Case Study: Haute Victoire

Category
Fine Jewelry
Tags
Brand Strategy, Content, Creative Direction, PR + Communications, Social Media
About This Project

Haute Victoire Fine Jewelry, led by a visionary female founder, embodies the pinnacle of luxury and sophistication, drawing inspiration from her world travels to curate exquisite collections that transcend borders. At the inception of this journey, Haute Victoire embarked on a quest to establish a commanding presence in the elite realm of luxury jewelry, leveraging Instagram as a global platform to showcase its unparalleled craftsmanship and allure.


Role:

Fractional Chief Marketing Officer (1 year) and first hire, responsible for building the brand strategy and overseeing creative direction. Worked closely with the founder, traveling to the Hamptons and Paris to curate content and ensure alignment with the brand’s global luxury vision.


Challenge:

  1. Establish a cohesive global identity for a fine jewelry brand rooted in world travel and high luxury.
  2. Expand into elite retail and wholesale markets while elevating the brand’s prestige and desirability.
  3. Build a scalable marketing strategy that the founder could implement independently after the first year.


Approach:

  1. Creative Direction:

    • Led content shoots in the Hamptons and Paris, capturing the brand’s cosmopolitan aesthetic.
    • Developed a visual storytelling strategy for Instagram, reflecting Haute Victoire’s global inspirations and opulent craftsmanship.

  2. Strategic Brand Building:

    • Reimagined the brand’s identity and messaging across digital platforms, including a refined Instagram bio and cohesive grid aesthetic.
    • Introduced storytelling elements that highlighted the founder’s world travels and the brand’s handcrafted luxury appeal.

  3. Market Expansion & Partnerships:

    • Secured partnerships with prestigious retailers such as A’MAREE’s Newport Beach, Moda Operandi, and Aerin, expanding the brand’s footprint in key U.S. and international luxury markets.
    • Facilitated entry into high-profile boutique markets in Newport Beach, Austin, New York, and Atlanta.

  4. Public Relations:

    • Built relationships with influential editors and tastemakers, resulting in press coverage in Vogue, Elle, Town & Country, and InStyle.
    • Positioned the founder as a thought leader in luxury design, enhancing brand credibility.

 

Vogue, November 2021


Results:

  • Increased Instagram engagement by 250% through cohesive content strategy and storytelling.
  • Boosted online sales by 40% within the first year by aligning digital campaigns with targeted luxury demographics.
  • Secured placement in 5 new retail locations and expanded wholesale partnerships by 30%.
  • Elevated brand prestige through press features in 4 top-tier publications and strategic collaborations with globally recognized retailers.

     

Through my leadership as the brand’s first fractional CMO, Haute Victoire successfully transitioned from a fledgling jewelry brand to a globally recognized name in the luxury market, setting the stage for sustained growth.