Abelini Jewellery
STORE LAUNCH CAMPAIGN
The campaign generated 476.5K+ views across Instagram during the launch period and delivered a record-breaking £970K+ in sales in July.
When Abelini Jewellery opened its first London high street store in Hatton Garden, the goal was to drive awareness, footfall, and sales while communicating the brand’s unique positioning as a modern, luxury jeweller offering personalised walk-in jewellery consultations and custom diamond design.
JULY 2025
I led the campaign A-Z, from concept creation through to execution, which included creating and pitching the full content concept, planning the shoot, leading on-the-ground execution with an assistant, producing and editing all assets, writing captions, and rolling out a strategic Instagram posting plan. The strategy blended luxury storytelling with trend-led, digital-first content across Abelini's Instagram.
CAMPAIGN HIGHLIGHTS
Built a narrative-driven launch journey across pre-launch teasers, the grand reveal, and post-launch storytelling to keep Abelini top of mind before, during, and after the store opening.
Blended formats with a 50/50 mix of trend-first short clips for reach and longer voiceover-led content for depth, tapping into different consumer behaviours and content preferences.
Introduced a playful 'Lucky Draw' (mini) campaign, turning the opening into more than just a store launch, but also a moment of excitement and reward. This decision not only captured attention but also translated directly into £500K+ in sales in July.
CAMPAIGN RESULTS:
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Achieved 2.1M+ total views on all launch month content: the highest-performing month in the brand’s history
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Generated 476.5K+ views across Instagram Reels during the launch period, driving record-breaking £500K+ in sales in July
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Drove a +23.3% increase in profile activity month-on-month, strengthening community engagement and in-store visibility