Ajuar — Brand Launch

Ajuar was created to rediscover and champion Mediterranean craftsmanship, bringing traditional techniques and local makers into contemporary lifestyles.

I led the development of the brand and its launch strategy, from defining the proposition and curating products to researching craftspeople and building collaborations with artisans. The project combined a new D2C brand with a curated physical distribution strategy that included premium retailers such as Merci Paris.

The result was a brand designed to make craftsmanship feel relevant, desirable and accessible to a contemporary international audience.