VRAI | 2017 - 2020
VRAI, meaning "True" is on a mission to bring sustainability and transparency to an outdated industry, starting with 100% carbon neutral diamonds.
Brand marketing, project management, and content production for the modern fine jewelry brand, specializing in email marketing, journal and paid media.
Key Contributions
Launched 3D Design Studio, a custom and proprietary design service
Led the brand name change from "Vrai and Oro" to "VRAI”
Refined the growth strategy across email, ads, and site features
Scripted, storyboarded, and produced educational videos
Produced IRL events, fostering customer loyalty and community
Photography by Jessie Cundiff.
Email Design
Sample email designs as the email marketer over the last two years at VRAI. Work includes email flows, campaigns + content cadence, segmentation and optimizations.
Photography by Jessie Cundiff & Trisha Weiss
I managed, developed, wrote and designed all journals, many serving as landing pages for new product launches or to tell deeper stories about the brand. Each journal was custom designed in Shogun.
Selected Journal Entries:
Meet the Team: Our Founder, Vanessa
Partnerings: Diamond Shapes
V&O in H2O
Solid Gold vs. Plated, Filled or Vermeil
How to Choose A Diamond
How to Choose the Perfect Engagement Ring
V&O Interviews: Francesca & Leslie
Photography by Jessie Cundiff & Trisha Weiss
Journal
Various social media posts and stories, primarily for Instagram, but also included Pinterest, Facebook and Paid Ads. I concepted, edited, designed and posted this content.
Social Media
Shimmer Chain Launch Story
Diamond Appointments Story A shorter version of a long-form content story explaining how our traveling Diamond Appointments work.
Ask a Diamond Specialist A recurring educational content piece where our community asks us diamond-related questions, and we answer the most common ones the following day.
Vrai x You: The Bar Bracelet A UGC focused story with graphic elements, highlighting our community wearing our bestselling bar bracelet and bar necklace.
Perfect Pairings An educational content series showcasing the breadth of our unique Partnerings engagement rings, designed for love of all forms. Since its launch, this is our top performing story of 2019, garnering our highest reach and lowest exit rates to date.
Milestones Campaign Feed
Team Ring Stacking Contest An abbreviated version of a long-form IGS story, featuring an intense ring stacking challenge. I produced and designed the challenge for social.
Milestones Campaign social tiles, breaking down the brand’s five year history.
Milestone No.01 — Essentials
Milestone No.02 — Wedding
Milestone No.01 — Essentials
Milestone No.03— Diamonds
Milestone No.04 — Black label
Milestone No.06 — Personalize
Video
Marketing and educational video storyboarding and script. Design Studio + Essentials videos edited by me, the rest edited by a contracted editor.
Filming by Trisha Weiss, Kimberly Molina and Mark Underwood. Music by Alec Kuokol.
Educational Video on the difference between solid gold and plated gold. 2018.
Educational video on the difference between 14k and 18k gold.
Branded video featuring bestsellers and essential designs. This ran as a brand awareness ad on YouTube and Facebook/IG.
Engagement ring launch video — this was cut for YouTube, Instagram and paid media.