GREEN LAKE JEWELRY WORKS · BRAND BUILDING & CUSTOMER EXPERIENCE

The business of making something special.

+40% Sales Growth

Selling fine jewelry is an interesting business. It’s emotional, high-consideration, and built on trust. A $7,000 ring isn’t bought in a click. It takes 6–9 months, 20+ touchpoints, and a real human connection.

Green Lake Jewelry Works has an unusual advantage: top-tier artists, an extraordinary commitment to custom design, and a welcoming environment that lets clients participate in the creative process.

My work was to help turn those strengths into a differentiated brand and customer experience—connecting product development, physical retail, creative direction, and marketing into a business that gave people more reasons to visit, engage, and buy.

Making the experience the brand.

Most jewelry stores are designed to display finished products. We wanted customers to experience how those products came to life.

At Green Lake, craftsmanship isn't hidden behind the showroom. Jewelers work in view of customers, designers collaborate directly with clients, and the entire environment invites people into the creative process.

I helped bring that philosophy into the physical retail experience—from showroom layouts and custom fixtures to design consultations and launching our Bellevue studio.

The result was something more engaging than expected: a place where customers could see the skill, care, and people behind their purchases.

Giving customers something worth talking about.

A great customer experience gets people through the door. A distinctive product gives them another reason to choose you.

At Green Lake, we saw an opportunity in Montana sapphires—American gemstones with rare colors and an origin story that other jewelry retailers weren't telling.

I traveled to Montana with our gemologist to source stones directly from small-scale mines. Working with our artisans and designers, we developed the Montana Collection, connecting sourcing, gemstone cutting, custom jewelry design, merchandising, and e-commerce into a cohesive product experience.

Telling a better story.

Brand Highlights

  • Advertising Campaigns

    Created distinct and differentiated campaigns, leading all art direction, ad copy, and media buys.

    Result: Produced 10+ original films, 85+ articles, and annual print/radio/TV ads with earned placements in Marie Claire, Lucky, and other national and regional publications.

  • Community Building

    Connected social media, customer education, and online reputation with the broader retail experience.

    Result: Built the largest Pinterest following among fine jewelers in our segment and earned top-rated jeweler recognition on Trustpilot.

  • Ethical Sourcing

    Integrated responsible sourcing into product development, merchandising, and brand storytelling.

    Result: Achieved Fairmined Gold certification and developed mine-to-market sourcing partnerships that made ethical provenance part of the customer proposition.