From Cult Following to Industry Force

KHOI • PR/Media Relations

The Opportunity

Hayet had already built something magnetic. As a style tastemaker and creative force with a loyal digital following, her original brand KOI had a cult fanbase and an aesthetic that resonated. But when she evolved her vision into KHOI, it wasn’t just a name change—it was a deeper, bolder chapter.

She was ready to turn influence into industry credibility, elevate her story from social media to earned media, and introduce KHOI as not just an evolution—but a revelation.

She came to us to do what we do best: position rebrands with precision, build buzz across media channels, and shape perception so that existing fans became evangelists—and new ones took notice.

The Opportunity

The Strategy

We started by writing the story before we pitched the story.
We immersed ourselves in Hayet’s journey, developed a deeply resonant brand narrative, and shaped her origin story into something that could live across media platforms. Then we synchronized PR efforts with every milestone:

Studio launch→ local Chicago media takeover

Monthly collection drops → national fashion, culture, and business stories

Founder’s story → mental health, immigrant entrepreneurship, and women-of-color leadership coverage

Strategic NYFW placement → credibility among industry insiders, editors, and retailers

Our goal wasn’t just to get KHOI noticed—it was to get KHOI remembered.

The Takeaway

In a world saturated with jewelry brands, we helped KHOI stand apart by turning their story into their superpower. Our approach went beyond glossy product features—we created a PR arc that mirrored the artistry of the collections themselves.

Other brands sell products.
KHOI sells emotion, empowerment, and elegance.
And with us, they didn’t just launch. They arrived.

What we did 

Crafted KHOI’s entire brand story, founder bio, studio philosophy, and press materials

Landed national and local coverage in outlets across fashion, lifestyle, business, and BIPOC-owned platforms

Positioned KHOI’s founder as a thought leader and emerging design voice

Supported monthly collection launches with tailored storytelling hooks to maximize newsworthiness

Pitched and secured features aligned with seasonal trends, identity-driven journalism, and artistic innovation

Secured a coveted spot at NYFW in a showcase highlighting Black-owned brands

Positioned Hayet as a rising voice in design, identity, and entrepreneurship

Attracted retail buyers, publicists, and fashion editors to the NYFW presentation, opening doors for future wholesale and brand collabs

Supported monthly collection drops with custom storytelling hooks tied to trends, culture, and self-expression

The Results