Goldtheory - E-commerce Brand

GoldTheory (@goldtheory) is a minimalist direct to consumer jewelry brand focused on timeless pieces that allow individuals to express their personal style. The brand was built with a strong emphasis on intentional design, storytelling, and community connection.

GoldTheory operated as both an e-commerce brand and an in-person retail experience through pop up activations.

Founded and scaled GoldTheory as a direct to consumer jewelry brand

Owned end to end brand strategy, social media management, and content creation

Developed and executed organic social media strategies to drive brand awareness and sales

Produced and edited all digital content including product imagery, graphics, reels, and promotional assets

Planned and executed influencer collaborations and UGC partnerships

Managed Shopify storefront, product launches, and campaign rollouts

Planned and executed in-person pop-up events, handling merchandising and customer experience

Managed community engagement across social platforms to build trust and repeat customers

Generated $20K+ in revenue through Shopify, pop up events, and organic social media

Built a loyal online community that supported repeat purchases and brand advocacy

Achieved consistent sales during pop up events, averaging $800–$1,200 per day

Successfully launched and marketed multiple product drops using organic content and influencer partnerships

Established a cohesive, recognizable brand identity across digital and in-person touchpoints