Vienna, Vienna, Austria
A Jewellery Industry Professional with 14+ years of experience in design, marketing, and creative direction in the jewellery industry, Birgit Marie Schmidt has gained a comprehensive amount of industry-specific knowledge working with and for independent and established jewellery brands. With a global and cross-disciplinary view and several awards gained within the jewellery industry, Birgit is a creative expert dedicated to the beauty of metals, gemstones, enamel, and beyond. Her career milestones include being Creative Director of award-winning London-based jewellery brand SMITH/GREY, Visiting Lecturer at the Royal College of Art, and Head of Product and Design at an internationally operating jewellery manufacturer. AMBRE AZUR is my boutique consultancy dedicated to the world of fine jewellery. Here, I offer a refined and holistic approach to brand building, tailored specifically to the needs of jewellery designers, brands and makers.
AMBRE AZUR is a boutique consultancy dedicated to the world of fine jewellery. Founded by Birgit Marie Herold-Schmidt, we offer a refined and holistic approach to brand building, tailored specifically to the needs of jewellery designers, brands and makers. We assist fine and demi-fine jewellery brands in finding their voice, shaping their collections and telling stories that resonate. With over 13 years of experience in the industry, I provide hands-on, thoughtful guidance — always starting with a clear understanding of each brand’s vision and values. Whether it’s developing a distinctive product range, refining your brand identity, or creating content that truly resonates with your audience, I support you in building a brand that people connect with and fall in love with. Learn more: www.ambreazur.com
Responsible for the department of design, purchasing and graphic design, as well as selected marketing topics/copywriting. Content and personnel management (10 people) of the departments, including budget planning. Key roles included: Department Product & Design – Management of operational and strategic purchasing and procurement processes – Development and introduction of new product lines – Creation of a design and production plan – Communication and coordination of design goals – Product management, monitoring and analysis – Development and maintenance of supplier relationships – Press events and product presentations - Competitive/Trend analysis of the jewellery market Department Graphic Design – Development of CI – Art direction of marketing and sales materials – Social media content – Concept & execution of photo and video productions – Management of external agencies Marketing – Creation of brand texts in English and German – Development of tone of voice
In addition to Communications and Marketing Manager, I led the graphic design team and was responsible for the global art direction. Key roles included: – Management, briefing and control of the in-house graphic design department – Development of CI – Creation of image and video content for marketing campaigns – Content planning and execution of social media content – Planning, briefing and execution of photo and video productions – Planning and execution of product photography – Selection, briefing and handling of external agencies – Budget responsibility
Responsible for executing global marketing agendas. Key roles included: – Global marketing and content planning – Social media content development – Community management – Global copywriting (English and German) – Conceptualisation, planning and implementation of press events – Influencer relations, including briefings and budget negotiations – Development of Online Boutique – Management of external agencies – Ad planning and negotiation – Annual budget planning – Monitoring and analysis – Competitive and trend analysis of the market
As a Visiting Lecturer at the prestigious Royal College of Art, Department Jewellery & Metal, I was dedicated to nurturing the next generation of talented jewellery artists and designers. Through engaging lectures, workshops, and one-on-one mentorship, students were supported to push boundaries, explore innovative techniques, and develop their unique artistic voices. Committed to fostering a dynamic and inclusive learning environment, I encouraged collaborative projects and interdisciplinary exploration. Lecture/Workshop topics included: - Marketing and product development in the jewellery industry - New technologies in the jewellery industry (3D modelling & rapid prototyping) – One-on-one coaching of students – Organization of projects with external institutions
Establishment of an award-winning London jewellery brand. SMITH/GREY is a jewellery studio with a unique point of view. Pairing traditional motifs with a modern, timeless aesthetic and just the right amount of fun, design duo SMITH/GREY is known for creating jewellery that is sophisticated and imaginative, inspired by captivating themes and rooted in innovative and traditional goldsmithing techniques. SMITH/GREY’s designs have been featured in various publications such as Harper’s Bazaar, Vogue, I-D, Elle, Dazed and The New York Times. Stockists included Colette, Harvey Nichols, Galeries Lafayette Beijing, Henri Bendel, 10 Corso Como, and more. Nominated for 'Jewellery Designer of the Year' at the UK Jewellery Awards 2015.