Elegance with a modern twist

Elegance
  
with a
 
modern
​ 
twist

IOAKU is a modern Swedish jewelry brand that stands for strength, elegance and self-expression. In collaboration with founder Fanny Ek, I create ongoing visual content that brings the brand identity to life in a modern and refined way. The visuals reflect IOAKU’s vision of luxury jewelry with a strong personality, made for women who want to express themselves with style and confidence. Women who want to make a statement.

IOAKU’s core values ask for a visual style that is different from traditional jewelry photography. The style I created matches the brand’s confident and expressive voice. It shows feminine strength and elegance in a bold and modern way, with a clear 'boss lady' attitude. Instead of using soft pastel colors, I chose deep tones, strong contrast and a look that stands out right away. This visual style not only fits the jewelry but also matches the design of IOAKU’s stores, where modern luxury is an important part of the brand.

For each collection, I start by translating the client’s vision into a clear creative concept. This defines the tone, setting and direction for both photography and video. I create a visual plan where all elements work together to tell one cohesive story. Jewelry content requires a precise and thoughtful approach. With controlled lighting, careful preparation and a focused workflow, each frame captures the fine details and reinforces the brand identity.

In the photography, I use macro lenses, focus stacking and lighting setups tailored to the material and shape of each piece. Reflective surfaces like gold, silver and crystal require precise control of light to manage highlights and reflections. Multiple exposures are often combined through compositing to capture texture, clarity and shine in a balanced way. This process helps present the jewelry in a realistic and refined manner.

The videos follow the same visual tone and are designed to support the photography. They are used on social media and other digital channels as dynamic content that brings the pieces to life. With camera movements and close-up shots, the videos highlight the details and craftsmanship of each design, while staying true to IOAKU’s visual identity. Together, the still and moving images create a strong and consistent presence across all platforms.

My collaboration with IOAKU is based on mutual trust and a shared focus on quality. We stay in close contact, often discussing new ideas and creative directions. This makes it possible to build a clear and evolving visual story that truly fits the brand. Every time I see the work appear in shop windows or in-store displays, it’s a rewarding moment and a motivation to keep growing the collaboration.

​- Thijs Goedegebuure

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High-end photography. Cinematic commercials.
Attract attention. Build desire. Increase sales.

Curious? Get in touch.

CLIENT CASES Contact

HIGH-END PHOTOGRAPHY

CINEMATIC COMMERCIALS

Attract attention.

Build desire.

Increase sales.

Curious?​
​Get in touch.

Contact