Meredith Counts – VP of Creative at Jewel – talks us through the agency’s Creative Services division

For anyone new to Jewel’s Creative Services division, Meredith, what are some of your key offerings?
At its core, Jewel’s Creative Service division is all about making the design and product development processes easier, faster and more inspired for our partners. We offer a full suite of creative support – from style guides and artwork development to product design and sales tools. That includes everything from trend and colour direction, original prints and patterns, and production-ready files, to buyer presentations and factory communications.

Whether you’re a retailer looking to build a private-label program, a manufacturer needing turnkey creative or a brand needing trend direction, we step in wherever you need us. Our services are fully customisable – whether you’re looking for end-to-end support or just help with a single project. Think of us as your behind-the-scenes creative engine… Streamlining the process and helping you get great product to market, faster.

Good answer! Can you talk us through some notable recent projects from your Creative Services arm?
We partner with a wide range of clients: from leading national retailers to smaller-scale manufacturers. We work on everything from trend development to fully realised product lines. Recently, we worked with a tableware manufacturer to design a full collection from the ground up.

We handled trend direction, created original designs, developed sales presentations for buyers and built out factory-ready files. The retail reception to the collection was extremely positive and was picked up by multiple retailers, including T.J.Maxx.

On the retail side, we’ve helped leading big-box stores elevate their private-label assortments with curated trend stories, product direction and exclusive prints. We also work with brand owners to support licensing programs, where our art is applied across product categories like fashion, gift and home.

The common thread across all these projects is that we’re not just designing – we’re solving creative problems, moving fast and making sure the result is both beautiful and retail ready.

We’re living in difficult times. How can you help companies navigate challenges companies might be experiencing?
In challenging times, our Creative Services provide an affordable, low-risk solution to help offset rising costs. We function as an extension of your design team, offering broad capabilities and deep industry expertise. We’re here to help if you need support for a project your in-house team doesn’t have the bandwidth or specialised skills for, or you need a cost-effective alternative to building those resources internally…

Think of us as your one-stop creative shop, guiding projects from concept to market. We already work closely with retailers, understand what’s trending, and know what buyers are looking for, so we’re able to deliver creative solutions that are designed to sell.

What’s the key to fruitful creative collaborations with your clients, Meredith?
Open and frequent communication is key. We take the time to truly understand our clients’ businesses, listen to their challenges and tap into the unique skill sets of our team to deliver thoughtful solutions and outstanding results. The most rewarding sign of a successful collaboration is when clients come back to us for additional projects. That means they’re happy with the work and trust us to deliver. Building that ongoing relationship makes the process even better over time.

Does this work fuel Jewel’s other divisions?
Our Creative Services power and strengthen our other divisions, yes. Many existing clients and licensees are thrilled to be able to enhance their licensing programs and product development efforts through additional creative resources.

Additionally, providing trend direction lets clients develop compelling artwork and collections that are well-positioned for licensing. The division also leads to new relationships with manufacturers, retailers and brand owners. It’s become a key avenue for expanding and diversifying our offerings.

Before we let you go, what fuels creativity at Jewel?
One of the best parts of our business – and this industry – is being constantly surrounded by creativity. Whether it comes from our artists, our clients or our internal team, inspiration is never in short supply. At Jewel, we’re intentional about fostering a culture that encourages fresh thinking and bold ideas.

Flexibility and adaptability are essential, especially as trends and market conditions evolve more rapidly than ever. Our creative culture is grounded in curiosity, collaboration and a shared passion for bringing great ideas to life.