Bixby & Co is a Sydney-based, mother-daughter-run jewellery brand, and my work with them was a little different from my usual projects. Instead of focusing on traditional product marketing, our goal was to build the personal brand of the founders, Annie and Claire, through TikTok.

To achieve this, we developed a strategy centred around personable, relatable content - helping their audience connect not just with the jewellery, but with the story and personalities behind the brand. The best-performing videos were those where Annie and Claire engaged with trends that highlighted their mother-daughter dynamic, often suggested by me.

Because authenticity was key, much of my work went beyond just shooting and editing - I worked behind the scenes, coaching the pair on how to create more natural, engaging content and helping them grow comfortable in front of the camera. This hands-on approach allowed us to refine their presence on TikTok while ensuring the content stayed true to their brand’s voice and values.