With a background spanning luxury, fashion, lifestyle, beauty, food, and future innovation, I work across strategy, copywriting, and creative direction to develop brand worlds that feel as good as they look.
Case study: Elevating luxury through brand innovation
The Challenge
In a saturated luxury beauty market, brands must do more than look good — they must feel good, connect deeply, and communicate authenticity. To create the brand Alûstre we sought to redefine modern luxury, emphasizing ritual, inclusivity, and sustainability while maintaining elite quality and desirability.
The result: “Alûstre is the state of illuminating your natural beauty — a celebration of self-expression, imagination, and divine energy.”
The result: “Alûstre is the state of illuminating your natural beauty — a celebration of self-expression, imagination, and divine energy.”
What I Delivered
Cultural Insight Mapping: Investigated how luxury is evolving — from experiential shopping and science-backed skincare to influencer-led and gender-neutral beauty lines.
Competitive Audits: Studied standout brands like Byredo, Ormaie, and Salle Privée to extract positioning tactics and emotional triggers.
Trend Reporting: Built an internal workfile capturing future-facing brand examples, sustainability certifications, and social influence tactics.
A crystal-clear brand identity and narrative, ready to launch its avant-garde, diamond-infused collection into the beauty market.
My role: Answering the profound question: What if luxury wasn’t just skin-deep, but soul-deep?
Heritage Meets Innovation: Merging the Boulle family's mining legacy with forward-thinking sustainability, Alûstre infused real diamonds into beauty rituals.
360° Brand Workshop: We conducted hands-on brand workshops to develop tone, values, positioning, and visual identity through exercises, consumer personas, and storytelling.
Defining Modern Luxury: Explored how concepts like rarity, wellbeing, nature, and technology intersect. The brand became a bridge between science-backed skincare and emotional empowerment.
What if luxury beauty wasn’t just skin-deep, but soul-deep?
Case study: Diamond-Infused Beauty, Reimagined
Client: Alûstre [start up phase]
Year: 2021 / 2022
Industry: Luxury beauty, Lifestyle, Retail
Scope: Comprehensive brand research, strategy, and creative direction, storytelling, positioning, and sustainability.
This case presents the original strategic concept and brand narrative. While elements of the final execution were adapted by internal teams, the foundation — audience insight, storytelling structure, and experiential direction — remains central to the project’s outcome.