This paper advances knowledge of human behavioural and adaptational strategies in coastal areas related to acquiring, producing and distributing ornaments, specifically, the omnipresent marine gastropod Columbella rustica. By applying quantitative and qualitative approaches to the most extensive collection of Columbella rustica shells in the Eastern Adriatic region discovered in the Late Upper Palaeolithic and Mesolithic levels of Vlakno cave in Croatia, we have determined the complete step-by-step life cycle of this bead type, in particular, where and how shells were collected, produced, used, distributed and discarded. By integrating different methodologies, our data revealed changes in the collection strategies, reduction of the shell size during the Mesolithic period, and standardisation and continuity in production techniques. Detailed analyses of broken shells in the archaeological assemblage identified the presence of technological traces resulting from processing mistakes, supporting our hypothesis of on-site production. A significant share of used and unused standardised beads points that bead production at this site was for personal use but also likely for the exchange and distribution systems. Standardised, systematic and long-lasting activity related to the ornaments places Vlakno cave as one of the leading centres for maintaining regional exchange and communication networks in the Eastern Adriatic region during significant climatic and environmental changes happening in this region in the Late Pleniglacial and the early Holocene. Detecting on-site activities related to the ornaments in Vlakno cave has extended our understanding of how symbolic motives influenced the settlement model of the Late Pleniglacial and Early Holocene hunter-gatherers in Eastern Adriatic region and overall contributed to fundamental questions about the complexity of ancient human societies' adaptation strategies.