Case Study: Boosting Visibility for Underrepresented Jewelry Designers Through Events, Marketing, and Community Strategy
Disclaimer: This organization’s name has been changed to protect client privacy.
The Challenge
The jewelry industry has historically been dominated by a narrow demographic, often leaving out immensely talented professionals from underrepresented communities. Despite equal—if not superior—levels of craftsmanship, many Black, Brown, LGBTQIA+, and immigrant designers face systemic barriers to visibility, opportunity, and economic growth.
Urban Gem & Design Summit, a New York-based organization, set out to change that. Their goal: to increase brand awareness, create economic opportunity, and celebrate artistic talent through a weeklong event series that included live workshops, photo shoots, retail marketplaces, and billboard campaigns.
With a limited budget (our services were donated pro bono), minimal lead time, and a high-impact vision that required activation across multiple boroughs, the stakes were high. The client needed a partner that could move fast, think holistically, and deliver on both logistics and strategy.
Our Approach
At The Industry Leader, we craft integrated marketing and communications strategies that help visionary businesses and nonprofits scale their impact. For Urban Gem & Design Summit, we offered full-spectrum support across four key areas:
Strategic Communications: We developed a consistent brand narrative that connected every event, activation, and artisan to a broader mission of inclusion, innovation, and artistry. From vendor coordination and press materials to public-facing content, our messaging focused on empowerment and equity.
Logistics + Marketplace Management: We supported the planning and execution of physical marketplace installations in Williamsburg and Sunset Park, coordinated photo shoots and visual branding for featured designers, and ensured smooth production timelines throughout the weeklong campaign.
Community Engagement + Media Support: Our team handled live event support, including livestream video, panel coordination, and audience interaction strategy. We also worked closely with influencers, stylists, and creative professionals to maximize organic buzz and shared storytelling.
High-Visibility Physical Marketing: One of the campaign’s centerpieces was a Times Square billboard, which featured underrepresented jewelers for the world to see. We consulted on strategy and helped amplify visibility across digital platforms and in-person touchpoints.
Explore more of our external projects here ↓↓
The Results
The results of this high-intensity, community-forward campaign were both immediate and long-lasting:
Multiple jewelry designers and stylists featured in the campaign went on to collaborate with major public figures, including Beyoncé’s team.
Participants were featured in Vogue and other national publications, gaining credibility and market access.
Several brands launched new retail partnerships with both local boutiques and larger chains.
The summit successfully positioned the client as a leader in culturally conscious fashion and design events.
What started as a grassroots effort became a citywide celebration of talent, identity, and enterprise.
Why It Matters
This project reflects what we do best at The Industry Leader: turning intention into impact. By combining strategic planning, real-world logistics, and creative amplification, we helped transform a tight-turnaround project into a platform for career-changing visibility and economic mobility.
For brands looking to center equity, culture, and authenticity in their marketing and community strategy—this case study proves what’s possible.
Let’s Build Something Bold
If your organization has a powerful vision but limited time or resources, our team is ready to help you create a meaningful impact with precision and purpose. Schedule a free discovery call with our strategists today.
Explore more case studies here ↓↓
