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.

PREMIUM Collections

Creative Direction: Amy Belledin & Aeon Stanfield.
Art Direction & Design: Noele Lusano.
Set Styling: Devona Roy & Noele Lusano.
Photography: Devona Roy & Robert Charter.

For Blue Nile’s Extraordinary and Astor diamond collections, the creative needed to signal a more premium tier within an accessible jewelry brand. I helped shape campaign and showroom materials that emphasized rarity, brilliance, and refined craftsmanship through dramatic product imagery, restrained typography, rich color, and a more elevated editorial tone.

A five-carat cushion cut loose diamond. Photography by Robert Charter.

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 requires precision. To capture the true character, brilliance, and fire of a diamond, stones often need to face directly into the camera, which dictates composition and styling. As art director, I helped guide the visual direction within those constraints, working closely with the photographer, stylist, and retoucher to create images with clarity, elegance, movement, and visual impact.

Wedding and engagement ring assortment

042021_SHOT24_Summer_Sparkle_and_Shine_Bridal_Ring_Stack_49650_62682.jpg

062021_SHOT23_Modern_Heirlooms_East_West_Engagement_Rings_85417_85174_85416.jpg

052021_SHOT28_Design_Your_Own_Ring_Top_Engagement_Ring_Styles_38562_48876_7808.jpg

062021_SHOT14_Celebrate_You_Diamond_Eternity_Rings_77510_67663_82765_67662_67664.jpg

062021_SHOT22_Modern_Heirlooms_Classic_Engagement_Rings_79861_76208_81835.jpg

Across trend-focused diamond and gemstone jewelry campaigns, I art directed photo concepts that highlighted product through color, material contrast, and refined tabletop styling. In collaboration with the photo, styling and merchandising teams, we created imagery that balanced 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.

Diamond and gemstone jewelry

062021_SHOT21_Modern_Heirlooms_Assorted_Eternity_Necklaces_71172_77767_79814_83058_61521.jpg

052021_SHOT17_Quality_and_Value_Natural_Gemstone_Necklaces_55295_45502_55076_32928_43180.jpg

062021_SHOT18_Modern_Heirlooms_Assorted_Stud_Earrings_5316_60784_44968_49975_45002.jpg

Blue Nile’s non-bridal category highlighted gemstone necklaces, diamond tennis necklaces, earrings, pendants, and colorful precious-stone styles beyond engagement and wedding. This category allowed for greater variation in styling, palette, and composition, creating opportunities to showcase rubies, emeralds, and other stones through richer color stories.

SOCIAL STORIES

Photo & Art Direction: Noele Lusano.

I helped evolve Blue Nile’s social presence by bringing a more editorial look and feel to product storytelling. In collaboration with social and editorial stakeholders, I designed story assets that moved beyond straightforward product display and user-generated content into more conversational, interactive formats — including quizzes, numbered product roundups, and meme-adjacent content. The work helped translate Blue Nile’s fine jewelry assortment into social assets that felt polished, engaging, and aligned with how people actually interact with social content online.