Abhijith S Mohan
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Case StudyRole: EmployeeStatus: CompletedStarted: May 2024Jewellery Retail

Planet Jewel — Restarting and Building a Jewellery Brand’s Digital Presence

Hands-on digital marketing, content strategy, photography, video, campaigns, and customer-facing digital activity for jewellery retail brand Planet Jewel.

Individual Role: Digital Promoter

Overview

My experience at Planet Jewel was one of my first major opportunities to work inside a real retail business and apply digital marketing beyond the classroom. When I joined, the brand's social media activity had been inactive for a significant period. My work became focused on restarting and developing the digital side through content, creative production, campaigns and customer-facing digital activity. The experience eventually expanded beyond social media into photography, video production, influencer coordination, sales support and day-to-day marketing operations.

The Opportunity

The challenge wasn't simply creating social media posts. Jewellery is highly visual, while the business itself depends on products, customer trust, physical retail experience and sales. My work therefore involved connecting:

Products → Creative → Digital Presence → Customer Interaction → Business

This gave me an opportunity to understand how marketing functions inside an operating business.

Content Strategy

Working on the digital presence wasn't only about producing individual posts. I was involved in thinking about what the brand should communicate, what products and stories to highlight, how content could be structured and how different types of content could work together. The planning involved thinking across:

Brand → Products → Audience → Content → Campaigns → Customer

This helped create a more intentional approach to the brand's social media rather than treating every post as an isolated piece of content.

PRODUCT STORYTELLING

Turning jewellery products into visual stories that communicate their design, details and appeal.

EDUCATIONAL / VALUE CONTENT

Exploring content that could help audiences understand products, jewellery and related topics rather than relying only on promotional posts.

SEASONAL & CAMPAIGN CONTENT

Planning content around occasions, festivals, campaigns and promotional moments.

BRAND & ENGAGEMENT CONTENT

Creating content designed to communicate the brand, encourage interaction and make the digital presence feel active and relevant.

My Role

Role: Digital Promoter

MARKETING & STRATEGY

  • Social media management
  • Content planning and strategy
  • Content ideas
  • Campaign planning
  • Jewellery storytelling
  • Digital presence

CREATIVE PRODUCTION

  • Jewellery/product photography
  • Video shooting
  • Video editing
  • Image editing
  • Promotional content
  • Testimonial-style content
  • Collaboration content

CAMPAIGNS & COORDINATION

  • Campaign development
  • Influencer coordination
  • Collaboration coordination
  • Team coordination
  • Production coordination
  • Brochure/catalogue work

CUSTOMER & BUSINESS

  • Instagram enquiries
  • WhatsApp enquiries
  • Customer interaction
  • Product-related conversations
  • Sales support
This was a hands-on role spanning strategy, content, creative production, coordination and customer-facing digital activity.

What I Worked On

Content Strategy

I was involved in thinking about what the brand should communicate, what products and stories to highlight, how content could be structured and how different types of content could work together.

Social Media

I worked on restarting and developing the brand's social media presence through content planning, creative production and publishing. The focus was on presenting jewellery in a way that was visually engaging while remaining connected to the products and the brand.

Product Photography

I personally photographed jewellery products for digital use, including product-focused imagery created using a Samsung S23. This gave me practical experience with product presentation, composition and creating usable commercial imagery with accessible equipment.

Video & Creative Production

I worked across video concepts, shooting, editing, promotional videos, testimonial-style videos, collaboration content, and product-focused content. This allowed me to work through the complete creative process:
  • •Idea → Production → Editing → Final Content

Campaigns & Seasonal Content

I worked on promotional and seasonal content, including jewellery campaigns and Onam-related creative work. The work required coordinating the creative process around products, campaign requirements and publishing.

Influencer & Collaboration Work

I was also involved in influencer coordination and collaboration-based content, including communication, requirements and production coordination.

Customer-Facing Digital Work

My role also exposed me to what happens after content reaches an audience. I handled or supported Instagram enquiries, WhatsApp enquiries, customer communication, product-related conversations, and sales support. This helped me understand that digital marketing doesn't end when a post is published.

Catalogue & Brand Materials

Created and supported brochure, catalogue and product-presentation materials for digital and promotional use, helping communicate products and brand materials to customers.

