NEIMAN MARCUS ONLINE: Jewelry
NEIMAN MARCUS ONLINE
JEWELRY
ON FIGURE
From high-end fashion jewelry, to women’s precious jewelry, to men’s jewelry—Lani partnered with Neiman Marcus’ creative leaders in 2021 to optimize the way NM represents their curated selection of jewelry vendors online. When Neiman Marcus executives concluded that traditional still shots of merchandise on white backdrops (alone) was not enough to produce a desired conversion rate, the addition of thoughtfully produced on-figure jewelry visuals was the first line of action with the objective of giving shoppers greater insight on the products they browse on the Neiman Marcus website. This became an opportunity for Lani (as the wardrobe stylist and art director on set) to not only educate the customer on the specifics of the products being displayed, but to inspire through creative storytelling what is quintessential to the Neiman’s brand and target customer—
“Who are they? What are they wearing? Where are they going, or what would they be doing while wearing this piece? How can we subtly incorporate fashion trends that still feel relevant to the Neiman’s customer’s day-to-day?”
In short, staying true to the Neiman Marcus brand image while representing vendors with brand-specific styling, in combination with visually enticing photo compositions, was the ideal formula to collaboratively produce visuals that ultimately drove online jewelry sales to surpass the company’s quarterly sales goals for this product category in 2021.
Styled and art directed by Lani (JLT). Photographed by NMG photography team.
Featured Jewelry Designer: Boucheron, Picchiotti, David Yurman, Roberto Coin, Sydney Evan, Bottega Veneta, Alexander McQueen, Stephen Webster, Lagos, Pomelato, Devon Leigh, Lana, John Varvatos.
THE TEAM
Photography: NMG Photography Team
Styling & Art Direction: Lani (JLT)
Model Casting: Shaun Williams
Models:
Annaleesa Ravelo (Kim Dawson Agency)
Makayla Harmon (Kim Dawson Agency)
Lauren Free (Kim Dawson Agency)
Mimi Roche (Kim Dawson Agency)
Nina Kong (Kim Dawson Agency)
Meliana Hlavac (Kim Dawson Agency)
Olivia Mangrum (Kim Dawson Agency)
Ossie Foster (Kim Dawson Agency)
Irene Stepanenko (Q Model Management NY)
Beks Hawkins (Wallflower Management)
KHAY (Wallflower Management)