Brand Activation, Strategic Planning
About This Project

Client: ZADEH New York

Project & Brand Overview

ZADEH is a pioneer of gender-fluid jewelry, using signature materials and artistic designs that elevate jewelry into wearable art.
The primary goals were to raise awareness of the new Zadeh flagship store in Manhattan by bringing new prospective customers into the space to shop and connect during the 4th quarter of 2023.
A secondary goal was to further cultivate a network of Zadeh fans across New York City whose connections reach resort markets and other urban markets across the country for future activations and sales.


PopUpSummer! and founder Catherine Zadeh decided to enhance the brand’s inclusion in New York Jewelry Week 2023, by hosting an in-store reception focused on the brand’s inclusive, unisex appeal. PopUpSummer! tapped Reina del Toro, a woman-owned wine brand, as in-kind sponsor for the event.
A second in-store multi-brand event was crafted in response to the Oct. 7, 2023 humanitarian crises in Israel and held to benefit United Hatzalah, an Israel Aid organization. Partner brands included Goldie Home, a collection of artistic hand-dyed table linens, and Atoof, a maker of embroidered silk and linen Judaica products. Speakers from United Hatzalah provided an update on the impact of the war and shared information about their life-saving work. Holiday Gift offerings included Zadeh Star of David and Chai bracelets for which 100% of proceeds were donated, and a portion of all event sales benefitted the organization.


Zadeh was introduced to new and prospective customers from around the NY/NJ/CT tristate area, including stylists, influencers, and fashion business leaders.
The brand and store were promoted and publicly recognized by both NYCJW and UH organizations, along with combined social media and email outreach conducted by PopUpSummer!, Goldie Home, and Atoof.