Aelunis
overview
Aelunis is a jewelry brand that features handmade necklaces, bracelets, and earrings. I was inspired to start this small business in the beginning of the pandemic because I noticed a gap in the current jewelry market—there were only cheap, fast fashion pieces or expensive, high fashion pieces. I sought out to create a middle ground; Aelunis blends trendy and classy styles at an affordable price while being more sustainable and ethically-made.
Timeline
May 2020 - June 2023
SKILLS
User Research, Product Design, Brand Design, Photography, Marketing, Product Management
00. Goal
How can jewelry enthusiasts find affordable, classy, and unique pieces?
01. Research
SECONDARY
Competitive analysis of brands like Mejuri, En Route, and Ana Luisa
Pain points
Jewelry is either too expensive or supports fast fashion
Current designs are overdone, a lack of unique everyday pieces
01. Product & Brand Development
BRAND DESIGN
When developing the branding of Aelunis, I wanted to adhere to 3 main tenants: playful, elegant, and modern. The color palette focused on neutral colors with pops of lilac, which created a sense of sophistication while also allowing for whimsical and thematic imagery as seen on the Instagram. The sparkle motif also appears in many locations—such as the logo and thank you card.
PACKAGING
Packaging also aimed to feel high-quality despite the low-range price point. I used materials like satin ribbon, pearlescent cardstock, tissue paper, and canvas drawstring bags to create the illusion of simple luxuries. Paired with the classy packaging were fun, casual phrases like “Why, hello there!” and “It’s our time to shine.”
Each package also came with a care card and a personalized “thank you” card that featured the customer’s name handwritten by me.
02. Socials
Instagram was the main platform through which I curated Aelunis’s social image. I took product and model photos to curate a Pinterest-like feed.
03. Website Development
Using Squarespace, I designed the online site for Aelunis. The site features high-definition photography, clear navigation, and modern styling of item pages.
