Design meets strategy at a small-but-mighty diamond house
At Nina’s, I joined as a designer, but like with many small businesses, my role quickly grew beyond the usual boundaries. I became a hybrid creative and marketing lead, helping design not just the look of the brand but also supporting the direction of its storytelling.
From campaign ideation and seasonal art direction to refining tone of voice and writing SEO-friendly web copy, I worked closely with the marketing team to ensure every visual and written element felt consistent, elevated, and on-brand. I created graphics across all touchpoints — email, paid social, website, packaging, store signage — but also got stuck into the strategy: planning content calendars, briefing product photoshoots, and evolving our creative approach to better resonate with our core audience (hello, Baby Boomers with diamond dreams).
Highlights:
– Contributed to art direction, campaign concepts, and brand visuals across digital and print
– Crafted SEO copy and educational content to support a new wholesale diamond platform
– Helped shape the brand’s tone of voice and customer journey, not just its visuals
– Worked hands-on across design, copy, content strategy, and marketing support
– Wore many (sparkly) hats in a small, ambitious team
EDM Design
At Nina’s, I designed both the look and the language of our email newsletters. I designed each send-out to feel visually cohesive with our wider campaigns while making sure it was easy to read, mobile-friendly, and conversion-driven. On the copy side, I crafted everything from subject lines to body copy, balancing brand voice, clarity, and a little sparkle.
Scope included:
– Design of weekly/seasonal EDMs in Klaviyo
– Writing subject lines, headers, CTAs and body copy
– Ensuring consistency across email, web, and social touchpoints
– Segmenting and scheduling based on customer groups
– Ongoing optimisation of tone, layout, and performance
Retail point of sale - Digital Graphics
At Nina’s, I was responsible for designing a wide range of in-house assets tailored to the retail environment. My role spanned both digital and print, creating cohesive point-of-sale materials, from screen graphics and promotional banners to printed cabinet displays and in-store signage.
AI & Me
Lately, I’ve been leaning into AI tools to give our POS a serious glow-up—transforming static visuals into dynamic, moving graphics that actually pull people in. Think cabinet screens that catch the eye, not just fill space. It’s been about working smarter, not harder—using motion and automation to elevate the brand while keeping things lean and engaging across the retail floor.
SEO Copywriting
At Nina’s, I didn’t just make things look good, I made sure they read right too. While I was brought on to design in-store and digital POS assets (think sparkling cabinet displays and scroll-stopping screen promos), the role quickly grew legs. I jumped into writing SEO-friendly blog content to help boost visibility and bring some fresh energy to our online presence. From diamonds to design systems, I kept the tone polished, the layouts tight, and the messaging aligned.
Social Content
A big part of my role involved designing social content that didn’t just sell: it taught. I worked closely with the marketing team to break down the complexities of rainbow diamond jewellery into bite-sized, visually engaging posts that educated without overwhelming. From concept to creation, I shaped layouts, wrote snappy copy, and crafted visuals that felt both on-brand and informative. It was about turning expertise into scroll-stopping storytelling that built confidence and connection.
