Brand World Builder & Strategist — Take a 7-Figure Jewelry Brand Upmarket

Who we are: Stay Golden is a DTC jewelry brand born in Hawaii, six years in and profitable. We grew from viral TikTok into a 7-figure business with a loyal community, weekly product drops, and hero products customers buy again and again. Our designs are inspired by Hawaii and by heritage — pieces that carry meaning, worn daily and passed down. The problem & why we're hiring: Our growth outpaced our brand. The product and community are strong; the brand expression is not. Our visuals are inconsistent — four collections can look like four different companies. We are repositioning from product-led (waterproof, affordable) to identity-led (premium, belonging), the direction is committed, and we have strong raw material. We need a strategist to turn that into a brand foundation the whole team can execute against. The project you'll own: 1. Audit + immersion — site, social, email, ads, customer reviews, our existing brand book (2025), avatar research we've already done, founder working sessions. 2. Positioning + strategy — sharpen the premium positioning: who she is, what world she lives in, why we exist, what we say no to. We have a working customer avatar and a draft manifesto; pressure-test, refine, finalize. 3. Messaging + tone of voice — messaging hierarchy and tone guidelines in plain customer words, including how brand surfaces (site, email, organic) differ from acquisition ads. 4. Brand book revamp — rework our existing deck into a definitive brand bible: premium positioning, our signature motif families (florals are our bestsellers), and a visual-world direction our creative team can shoot against (developed with our founder, who owns art direction). 5. Adoption handoff — guidelines formatted for real use by web, email, organic, and product presentation, plus a working session to walk our team through them. What you're NOT starting from zero with: avatar research dossier, 2025 brand book, draft manifesto, a founder-drafted brand-world thesis, six years of customer reviews and sales data, and a founder with a clear read on which products won and why. Timeline: kickoff late July · v1 of key deliverables by mid-August · final by early September. Budget: $5,000–$10,000 fixed price depending on scope and experience. You: - Need to have exceptional taste - Plugged into fashion - US-based (Los Angeles a plus) - Have repositioned consumer brands upmarket before — ideally jewelry, fashion, or beauty DTC — and can show the before/after - Think in systems (strategy → guidelines → execution), not just decks - Comfortable working directly with a founder who knows her product and customer cold and wants a true partner on brand Growth path: This is a one-time project, but we're building out our brand function. Do exceptional work and there is a real path to an ongoing brand leadership role. To apply, answer these three questions (applications without them won't be reviewed): 1. Link ONE case study where you took a consumer brand upmarket. What changed, and what happened to the business? 2. Spend 15–20 minutes on staygoldenhi.com and our Instagram (@staygoldenhi). What is the first thing you'd change, and why? 3. Briefly describe how you'd run this project start to finish.