Jacob & Co. x BABYMONSTER
DIVE Studios · 2026
My Role
- Brand Partnerships Lead
- Branded Content
- Talent & Label Relations
- Production & Stylist Coordination
- Logistics & Customs
Fine Jewelry · Branded Content · K-Pop
Jacob & Co. wanted to bring its fine jewelry into K-pop in a way that felt natural, not placed. BABYMONSTER wore select pieces throughout two episodes of HWAITING, DIVE’s original series.
Goal
Reach a younger, culture-driven audience without diluting the prestige of the brand, with visibility that felt earned rather than inserted.
Approach
As brand partnerships lead, I brought Jacob & Co. into HWAITING as an organic integration, with no direct brand mention, so the pieces lived inside content BABYMONSTER’s fans already loved. With a short timeline and Korea’s customs rules, the fastest way to get the collection to the shoot was to hand-carry it, so I learned the ATA Carnet process and carried around 20 pieces from the US to Korea myself. On set, I coordinated with our production team and YG Entertainment’s stylists, who built the members’ looks around the collection across both episodes. After the shoot, I collected every piece, inspected each one before it shipped, and coordinated with Jacob & Co. on a secured courier transfer back to the US.
Outcome
The collection traveled well beyond the show. In the first seven days, BABYMONSTER’s looks were picked up by eight major K-pop and fashion outlets, outside the campaign’s paid footprint, driving 2.7 million views at an 11.29% engagement rate.
Featured Talent
The talent for the branded partnership.
Content
The two HWAITING episodes, produced by DIVE, with BABYMONSTER styled in Jacob & Co. My name is in the end credits of both.
On Set
Press Coverage
Added value. BABYMONSTER wore the pieces in third-party coverage, outside the campaign’s paid footprint. Results from the first seven days.
2.7M
VIEWS
259K
LIKES
11.29%
ENGAGEMENT RATE
8
OUTLETS