Tory Burch

Tory Burch’s “Love Letters” mobile web campaign brought signature jewelry designs into a personalised digital card experience. Combining collection discovery with personal expression, the journey invited users to explore the brand’s jewelry inspirations and create a custom note for someone special.

The experience began with a selection of seven jewelry collections: Icon, Forget Me Not, Moondance, Gemini, Curiosity, Pierced and Runway. Each collection paired distinctive imagery with a short introduction to its design inspiration, allowing users to discover the stories behind the pieces while choosing a motif for their card.

From Signature Designs to Personal Notes
After selecting a design, users chose a decorative background and added a recipient’s name, a personal message and their signature. A preview screen brought these elements together as a digital keepsake, combining textured stationery, jewelry-inspired details and the campaign’s understated gold-and-white aesthetic.

The creation journey concluded with a branded envelope and a send option. Recipients were welcomed by a personalised opening screen before viewing their card, with the option to save it and begin creating a note of their own. Additional touchpoints—including jewelry collection discovery, favourites and wallpaper downloads—connected the card-making experience with further brand exploration.

“Love Letters” framed product discovery around a simple personal gesture: choosing a design, writing a message and sharing it with someone who matters.