As a veteran of the fine jewelry industry along with admiration for her grandmother’s inherent style, Nicole Vallario created Falena, a fine jewelry shop based in upstate New York. 

Nicole set out to share her most treasured finds in the fine and demi-fine jewelry space. Falena would feel collected, balancing tradition and a forward-thinking attitude. A Falena woman is confident and fun, polished but daring.

The Falena visual story is romantic and designed with a touch of nostalgia. Letterforms are expressive with an underlying calligraphic quality. A ligature ties together the logotype, mirrored initials come together in a monogram that might be found etched in a locket. The visual voice positions Falena as a forward thinking retailer with an appreciation for craft and beauty. 

Print is designed to be of quality and made for keeping—deep greens and pale pinks are imprinted with gold foil. The Falena digital experience is designed to be both inspiring and utilitarian. The e-commerce site mixes richly-hued editorial imagery with product imagery. Typography is pared back, partnering elegantly with the flair of the logo.