Coastal Boutique

This project was an opportunity to explore how a local brand can communicate its value more intentionally online. The focus was on refining creative direction, strengthening product storytelling, and helping the brand feel more distinct in a crowded space.

The Brand

Coastal Boutique is a handmade jewelry brand based in Minnesota, established in 2024. The brand creates coastal-inspired 18k gold-filled bead bracelets designed as an affordable alternative to jewelry that quickly tarnishes, blending everyday wear with a light, travel-inspired aesthetic. Rooted in bright colors and beach-inspired styling, the brand emphasizes quality, individuality, and supporting a small, independent business.

The Ask

This project began after reaching out to Coastal Boutique, where the brand shared their interest in moving toward wholesale while continuing to grow direct-to-consumer sales. They were looking for support in refining their messaging and social presence, with a focus on highlighting the value of 18k gold-filled beads, showcasing the bright and playful nature of the brand, and emphasizing the importance of supporting a small, local business.

The Solution

I created a mini brand audit focused on refining creative direction and identifying clear content pillars to guide their social media presence. This included strategy around messaging, visual direction, and how to better highlight product value and brand identity. I also created sample content in the form of a reel and social post to bring the direction to life and demonstrate how the brand could show up online.