GLDN Jewelry x Aly & AJ
(September 2025)

As a longtime Aly & AJ fan, I saw them as the perfect partners for a GLDN collaboration. I pitched the idea in February 2025, believing their style and audience aligned seamlessly with GLDN.  The collection and campaign drew inspiration from the duo’s California roots, their latest album color palette, their bond as sisters and their 1970s Americana–inspired aesthetic.

My role in the campaign : 

• Concept Pitch & Collaboration Deck
  
• Photoshoot Moodboarding + Assisted Art Direction
  
• Brand Storytelling with Copywriter
  
• Social Media & Email Design
  
• Packaging Concept (Postcard Inserts)

_{Copy and storytelling by Rikki Austin. Photography by Stephen Ringer, Maggie Kaiserman and Jordan Payne. Art direction by Jordan Payne, Amy Aguirre. Bandana and bird illustrations by Mia Cadran.}

Social Media Content

^{We teased the collab with road trip imagery and playful hints like CDs and word searches. Following the launch, we shifted to photos of Aly & AJ, jewelry imagery and collages to introduce the full Mementos collection.}

Emails

^{For email, I aimed to balance impactful storytelling with clean product grids.}

Postcard Insert

^{I pitched and designed a postcard print to give fans something more personal to hold onto. Aly & AJ provided their actual handwriting to add a really special touch. The birds on the stamp reference the bandana illustrations (the two birds represent their sisterhood), the “With Love From” postmark nods to their earlier album name and the line “Keep on searching for a new horizon,” comes from their new song Dandelions.}

Photoshoot Moodboard 

^{For shoot imagery, we wanted to document Aly & AJ’s journey as sisters and musicians. Partnering with our copywriter, I created a moodboard and we then built out a short deck to align on photoshoot themes and to help guide the creative team on set.}

Instagram Story Slides