SENA NEW YORK
A men’s jewelry collection designed around the idea that certain objects become part of a person’s identity. Inspired by New York City, industrial architecture and masculine design codes, Sena New York translated rings, bracelets and neck pieces into defining objects of style, confidence and personal expression.
DEFINING OBJECTS
The central concept of the collection was the 'defining object': the personal piece a man returns to again and again, not only because of how it looks, but because of what it says about him.
THE SCOPE
Brand Concept. Jewelry Design. Product Development. Packaging. Creative Direction. Campaign Direction.
SIGNATURE COLLECTION
The collection began with three defining pieces: a pendant, a cuff and the Signature Ring.
Created in sterling silver and 18K gold vermeil, each piece introduced Sena New York’s industrial-chic language: architectural, genderless and built around continuous fluted lines that appear to move beneath the metal.
The detail became a visual metaphor for Manhattan: the man who never stops, the city that keeps moving, and the belief in going bigger.
Featured In
CAMPAIGN DIRECTION
A black-and-white campaign translating industrial-chic jewelry into a language of shadow, architecture, movement and masculine elegance.
SIGNATURE collection
The Signature Collection translates Sena New York’s industrial-chic language into a series of defining objects designed to become part of personal identity. Built around clean geometry, substantial weight and the collection’s signature fluted detail, each piece balances strength, simplicity and modern luxury across rings, pendants, cuffs and bracelets.
SIGNATURE BRACELETS
The bracelet series extends the collection’s industrial-chic language into a softer, more wearable expression, combining structured leather with Sena New York’s signature fluted metal detail.
THE OBJECTS IN MOTION
PACKAGING
The packaging was designed as a complete luxury presentation, featuring a rigid telescopic box wrapped in matte black textured paper with a spot UV gloss logo. Inside, the piece is protected in a custom leather and suede pouch with debossed branding, accompanied by a cleaning cloth and product care card to extend the experience beyond the object itself.
