Turning “bread and butter” jewelry into a feast for the eyes

The Fashion Book

Client: Victor Corporation
Adobe Suite: Photoshop, Illustrator, InDesign
Creative Director, Designer, Photo Direction & Retouching

Victor Corporation’s jewelry merchandise mainly consisted of white diamond bridal sets and diamond staples like diamond stud earrings. However, they wanted to feature their more fashion forward and colored gem items in a look book.

I loved the way Stella & Dot created their catalogues with the use of clever photography in both their lifestyle images and product photography. I also enjoyed the way they use fun and relevant language for their eye-catching headlines and their casual, friendly voice when describing their jewelry. I used a similar approach to create a look book that was unique and trendy for fine jewelry fashion items.

Victor Corporation- Lifestyle Photography

Differences in Lifestyle Photography

Note: The budget is one major difference between Stella & Dot and Victor’s photography. Stella & Dot obviously had the budget for lifestyle photoshoots with models and their jewelry. Victor did not have the budget for model photography; therefore, I used stock imagery and photoshopped the jewelry onto the models.

Project Role

At Victor, I was the design manager and sole designer, which meant that I lead the creative direction, executed the work, chose the stock photography, worked with the jewelry photographer for any special angles or shots needed, wrote the copy and headlines, coordinated the print vendor and created graphics for promotion. See page samples from the book below: