Nickho Rey’s stunning pieces are being worn by a vast array of celebrities in high-profile moments, such as being featured on Taylor Swift’s re-recorded RED album music videos. A key component of giving life to Nickho Rey, was to bring the brand’s roots to the forefront, which is seeded in being unique. Coining the phrase “demi-fine”, the brand’s style-crossover is a pioneering step into a new genre. We rebuilt an e-commerce platform for Nickho Rey that portrays the genre cross-over that makes the brand unique and unmistakable.