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MŪRAA JEWELRY
Led the launch of MŪRAA Jewelry in Kazakhstan, shaping its marketing and digital strategy around the brand’s philosophy: reimagining the traditional jewelry of Central Asia.
I built a storytelling-driven brand identity — crafting the Instagram grid as a visual novel, where each piece was introduced like a character, unfolding the story chapter by chapter.
Through a focus on craftsmanship, heritage, and handmade silver jewelry inspired by the nomadic spirit of Central Asia — infused with a modern, rock’n’roll edge — I positioned MŪRAA as a contemporary heirloom brand that celebrates roots while embracing reinvention.
Video Collaboration — MŪRAA x SAMRATTAMA
For MŪRAA’s jewelry and storytelling campaign, we collaborated with SAMRATTAMA, a Kostanay-born, Almaty-based singer-poet whose indie music explores identity and the rediscovery of Kazakh heritage. Inspired by the brand’s spirit and craftsmanship, he wrote an original piece — a lyrical ode to the fairytales and timeless lands of Kazakhstan. His verses, blending memory and mythology, became the emotional core of the video, weaving sound and imagery into a modern legend about roots, courage, and silent understanding.
INSTAGRAM
& EDITORIAL STRATEGY
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