From Strategy to Execution

One of the defining parts of the role was moving between different levels of the marketing process. A typical piece of work could move through:

Understand the Product → Identify the Story → Plan the Content → Create the Asset → Publish → Respond to Customers → Learn and Improve

Working through this process gave me practical exposure to how marketing operates as an ongoing system rather than a collection of individual posts.

Selected Work & Outputs

Asset types and creative deliverables produced during the tenure.

PRODUCT PHOTOGRAPHY

Jewellery and product visuals created for digital and promotional use.

NATURAL STONES CATALOGUE

Product-focused catalogue work involving jewellery presentation, product imagery and visual communication.

ONAM CONTENT

Seasonal promotional content developed around the brand and jewellery products.

PROMOTIONAL & TESTIMONIAL VIDEOS

Video content created to communicate products, promotions and the customer/brand experience.

INFLUENCER & COLLABORATION CONTENT

Content coordinated around external collaborations and brand requirements.

BROCHURE & CATALOGUE MATERIALS

Marketing and product-presentation materials created or supported for digital and promotional use.

How My Thinking Changed

One of the biggest lessons from Planet Jewel was that marketing doesn't exist separately from the business. A piece of content might look good, but the larger system is:

Product → Positioning → Content → Customer → Enquiry → Sales → Experience

Working close to the business helped me understand marketing from a much more practical perspective. I began seeing content not simply as something a brand publishes, but as something that can help a customer discover, understand and interact with a business. It also made me more interested in the strategic side of marketing — why something should be communicated, who it is for and how creative work connects back to the business.

Skills Developed

MARKETING & STRATEGY

  • Digital marketing
  • Social media management
  • Content strategy
  • Content planning
  • Campaign planning
  • Digital presence
  • Customer communication
  • Brand storytelling

CREATIVE

  • Product photography
  • Video production
  • Video editing
  • Image editing
  • Creative direction
  • Visual storytelling

BUSINESS & OPERATIONS

  • Customer interaction
  • Sales support
  • Product understanding
  • Team coordination
  • Production coordination
  • Marketing-business connection

Tools & Working Methods

InstagramWhatsAppSamsung S23 photographyVideo editing toolsImage editing toolsAI-assisted creative workflows

Outcomes & Deliverables

Working across the digital side of the brand resulted in a broad range of marketing, creative and customer-facing outputs.

DIGITAL PRESENCE

Restarted and developed the brand's social media activity through ongoing content planning, production and publishing.

CONTENT STRATEGY

Developed content ideas and planning around jewellery products, brand communication, campaigns, seasonal moments and customer interests.

CREATIVE PRODUCTION

Produced and coordinated product photography, promotional videos, testimonial-style content, collaboration content and edited visual assets.

CAMPAIGNS & COLLABORATIONS

Worked on promotional and seasonal campaigns, including Onam-related content, while supporting influencer and collaboration-based content.

CATALOGUE & BRAND MATERIALS

Created and supported brochure, catalogue and product-presentation materials for digital and promotional use.

CUSTOMER-FACING DIGITAL WORK

Supported Instagram and WhatsApp enquiries, customer communication, product-related conversations and sales activity.

What I Learned

Key operational lessons from this experience:

  • •Work with real products and business requirements
  • •Create content under practical constraints
  • •Coordinate people and production
  • •Communicate with customers
  • •Think about content commercially
  • •Adapt creative ideas to business needs
  • •Understand the connection between digital marketing and sales
  • •Work across both creative and operational responsibilities

The Bigger Story

Planet Jewel became an important transition point in my journey. I entered with an interest in digital marketing. Through the experience, I moved deeper into:

Marketing → Content Strategy → Creative Production → Customers → Business Operations → Strategy

That broader exposure helped shape my later interest in combining marketing with AI, technology, data and business systems.

Evidence & Work

A selection of work from this period across digital marketing, content, creative production and campaign activity.

Project Evidence & Public Assets

Selected work will be added as project assets are organized.

Related Knowledge

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Connecting Strategy & Execution

Planet Jewel demonstrated how creative marketing, content strategy, visual production, and customer communication connect directly to retail business operations.

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