When I first launched SETTE, I modeled everything myself.
Not because I wanted to be the face of a fine jewelry brand, but because it was the most efficient way to bring the vision to life.
I wasn’t doing every photo alone. I worked with a photographer on campaign shoots, but I planned and directed them myself. And in between campaigns, I handled all the day-to-day styling and photography—website content, Instagram posts, stories, you name it. Every image we created started with a clear idea of what I wanted the jewelry to say.
In the beginning, that worked.
But then I got pregnant.
My body changed. My energy shifted. I didn’t feel like standing in front of the camera. I didn’t feel confident. I didn’t feel inspired. So I asked two of my close friends—both gorgeous, both generous—to help. They stepped in for two different shoots and made the pieces look incredible. I will always be grateful for them.
Still, I knew I couldn’t build a designer jewelry brand on too many favors.
Eventually, I hired a professional model. Not because I wanted to make things look perfect. But because I was finally ready to present SETTE the way I always intended: clearly, intentionally, and with the jewelry as the focus.
This shift wasn’t just about stepping out of the frame. It was about putting the product and the customer at the center of the image.
Because when you’re shopping for modern fine jewelry, you’re not looking for the founder.
You’re looking for yourself.
You’re trying to figure out how that gold pinky ring would fit on your hand.
If those statement earrings would frame your face.
If you could wear that everyday diamond band with what’s already in your jewelry box.
That’s why our styling changed.
When I modeled the jewelry myself, the goal was just to get the shot.
Now, the goal is to show you how the jewelry really lives on the body.
Our product photography is built around clarity. How each piece catches light. Where it sits on your ear. How it layers with other jewelry. Our styling is based on real outfits. We show mixed metals, varied necklines, and different hand shapes to help you picture the piece in your world—not just in ours.
This is not a brand built for the algorithm.
It’s a brand designed for you.
That matters. Especially in fine jewelry, where so much of what you’re buying is about feeling. Confidence. Identity. You can’t build that connection if the product photos feel generic, over-retouched, or rushed.
SETTE is still a founder-led jewelry brand. I still style every look. I still select every angle and every photo that makes it to the product page. I still write the descriptions, answer emails, and obsess over which ring goes on which finger. And most importantly, I still design every piece myself.
These are not drop-shipped.
They’re not mass produced.
They’re original pieces—from concept to CAD—created by me, with intention and edge.
What has changed is the experience we’re delivering. The presentation. The professionalism. The way we respect your time and your taste.
You deserve to see what you’re buying. You deserve photography that helps you imagine yourself in it. That’s what every shoot is about now.
So no, I’m not in the pictures anymore.
But I’m still behind every single one.
And the jewelry? It’s styled and designed with you in mind. Always.
