• Led full Instagram management for Alps2LA, a fundraising campaign supporting Swiss rowers Nico Chambers and Seric Critchley on their road to LA 2028

• Owned content planning, filming, editing, and posting

• Grew account to 1,126 followers in 9 weeks

• Generated 124,865 views and reached 11,478 accounts

• 43.4% of views from non-followers — strong organic reach

• Top reels hit up to 8,700 views with 3–3.5% engagement rate

A physical retail strategy and mall kiosk concept for Jewels by Eterna, a Bulgarian silver jewelry startup entering brick-and-mortar for the first time. I redesigned the original 10 sqm stand concept, drawing cues from Messika, Van Cleef & Arpels and Louis Vuitton pop-ups, and mapped a full five-stage customer journey from first glance in the corridor to post-purchase follow-up. The strategy paired old-world craft signals like white-glove handling and Bulgarian certificates with a tech layer of eleven QR touchpoints, a tiered loyalty programme and automated retention flows. It taught me how trust and technology work together to turn a mall pop-up into a credible luxury destination on a startup budget. 

A brand and competitive analysis of Jetex, the Dubai-based private aviation company, for my Competetive analysis course. I mapped its positioning against VistaJet, NetJets and Wheels Up on an exclusivity-versus-lifestyle matrix, profiled its ultra-high-net-worth customer base, and ran a full PESTEL and SWOT to assess where the brand stands today. I closed with a future strategy recommendation: deepen its Louis Vuitton, Dior and Jacob & Co. collaborations, push further into eVTOL infrastructure, and reposition from an aviation company to a global luxury lifestyle brand. The project sharpened how I think about brand positioning in categories built on time, privacy and status rather than product alone. 

A competitive analysis of how luxury brands are responding to the booming resale market, done as a group project. I researched market sizing and growth drivers, then mapped four distinct brand strategies, from Hermès's deliberate non-participation to Rolex's Certified Pre-Owned programme to Chanel's litigation against resale platforms. I also looked at how blockchain and AI verification are being deployed to solve the industry's authenticity problem, and closed with a framework matching resale strategy to brand typology. The project gave me a sharper read on how heritage and volume brands approach the same disruption very differently. 

A brand strategy breakdown of BVLGARI, unpacking what makes "The Roman High Jeweller, Master of Colours" work as a positioning. I defined the brand's purpose, values and USP, built a target customer profile, and mapped her full journey from Instagram discovery to boutique purchase. I closed with a social campaign concept, #SerpentiMoments, designed to turn casual followers into brand advocates. The project deepened my understanding of how heritage houses translate craftsmanship and legacy into a modern, digital-first customer experience 

A digital photomontage created for my Introduction to Art course, imagining a poster for the LA 2028 Olympic Games. I built the composition using the cut-and-paste technique pioneered by Dadaist artist Hannah Höch, layering a torch bearer, ice skater and basketball player against the LA skyline and the Memorial Coliseum arch. Torn newspaper fragments woven through the scene carry the city's own voice, while four depth layers, sky, skyline, architecture and athletes, build a cinematic sense of scale. The piece explores how a single flame can hold the energy of every athlete and every city that has carried the Games forward. 

A business case for my Innovating with AI course, designing WatchAI, an authentication platform to tackle the 40 million counterfeit watches entering the market yearly. I researched the competitive landscape across blockchain, AI photo-based, and marketplace solutions, and identified a clear gap: nobody had built authentication that works across any watch, any era, without shipping delays or brand lock-in. I built three funding scenarios with full financial projections, mapped key risks and mitigations, and laid out a phased roadmap from data acquisition to public launch. The project sharpened how I build a business case from market sizing through to execution. 

An art history analysis of Frida Kahlo's 1938 self-portrait, painted the same year as her first solo exhibition in New York. I looked at her Naïve art style, her choice of Tehuana dress as a statement of cultural identity, and the recurring monkey motif as a symbol of companionship and vulnerability. The project sharpened how I read visual identity, a skill that carries directly into my luxury branding work.