How Mimíkokó turned AI into a jewelry expert for every shopper
Alejandro Romero & Alberto Romero — Co-founders at Mimíkokó
AI resolution rate
Average Ticket Supported by AI
Region
Spain & Europe
Industry
Fine Jewelry eCommerce
When someone spends €300 on a piece of fine jewelry, they don't just click and buy. They ask questions, seek reassurance, want to see more. For Mimikoko, a third-generation jewelry brand from Málaga crafting minimalist 18k gold pieces with natural stones, that consultative moment is everything.
Mimíkokó at a glance
Brothers Alejandro and Alberto come from a jewelry family spanning three generations. Their father spent his career in the trade; they grew up absorbing it. But when they founded Mimikoko in 2021, they had a different vision: fine, minimal, everyday jewelry — 18k gold, natural diamonds, sapphires and rubies — designed for modern women who want to wear heirloom-quality pieces, not store them.
Today, Mimikoko operates both from its Málaga flagship and a growing eCommerce presence. Their average transaction sits at €300–350. Their customers are discerning. And their WhatsApp was becoming a bottleneck.
"My grandfather started it, my father followed. We grew up breathing this. Jewelry is personal, every question matters. And when the volume came, we knew we needed AI to keep up without losing what makes us us."
Alejandro Romero
CEO & Co-founder • Mimíkokó
The challenge: high-touch service at low-touch volume
Jewelry at this price point doesn't sell itself. Customers ask about stone sizes, ring measurements, personalization options, and matching pieces. Many reach out because they're buying a gift, an engagement ring, an anniversary present, and they need genuine guidance, not just a product link.
Before Konvo, Mimíkokó was running on vanilla WhatsApp Business. Alejandro managed the inbox himself, dipping in each morning and evening. There was no segmentation, no campaign tracking, no way to measure whether a conversation led to a sale.
The more you train the AI, the more time it gives back. I can focus on other things instead of being glued answering clients on WhatsApp all day."
— Alejandro Romero, CEO and Co-founder Mimíkokó
As the brand grew, more traffic, more visibility, more queries, the inbox grew with it. Estefanía, their in-store team member, was increasingly pulled away from customers in front of her to answer customers on a screen. Something had to change.
The solution: Meet Katy, Mimikoko's AI Agent jewelry consultant
Mimikoko deployed Konvo's AI Agent on WhatsApp and gave her a name: Katy. They built her from the ground up, uploading product knowledge, defining her tone (warm, close, brand-aligned), and training her on the scenarios most likely to come up in a fine jewelry conversation.
The process wasn't instant. Alejandro is candid about that. "The work of educating the AI has no end. New situations come up constantly." But each gap discovered became new knowledge fed back to Katy, a continuous loop of training, monitoring and improvement.
Today, Katy handles the full inbound journey: recommending pieces based on customer style preferences, answering pre-purchase questions on materials and natural stones, addressing shipping and delivery queries, and capturing opt-ins for future campaigns. When the situation demands a human — a frustrated customer, a complex custom order request, a question Katy can't yet answer precisely — the handoff is seamless, with full conversation context intact.
"Once the AI is educated and you monitor the responses, you save time. Peace of mind. That's what it gives you."
— Alejandro Romero, CEO and Co-founder Mimíkokó
The results: consultative support, at scale
The numbers are striking precisely because of the category. Jewelry is considered one of the hardest verticals for AI support: High emotion, High ticket and High personalization demand.
48%
of conversations resolved by AI without human intervention
550+
customer conversations handled per month — up sharply as traffic and brand awareness grew
Pre-purchase complexity absorbed
Peak periods, covered
Valentine's Day, Christmas, Mother's Day — the moments that would previously mean all-hands-on-deck are now absorbed by the AI
Katy, their Konvo AI Agent, doesn't just answer — she reveals. Through monitoring unresolved queries, the team discovered entire customer intent clusters they hadn't anticipated: specific searches for engagement rings, requests for stone combinations that weren't in the catalog, nuanced gifting scenarios. Each became a training insight. Each made Katy sharper.
The vision: an AI that earns its place in the team
Alejandro sees a near future where Katy, their Konvo AI Agent, resolves the overwhelming majority of conversations end-to-end; including logistics actions like address changes, once connected to their fulfillment stack.
But for him, the shift is also philosophical. The human team won't disappear, they'll evolve. Someone will always be needed to guide the AI, review edge cases, and step in when a customer needs the reassurance of a real voice.
"The vision is simple: the AI handles the volume, customers get fast answers, and we spend our energy building the business, not firefighting the inbox."
Alejandro Romero
CEO & Co-founder • Mimíkokó
Mimikoko is proof that even the most personal category in eCommerce — jewelry, at scale, with genuine expertise — can be elevated by an AI Agent that learns, adapts, and represents a brand with care.
The pieces are handcrafted. The support is intelligent. The experience is seamless.
