Launching a Jewelry Brand from Scratch

The starting point was a product, not yet a brand: lab-grown diamond jewelry with no defined brand identity, positioning, social presence or launch story. My task was to connect these elements into a coherent public debut.

Brand strategy

Developed the brand philosophy, positioning, brand book and visual direction, giving the product a defined narrative and a consistent way to present itself.

Content & production

Created the concept and script for the brand film, and produced the launch photography and video.

Social media

Launched Instagram and built the initial content and visual storytelling system so the brand had a coherent presence from the outset.

PR launch

Built the launch story around the founder’s red-carpet appearance at the Venice Film Festival. This was a brand communications project around the founder’s appearance, rather than production of the festival itself.

A defined brand, a social presence and an international PR debut. The campaign included 50 targeted media pitches and earned 2 media mentions, including a launch feature in SFLStyle, a US lifestyle publication.