Key highlights

• Hands-on creative leadership and execution for social content

• Millions reached across platforms

• Included a real customer proposal and a Zac Posen collaboration

The challenge

Helzberg Diamonds needed social content that felt current and relevant without losing the trust, warmth, and craft the brand is known for. The work had to stand out in fast-moving feeds while still feeling unmistakably Helzberg.

My role

• Served as hands-on creative lead for social content

• Creative direction for social posts across formats

• Worked closely with the team and client to keep the work aligned with brand tone and voice

How it came together

The work focused on creating a steady stream of social content built around product details, gifting moments, and emotional milestones—designed to feel natural in-feed rather than overly promotional. The emphasis was on clarity, restraint, and warmth, letting the work feel confident without chasing trends.

One campaign centered on helping a customer plan and execute an actual proposal. Rather than treating it as a stunt, the work was designed around tone and timing, supporting a very real, very personal moment where getting it right mattered more than being flashy.

The work also included collaborations like the Zac Posen partnership, where the challenge was supporting a strong creative voice while keeping the brand grounded and accessible. The focus stayed on cohesion and clarity rather than spectacle.

Because the approach was consistent and flexible, the content scaled well across platforms. It reached millions of people and performed strongly over time—showing that thoughtful, emotionally grounded work can travel far without losing its point of view.

Being involved from concept through execution helped keep the work cohesive, personal, and true to the brand, even at scale.