Paparazzi built its name on an unusually simple proposition: fashion jewelry at $5 a piece. Over time, that offering expanded, from higher-priced statement collections like Zi to an $8 core price point and, eventually, the launch of demi-fine sister line Cachet.
When I joined the marketing team, Paparazzi had a well-established voice and a deeply loyal customer base. Cachet, only six months old, was still finding its identity and its relationship to that customer. Its higher price point represented a significant leap for an audience already adjusting to change.
Help both brands grow without defining either by what the other wasn’t.
I saw an opportunity to position Paparazzi as a more credible fashion authority while staying true to what had always made it different: self-expression wasn’t reserved for a certain age, income, or type of customer. Cachet needed its own reason for being, grounded in craft, quality, and pieces designed to live beyond a single trend. The goal wasn’t to create a hierarchy between them, but distinct points of view that could still feel connected.
Paparazzi Accessories
For Paparazzi, I knew I didn’t need to reinvent a voice customers already knew and loved, but to expand what it could do. I brought a stronger fashion and cultural perspective to the brand, using trend knowledge, storytelling, and more intentional creative positioning to build credibility without sacrificing the cheeky, accessible personality at its core. The aim was to make Paparazzi a more confident participant in the wider fashion conversation while keeping that conversation open to everyone.
Finding the Trends &
Reading the Runways.
Before a trend becomes a headline, I look for the patterns appearing across collections, culture, and the wider fashion landscape. I use this analysis as the backbone and direction not only for customer-facing deliverables, but as an internal resource that can inform fashion, styling, and merchandising decisions.
OTT opulence
HERMÈS
BILLIE EILISH FOR ELLE
VOGUE SUMMER 2026
Tap anywhere to flip through my references.
Connecting the Dots
Four stories emerged.
01 / FALL 2026
Midnight Romance
Moody maximalism is met with a kiss of ornate opulence.
Like a late-night walk through a moonlit, overgrown rose garden, Midnight Romance embraces the drama of the dark, pairing saturated hues with cascading silhouettes, lavish textures, and an abundance of gems and stones.
Ornate Metalwork
Intricate detailing and antiqued finishes create OTT old-world elegance
Romantic Motifs
Gothic, Victorian-inspired details like florals, lace trims, and ruffled tiers soften the darkness with an ethereal edge, proving there’s no such thing as excess when it comes to romance.
Collected Treasures
In jewelry, natural stones & pearls are elevated to high-art
Rather than playing the restrained classic, pearls arrive in generous clusters, ornate settings, and high-impact silhouettes. Layered with high-sheen metals and sparkling stones, their familiar glow becomes richer, bolder, and perfectly suited to Midnight Romance.
Sculptural Couture
Pastoral Poise
Strategy by Design
I chose to highlight this project because it captures the way I approach creative strategy. I like starting with a wide field of information, finding the patterns that matter, and shaping them into a point of view that feels clear, distinctive, and useful to the brand.
These four trends came from the same season, but each needed its own identity. The strategic foundation behind each one would go on to inform everything from jewelry design and material choices to wardrobe styling and photoshoot settings. Creating a framework strong enough to guide those decisions without making them feel prescribed requires a balance of big-picture thinking and creative specificity, and that’s where I do some of my strongest work.
Good strategy doesn’t narrow creativity. It gives it direction.
Cachet defined.
I approached Cachet through the lens of demi-fine jewelry and quiet luxury: elevated, versatile pieces designed to become the foundation of an everyday jewelry capsule. The brand could make getting dressed feel effortless without prescribing a uniform, leaving plenty of room to layer, personalize, and punctuate those everyday staples with something unexpected.
Elevated, not untouchable.
For Cachet, premium never meant overly precious. I kept the language polished and intentional, but grounded it in the way people actually wear jewelry: layered, repeated, mixed, and made personal.
Rather than treating every piece like an occasion, the messaging positioned Cachet as something worth reaching for every day.
The Cachet Edit
Turning brand voice into demand.
Cachet Edit is a monthly subscription featuring two exclusive, coordinating pieces. Six months after launch, subscriptions were still around half capacity, with recurring campaigns failing to build sustained demand.
To build brand credibility, familiarity, and affinity, I built a multi-channel campaign designed to create anticipation, urgency, and FOMO through email and social-first UGC.
Aspirational & Attainable
For Cachet’s UGC ads, I wanted the brand to feel elevated without creating distance. The creators embodied a version of the customer that felt familiar but slightly more polished: someone whose style you notice, whose recommendations you trust, and whose jewelry makes you think, she really has it together.
Email Campaign
Creating something
worth opening.
I mapped a 12-week email campaign designed to give Cachet Edit more than one reason to land in the inbox. Each send had a different job, moving from awareness to value to urgency.
Awareness
Make the program visible.
Establish what Cachet Edit is, what subscribers receive, and why the program is worth knowing about.
Cachet Edit Has Arrived. Have You? 👀
Luxury delivered to your doorstep. Need we say more?
Establish Value
Make the jewelry worth wanting.
Shift the conversation from the subscription itself to the quality, craftsmanship, and exclusivity of what arrives inside it.
The Cachet Edit: Luxury You Can See (and Feel)
Run, don’t walk—Spots are filling up
Scarcity & Exclusivity
Make missing out feel real.
With the value established, scarcity could do its job. Limited availability and a glimpse of what was coming next turned interest into urgency.
Spoiler Alert: The September Cachet Edit is ⭐⭐⭐⭐⭐
Are you ready to see what’s next?
The Result
12 weeks planned.
3 weeks needed.
The remaining Cachet Edit subscriptions sold out during the third week of the campaign.
Conclusion
Two expressions.
One approach.
Paparazzi
For Paparazzi, I turned broad fashion research into four distinct trend stories, giving product, styling, and content a shared language for the season.
Cachet
In Cachet's case, I helped define an emerging premium point of view, then carried it across brand messaging, email, social, UGC, and a campaign designed to turn awareness into demand.
Different audience. Different aesthetic.
Same job.