01
Pre-launch: press and buyer imagery
Press and buyers need a clean preview set before production, usually a few packshots plus a small lifestyle selection.
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Guide
Launching a jewellery collection
A new jewellery collection needs imagery before the launch, not after. This guide covers how to sequence visual production so the right assets are ready at each stage, from pre-launch to post-release catalog.
What you need and when
What you need and when
Collection imagery typically arrives in three phases: pre-launch assets for press, buyers, and early social; launch assets for ecommerce product pages and campaign placements; and post-launch catalog imagery for wholesale, print, and long-term channel use.
02
Launch: ecommerce and campaign
High jewellery visual for pre-launch press and buyer presentation
03
Post-launch: catalog and wholesale
Launch assets need ecommerce-ready consistency, crop flexibility, and one strong campaign image for key pieces.
What to produce first
What to produce first
Start with one piece, ideally the hero of the collection. Get the packshot right. Set the visual direction for the lifestyle scene. Once those two outputs are locked, the rest of the collection follows the same parameters. Consistency across a collection is easier to maintain when the first piece is well-defined.
Sequencing
The hero piece sets the whole collection
Every collection has one piece that does more work than the rest: the one that drives the campaign, the one buyers ask about first, or the most technically complex piece. That piece determines the visual language for everything that follows. Produce its packshot before touching any other. Get the lighting right. Set the compositional logic for the lifestyle output. Once those two parameters are defined, the remaining pieces follow consistently. Consistency is easiest to maintain when established from the first image.
Wholesale
Wholesale has a different checklist
Wholesale imagery runs on specifications ecommerce teams don't typically use. Buyers want front and side views to assess construction. Consistent scale across the catalog so adjacent pieces can be compared. Backgrounds with no variables: no gradients, nothing that competes with the piece. These aren't creative preferences, they're specification requirements. Build them into the brief from the start. A single Canova session delivers ecommerce and wholesale imagery in the same run.
Collection visual examples
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Jewellery Campaign Guide
Learn how to build a campaign set from one product input. Covers packshots, lifestyle scenes, and launch-ready formats.
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Visual Production Guide
A broader framework for scaling premium product imagery across launches, catalogs, and ongoing team workflows.
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High Jewellery
Visuals for exceptional stones, precious metals, and one-of-a-kind pieces. Built to preserve detail, light, and craftsmanship.
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