01 / SABLYN2018—2026
Building a luxury brand
and its commercial engine.
Over eight years, Cue helped build SABLYN from its formative stage into a multichannel luxury brand—connecting brand development, creative direction, marketing, ecommerce and customer experience.
The engagement
From formative stage to a complete brand and growth operation.
The work went far beyond a website or a campaign. It meant building the customer-facing infrastructure of the business while protecting the clarity and desirability of the brand.
Working in close partnership with the founder, Cue led and connected brand development, creative execution, integrated marketing, ecommerce, merchandising, CRM, performance, customer experience and international expansion.
One connected system
Brand thinking carried through every customer touchpoint.
Campaign direction and content were developed alongside ecommerce, lifecycle marketing and merchandising—not handed off as separate disciplines. That continuity created a more coherent experience and a stronger commercial engine.
- Brand strategy and development
- Creative direction and campaign production
- Integrated marketing and go-to-market
- Ecommerce, UX/UI and merchandising
- CRM, acquisition and customer experience
- Partnerships, events and international growth
The result
A luxury brand built with the operating discipline to grow.
SABLYN's DTC business became a multimillion-dollar channel, supported by sustained growth, a high-value customer base and a digital experience built to express the brand at every stage of the journey.
New-customer growth reached 45% in 2023 and 33% in 2024. Cross-border commerce extended the business into markets including the United Kingdom, Canada, the UAE, Monaco and Switzerland.