Cypresia was born from my love of fantastical, nature-inspired art — shaped by a lifelong obsession with moths, butterflies, and bold, sculptural jewelry. What began in May 2023 as Trinkets, a passion project with eight original earring designs, quickly grew into something bigger. After launching my website and branding, I promoted the collection through social media, leading to international sales across nineteen countries within just a few months.
As the brand gained traction, I streamlined my production process and began selling at live markets. These experiences helped refine both my creative direction and business strategy. By late 2023, I rebranded to Cypresia — a name and identity that better aligned with my price point, future goals, and the expressive alt-fashion community I design for.
DESIGNING FOR THE QUEER, ALT-FASHION COMMUNITY
Cypresia began as a small-batch earring brand called Trinkets with soft, minimalist branding. Over time, I noticed a disconnect between the visual identity and the audience engaging with the pieces.
THE SOLUTION
The earrings themselves were whimsical, bold, and sculptural — drawing in customers who aligned more with alternative fashion subcultures than the minimalist world I initially designed for.
To better serve my audience and community, I rebranded Cypresia to reflect a mix of rave fashion, fairycore, Y2K, and cottagecore, while still staying true to my vision of accessible, expressive artwear.
USER PERSONAS
FROM CLEAN TO COSMIC
The original brand leaned minimalist — soft greens and pinks, groovy fonts, and textured linework. It felt sweet, but not reflective of the bold maximalism or fantasy that my designs embodied.
THE REBRAND
-
Color: Deep green and purple, muted gold accents
-
Type: A sharp serif paired with a delicate sans-serif
-
Logo: A dreamy, slightly gothic logotype with flowy ligatures
-
Visual Motifs: Plants, gates, metallic textures
THE ORIGINAL COLLECTION
My goal was to create moth, butterfly, and fairy wing earrings that faced outward from the face, with each wing on a separate hook.I could not find this style of earring anywhere online.
KEY FEATURES
Lightweight • Water-Resistant • Durable • Sensitive Ear Friendly
THE INITIAL PROCESS
I began creating my earrings using shrink plastic, markers, colored pencils, an exact-o-knife, and a toaster oven. This process took roughly two hours per pair, which was not a realistic way for me to make a profit at a reasonable price point.
THE EVOLVED PROCESS
I now create my earrings using vinyl, acrylic, and a laser cutter. This has cut my production time down to about ten minutes per pair.
THE HALLOWEEN COLLECTION
THE HOLIDAY COLLECTION
THE FESTIVAL FAIRY COLLECTION
ECOMMERCE UX/UI
The Cypresia website was crafted to seamlessly blend the brand's whimsical, nature-inspired aesthetic with an intuitive shopping experience. Recognizing the diverse audience drawn to Cypresia's unique jewelry—ranging from festival-goers to cottagecore enthusiasts—the site was designed to be both visually enchanting and user-friendly.
KEY UX CONSIDERATIONS
-
Responsive Design: Ensuring optimal viewing and interaction across devices, with particular attention to mobile users who comprise a significant portion of the audience.
-
Clear Navigation: Implementing straightforward menus and product categories to facilitate easy browsing and discovery.
-
Engaging Visuals: Utilizing high-quality imagery and cohesive branding elements to create an immersive experience that reflects the brand's identity.
USER FLOW
PRODUCT PAGE
NEW RELEASE EMAIL
SOCIAL MEDIA MARKETING
1,800,000+
TikTok views on Cypresia related posts
309,000+
TikTok likes on Cypresia related posts
SALES STATISTICS
300+
Orders
20
Countries
DISPLAY DESIGN
Before attending live market events, I knew I had to create unique displays that spark customer interest and work in an outdoor or indoor setting.
KEY FEATURES
Sense of motion and balance • Easy to transport • Holds many different designs • Stable enough to withstand wind
THE PROCESS
I used thin plywood and a laser cutter to fabricate deconstructable displays that included places to hang earrings and necklaces with and without their packaging.
THE RESULT
Through four different iterations, I improved the stability and transportability with the final design connecting with the updated branding.
LIVE MARKET EVENTS
Using social media and in-person networking, I got involved with the live vending opportunities of St. Petersburg, FL.
INSTALLATION
THE RESULTS
Since the rebrand, I’ve seen stronger engagement and sales from the audience I initially struggled to reach. The new branding not only feels more aligned with my product vision, but also deeply resonates with the queer, alternative community I’m proud to be part of. Cypresia is now a brand that celebrates expression, play, and identity—from design to experience.
