Sarah Loertscher Jewelry
Sarah Loertscher Jewelry meticulously crafts geometric pieces for the ears, wrists, and necks using stainless steel, sterling silver, and 18k gold. Influenced by the crystal structures and minimal landscapes of the designer's Midwestern roots, each piece embodies a small-scale, intricate sculpture.
Before launching into imagery creation that would represent the Sarah Loertscher Jewelry line, the foundation was set with some brand strategy conversation to understand the brand's identity, its ideal audience, its aspirations and challenges, and how to create visuals that would resonate with them. Diving into the founder's background, passion, and inspirations led to a deeper understanding of the expert level craftsmanship behind each unique piece. At the heart of the brand is the mission to empower women through these accessories, instilling strength and confidence even when paired with a simple t-shirt and jeans.
The brand's goal was to elevate women's confidence with sculptural, handcrafted jewelry. Women should be able to throw on a pair of earrings, a bracelet, or a necklace should enable women to feel strong and self-assured when worn even with a casual t-shirt and jeans, ready to conquer any challenge ahead.
The aesthetic for this photoshoot combines minimalism and natural light with industrial elements such as rough wood beams and nails embedded in floorboards, creating a harmonious balance of soft and clean with rugged details.
Choosing the right model was crucial; we sought a woman who exuded a friendly, girl-next-door charm, neither too young nor too mature. The ideal candidate would look naturally stunning with minimal hair and makeup, wearing a stylish t-shirt and jeans. Hair and makeup aimed for an everyday clean appearance, while wardrobe featured high-quality simplicity, such as a designer t-shirt, fitted jeans, and locally crafted, trendy loafers or flats.
Commercial Catalog Photography
Lifestyle + Advertising Photography