From Cult Following to Industry Force

KHOI • Social Media Marketing

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 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 Results

Feature stories landed in both national glossies and Chicago cultural publications

25 placements (in 8 months), 147M+ UVM

Grand opening of KHOI Studio covered by local outlets

Mental health and entrepreneurship narratives covered by purpose-driven platforms

Each collection launch generated renewed media attention—creating a drumbeat of visibility

Introduced KHOI to new audiences beyond fashion—into lifestyle, impact, and art circles

SOCIAL MEDIA

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.