Case Study
Client: Paddington Jeweller
Industry: Jewellery / Retail / eCommerce
Role: Creative & Project Manager, Designer, Photographer
Deliverables: Brand identity, eCommerce design, digital advertising, retail branding, photography direction, packaging, and in-store marketing
The Challange
Following OJCO’s success online, the brand evolved into a physical boutique: Paddington Jeweller. The challenge was to translate a digital brand into a tangible, luxurious in-store experience — while maintaining the accessibility and warmth that made OJCO successful. The store needed a full visual identity refresh, new product photography, new website, and consistent communication materials.
The Process
Building from the previous rebrand, I developed a complete creative system for The Paddington Jeweller:
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Rebranding & Visual Identity: Designed a new logo and refined colour palette to reflect elegance and craftsmanship.
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Photography: Shot and retouched all jewellery pieces and model photoshoots, ensuring each image highlighted the details and emotion of the brand.
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Website Design & Development: Fully redesigned and programmed the website to improve user experience, aesthetics, and performance.
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Digital Marketing: Created ongoing EDMs and social media content to promote collections and special offers.
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Beyond creative work, I became deeply involved in the daily operations of the boutique:
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Assisted customers with sales and personalised service.
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Managed repairs and watch battery changes, learning basic jewellery repair skills.
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Developed a CRM system for repairs, tracking items, coordinating with workshops, pricing, communicating with clients, and processing payments.
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Oversaw IT maintenance and created engraving designs for custom pieces.
The Outcome
Paddington Jeweller launched with a cohesive, elegant identity that connected beautifully with local customers. The website reflected the in-store experience — clean, trustworthy, and sophisticated — while the professional photography gave the brand a high-end yet approachable aesthetic.
The Impact
The rebrand elevated the business from an online retailer to a respected local boutique with a loyal customer base.
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Increased engagement on social media and email marketing.
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Improved in-store operations with the introduction of the CRM repair system.
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Strengthened customer trust and experience, both online and in-person.
The project became a perfect blend of design, management, and hands-on learning — showing how creative direction can shape not only a brand’s image but its entire business experience.
TECHNICAL SKILLS
Illustrator
Photoshop
COPYRIGHT
The Online Jewellery Company
Sydney (Australia)
Skills Used
“Over the last 2 and a half year you have made many positive contributions to our company. You have been a significant part of our growth and our success. Our customers have enjoyed being served by you, and you have been, in the main, a terrific team member. The business will be poorer for your absence, and the team will certainly miss your vibrance.”
