An end-to-end marketing plan for LUUM, a sustainable heirloom jewelry startup, a project that got me my marketing internship offer at LUUM. I led the project and owned core strategy components including situation analysis, customer and competitor insights, target segmentation, and a differentiated value proposition for a semi-custom jewelry line. I then translated this into actionable tactics and implementation across product, pricing, and promotion, designing an e-commerce customization flow, a transparent “Craft Your Price, Wear Your Story” pricing model, and storytelling-driven campaigns supported by influencer, email, and social channels. This work demonstrates my ability to build a structured, insight-backed strategy, lead a team, and deliver a client-ready deck that connects positioning, digital experience, and measurable marketing objectives.