Introducing Marli New York to the U.S. Luxury Market

Already an symbol of ultra-luxury in the United Arab Emirates, Marli New York prepared to debut its flagship U.S. location at Hudson Yards—a vibrant, modern symbol of New York City’s evolving skyline. Collaborating closely with the team at W.Bradford, Rachel took the lead in shaping the creative direction and design strategy that would bring Marli’s story to life for the American luxury market.

Rachel envisioned a campaign that captured the emotional landscape of a city reawakening—where reflections in glass revealed not just buildings but the collective resilience of its people. Drawing inspiration from the quiet strength found in everyday moments—sunlight streaming through high-rise windows, shadows cast on polished floors—she built a narrative that connected Marli’s timeless jewelry to the enduring spirit of New York. Her design approach combined architectural elements with a refined, editorial aesthetic, creating visuals that felt at once grounded and aspirational. The result was a sophisticated, immersive experience that mirrored the brand’s dedication to craftsmanship and elegance, and resonated with an audience ready to embrace a season of possibility.

Creative Leadership
& Design Execution

Rachel led the creative concepting, narrative development, and art direction for Marli New York’s flagship U.S. launch campaign. She defined the editorial theme and campaign storyline, translating the brand’s luxury identity into a visually compelling narrative that resonated with a discerning American audience. Rachel spearheaded the pre-photoshoot creative preparation, ensuring the visuals would align seamlessly with the brand’s elevated aesthetic.

In addition to shaping the overall campaign vision, she designed all key deliverables—from social media assets and copy to lookbooks, catalogs, wayfinding panels, landing pages, and newsletters. Her hands-on approach extended to copywriting, where she crafted a consistent, compelling voice that brought the campaign’s theme to life across platforms.

Breaking into a new market with a campaign of this scale was a first for the brand, and Rachel’s strategic and thoughtful design expertise ensured a cohesive, impactful rollout. By balancing creative direction with execution, she delivered visuals and messaging that reflected both the brand’s heritage and its aspirational future.

Impact & Lasting Impressions

The campaign exceeded expectations, driving significant growth and brand awareness in the highly competitive luxury market:

• 4,200 new organic Instagram followers

• 1.72 million Instagram impressions

• 4,913 Instagram post saves

• 16% increase in e-commerce conversion rate via social media

• 22% increase in website visitors driven by social media

• 33% growth in online sales attributable to social efforts

Through her creative leadership and design expertise, Rachel transformed Marli New York’s U.S. launch into a powerful statement of possibility and resilience. Her editorial vision and commitment to excellence positioned Marli as a beacon of luxury in its new flagship market—proving that even in times of change, thoughtful design can light the way forward.