OLIVE & CHAIN FINE JEWELRY   @oliveandchain

The Challenge:

Olive and Chain is an independent fine jewelry brand competing against established names with much larger teams and budgets. It needed one partner who could build a premium visual identity from the ground up, grow an engaged audience, and run marketing across every channel, from shoots and social to email, paid media and the website, without an in-house marketing team.

My Role:

Art Director and Marketing Lead. For nearly four years, I have been the brand’s sole creative force, and today I oversee its full marketing function end to end.

The Strategy:

Art direction and content production

• Direct every photo and video shoot from concept through execution, including styling all product and lifestyle content.

• Set and protect the brand’s visual standard: palette, typography, photography style and tone across every touchpoint.

• Produce and edit video for Reels and TikTok, including custom Reel covers designed to keep the Instagram grid cohesive.

Brand and content strategy

• Developed the brand’s content strategy, expanding it beyond campaign shoots into lifestyle, educational, product story and community-driven content.

• Brought the brand’s positioning, “Made for self-expression, not status,” to life through a consistent voice in every caption, email and campaign.

• Created the content mood board and creative direction that guide the brand’s look and feel.

Social media

• Built Instagram from 2,300 to 12,586 followers, a 447% increase, while maintaining a high-end aesthetic.

• Manage organic social across Instagram, Facebook, TikTok and Threads, producing 30+ pieces of content a month plus weekly Instagram Stories.

• Write every caption, shaped to the brand voice and to each platform.

Email marketing

• Own all email marketing in Klaviyo: strategy, design, copy and send calendars.

• Built a library of campaigns including collection drops, gift guides, styling guides and product stories.

Paid media

• Manage the brand’s paid advertising agency.

Website and ecommerce

• Manage the website and serve as the brand’s lead with its web developers.

• Led the resolution of major site issues, including category feeds, product page display and collection coding, through weeks of meetings, testing and follow-up until every fix was live.

• Created the brand’s shoppable look books from start to finish: curated every look, named each collection and wrote all of the copy, and designed the look book landing page for the developers.

• Wrote website copy across the homepage, about page, collection pages, product descriptions, FAQ and SEO metadata.

THE RESULTS:

• 447% Instagram growth, from 2,300 to 12,586 followers

• A consistent, premium brand identity across social, email, paid media and the website

• 30+ pieces of organic content every month across different platforms

• Full-funnel campaigns built in-house, from organic social and email through paid ads

Every image, campaign and piece of content you see from Olive and Chain has been conceived, directed and produced by me. See full results and metrics here. www.annoramarino.com/metrics