Betsy & Iya

Audience Research | Content Strategy & Execution | Creative Strategy | Influencer Partnership | Photo Art Direction & Production

• Product category challenge

  The brand known for its handcrafted fashion jewelry was launching a fine jewelry line and sought to raise awareness in time for the winter shopping season.

• Collection launch challenge

  The brand sought support to launch Dako, a new collection within the fashion jewelry line.

Launching fine jewelry with a consumer-centric holiday campaign.

Rather than segment marketing materials by category (fine vs. fashion), we conceptualized digital gift guides around four distinct personas — The Romantic, The Entertainer, The Caretaker, and The Adventurer — inspired by insights from our customer surveys.

Given the winter launch target, gift guides were especially relevant to the timing. We seamlessly grew awareness and interest in this new category by combining fashion and fine. Coupled with this, we updated the website for visitors to quickly discover and easily navigate the fine and fashion lines, driving sales with our audience.

Gift Guide Persona: The Romantic

Gift Guide Persona: The Caretaker

Gift Guide Persona: The Entertainer

Gift Guide Persona: The Adventurer

The Dako collection launch — an opportunity to align with our audience.

After speaking in-depth with the retail manager and marketing team and reviewing customer surveys, a common theme emerged. Women over 40 were the highest-spending demographic — yet they weren't represented in the marketing and editorial content. I saw an opportunity to address this significant disconnect with a strategic influencer partnership, email marketing, organic posts, and targeted paid ads for the Dako collection.

I reached out to Lou Featherstone (@luinluland), a forty-nine-year-old sustainable fashion activist, stylist, and micro-influencer. Lou became the face of Dako — providing fashion styling types to complement the collection. We placed the dynamic content on our channels and Lou's and used targeted hashtags and ads to raise brand awareness with the over-forty demographic. Most importantly, our audience felt seen, enhancing their connection to the brand — with customers commenting positively in-person and online.

Special thanks to my collaborative partner on this project — Andrew Vanasse, Photographer