We were brought in to reimagine how a synthetic diamond collection could be introduced—without the clichés. The brand was Diamonelle, known for crafting high-quality, lab-created gems that rival the brilliance of real diamonds, minus the hefty price tag. The venue: The Shopping Channel. The challenge? Elevate the narrative. Rather than default to the standard white-backdrop-and-product-blurb formula, we created something unexpected—a custom magazine built around a lush, immersive concept we called Secret Garden. This wasn’t just about jewelry; it was about creating a world.

We leaned into two guiding ideas: the beauty of a well-kept secret, and the seamless blend of man-made sparkle with the elegance of nature. Each piece from the collection was carefully paired with floral elements, matched by texture, shape, or contrast, and styled into sculptural, minimal arrangements. The result was a series of quiet but striking visual moments—each one a chapter in this imagined garden, inviting the reader to wander through. Every layout was designed to hint at exclusivity and wonder, transforming the way consumers saw Diamonelle—from synthetic sparkle to secret treasure.

Role: Designer/Art Director
Scope: Layout Design, Art Direction, Photography Direction, On-Set Prop Styling, Retouching

Creative Director: Keith Jones
Photographer: Adrian Armstrong