Brand identity, creative direction & digital presence: Zaveri Bros Diamonds & Gold
Zaveri Bros is a fine jewellery brand with three stores across India. When I joined in August 2025, the brand had an active Instagram presence and a website. but no consistent visual identity holding it together. Different designers were working in parallel, each making independent choices around color and type. There was no brand manual, no color system, no typographic hierarchy. The brand looked different every week.
My mandate started as graphic design support. It quickly became something much larger.
The first thing I did was stop the randomness. I defined a color palette, locked down the typography, and started saying no to anything outside the system. Then I formalised it. a full brand manual covering brand colors, typography, logo usage rules, packaging guidelines, dos and don'ts, and the brand's vision and mission.
From reactive to planned. Every month's feed is now mapped out in advance. content pillars, color flow, product mix, campaign moments. We analyse what worked the previous month and plan the next with that data. The feed went from post-by-post chaos to a structured, coordinated visual narrative.
Every month, a new feed: planned, themed, and executed from concept to post. Below is the full range of campaigns designed and managed across the brand's Instagram presence. Each feed was built with a distinct visual language while maintaining the Zaveri brand system.
I took over the Shopify website revamp. rearchitecting the navigation, building out collection and store pages, and aligning the digital presence with the brand language we had established.
A luxury jewellery brand needs to show its products at their best. consistently, across every platform, every month. But not every product can go to a full shoot every time.
Across the brand's digital presence, we integrated AI-generated product visuals alongside traditional photography. using AI to fill gaps, showcase pieces in context, and maintain the quality bar even when a shoot wasn't possible.
One of the most significant campaigns I led was a collaborative shoot with Namrata Shenoy and Oya, a silk saree brand, for a private event at the Zaveri store. The cast was eight real women. professionals, homemakers, regulars from the brand's community, not models.
I built the concept around their stories rather than the jewellery alone. Each woman was asked to share three things about herself, and we built small personal narratives around each of them to accompany the images. I directed the mood board, coordinated with the photographer and videographer, planned the space and props, styled each look, and managed the shoot on the ground.
Beyond digital. I conceptualise, style, and direct shoots for the brand. Riwaayat (meaning: tradition, legacy, something passed down through generations) was a bridal shoot built entirely around storytelling. The concept drew from vintage aesthetics, heirloom jewellery, and intimate hand-focused frames to communicate the emotional weight of bridal jewellery. not just its beauty.
I handled the full art direction: moodboarding, prop curation, talent briefing, shot list, on-ground styling, and coordination with the photographer. Every frame was planned to feel like a memory, not a catalogue shot.
