About the brand

Martina Rozenberg Smira Jewelry is a Czech brand of handcrafted jewelry shaped by the energy of both Prague and Barcelona. Each piece carries personal significance—ranging from delicate silhouettes to bold statements. The brand’s portfolio spans sterling silver, waterproof steel, bespoke amulets, and charitable collections, all grounded in craftsmanship, authenticity, and meaning.

Campaign goal

The collaboration aimed to establish a refined and consistent visual identity to match the brand’s evolving position in the market. As MRSJ grew from a personal passion project into an internationally recognized label featured in Cosmopolitan, Harper’s Bazaar, and Vogue, the visual direction had to mature with it—supporting a shift in pricing, audience, and perception. The goal was to elevate the brand while staying rooted in its story.

Target audience

Women aged 25–45 who are attuned to culture and aesthetics. They seek jewelry with emotional weight—something that goes beyond ornament. This audience values timelessness, integrity, and deeper meaning, often connecting to brands that align with their values.

Deliverables

On a monthly basis, the collaboration produces a comprehensive package of content: over 60 photographs tailored for campaigns, feed, web, and ads; approximately four Reels per month, directed and storyboarded with care; and lifestyle and product photography shaped by the narrative of each collection. The output is consistently refined to match the evolving creative direction of the brand.

Creative concept

The work extends beyond photography into creative direction—guiding the aesthetic, stylization, and long-term visual continuity of the brand. Every visual is grounded in emotion, light, texture, and the expressive power of the jewelry itself. Campaigns are carefully planned in tandem with the founder’s vision, shaping not just product launches but long-term storytelling arcs.

Results

The visual transformation contributed directly to the brand’s growth. MRSJ tripled its average product pricing while expanding its presence into European markets. It secured coverage in Vogue, Harper’s Bazaar, and Cosmopolitan, and attracted a new customer segment with higher expectations and purchasing power. The consistent and elevated visual presence reinforced trust, built brand equity, and helped reposition MRSJ as a premium, emotionally resonant label.

Strategic impact

What began as an organic creative collaboration evolved into a full visual redefinition. The work not only supported MRSJ’s expansion but helped clarify the brand’s voice across all touchpoints. Through art direction, storytelling, and design, the visual identity now mirrors the brand’s true value—and continues to evolve with it.

Motion

Still