BABY GOLD

B2C • Fine Jewelry

The Challenge
Baby Gold is the brain child of Helen Ashikian, whose family has spent several generations honing its skills and staking out territory in the fine jewelry industry. Unfortunately, this market is particularly crowded, and Helen’s initial attempt to launch as a ‘Mommy & Me’ jewelry brand experienced little traction.

The Solution
We sought to reposition and relaunch the brand as a pioneer in the personalized jewelry space. Because the Ashikian family owns its own manufacturing studio, it could seamlessly offer clients a superior array of highly-customizable fine jewelry pieces with ease and efficiency. I worked with the businesses executive leadership to build a PR and go-to-market strategy, as well as a fully-produced digital program to reach and engage both consumers and the media.

The Results
I tapped into my team’s visual, verbal and strategic expertise, executing on a market relaunch strategy to help Baby Gold make a meaningful pivot into this new territory and refresh its reputation in the jewelry market. As a result, the brand has experienced astounding growth in sales, garnered over 130K followers on its social media channels and has been featured prominently in Vogue, Refinery29, WWD, Harper’s Bazaar and more.

As Production/Managing Director, I led the following in service of our goal:
- PR & Go-to-Market Strategy
- Content Marketing Strategy (Social, SEO, Email Marketing)
- Content Creation (Managed, Cowrote & Copyedited)
- Web (Content Strategy, Design, Development)
- Performance Management (Analytics Tracking & Reporting, Optimization Strategy)
- Market Research & Competitive Landscaping
- Client Services