Intro
Since its inception in 2022, I’ve led the creative direction, styling, design, and photography execution for our multi-award winning product series. This encompassed crafting brochures, lookbooks, and catalogs which I had a direct hand in developing. Additionally, I undertook the responsibility of composing collection introductions and style descriptions for the extensive Bijou Collection, now comprising 24 families. The introductory copy for Bijou was meticulously crafted based on in-depth interviews and discussions with the Product Development Director and Creative Director, ensuring a compelling narrative that reflects the essence of the collection:
The History of Bijou
The Bijou Collection is the culmination of years of archival designs from Belwith Keeler’s rich legacy combined with new ideas. These pieces have been reimagined in exceptional, timeless finishes. This is not merely hardware—this is cabinet jewelry. Rigid lines that once separated the domains of fashion, art, interior design, and architecture have long blurred. Home interiors inspired by fashion have come to the fore, driving trends and energizing designers and customers alike to rethink their space as a reflection of self. Unique, one-a-kind and special. Our wardrobe is how we project ourselves into the world. Our spaces are a reflection of who we are, what we aspire to be and what we call, “home.” Make it different, make it uniquely “you.”
Virtual Catalogs
In an industry often mired in outdated practices, our company stands out for driving innovation, particularly through the promotion of paperless catalogs. Since 2022, I have been spearheading the design evolution of our catalogs, constantly refining its style. In 2024, we took a significant step by embracing minimalism and reducing color, intentionally diverging from prevailing trends. This shift reflects our commitment to challenging conventional thinking and pushing the industry forward. You can see the marked differences in the style above vs. below.
Award Winning Work
The Bijou Collection has garnered prestigious accolades, including Interior Design Magazine’s NYCxDESIGN Award (see linked video at 7:11 – 7:30) and the DPHA’s Product of the Year Award. Notably, both awards spotlighted the photography I captured for the series, further validating its excellence and impact on the industry.
As part of the ceremony, winners were presented with a unique version of The Guest, an iconic Lladró creation by Jaime Hayon featuring a vibrant orange base. Hosted by Interior Design magazine’s editor-in-chief, Cindy Allen, the ceremony was a highlight of New York City’s annual NYCxDESIGN Festival, held at The Landing on Pennsylvania Plaza and attended by over 500 industry professionals.
Photography
The setup was straightforward yet required extensive preparation. The very first photo shoot was conducted at home during the pandemic in late 2021, taking place in a makeshift bedroom studio, necessitating furniture rearrangement and meticulous cleaning. To capture the shots, I improvised with available materials, repurposing an old Pier 1 melamine bowl and black sand.
These props were arranged on a nightstand positioned near windows, harnessing the soft, flattering light of a clear sunny day. To manage occasional harsh sunlight, I diffused it with drywall-friendly tape and white tissue paper, ensuring optimal lighting conditions without sacrificing clarity. The entire shoot was executed using a Canon 6D Mark II. A great way to check out the rest of the photos is to flip through the Bijou Catalog.
Product Descriptions
Below is a selection of style descriptions I wrote for the series.
Aura
ethereal • luminous • intrinsic
Born of igneous rock and geothermal aquatic environments, authentic crystal quartz gleams in the light. Individual spectral veins and natural bubbles come together to form an abstract pattern unique to every piece, Aura embraces the random formations of nature, while being grounded on a modern base.
Fringe
acute • edgy • minimalistic
Slick, clean and precise, the Fringe lip pull is a discreet modern design marked with angular features for a sharpened profile. With classic simplicity at its core, Fringe showcases all the hallmarks of practical minimalist design with a contemporary edge.
Dune
moving • expressive • organic
Like a window into the meandering lines of the Sahara Desert, Dune captures a fleeting frame in time as relentless winds carve rippling patterns into the sand. An homage to the forces of nature, Dune combines graceful sweeping curves with a powerful sense of mass and scale.
