Brand: Goldora by iDD

Problem: iDD needed a new collection with its own identity, not another line in the catalog.

Idea: “Luxury that feels like you.” A warm, amber, editorial world where the jewelry belongs to the woman wearing it, not the other way around.

What I did: Conceived the collection’s brand from scratch: concept, positioning and visual language. Creative directed the shoot, including casting, lighting and set design, managed budget and vendors, and led a team of two to roll the assets out across retailer lookbooks, trade ads, digital and in-store materials.

Results: $1M+ in sales. Adopted by multiple luxury jewelry retailers, with the campaign becoming the line’s primary sales tool nationally.