Big decisions eek!

Behind the scenes at Aine, we’re in the middle of one of those quietly big business decisions.

Our term with our media manager Maj is coming to an end — and now we’re asking ourselves:
Do we keep things going as they are? Or do we shift gears into something new?

The past few months have been a whirlwind of shoots, edits, late-night ideas, and real clarity. We've started to really understand what works for our brand — what we stand for visually, what resonates, and what feels like us. That kind of insight shifts everything when you're building something with intention.

So now we’re thinking — maybe this isn’t just about media anymore. Maybe it’s time to evolve Majs role into something more strategic. More consultative. Someone who doesn’t just capture the brand, but helps shape it.

Maj if you read this before you're told.. You've got a promotion in the works!!! Congratulations you deserve it mate :)

These are the behind-the-scenes moments that drive the Aine story. The small, brave decisions. The pivots that take a brand from where it is to where it’s meant to be.

We’re building this as we go — and this is part of what makes it real.

#AineEyewear #BehindTheScenes #BrandInMotion #CreativeDirection #EcommerceBrand #DigitalStorytelling #EyewearLabel #ContentStrategy #BrandEvolution #PickYourFate