Ep 6. Tiffany's x Jackie Aina & Monet McMichael

In this issue:

• 📅 Upcoming Event: Join us on April 2nd for a one-of-a-kind event! It will be an incredible way to meet other creators and marketers in person. We’re breaking down how brands, creators, and media can tap into some of the world’s biggest events. Don’t miss it!

• 🎂 Creator x Brand Collaboration: How Tiffany’s can team up with creators like Jackie Aina and Monet McMichael to bring luxury brands onto social media strategically.

• 🎬 Brand & Creator Strategies: Actionable takeaways for marketers and creators to apply to their own content or high-level partnerships.

THE SOCIAL ARENA:

How Major Events Dominate Digital Culture

Join us on April 2nd! 🏀

Big events take over the internet. From March Madness buzzer-beaters to F1’s last-lap drama, Olympic breakout stars, and viral music festival moments, these cultural touchpoints dominate social feeds and brand strategies.

Join us as we dive into how brands and creators can authentically tap into these moments across sports, entertainment, and beyond. Expect sharp insights, top-tier networking, and a high-energy crowd.

Oh, and since we’re hosting this on a court where LeBron, KD, and Melo have played… we might shoot a few hoops too.

🚀 Why you should be there:
✅ Connect with top creators & marketers
✅ Discover how brands and creators can authentically tap into cultural moments
✅ Walk away with actionable strategies for content that wins

RSVP below to be a part of the conversation! 🎟️🔥

THE CREATORS:

• Jackie Aina: TT / IG / YT with 8.5M followers

• Monet McMichael: TT / IG / YT with 5.5M followers

THE INSPIRATION:

The ideas that come most naturally to me are the ones where I’m the target audience. For men. Plain and simple. But this time, I wanted to push myself to build something that wasn’t made for me but is a concept that I think should happen.

Funny enough, the first campaign I worked on at TikTok was for Tampax Sport, a tampon brand. Quite literally a product I will never use. I was the only man on a Zoom call with 20 women discussing tampons, and it felt like a scene straight out of a movie. But that experience taught me something valuable: great marketing isn’t about what’s relevant to you, it’s about what resonates with the audience it’s meant for. It’s about listening, understanding, and creating something meaningful.

So, I wanted to try and develop something not meant for me. This time, with a concept centered on Black women, beauty, luxury, and generational influence. I know this isn’t my world, and I’m not here to speak for it, but I do believe in thinking beyond what’s familiar to me. Right now, I work solo, so I’m taking my best swing at it, knowing that the best ideas come from collaboration and cultural nuance.

THE CONCEPT:

Tiffany & Co. has long been a symbol of timeless luxury and sophistication, but today's beauty consumers crave more than just aspiration they want connection, storytelling, and inclusivity.

Crystal Clear Beauty is a multi-phase series that redefines the modern brand trip by blending luxury, self-expression, and the power of generational influence in beauty.

THE FORMAT: Beauty Tea Luxury 

True beauty isn’t just what we see, it’s what we reflect. Just like a Tiffany diamond, elegance is about legacy, craftsmanship, and transformation.

This three-part series follows Jackie Aina and Monet McMichael as they bring audiences into a luxurious world of beauty, fashion, and timeless self-expression, all wrapped in Tiffany & Co.’s signature refinement.

Given that this content is so tied into what Jackie & Monet already make Tiffany’s should let both creators take the lead in terms of content and production style.

💎 Phase 1: Beauty & Expression

Jackie and Monet come from two different worlds of beauty. Jackie, a seasoned makeup artist who has spent years perfecting her craft, and Monet, a new-generation creator bringing an everyday, relatable approach to beauty and skincare. Their styles are different, but their impact is the same: inspiring confidence and self-expression.

In both long-form and short-form videos, they do each other’s makeup, swapping techniques, sharing beauty philosophies, and reflecting on how beauty has evolved in the digital space. The conversation unfolds effortlessly in a Tiffany Blue setting, blending classic glamour with modern beauty culture.

