Client
International Diamond Center
Year
2023–Present
My Role
Lead Social Media Designer (AgencyTHE)
Deliverables
Social Media Ad Creative, Animated Ads, Video Ads, Story and Reel Format Ads, Organic Content
Background
The Client
International Diamond Center is a family-owned fine jewelry and watch retailer with 11 Florida locations and one in Savannah, Georgia. They carry Tacori, Verragio, Simon G, Henri Daussi, Gabriel & Co., A.Jaffe, and pre-owned Rolex — with an average order value approaching $1,000. They are the Official Jeweler of the Florida Gators.
Problem
The Challenge
IDC's paid social creative was inconsistent across 12 locations, fragmented in strategy, and visually misaligned with the premium market they compete in. Their internal creative team frequently supplied store-floor photography and unpolished assets, insisting they be used in paid ads representing a luxury jewelry brand. The challenge was holding a premium creative standard in that environment — without losing the relationship.
Contribution
My Role
Lead social media designer on the IDC account through AgencyTHE from 2023 to present. Responsible for all paid social creative across Meta — static ads, animated and motion ads, video, story and reel formats — spanning the full promotional calendar across all 12 locations.
Execution
The Work
Deliverable 01
Seasonal Campaign Creative
A multi-format campaign system built around a single creative concept — carousel, lifestyle single-image, and promotion-focused formats unified through warm candlelight photography, layered serif and script typography, and a signature red arc framing device. I designed a custom IDC dinner gift card mockup from scratch to make the $50 incentive feel tangible. The campaign became one of IDC's highest-performing ads ever, driving significant inbound calls to store locations from customers asking about the featured ring.
Carousel Ad
Single Image - Lifestyle Meta Ads
Single Image - Jewelry Focused Meta Ads
Deliverable 02
October Rare Color, Estate and Pre-Owned Rolex Event
IDC supplied two store-floor photos, a print flyer from their estate jewelry partner, and a competitor's Instagram story as reference. I sourced product photography from their own website and built composite environments from scratch — pulling each gemstone's dominant color to create a matched gradient background per piece, and applied the same system to each Rolex model. Seven polished ads built entirely through image sourcing, Photoshop compositing, and a systematic design approach — none of that production effort visible in the final work.
Assets Provided by Client
My Creative
Deliverable 03
Promotional Campaigns (0% Financing, Getaway, Semi-Annual Sale)
Across IDC's promotional calendar I designed systems for their financing offers, semi-annual sale events, and a travel getaway incentive program. Each translated complex, tiered promotional messaging into premium social ads — replacing classified-ad-style layouts with editorial-feeling creative that matched IDC's positioning in the fine jewelry market.
Design Rationale
The Thinking
Every campaign was built on one principle: anchor to IDC's core visual identity structurally — the diamond logo, clean typographic hierarchy, premium photography standards — then let each campaign's subject matter drive its own color world and mood. That system is what makes 12 locations and 52 weeks of marketing feel like one brand. It was also the system we had to fight for. IDC's internal team repeatedly supplied unusable assets and directed us toward creative that misrepresented the brand. We built their version and ours — presented both to the owner side by side, let the work speak, and he sided with us every time. That was the turning point. The principle held: the best way to advocate for quality is to show the alternative and let the decision maker choose.
Results
The Outcome
The creative work helped Barnie's close the gap between their legacy brand reputation and their emerging DTC performance goals, balancing what made them beloved while building the kind of digital presence a modern specialty coffee brand needs to grow.
+82%
Sessions since AgencyTHE began in 2023
Average order value increase ($945.20 AOV)
+59%
+33%
Net sales growth ($763,495.03 net sales)
Additional Stats
964 orders fulfilled
Gross sales $962,694
Orders up 16%