In the Frow x Edge of Ember 'Paradise' Launch

  • Michaela Graham-Gardner
  • Chloe McConkey

Victoria Magrath of InTheFrow collaborated on her second collection with sustainable and ethical jewellery brand Edge of Ember. For the PRE-LAUNCH, I was briefed to scout locations to shoot the Paradise campaign and secure a venue for a PRE-LAUNCH event. The Paradise Collection was born from 7 of Victoria’s most loved places she visited around the world that Victoria wanted to share with her 1.3 million followers. For the POST-LAUNCH, I created signature ‘Paradise’ mailers to send out to key press and influencers. The creative mailers included a personalised paradise eye mask, sun themed travel pouch and selected pieces from the collection in a bespoke jewellery pouch. I was responsible for sourcing suppliers to create custom sustainable Edge of Ember jewellery pouches to use throughout and POST-LAUNCH for Edge of Ember customers.