December 30, 2019
What started as a side hustle turned into a more than full-time business in 2019 which humbled me and inspired me to take REFINED Co to the next level and beyond and I owe it all to YOU. I am so eternally grateful to the business relationships, community and friendships I have gained over the last year. What went from a predominant US business has expanded to a quickly growing international company with a lot of new friends in the REFINED Co community from all over the world. I thank each and every one of you that uses REFINED presets and/or joined our community.
Our top liked images from our 2019 Instagram shares (not in order).
Kelli Avila | Emma Pilkington | Martien B | Phillip Enriquez | Geriel Ramos | Lolo Orji | Love Mi Photo | Hakan Erenler | DV & Co | Rylezra Photography | Phillip Enriquez | Ivory & Blush Photography | Lauren Grigg | Heidrich Photography | Love Mi Photo | Emily Small | Avec Amour
ALL NEW REFINED
With a head full of new ideas and ways to grow Refined Presets, I sought out the advice of brand specialist Carli Anna and we worked together to bring new life to Refined Presets by mid-year. What started as a little website refresh, turned out to be a name change, rebrand, full new site, new member portal, new e-commerce, and so much more.
My visions weren’t easy, but Carli stuck with me as we worked out the kinks and narrowed down my vision along the way. First up was the name change. ‘Refined Presets’ treated me well for nearly 2 years but it began to pigeonhole the business to just presets. With the added photographer collaborations and my desire to grow and add on more products and education to our platform the company needed a broader name. REFINED Co was born and new logos created.
The website was a TON of work, we moved from Squarespace to Showit, and created an all-new e-commerce platform with member logins so our users would always have access to their presets and upgrades. We built more informative pages to make decision making easier and a smoother e-commerce checkout for our international users. We are so happy with how it turned out and are glad our users have a strong home base to house their presets collections and updates.
OUR LITTLE SECRET
During the new website build, re-brand and re-launch of REFINED Co we were secretly working on a big new collaboration that wouldn’t be released until Black Friday of this year. Back in October we collaborated with a super talented team to shoot our campaign for the release of REFINED x KT Merry on the cliffs of Mendicino, California. Here’s a glimpse at some of our favorites (full journal post coming soon).
Special thanks for an amazing team:
PHOTOGRAPHER – KT Merry | STYLIST – Gabrielle Hurwitz | PLANNER – Danielle Tollsen | FLORALS – Natasha Kolenko | HMU – Sherrie Long | SHOES – Prada | GOWNS – Marchesa & Monique Lhuillier | MODELS – Natalia Mallman & Dajia Wilson
Mid-November I flew across the country just 2 weeks before our launch date to work with another amazing team to shoot the campaign videos for the release of REFINED x KT Merry. It was a whirlwind 36 hours, but such a great team that I cannot wait to work with again. Special thanks to KT Merry for working with me in-depth on the education material, behind the scenes, and campaign videos. To Chad Keefer for always being a step ahead. Clint of Candlelight Films out of Texas not only flew out for the shoot last minute but turned our videos around in record time. And to the genius Megan of Mae Mae & Co for pulling the entire thing together and planning our launch! View the story behind REFINED x KT Merry below and many more videos on our YouTube channel
REFINED x KT MERRY LAUNCH WEEK
The launch of REFINED x KT Merry was nothing short of amazing. The outpouring support, love, and sales were a lot to keep up with but meant so much to me after working over a year on these new collections. We released REFINED x KT Merry | Color, BW and Mobile presets and profiles. I worked around the clock for the two weeks after launch day and realized quickly it’s time for a team. KT and I couldn’t be more proud of this collection and the feedback has been exactly what we had hoped for!
AMPING UP FOR 2020
Normally as the year comes to a close after months and months of hard work and creative output I get a little burnt out. This year I am motivated and inspired to leap into 2020 with everything I have. I cannot wait to begin creating a talented team to work with, finish up the new products already in production. I am working on Portra presets and profiles, LUTs, Capture One styles, updates to REFINED I and REFINED x Caroline Tran, and hopefully…crossing fingers…a new YouTube video every week starting this week! That’s 52 YouTube videos for 2020 so be sure to subscribe if you haven’t already so you don’t miss a single one. Our Facebook Group has been busier than ever and we are welcoming new members from all over the world every single day. Join us as we discuss goals, visions, sessions, questions and more here.
I want to thank each and every single one of you for following, posting, tagging, commenting, and supporting REFINED Co. I vow to continue to create an inspiring community full of useful tools and education.