BRAND • CREATIVE DIRECTION
Aurate New York
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 new 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.
