Rutheny Jewelry
NYC Store Opening, Website Design & Creative Direction
Overview
Rutheny Jewelry is a nature-inspired fine jewelry brand specializing in handcrafted pieces made through lost-wax casting. I joined the team during the build-out of its New York City location and helped bring the store from construction to opening day. From there, I worked across merchandising, client experience, wholesale, and creative direction, translating the brand's craftsmanship into a cohesive experience in store, online, and in front of buyers.
The Challenge
Handcrafted fine jewelry has a story that doesn't always come through on a shelf or a product page. The brand needed its nature-inspired identity to carry into every touchpoint, from how pieces were displayed to how buyers first encountered the collection.
Key Work
NYC Store Opening & In-Store Experience
Brought on during the build-out of Rutheny's New York City location, I helped take the space from construction to opening, shaping the layout, product displays, and in-store presentation so that the collection's natural inspiration came through the moment customers walked in.
Retail Partnerships & Growth
Drove account growth through buyer outreach, line sheet development, and seasonal lookbooks, securing new partnerships with Atelier d'Emotion, Hudson Beach Glass, and the 1stDibs marketplace.
Creative Direction & Website Design
Designed and built Rutheny's new website from the ground up, from site structure and product organization to visual design and brand storytelling. I also contributed to photoshoot direction, creating a consistent identity across product imagery, e-commerce, and customer-facing materials.
My Role
Helped open Rutheny's NYC store, from build-out through merchandising and in-store presentation
Led creative direction for the brand's new website, designing and building it end to end, from structure and visuals to product organization and content
Led in-store sales of high-value fine jewelry, building client relationships through personalized, consultative selling
Created seasonal line sheets and lookbooks for buyer and wholesale outreach
Supported daily operations across retail, e-commerce, wholesale, inventory, and supply chain