Editor's pick

Meet the team | Branding

By Victoria Cowan, 5 October 2021

This Meet the Team is all about our Branding Team. They're responsible for the coolest online and offline communications, creating the prettiest images and turning all of our products into real collections!

Team member Pleuni Cuppen
Position: Brand Coordinator

What are you responsible for in your role?
As Brand Coordinator I'm responsible for developing and protecting the My Jewellery brand and image. I do this by developing, initiating and implementing branding campaigns.

How do you guarantee the respresentation of the MJ brand in your work?
I keep a very close eye on all of the content we produce, to make sure it adheres to our brand values and to check whether it fits in with our MJ branding.

Which design/ image or video are you most proud of?
I'm really proud of the Mother's Day campaign we created last year. The whole story and image came together perfectly to represent what our brand stands for.

Which project are you working on at the moment?
At the moment I'm working on a secret project...more info coming soon!

Team member Iris Krijnen
Position: Graphic Designer Visual Merchandise

What are you responsible for in your role?
I am responsible for all of team Branding's offline graphic communications, think: posters, flyers, signage, out-of-home ads, print advertising and POS materials for our boutiques and other points of sale.

How do you guarantee the respresentation of the MJ brand in your work?
I always make sure to really understand the campaign we're working on, that way I can guarantee that the MJ style is always represented.

Which design/ image or video are you most proud of?
I'm most proud of the out-of-home ads we created for the summer 2021 campaign. It was so amazing seeing all of my work displayed throughout the city, especially that size!

Which project are you currently working on?
At the moment we're working really hard on getting our new boutique in Antwerp ready for opening. There's so many separate elements to think about when opening a new boutique, from window stickers, signs in the changing rooms and a video to display on the tv screens to flyers and decorations for opening day.

Team member Ellis Rebel
Position: Video Content Creator

What are you responsible for in your role?
I'm responsible for all of the videos at My Jewellery, these include videos for campaigns, collections, YouTube, social media etc. There's lots of variety which makes every day different and exciting!

How do you guarantee the respresentation of the MJ brand in your work?
I always try to inspire the viewer with a sparkling image. Obviously the product has to be the main focal point, but aside from that I also always try to tell a story in our videos. I like to choose small and happy life moments and create a video around those.

Which design/ image or video are you most proud of?
That's such a difficult question because I've been lucky enough to be able to create so many beautiful and fun things. But, the project that has stuck by me most is the Powersuit Campaign because it was during my first week at My Jewellery and the first campaign I created videos for. It was all about conveying the feeling that powersuits give you, so we created backstage videos and collection videos that really brought that across, and I still look back at those with pride.

What are you working on at the moment?
Usually, I'm working on lots of different projects at the same time. So, one day I'll be working on filming one collection, and the next it'll be a completely different collection. Like now for instance, I'm working on editing videos for different collections and I've got various shoots coming up, so stay tuned!

Team member Kelly Adriaansen
Position: Graphic Designer (online)

What are you responsible for in your role?
My main priorities include visually presenting the brand and our products to our customers on all of our online channels.

How do you guarantee the respresentation of the MJ brand in your work?
I try to make my work innovative and surprising, but always with that bit of My Jewellery magic sprinkled on top. Using recognisable style elements is the best way to keep it on brand.

Which design/ image or video are you most proud of?
I'd have to say all of them, because everything I create is for our online channels, so I see my work on social media every day which makes me really proud!

What are you working on at the moment?
Currently I'm working on finishing all of the visuals for a number of upcoming collection launches.

Team Member: Annabel Mehl
Position: Social Content Creator

What are you responsible for in your role?
Content creation for various social media platforms, mainly Instagram stories and TikTok. I'm also in charge of coming up with creative ideas, implementing them and scheduling the posts. Besides that I also make sure to get behind the scenes footage at location shoots and in the office, and you'll also notice me in quite a few Youtube videos on the My Jewellery account and our ad videos on Snapchat.

I don't just create the content though, I also analyse its impact which I do together with the Marketing department.

How do you guarantee the respresentation of the MJ brand in your work?
I try to follow through on the style of the graphics that have been created for a specific campaign, so that the images and vibe represented in my content fits in well with the whole concept. Additionally, our tone-of-voice and the way we communicate with our audience through our social media platforms is always very on-brand.

Which design/image or video are you most proud of?
I can't really think of one thing specifically, but if I really have to choose I'd say the stories I made for the Powersuits launch! I interviewed a number of power women who work at My Jewellery and that was so much fun, and it was extra special because it was one of the first projects I got to do on my own.

What are you working on at the moment?
I'm always working on multiple projects at once, but at the moment my main focus is on highlighting the summer collection and the amazing new collections that will be launching soon!

Team Member Nina Gooskens
Position: Social Content Creator / Model

What are you responsible for in your role?
I am the Social Content Creator, so I'm responsible for our social media channels, like TikTok. My colleagues and I make sure all of our products are highlighted and jump on TikTok trends. Aside from those responsibilities I also work as a model for My Jewellery, modelling our new collections at photoshoots and for the images on our website.

How do you guarantee the respresentation of the MJ brand in your work?
It's really important to carry through our branding in all of our videos and images. I start by determining the essence of what a new collection wants to convey, so I can really apply that to everything I create. At My Jewellery we also always use the same fonts and wording to guarantee cohesive content.

Which design/image or video are you most proud of?
I've been lucky enough to experience so many fun moments at My Jewellery, but the photoshoot we did in Ibiza has to be the most amazing experience!

What are you working on at the moment?
At the moment we're focussing mainly on creating content for TikTok, but we've also got lots of fun shoots for our new collections coming up. Everything we do is to lift My Jewellery to even greater heights!