MEJURI
MEJURI
I joined Mejuri before it started in 2013 and worked there until 2019. Throughout my time, I helped with product selection, production, and editorial tasks. I started as a Creative Consultant, then became a Creative Producer, and eventually moved into a Style Direction role. In these positions, I focused on shaping the brand image through photography and styling. I worked on various aspects of the business, including styling, casting, art direction, and production.
THE SPRING EDIT
Summary:
Our aim was twofold. First, we wanted to inspire our customers to rethink how they wear their fine jewelry, emphasizing that these special pieces should not be limited to special events.
Second, we paired our statement pieces with our higher-priced 14k gold and diamond jewelry, introducing a new price range to our customers.
Services: Photography Art Direction, Style Direction
Team: Photographer: Carlyle Routh, Stylist: Nadia Pizzimenti, MUA: Caroline Levin
Launch: April 2020
THE BOLD EDIT
Summary:
Continuing our goal from the Spring Edit - we wanted to display a bolder look than was previously portrayed by the brand. Having at this point become known for affordable basics, style direction pushed the envelope to include bigger bolder pieces alongside more editorial clothing.
Part of the Art Direction for this shoot was to capture that editorial feel - we wanted to reveal pieces of the set, background seams and in some shots intentionally capturing c stands in order to really hone in on that editorial narrative.
Services: Photography Art Direction, Style Direction
Team: Photographer: Carlyle Routh, Stylist: Georgia Groom, MUA: Leandro Avanço
Launch: May 2020
MORE SKIN MORE GOLD
Summary:
The photography direction for the new More Skin More Gold Collection took inspiration from Rhye's album cover for "Woman".
The intention was to create a seductive and alluring vibe, with emphasis on the skin and minimal clothing, to convey the feeling of wearing nothing when wearing these pieces. This choice also reflects the brand's commitment to creating high-quality jewelry that can be worn daily.
Services: Creative Direction, Photography Art Direction, Style Direction
Team: Photographer: Tyler Hayward, MUA: Brittany Sinclair
Launch: May 2019
WEAR THE S*** OUT OF IT
Summary:
The intention behind the art direction for photography, was to have the wearers doing everyday, messy things. Going to the gym, eating pizza, having a messy bagel all while wearing their jewelry. In essence the campaign was an eye catching way to show people the quality that the jewelry had amongst competitors.
This creative was plastered in an out of home advertisement in NYC in Times Square and Brooklyn to coincide with the opening of the Spring St. store location.
Services: Creative Direction, Photography Art Direction, Style Direction
Team: Photographer: Tyler Hayward, MUA: Brittany Sinclair, Props: Caitlin Doherty
Launch: November 2019