The Overview

Co-founded VIVIE Fine Jewellery in 2025 with the vision of creating a modern diamond brand that felt both refined and accessible.

My role in the early stages of the business focused on building the brand’s digital and creative foundation from the ground up. I designed and built the website from scratch, established the brand’s visual direction and overall look and feel, and wrote the brand’s core messaging, copy, and taglines.

The intention was to create a jewellery brand that felt modern, confident, and wearable - something that resonated with the way people actually live and style their jewellery today.

The Longer Version

From the outset, my contribution to VIVIE centred on shaping the brand identity and digital customer experience.

I designed and built the website from scratch, developing the structure, layout, and overall visual presentation to create a clean and intuitive online shopping experience. Particular attention was given to the brand aesthetic, ensuring the site felt polished, minimal, and reflective of the quality of the jewellery itself.

Alongside the digital build, I developed the brand voice and written narrative, creating the brand story, website copy, product descriptions, and taglines that define how VIVIE communicates with its customers. The goal was to craft a tone that felt modern, clear, and quietly confident while still maintaining warmth and personality.

My work also included shaping the broader visual and storytelling direction across digital platforms to ensure consistency between the website, brand messaging, and marketing content.

The result was a cohesive brand presence designed to position VIVIE as a modern fine jewellery brand that blends timeless pieces with a contemporary, fashion-led aesthetic.

What Built the Brand

My contribution to VIVIE centred on creating and managing the brand’s digital and creative foundation, including:

✨ Designing and building the website from scratch
✨ Managing the Shopify store, product uploads, and site structure
✨ Establishing the overall brand aesthetic and visual direction
✨ Writing the brand story, messaging, website copy, and taglines
✨ Creating product descriptions and product storytelling
✨ Editing and preparing product photography for website and marketing use
✨ Managing the brand’s social media presence and content
✨ Structuring the digital customer experience across the website and online channels