Smyth Jewelers is among the oldest and largest jewelry stores on the east coast, and I’ve had the good fortune of writing for the account since 2020. Over the years I’ve crafted hundreds of social ads, billboards, emails, videos, radio scripts, e-commerce pages, and more — including a limited-edition beer. Below are some of my favorites:
The beer above was an idea from me and Senior Art Director Ashley Abbott. Smyth was losing market share from young couples (the kind that buy engagement rings) to online retailers like Brilliant Earth, so we thought it would be smart to establish a local presence at bars. We pitched the idea, partnered with a local brewery, named the beer, designed the can, and promoted it throughout Baltimore. The cans launched in September and sold out in October. I also wrote copy on the labels which isn’t pictured. It reads: “Cheers to Love, / To first dates & 50th anniversaries. / To summer flings & engagement rings. / To hugs and kisses, / Quarrels & compromises, / And two souls choosing each other / Over a beer. / With love, Smyth Jewelers & Checkerspot Brewing Co.”
Art Direction by Ashley Abbott.