NYC Luxury
We are the ongoing content partner for NYC Luxury, a custom jewelry brand in New York. Every week we shoot product photos, jewelry videos, UGC and client visits, and cover their events, so their shop and social channels never go quiet. The goal is to build brand awareness, drive more sales and give the brand a personality people want to follow.
Jewelry Pieces
Every week we shoot short vertical videos of individual pieces for Instagram, TikTok and Stories. The goal is to show the detail and sparkle up close, keep the brand showing up in the feed and move people from the video to the shop.
Campaign Ads
We shot a series of short ads for the social channels of NYC Luxury, each one showing the jewelry in a different setting, from street shoots around NYC to on camera talks and close ups. The goal was fresh creative the brand could run on social to drive traffic to their pages and get more eyes on the pieces.
Product Photography
We photographed custom pendants, chains, rings and watches in studio, on black velvet with branded ribbon for the lifestyle look and on white for clean catalog listings. The photos fill the shop, social posts and ads, so every piece is shown at its best wherever customers find it.
Retouching
Every piece is finished after the shoot: the line it hangs from and its shadow removed, the background cleaned to white, and the gold and diamonds brought to true color. Drag to compare a pendant straight from the camera with the finished photo.
After
Before
Lifestyle
Jewelry and watches in real use, worn on a person or held in the hand, so clients can see the scale, the fit and how each piece catches the light.
UGC Content
We produced UGC style videos for NYC Luxury, casual creator style clips where a real person talks to camera about a piece, reviews it or breaks down what makes it special. The goal was to give the brand a personality and a more human voice, and to build trust in a way that feels like a recommendation instead of an ad.
What Goes Into Every Edit
Every clip on this page started as raw footage straight off the camera: flat color, long takes and no text. The finished videos above show what the edit adds.
Color
We grade the flat footage so the gold, the diamonds and skin tones look true and every video matches the brand.
Cuts and pacing
Long takes are cut down to the strongest moments, with a hook in the first seconds so people keep watching.
Captions and graphics
On screen text, titles and captions, so each video lands with the sound off.
Client Visits
We filmed celebrity and VIP clients as they came into the showroom, tried on pieces and picked out their jewelry. The goal was to show real people choosing NYC Luxury, which builds credibility and brand awareness and gives customers a feel for what a visit is like.
Events
We cover NYC Luxury's events and its biggest moments with clients, so the brand has content from every big night, in the shop and out in the world.
The Pop Up
We filmed an NYC Luxury pop up event and cut a one minute recap for social. The goal was to bring the energy of the night to people who could not be there, and to show that customers come in person to browse and pick out pieces.
The display
Chains, merch and boxed pieces laid out for guests to browse.
The guests
Clients and visitors trying on pieces and picking them out at the cases.
The cut
A one minute vertical recap made for Instagram, TikTok and Stories.
Lunay: The Delivery and the Show
When Lunay bought a chain from NYC Luxury, the brand bundled our coverage into the purchase. We pulled up to deliver the piece, then covered him performing in it at an MLB event with a recap video and photos. The jewelry got a live stage, and the client got content from his own night.
Behind the Pieces
We documented how pieces come to life, from design through final polish, plus a Q&A with a celebrity client. The goal was to tell the story behind the work, so the brand feels personal and the craftsmanship becomes part of what people connect with.
Podcast
We filmed a podcast with two of NYC Luxury's lead sales team members about the Diamond District and the jewelry industry, and cut a trailer for social. The goal was to put faces and expertise behind the brand, build authority and give it a longer, more personal conversation to share.
Behind the Camera
We filmed behind the scenes at our NYC Luxury shoots, from podcast setups to cinema cameras on the showroom floor. The goal was to let the audience in on how the content gets made, which makes the brand feel more open and approachable.
Related projectNYC Luxury ShowroomSee the space itself: a video tour and photos of the lounge, the lit display walls and the cases of chains and watches.See the showroom
Services used on this project
Want a content partner for your brand?
We shoot for NYC Luxury every week. Tell us what your brand needs and we will build a plan around it. Any service can be booked on its own or bundled.