Strategy, Design, and Social Media for Custom Jewelry Company that Sells for a Cause


A local handmade jewelry designer needed a company name and digital brand to sell her one-of-a-kind pieces online. She described her creations as unique, bold statement jewelry that made women feel both powerful and feminine. Her style was a mix between vintage and modern. Sexy and sassy. Timeless and trendy. She wanted a full branding package (including name + logo), content strategy, content creation, social campaign, and an e-Commerce website. She also had a huge passion for wanting to help with the many issues women in today’s society have to face. She wanted to see if there was some way we could use her jewelry to contribute while maintaining the growth and online sales goals of her business.


We crafted the brand name Duh Darling to symbolize the charismatic and yet saucy image desired for the collection. The Pretty Powerful Project was created and constructed to allow $1 from each piece of jewelry sold to be donated to the women’s cause of the customer’s choice. We partnered with four different non-for-profits helping four different women’s issues. By giving Duh Darling’s customers the option to choose which organization they’d like to support, we added to their feeling of empowerment. We created the brand tone via copy, blog articles, and photoshoots. The e-Commerce website was built as a custom CMS system so the designer could easily maintain her inventory, promotions, and sales. All proper social media platforms were established and design systems were created for future guidance. The client was educated about how to successfully maintain the branding/marketing strategy designed.

  • Consumer Research

  • Competitive Analysis

  • Heuristic Evaluation

  • Data Science & Analytics

  • Collaborative Vision & Planning

  • Brand Strategy

  • Digital Platform Strategy

  • Content Strategy

  • Project Management

  • Campaign Innovation

  • User Experience/User Interface Design

  • Responsive Websites

  • Social Strategies

  • Digital Media

  • Influencer Outreach

  • Blog Writing

  • Ecommerce

  • Digital Brand Guidelines

  • Logo Creation

  • Brand Tone and Voice Copy

  • Detailed Design Comps

  • Digital Style Guides

  • UX Requirements

  • Brand Governance

  • Technical Planning & Best Practice Recommendations

  • Frontend Development

  • CMS customization

  • JavaScript UI Development

  • Back End Development

  • iOS and Android App Development

  • SEO Optimization


We started a brand that our client could evolve and build upon. We created easily customizable templates for the homepage and shopping pages. All photos were art-directed, shot and then added to the modules in each template. Look-books were created for each season.

Social media became a big part of their campaign and we integrated UGC content throughout the site to reinforce the brand message.


In addition to this section explaining Duh Darling’s mission, we built a custom cart and checkout system that included a selector for The Pretty Powerful Project organization selection of choice. The process was designed so the user clearly understood that they didn’t have to pay anything extra. They were not being asked to donate. Duh Darling was donating on their behalf to the organization of their choice.

We built the campaign so customers would feel excited about their purchase and also feel good that because of their purchase, money was going towards something they believed in.

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We work with organizations of all sizes, from tech start-ups to leading brands, in the private, public, and social sector. We’d love to hear about what challenges or new opportunities your brand is facing and how we can help.