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VELORA

Softly Kept

A jewelry brand built around one sculptural form: a folded fan in 18k gold. The campaign introduces it as something intimate and kept, not loud or decorative.

Type
Jewelry brand · Campaign
Status
Own brand
Client
VELORA, own jewelry brand
Year
2026
Role
Founder, jewelry designer and art director
Services
Jewelry collection concept, Brand identity direction, Campaign art direction, Product imagery
VELORA fan-shaped gold necklace and earring on stone and oxblood silk
ALA HESAMSelected works@alaphillia
VELORABrief · Direction

The brief

A new jewelry brand has to feel established from its very first image.

The goal was to present sculptural gold pieces as personal objects: worn close, kept for years, never shouted about.

Direction

One fan-shaped form, shown at three scales: as an object, on the hand, on the body.

A single light source and deep shadow. The palette comes from silk and old gold, so the metal reads warm against dark fabric.

AI image generation was used as a production tool for the campaign images.

Oxblood
#4E1B1E
Champagne gold
#C9A66B
Warm ivory
#EDE4D6
Espresso
#2E211B
ALA HESAMSelected works@alaphillia
VELORAFinal work
VELORA piece worn at the back of the neck
VELORA fan ring on a hand resting on oxblood silk
VELORA campaign portrait in low, warm light
VELORA gold form and its reflection
ALA HESAMSelected works@alaphillia
VELORADeliverables

Deliverables

  • Six editorial campaign images
  • Brand book and campaign deck
  • Colour, light and styling direction
  • Jewelry form concept

Piece details

Material
18k gold
Form
Folded, fan-shaped sculptural pieces
Stage
Concept design
Production
Concept only. Visualised with AI image generation, not yet prepared for a manufacturer.
Next case studyImania
ALA HESAMSelected works@alaphillia