BLUE NILE JEWELRY CAMPAIGNS
Photo & Design Direction, Visual Design, Marketing Design
From 2018 to 2021, I served as an art director and designer at Blue Nile, supporting the brand across seasonal campaigns, catalog imagery, retail environments, and multi-channel marketing initiatives. My role included art directing tabletop photo shoots for Blue Nile’s extensive diamond and gemstone jewelry catalog, designing environmental graphics for showroom spaces, and collaborating with creative, merchandising, retail, and marketing teams to bring campaign concepts to life.
Showroom Photography
Art Direction: Aeon Stanfield. Design & Layout: Noele Lusano.
PREMIUM Collections
Creative Direction: Amy Belledin. Art Direction & Design: Noele Lusano. Set Styling: Devona Roy & Noele Lusano. Photography: Devona Roy.
A five-carat cushion cut loose diamond
Social MEDIA ENGAGEMENT
Creative Direction: Jen Orth. Art Direction: Noele Lusano.
In partnership with Blue Nile’s social marketing team, I helped develop a more designed and editorial Instagram presence for the brand. These concepts moved beyond a reliance on customer-submitted imagery, using product storytelling, typographic moments, campaign prompts, and photo-led layouts to create a more cohesive and ownable social experience.
The social system combined product education, promotional messaging, editorial prompts, and jewelry-led storytelling. I designed tiles that could flex across campaign needs while maintaining a premium Blue Nile look through refined typography, controlled color palettes, elegant product crops, and a balance of clarity and emotion.
TRENDing diamonds & GEMS
Creative Direction: Jen Orth. Photo & Art Direction: Noele Lusano.
Set & Prop Styling: Angela Chilberg. Photography: Brian Weiss. Retouching: Roland Wong.
Photographing diamonds and gemstones requires a particular kind of precision.
To capture a diamond’s flash, stones often need to face directly into the camera, which dictates composition and styling. The final image is never the work of one person alone; it emerges through close collaboration between art director, photographer, stylist, and retoucher, each helping translate technical constraints into images with elegance, movement, and visual variety.
Across campaigns focused on trending gemstones, I art directed photo concepts that highlighted diamond and gemstone jewelry through color, material contrast, and refined tabletop styling. Together, we created imagery that paired product clarity with editorial warmth, using shifts in shadow, light, neutral surfaces, and bold color to build versatile evergreen assets for social, email, and e-commerce storytelling.
