retail product development

CASE STUDY No. 4

Michaels Stores — national campaigns, fimo clay, jewelry programs

cross functional

retail pitch

merchandising

product development

Distribution
In-store + online, all stores

program
jewelry

Client
MICHAELS

01 - The scope

We were approached to have a collaboration with FIMO Clay in the jewelry department, I took the helm in managing influencer partnerships, selecting color palettes, drawing inspiration from trends, and overseeing product development. I curated a POG in-store, featuring ready-made pieces, crafting kits, tools, and clay supplies. Collaborating with our international vendors, I designed the packaging aesthetics and organized the visual layout of the POG for an appealing customer experience. I started with researching trend for color and shapes.

component shapes

Partnered with influencers Sarah Hearts and The Crafted Life to design an exclusive Fimo clay jewelry program for Michaels — a full end cap spanning beads, earring posts, and pendants across dozens of SKUs. I led design on every piece, working from a small set of shapes each influencer responded to and building a unified color story by finding the overlap between their two palettes. The result was a single cohesive collection on shelf that still gave each influencer something authentically on-brand to promote.

03 - product development vectors

influencer boards

02 - working with influencers

04 - in-store

From concept to shelf, I owned creative direction on the full program — partnering directly with the Michaels jewelry buyer to define the assortment, collaborating with both influencers to translate their brands into product, and designing every shape, component, color, and tool in the line. The result was a cohesive, co-branded end cap that delivered against the buyer's merchandising goals while giving each influencer an authentic extension of their aesthetic at retail.

04 - conclusion