NJO Designs
NJO Designs was created by our Founder, Natasha Obernik. Her passion for jewellery runs deep, spanning three family generations over a period of eighty years.
The story began in 1941, when her Grandfather first started creating jewellery. As a little girl, Natasha would visit his factory and find magic in his craft. This sparked a lifelong appetite for the art of jewellery making, and a desire to offer quality, easy to style fine jewellery that transform a everyday look into something extraordinary.
NJO Designs Annual
Commercial Photoshoot 2022
The NJO Designs photoshoot is an annual campaign to capture our new & best selling pieces.
We shoot for all four seasons plus some lifestyle shots to have images for our social media, website and print elements for the year
I was new to the team when I did my first shoot with NJO Designs so I was still learning the range of jewellery that we had. I did have a good grasp of the brand and having done some work with photos from their previous years I found some of the photos were hard to work with because of busy backgrounds and uneven textures, making it difficult to add text and even the brands logo to some of the images. I made sure that on each shot the composition was considering graphic elements post-shoot and not just nice pictures to look at. I had great fun at this shoot. It was my first time at a campaign like this. It did have its challenges, however, everyone did a great job in using their expertise to create amazing photos.
Behind the scenes
NJO Designs Annual
Commercial Photoshoot 2023
Our strategy for this years photo-shoot was similar to last year, with the addition of more video for our social media.
In my second year at the shoot, I felt much more confident in my role. This year brought new challenges, as our Marketing Manager was on maternity leave, leaving the planning and organization of the shoot to myself and our marketing assistant. Despite these changes, the day ran smoothly, and we were thrilled with the overall outcome.
My main responsibility was to collaborate closely with the photographer, ensuring that we captured images suitable for our website, social media, and a variety of point-of-sale materials. With long hours on set, keeping the team motivated and energized was essential, and I worked hard to maintain a positive and productive atmosphere throughout the day.
Behind the scenes
NJO Designs Bridal Photoshoot 2024
The marketing team decided that we need to conduct regular, mini-photoshoots throughout the year to better target niche customer segments.
Previously, NJO & Solvar relied on freelance photographers for their shoots, often trying to capture a year's worth of content in just one day. To streamline this process and enhance creativity, we opted to bring on an in-house photographer. This bridal shoot marked our first collaboration with our new photographer, Ane. Together, we crafted the moodboard and lighting setup, opting for natural light and minimal makeup to achieve a soft, authentic look for the model.
With these images, we created a dedicated bridal jewelry section on our website. Additionally, we partnered with Pinterest, where I designed targeted ads to reach brides in the process of planning their weddings, ensuring we engage with them at the perfect moment in their journey.
Behind the scenes
Bridal Ads- Pinterest
NJO Designs Point of Sale
A key aspect of my work at NJO is designing impactful Point of Sale (POS) materials.
A significant part of my role involves designing Point of Sale (POS) materials for NJO. Since NJO operates as both a B2B and B2C company, I create POS and marketing materials that not only align with NJO's branding but are also tailored to the branding guidelines of our partner businesses. This ensures cohesive and impactful marketing across multiple platforms and audiences.
Below are some examples of how I put our photos from our shoots into use.
NJO Designs Sub-brand
NJO Designs has two sub-brands, Angelique and Kerrie. Kerrie was developed in response to our B2B customers seeking jewelry with a distinctly Irish feel.
The creative brief for Kerrie was to evoke an Irish essence while maintaining a modern, contemporary edge. It needed to stand apart from Solvar, yet preserve the trendy style that defines NJO. I envisioned a color palette that included green, but not the stereotypical "Irish" green. Drawing inspiration from the iconic Tree of Life, I crafted a soft, flowing, and elegant logo mark. For the font, I selected Kells SD by Steve Deffeyes, which captures a Celtic aesthetic. To make a bold statement, I chose to capitalize the font, giving the logo a strong, impactful presence.
Kerrie- Window box dieline
Kerrie- Window box stand
NJO Designs Trade shows
NJO Designs participates in various trade shows across Ireland and Europe. The most significant event for both businesses is Showcase Ireland, held at the RDS in Dublin, where we have the opportunity to present our latest collections and meet with regular and new customers.
I am deeply involved in the planning and coordination of graphics for Showcase Ireland. We collaborate with an external company, Exhibit, which handles the printing and installation of our stand. Planning begins two months prior, focusing on the stand's layout and visual impact. In my second year, I evaluated past successes and areas for improvement. My key responsibilities include liaising with Exhibit on design mock ups, choosing flooring, wall colors, lighting, and jewellry display setups.
I also design and print supporting graphics and Point of Sale materials for both new and existing stand concepts.
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