GLDN Jewelry
E-commerce jewelry brand with a personalized touch.
Nestled in a small town in the Pacific Northwest, GLDN is a woman-owned studio dedicated to creating handcrafted, high-quality jewelry driven by story and built with meaning. Working as an in-house designer, I lead execution and implementation of digital experiences across web, email, and social media. I have collaborated to evolve and maintain engaging branding, UX/UI and marketing to increase conversion rate, retention and acquisition of new customers. Collaborating with key partners, I have also developed new landing pages and optimized product detail pages and collections through the Shopify platform.
Over the course of my tenure with GLDN, I have been involved in every stage of the creation process and get to see daily the impact made with our highly-engaged community.
Output
Email Design
UX/UI
Campaign Direction
Art Direction
Print Collateral
Credit
Designed at GLDN Jewelry
Creative Team:
Evan Donnelly
Amy Aguirre
Copy:
Rikki Austin
Photography:
Maggie Kaiserman
Email design is a key part of GLDN’s direct-to-customer strategy, allowing us to express the brand’s tone, build engagement, and drive conversions. I lead the creation of seasonal campaigns, product launches, and retention flows — each designed to blend visual storytelling with performance-driven results.
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Valentine's Day 2022
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Summer Trend Series 2022
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Evergreen 2022
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Mother's Day 2022
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Holiday 2022
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Product Launches 2023
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Valentine's Day 2023
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Evergreen 2023
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Holiday 2023
As an online-only brand, GLDN’s website is critical for driving customer growth and retention. I lead initiatives to optimize the shopping experience with a strong focus on conversion optimization and merchandising. I help to collaboratively strategize, design, and implement projects that make measurable impact.
Conversion Rate Optimization
I work closely with a dedicated e-commerce optimization team to ideate, test and implement data-driven design changes that improve conversion rates, reduce bounce, and streamline the path to purchase.
Enhanced Product Discovery
I led the implementation of a search and merchandising tool that improves how customers navigate and find products with the addition of improved product visibility, filtering and sorting. Since launching this initiative, sessions using search have seen 4x higher conversion rate on average.
Integrated Customer Loyalty
Partnering with a customer marketing platform, I helped to successfully design and implement a customer loyalty and retention program to reward our most engaged community.
I led the creative work for the launch of GLDN Vow, a curated collection of meaningful, personalizable jewelry for weddings and beyond. From brand development to rollout, I collaborated to create a cohesive experience that elevated the brand and resonated with a new audience.
Immersive Landing Page Design
I designed a responsive landing page experience that brings the emotional storytelling of GLDN Vow to life.
Visual Identity & Brand Assets
I worked collaboratively to hone the visual identity for GLDN Vow, including color palette, typography, and design system, ensuring it felt distinct yet aligned with the GLDN brand.
Print & Campaign Creative
I created a printed catalog to supplement the launch of the new line and supported with art direction of digital assets for email, social, and paid campaigns.
At GLDN, I blend strategy and storytelling — whether it’s optimizing customer experience, designing high-performing emails, or launching new brand experiences that delight and retain customers. I focus on creating thoughtful, customer-focused design that drives results. I love jumping into all kinds of creative projects, from print to digital to product design — the variety keeps things fresh and meaningful (and as always, personal).
Pop-up Event Jewelry Catalog
Mailer Illustration Design
Direct Mail Marketing Design
Pop-up Event Print Design
Love Necklace Design
Love Necklace Design