Ella Stein Jewelry
This start-up jewelry brand was “doing diamonds differently”. They wanted to focus on the story of the founder Adi and why their jewelry was different. Adi grew up in his family’s diamond business in a part of India where business is traditionally handed down to male members of the family. After Adi and his wife welcomed twins - and one of them was a girl - he started deeply thinking about India's cultural norms. Surrounded by strong women who he admired deeply, he decided to create a brand that would empower his daughter Ella and uplift local women. The diamonds in the jewelry are hand cut and polished by women in Gujarat, India. They work alongside their children and friends in their homes to lift their families out of poverty and give themselves a better life.
Rapidly grew this start-up brand to more than $1.5 million in revenue in the first year.
Created pitch deck which led to 2M contract with Carnival Cruise Ships.
Awarded Best Design in Show at NY NOW 2019.
Directed and managed the Creative Team for overall brand cohesion, brand development, and marketing collateral for e-commerce, wholesale, retail, and trade shows.
Led and worked alongside the Social Media Team and the Graphic Design Team. Worked closely with the Founder and Wholesale Director.
Concepted, wrote and designed all company marketing materials for e-commerce, wholesale, and retail locations.
Created, updated and maintained the Shopify website.
Concepted, planned, shopped for, hired models, and directed all seasonal collection photoshoots and video shoots.
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Wholesale Training Guide
Wrote and oversaw the designing of this guide used to educate wholesale accounts about Ella Stein.
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Core Collection Lookbook
Wrote and oversaw the designing of this guide used in retail stores and at trade shows to highlight the core jewelry collection.
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Social Media Guidelines
Oversaw the creation of an influencer program. This guide was sent to all partners of the brand to ensure everyone was educated on the brand and proper partnership guidelines.
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Press Kit
As a new brand, there weren’t any partnerships to show, so the press kit was an education guide sent to perspective press opportunities.
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Printable Info Sheet for Retail Locations
A printable front and back flier for retail stores to have on their counters to educate their customer in an easy, visual way.
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8x10 Counter Sign for Retail Locations
Window and counter signage was created for each seasonal collection for the retail locations selling the jewelry.