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About the Brand

HIDDENSPACE is a Los Angeles-based fine jewelry brand celebrated for its distinctive, modern approach to design. Specializing in handcrafted, custom engagement rings, HIDDENSPACE is known for its striking use of salt & pepper diamonds and alternative gemstones – each piece a true one-of-a-kind. With aesthetics rooted in architectural forms of Art Deco influences, the brand brings a bold, unconventional edge to timeless craftsmanship.

My Contributions

JUNE 2022 – MARCH 2025

As Creative Director, I led a complete brand transformation and drove exponential growth for both the brand and the business – overseeing photography, social media, graphic design, copywriting, and overarching creative strategy. I redefined bridal femininity, moving away from soft florals and pastel palettes to a bold, cinematic identity inspired by the raw, mysterious beauty of salt and pepper diamonds. These perfectly imperfect stones became a metaphor for complexity and individuality, and the brand evolved to reflect that: confident, independent, and effortlessly elegant with a timeless edge.

This transformation touched every part of the brand – from visuals and voice to content and community—resonating deeply with a new generation of customers seeking unconventional designs and diamond alternatives.

 

 THE RESULT 

Expanded global reach, explosive revenue growth, exceeded over 72 million organic views on Instagram and TikTok in less than 3 years, and more than 270K new followers across platforms.

BRAND VISION
& STRATEGY

– Redefining Bridal Femininity –
  • Repositioned the brand around the raw beauty of salt & pepper diamonds – an intentional break from traditional bridal.

  • Developed a bold, sensual identity that resonated with non-conventional brides seeking individuality and depth.

  • Built a brand world influenced by Art Deco geometry, avant-garde fashion, and goth glamour – all with a modern twist – creating an aesthetic that felt intimate, daring, and uniquely personal.

  • Balanced timeless elegance with defiant femininity to connect with a wider audience while staying true to the brand’s edge.

VISUAL DIRECTION
& STORYTELLING

– Values to Visuals –
  • Led a complete visual overhaul from soft, pastel bridal imagery to a moody, cinematic aesthetic rooted in sensual elegance and mystery.

  • Styled, directed, photographed, edited every visual asset – from campaign shoots to product close-ups – ensuring each image told a story and deepened brand identity.

  • Elevated brand perception from indie bridal to high-luxury through emotionally charged, scroll-stopping visuals.

Before

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After

COPYWRITING
& BRAND MESSAGING

– Always Intentional –
  • Established a confident, emotionally resonant brand voice and built language systems that reflected HIDDENSPACE’s elegance, clarity, and wit.

  • Wrote email copies, ad banners that drove engagement, sales, and reinforced brand identity.

  • Wrote and refined 10+ foundational web pages and 35+ blog posts, including the SEO-driven Tying the Knot series (top-4 landing pages by 2024).

  • Named designs and crafted enticing product narratives that enhanced UX and brand connection.

Foundational Site Copy & Brand Pillars

Product Naming & Narrative

– CLICK TO VIEW PRODUCT COPIES –

Editorial Blog Series & SEO Impact

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Reads

From styling guides and tips on customizing your engagement ring set to inspiration for popping the big question – 

SOCIAL MEDIA
STRATEGY & MANAGEMENT

– Building a World –
  • Created and executed a cross-platform content strategy focused on storytelling, visual cohesion, and community engagement.

  • Transformed social channels into immersive brand experiences, leading to 72M+ organic views on Instagram and TikTok in less than 3 years, and 270K+ new followers across platforms.

  • Achieved a 111% returning customer rate in 2022 through emotionally driven, product-forward content and consistent brand storytelling.

  • Cultivated a passionate, global audience that connected deeply with the brand’s identity and visual world.

Early Growth (2022-2023)

Latest Growth

Facebook Meta Performance

Strategic Content

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Intentional Storytelling

Customer Loyalty

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©JamieHanSW2025

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