Pluma Jewelry hired me to launch their Diamond Universe Collection, an astrology-inspired fine jewelry line built around sentimental storytelling and the artistry behind each piece.

The objective was clear: transform their digital presence, deepen audience connection, and convert that connection into sales. Pluma had been driving the majority of revenue through in-person events and needed a strategy that made their online store their primary sales channel.

I led the full project from end to end, managing scope, vendors, and contractors while owning all marketing strategy, graphic design, photography, and video production. Rather than a traditional product launch, I built a content strategy rooted in authenticity, leading with behind the scenes storytelling: the craftsmanship, the detail, and the meaning behind each piece. This gave the collection an emotional foundation before it ever went on sale.

The scope covered creative direction, photography, videography, social media strategy and management, paid advertising, email flow optimization, and full launch campaign execution from concept through delivery. I also managed the contractor team responsible for the website UX/UI work, overseeing improvements to navigation, page layout, and the overall shopping experience.

The Diamond Universe Collection launched to an audience that was already invested. The campaign earned the brand a feature in British Vogue. Targeted ad campaigns delivered a 6x return on ad spend, and email and social optimizations drove stronger retention and repeat purchase behavior long after launch.

The result came down to one thing: understanding what the audience wanted to feel, not just what they wanted to buy, and building every piece of content around that.