceeding customer expectations

Starshipit underpins Arms Of Eve’s commitment to fast, accurate delivery, enhancing their customer experience.

From click-and-collect to same-day Sydney options and store-to-warehouse splits, the platform keeps orders flowing seamlessly, meeting their 24-hour dispatch promise.

This consistency has built trust with their engaged audience, turning satisfied buyers into loyal advocates.

“ My advice to all eCommerce teams is to find the right partners early on. For us, Starshipit has been more than just a platform. From day one, it felt like they were genuinely invested in our success. They make shipping seamless, so we can focus on what matters most: our customers."

Kerryn Langer, Director and Co-Founder at Arms Of Eve