PAVOI, the Miami-based jewelry brand best known as Amazon’s largest jewelry seller, made a bold move in 2024: expanding beyond its signature jewelry lines into activewear. For a brand celebrated for affordable, fashion-forward jewelry, this was uncharted territory. The stakes were high, and success required more than a new product—it demanded a complete rethinking of how the brand expressed itself in a new category.
At the heart of the launch was Shynade Austin, PAVOI’s Creative Director, who led the branding and creative strategy behind the expansion. “The challenge was clear,” she recalls. “We needed activewear that felt like PAVOI, but also resonated with a totally new audience who might not know us for anything beyond jewelry.”
The project began with trend research and concept development. Shynade and her team dove into the activewear market, studying color palettes, fabrics, silhouettes, and consumer behavior. They analyzed competitor offerings and emerging fitness trends to identify a gap where PAVOI could stand out: activewear that combined style, comfort, and affordability. Drawing on the brand’s existing design language, Shynade crafted a vision that balanced the jewelry brand’s signature elegance with functional, affordable, and wearable pieces.
Next came product design and technical oversight. Shynade led the design team through every step of the process—from initial sketches to final prototypes. She reviewed material selections and technical designs.
Parallel to the design process was the brand storytelling and marketing strategy. Shynade collaborated with the marketing and e-commerce teams to translate the collection into a compelling visual narrative. She directed campaign photography and videography, guided social media content, curated e-commerce imagery, and oversaw packaging design. Every asset was intended to introduce PAVOI’s activewear as both aspirational and approachable, leveraging the brand’s existing aesthetic while appealing to fitness enthusiasts and everyday consumers alike.
The launch also depended on cross-functional teamwork. Designers refined each garment’s details, marketing specialists amplified the story across social platforms, and operations ensured smooth fulfillment. “It was a massive coordination effort,” Shynade notes. “From designers to marketers to logistics, everyone played a crucial role. Without a cohesive team, none of this would have been possible.”
The results spoke volumes. Within months, over 100,000 customers had purchased PAVOI activewear, many becoming repeat buyers and brand advocates. Social media engagement skyrocketed as customers shared their looks, and the collection helped PAVOI deepen its connection with existing jewelry customers while attracting new audiences. The launch not only validated PAVOI’s creative vision but also proved the brand could successfully expand into entirely new categories.
Shynade’s leadership was central to this success. By combining her expertise in creative direction, product design, trend research, and brand building with a collaborative approach, she ensured that every detail—visual, functional, and experiential—aligned with PAVOI’s identity. “Creative direction is about more than designing pretty things,” she says. “It’s about shaping how a brand communicates, how it connects with customers, and how it delivers on its promise across every touchpoint.”
The activewear launch also set a precedent for future expansions. It demonstrated PAVOI’s ability to enter new categories thoughtfully, maintain high-quality standards, and scale quickly, all while keeping the brand’s core DNA intact. Shynade continues to look ahead, aiming to make PAVOI a globally recognized brand and exploring campaigns that can expand the brand’s reach even further.
“The activewear collection was proof that when every part of the brand works in sync—design, marketing, operations, and leadership—we can take PAVOI anywhere,” Shynade reflects. “This launch was just the beginning. Our goal is to continue innovating and scaling, while staying true to the brand’s identity and the customers who trust us.”
With a growing team of designers, content creators, and marketers under her guidance, Shynade Austin remains a driving force behind PAVOI’s creative strategy. The activewear launch is a testament not only to her vision but also to the power of collaboration, innovation, and thoughtful execution—all hallmarks of a brand on a trajectory toward international recognition.
