Art Direction | Brand Identity
Aqura is a New York-based small business specializing in sophisticated, nature-inspired handmade jewelry.
Founded by Jaq Aileen, a student at Parsons School of Design, Aqura’s debut collection draws inspiration from
the ocean. Growing up in Indonesia, an archipelago, Jaq aimed to bring the beauty of the sea to urban life in a
wearable, elegant format, using shells and natural elements to evoke the essence of water. Each piece is
carefully crafted to celebrate the organic textures, shapes, and colors of the ocean, combining artisanal
craftsmanship with timeless design. Aqura’s mission is to create jewelry that not only reflects the beauty of
nature but also inspires wearers to carry a piece of the ocean’s serenity and power with them wherever they go.
Aqura exudes a feminine and elegant essence, and the brand identity needed to reflect this while staying true to the ocean-inspired, nature-focused vision. Balancing sophistication with a fresh and organic aesthetic was a critical design challenge.
