KAI FINE JEWELS

Kai Fine Jewels Brand Launch

Through a chance encounter with an established jewelry retailer, I was able to combine my passions for design and my life long passion for jewelry into a new joint venture.

KAI Fine Jewels was born as one of the first modular jewelry brands, with everyday lifestyle accessories that played nice with each other. Charms and Drop Dangles that created ear stacks, and also could be worn on necks and wrists.

We were committed then already to represent as many women as possible, even though we had the budget of a bootstrapped company.

KAI was super-set for success as we had our first sale before completing a year of launching – proving we were building a company resonating with our audience.

In the beginning of the pandemic, with factories shutting down and travel being limited, I stepped away from the business to start my own independent jewelry brand.

I celebrate KAI as a milestone that was important in understanding what true alignment can create and also all the learnings and efforts KAI provided at a time when I was embarking on a new journey as a designer.

A Modular Design System

Mirroring the design ethos of our jewelry, I created a deeply feminine and modular design system built to thrive on social channels. All the proportions of the design were created to harmonize with screen aspect ratios: 19:16 / 5:4 / 1:1 - since the brand had no retail space in sight, and it was born to thrive as an online shop that saw no bounds for creativity.

From the logo proportions to the typography feeling substantial on screen, the goal was to be modular and accessible even before that became a trend in 2021.