Our project goal was to revolutionize the perception of leather goods through M&G's innovative Reclaimed Collection, showcasing the unique stories embedded in each hide initially rejected for natural markings. Moore & Giles aim was to celebrate these imperfections as part of the hide's history, elevating what others deemed flaws into captivating elements that make every bag distinctive.

In my role we created a wonderful email marketing campaign to rollout the launch of this new addition to the Moore & Giles brand. I witnessed firsthand how this collection redefines beauty in imperfections. Our goal was not just to offer a leather bag; it was to provide a symbol of originality and distinction. We empowered individuals to embrace their uniqueness by owning a product that resonates with their individual story, showcasing an appreciation for authenticity and craftsmanship. Through compelling storytelling and emphasis on authenticity, the launch campaign would resonate with a wider audience of young professionals, expanding the Moore & Giles customer base. The narrative-driven approach attracted individuals seeking unique, personalized items, contributing to heightened engagement and increased interest in exploring the Reclaimed Collection. As recipients explored the collection online, we saw an increase in holiday conversion rates as intrigued customers made purchases, thus amplifying sales and revenue.

The Reclaimed Collection represents a departure from conventional standards, embracing the unique variations in each Italian leather hide—scars, grain intensities, and color variations. We recognize these as the very elements that make each piece intriguing and incomparable. This collection challenges norms, celebrates individuality, and redefines the concept of beauty in imperfections—a testament to Moore & Giles' commitment to innovation, sustainability, and quality craftsmanship.