The Carrie NYC

Creative Director • Luxury Jewelry Brand • 2019-2020 • New York

Complete brand system for bespoke jewelry atelier, establishing sophisticated visual identity for custom luxury pieces and positioning within New York's exclusive fine jewelry market.

Role: Creative Director
Duration: 2019-2020
Scope: Full brand system • Luxury positioning • Packaging design • Digital presence
Market: Custom fine jewelry • New York luxury retail

EXECUTIVE SUMMARY

Developed comprehensive brand system for The Carrie NYC, a bespoke jewelry atelier specializing in custom luxury pieces for discerning New York clientele. This complete brand creation established sophisticated visual language that communicates both artisanal craftsmanship and contemporary luxury, positioning The Carrie as destination for personalized fine jewelry experiences rather than traditional retail transactions.

The creative direction balanced timeless elegance with modern minimalism, developing design systems that honor jewelry-making traditions while appealing to contemporary luxury consumers. Working across brand identity, packaging architecture, and digital presence, I crafted cohesive ecosystem that elevates every customer touchpoint—from initial consultation through piece delivery. The visual language speaks to intimate luxury rather than ostentatious display, reflecting the brand's philosophy that true luxury lies in personalization and craftsmanship. From the refined typography suggesting hand-engraved precision to packaging that transforms unboxing into ceremonial revelation, every design element reinforces The Carrie's position as curator of personal luxury narratives rather than mere jewelry vendor.

Key Achievements:

Bespoke Luxury Positioning: Brand system elevating custom jewelry from transaction to transformative experience

Sophisticated Minimalism: Visual identity balancing timeless elegance with contemporary refinement

Premium Packaging Excellence: Unboxing experience befitting five-figure custom pieces

Intimate Brand Voice: Design language speaking to personal luxury rather than mass aspiration