For the holiday season, we partnered with French illustrator Geoffroy de Crécy to create a whimsical winter world. His artwork mirrored the craftsmanship behind each piece—from the way a stone is set to capture light, to the crisp snap of a well-made clasp, to the smooth curve of a perfectly fitted band. Bringing these illustrations into my email designs was a joy. With tiny skiers, a sparkling diamond lab, and playful winter touches throughout, this campaign truly stole my heart.
This season, I also began designing our product grids, elevating the visual consistency across campaigns and contributing to higher user engagement within email.
Designer: Liliana Caceres
Copywriters: Ecco Driscoll + Hayley Coupon
Brilliant Earth x Ai
AI is reshaping our field, and rather than resist it, we’ve embraced it as a tool to elevate our brand. Earlier this year, I partnered with our Design Director and CRM leadership to explore ways to integrate AI into our work, and we recently launched our first AI-powered email. By personalizing hero images with recipients’ first names, we’ve already seen strong results—an 11% lift in CTOR (Click-to-Open Rate) and a 32% increase compared to our weekly averages.
This is just the beginning of our AI journey. We’re experimenting with tools like Midjourney, PhotoRoom, and Sora to transform standard PDP images into dynamic, eye-catching visuals—turning something simple into something unforgettable. Every test, every iteration, brings us closer to creating personalized experiences that make users feel seen and deliver that “wow” factor. And with more AI-driven personalization experiments planned, the potential to push creative boundaries has never been greater.
