Created and developed from concept to market. I defined the positioning, brand architecture and long-term direction, establishing it as a restrained, design-led label rather than a trend-based jewellery line.

I built the identity system from the ground up, including naming, visual language, tone of voice and product narrative. Product development spans concept design, prototyping, supplier coordination and production oversight, ensuring consistency between idea and execution.

I directed all campaign development, including shoot concepts, art direction, casting and visual rollout across digital channels. E-commerce structure, pricing strategy and launch sequencing were defined to support sustainable growth rather than rapid volume.