THE CHALLENGE. With the rising online popularity of Charm City Links, a boutique permanent & charm jewelry store, their brand narrative was running away from them through viral TikToks and reels from unsponsored creators. Charm City Links came to me with the challenge of creating a brand photoshoot for marketing that captured the essence of their ethos-- authentic togetherness, community, and celebrating special moments with your people. The purpose would be to both grow their following and redirect the online narrative from a public retail store to a private shopping experience.
 

THE CREATION. I proposed the idea to capture & photograph authentic connection in the most organic, engagement-boosting way I knew how: a party. The initial concept of a static photoshoot transformed into a dynamic dinner party with the added layer of influencer invitations for a boost in brand engagement and advertising. Observing the online rising trend of girls' nights out, dirty martinis, & 90's Manhattan hotel bar nostalgia, I conceptualized an aesthetic that captured this feeling, all while keeping jewelry, glam, and girlhood at the center of the narrative.