Introduction

alx.bjx is a jewelry designer crafting raw, imperfect silver pieces that challenge traditional aesthetics. Each collection is handmade in limited batches, with additional pieces made to order. Selling primarily in the EU and US, his work embraces dark, twisted forms—uneven, almost "trashy" in their deliberate imperfection.

The goal was to build a high-impact launch strategy that amplified his latest drop and engaged potential customers. Our focus:

• Create an immersive digital experience for his collection launch.

• Execute a high-reach campaign that connects with his niche audience.

• Ensure seamless online visibility through targeted promotion.

  
  

The Problem

Launching a new jewelry collection required a strong visual campaign and an engaging online experience. Challenges included:

• Showcasing the unique craftsmanship in a way that enhances its raw aesthetic.

• Driving engagement and visibility to ensure the drop reaches the right audience.

• Building a digital platform that supports sales and informs customers effectively.

  
  

The Solution

To support alx.bjx’s collection release, I focused on three key areas:

1. Video Campaign Production

• Assisted in shooting and directing a visual campaign to capture the brand’s raw, unconventional aesthetic.

• Provided on-set support to enhance styling, composition, and lighting.

  
  

2. Interactive Launch Website

• Developed a dedicated drop website, featuring a 3D model of the main ring to allow customers to explore the design interactively.

• Structured the website to inform visitors about the collection and drop date, building anticipation.

  
  

3. Social Media & Paid Promotion

• Launched an Instagram ad campaign that reached 50K+ potential customers per post, with the best-performing post hitting 80K.

• Optimized targeting to connect with jewelry enthusiasts, alternative fashion lovers, and art buyers in the EU & US.

• The ad campaign directly contributed to a strong sales performance during the drop, reinforcing its effectiveness in driving conversions.

  
  

The Results

• High Engagement: Instagram campaign significantly boosted brand visibility.

• Immersive Shopping Experience: 3D model feature enhanced customer interaction.

• Successful Drop: The campaign’s reach aligned with strong sales, demonstrating a direct impact on the collection’s performance.