Phase 2: Style & Identity

Style is personal. It’s how you tell the world who you are. Jackie and Monet step into a luxurious dressing room, curating Tiffany-inspired head-to-toe looks for each other while discussing the role of fashion and jewelry in self-expression.

Think classic 90s movie fashion montage.

💎 Phase 3: Luxury & Connection

For the final phase, Jackie and Monet host an elegant high tea, bringing together top beauty creators like Leilani Green, Golloria George, and Makeup by Shayla for a luxurious afternoon of style, conversation, and connection.

Coming directly from the dressing room in their new outfits, they sip from Tiffany Blue china, swap beauty tips, and simply enjoy the moment. A chance to come together, celebrate beauty, and indulge in luxury. The setting is effortlessly chic, creating space for lighthearted conversations about personal style, creative inspiration, and beauty routines.

But luxury isn’t just about aesthetics, it’s about influence. If the conversation naturally shifts to how social media has reshaped luxury, how Black creators are setting new standards, or what representation looks like when creators drive the culture, then that’s part of the experience too. This moment allows for both joy and depth, elegance and evolution, without forcing the conversation in any one direction.

What’s in it for Jackie & Monet?

🛍 Gateway to Bigger Luxury Collaborations: This campaign sets a precedent for future partnerships, positioning them for ambassador roles, designer collaborations, and creative director opportunities with top-tier luxury brands in fashion, jewelry, and lifestyle.

💎 Strengthening Their Luxury Brand Portfolio: Jackie and Monet already work with high-end brands, but this campaign lets them build a strong, lasting association with Tiffany & Co. Being part of a multi-phase, experience-driven partnership integrates Tiffany seamlessly into their content and personal brand, rather than just another one-off sponsorship.

What’s in it for Tiffany’s?

📲 Massive Social Media Reach: highly shareable short-form and long-form content strategy.
🛍 Luxury Beyond Jewelry: Highlights Tiffany homeware and accessories as part of a full lifestyle experience.
🎥 Brand Trip 2.0: Reinvents the traditional influencer campaign into a high-touch, experience-driven brand moment.

FOR THE BRANDS:

1. Sell a Lifestyle, Not Just a Product: Great campaigns don’t just push products—they create aspirational moments. Tiffany isn’t just showcasing jewelry; it’s embedding itself in beauty, fashion, and culture through a multi-layered experience. Brands should think bigger than endorsements, how does your product fit into a broader narrative?

2. Let Creators Lead the Storytelling: Luxury brands thrive on exclusivity, but social media thrives on authenticity. Instead of controlling the message, Tiffany’s would let Jackie and Monet seamlessly integrate the brand into their world. The result? Content that feels natural, not forced.

FOR THE CREATORS:

1. Think Beyond the Sponsorship: Jackie and Monet wouldn’t just wear Tiffany, they become part of its brand story. The best partnerships aren’t transactional; they build credibility and long-term brand equity. Creators should focus on partnerships that align with their personal brand for future collaborations, not just quick paychecks.

2. Curate a Brand Image That Feels Inevitable: Jackie and Monet don’t need to “fit” into luxury—they already embody it. The best brand deals happen when the collaboration feels organic, not a stretch. Creators should ask: Does this partnership reinforce or dilute my positioning? If the answer isn’t obvious, it’s the wrong deal.

If you’ve made it this far, just know that while I’ve heated the water, steeped the chamomile, and poured these concepts into your Tiffany Blue teacup, I appreciate you taking a sip.

Whether you’re here for inspiration, brainstorming brand collaborations, or just indulging in a little luxury storytelling, I appreciate you being part of this community.

But seriously, thanks for reading and being part of this journey. Hopefully, we’ll see you at our next event! And if you have any thoughts on how to make this newsletter even better, I’m all ears—because just like a well-set table, there’s always room for improvement.

Best,

Jacob