A Shop of Things & Burning Love

Strategy & Paid Media Services

“I always thought my brands spoke for themselves. The customer base for both of my websites and stores was really solid and I thought I had a great understanding of how my business fluctuated throughout the year. Things quickly changed in 2024 due to so many sudden changes in the economy.

Sales were becoming increasingly unpredictable and I knew I needed additional support. This all coincided with the opening of my newer brick and mortar in New York City, and when Avanti came on board they quickly turned things around and I saw results immediately.

Avanti offers so much support that I am able to focus on other important aspects of my business to build it stronger for whatever tomorrow may bring.”

  — Mia Calotta — Owner, A Shop of Things & Burning Love

At A Glance

  • $1.47M Tracked Revenue

  • 4.73 Blended ROAS

  • 18,683 Purchases

  • $312k Total Ad Spend

  • 5.38 Burning Love ROAS

  • Partnered since Aug 2024

The Client

A Shop of Things and Burning Love are sister brands with a shared soul. Founded by Nashville entrepreneur Mia Calotta, both operate brick-and-mortar locations in Nashville and New York City — and sell online across the US.

A Shop of Things is a curated lifestyle boutique: home goods, thoughtful gifts, and everyday objects with character. Burning Love is a curated head shop and accessories brand — the kind of shop with a distinct point of view, a loyal following, and a product mix that turns first-time buyers into regulars.

They’re different brands, but they share a customer base, a retail footprint, and a need for a paid media partner who could turn existing brand equity into measurable, scalable revenue.

The Situation

When Mia engaged Avanti in August 2024, she had built two thriving brands largely on the strength of her products and the loyalty of her community. Paid advertising had gone quiet. No active Meta campaigns. No Google structure. No retargeting, no prospecting, no spend.

Then came the headwinds. Economic uncertainty in 2024 made sales increasingly unpredictable across both brands — the kind of volatility that's hard to plan around and harder to outrun without a systematic revenue engine behind you.

At the same time, Mia was opening a new brick-and-mortar location in New York City — a significant expansion that demanded both operational focus and a reliable way to drive traffic and revenue online. The timing created urgency. Avanti was brought on to rebuild paid advertising from the ground up and scale it fast enough to actually move the needle.

The Approach

Avanti was engaged with a single mandate: build the revenue engine. The engagement runs as a true performance partnership — fees scale with client results, not hours logged. That alignment isn’t just a fee structure; it’s a philosophy. Every budget decision, every creative call, every pivot gets made through the same lens: is this moving revenue?

Channels

  • Meta Ads — Primary revenue driver across both brands. Advantage+ Shopping Campaigns for prospecting, layered with remarketing to capture warm audiences.
  • Google Ads — Supporting coverage for A Shop of Things via Performance Max Shopping and brand search, capturing intent across the full funnel.

How We Think About It

Start efficient. Then scale.

We don’t open the throttle on day one. Campaigns launched lean, with tightly controlled spend to establish baseline performance and identify the highest-converting audiences before meaningful budget went in. Burning Love’s first two months delivered 10x and 15x ROAS — proof of concept before we scaled.

Let the platform work. Keep the strategy yours.

Meta’s Advantage+ campaigns are genuinely good at delivery optimization. We use them. But creative direction, audience architecture, budget allocation, and campaign structure stay hands-on — this isn’t a ‘set it and forget it’ engagement.

ROAS tells part of the story. Revenue tells the whole one.

As spend scales, ROAS normalizes — that’s not a red flag, it’s how growth works. A 5.38x ROAS at real spending levels is a far better business outcome than a 10x on a shoestring. We’re optimizing for revenue growth, not the metric that looks best in a deck.

Sister brands. Shared upside.

A Shop of Things and Burning Love aren’t just managed together for convenience — it’s strategically meaningful. The brands share physical retail space in Nashville and New York City and significant customer overlap. A customer driven in by a Meta ad for one brand regularly converts across both — in-store and online. Paid media investment across these brands doesn’t add up in a straight line; it compounds.