Identity & Direction

I’ve shaped a bold and empowering universe for Daniouch, reflecting individuality, achievement, and self-expression. At its heart, the brand celebrates women’s stories through timeless, ethically crafted pieces.

Designed by Nessia Friedlender, the collection is a cultural mosaic: vibrant tourmalines, pearls from the Philippines, and refined gold details that merge tradition with modern elegance.

As Creative Director, I built an identity rooted in sophistication and bold authenticity, brought to life through Julie Abouzeid’s striking photography.

Daniouch isn’t just jewellery. It’s a celebration of milestones, identity, and triumphs, with each piece as unique as the women who wear them.

{Brand Identity} {Creative Direction} 

{Jewelry Design} {Campaign Strategy}

{Copywriting} {Art Direction}

{Photography Direction}