BRAND • CREATIVE DIRECTION
Aurate
BY THE NUMBERS
$2.08M Revenue Sustained
25-30% Price Increase
2-3X Asset Growth
1,100+ Assets Shipped
Built a scalable creative system that protected $2M+ in revenue during a major pricing and margin pivot.
Challenge
In 2025, record-high gold and silver prices necessitated a 25-30% price increase and a move to lower discount rates. The challenge was to maintain revenue stability while asking customers to pay more for fewer incentives—a transition that required a complete elevation of our brand storytelling.
Solution
I built a scalable 'Creative Engine' to pivot our strategy from deep discounting toward perceived brand value. To support our pricing shift, I managed a 2-3x increase in photo asset production and collaborated on high-stakes editorials like Aurate x Frye to provide the visual 'proof of craft' needed to justify our price points.
By streamlining workflows for 1,100+ assets, I ensured a premium, cohesive brand experience across our highest-stakes moments, including Black Friday (BFCM), Valentine’s Day, and Anniversary Sale.
This system turned creative output into a defensive moat, protecting our $2M+ revenue stream while navigating a significant pricing transition.
Aurate x Frye
CREATIVE DIRECTION
For the Aurate x Frye launch, I reverse-engineered a collection already mid-development into a narrative built on three distinct customer personas. This targeted segmentation allowed us to speak to everyone from our core Manhattan base to the Coachella-bound girlies, scaling the heritage of both brands while capturing peak festival seasonal momentum.
DIGITAL & WEB
Launch video featuring a larger-than-life Lasso Necklace taking over NYC.
Video Nicole Miller-Wong
Turned an accidental pre-launch leak into the year’s top-performing SMS (outside of sale) by leaning into the mistake with a follow-up sneak peek.
EMAIL MARKETING
MOODBOARDS & PERSONAS
Concrete Cowgirl
Montana meets Manhattan. Western-sleek
for the city dweller.
Desert Disco
Inspired by neon lights and desert nights.
Our Marquise Fringe lights it up.
Spur of the Moment
Rugged leather and precious metals
for the wild and free.
NEWSPRINT LOOKBOOK
Talent Bambi Northwood-Blyth
Photography Tereza Janakova
Hair & Makeup Veronika Robova
Newsprint Design Robin Kannard
Graphic Designer Mela Micosa
Brand Partnerships Manager Tia Mearns
Director of Marketing Zoe Macias