Padis succeeds Lisa Bridge, marking the first time the organization has had two women board presidents in a row.
Designer Inspires Shoppers to Create a Story of Their Own
In her new campaign, Dana Bronfman used friends and clients instead of models to show potential customers that they can “pull it off.”
New York--For designer Dana Bronfman’s new campaign, she’s letting her customers and friends do the talking.
Rather than styling a photoshoot with models wearing her jewelry, Bronfman decided to have her latest campaign feature real people wearing pieces from her core jewelry collection.
“I can’t tell you how many times I have heard women say, whether about a piece of jewelry or anything that they wear, ‘I love it, but I could never pull it off.’ I wanted to show them that they can pull it off.”
Photographer Tiago Chediak shot the “A story uniquely yours” campaign.
Bronfman said she wanted to use real people instead of models so that customers could see themselves reflected in those that appear in the campaign and imagine how they might wear the pieces in their everyday life.
She chose people from all demographics and looks in order to capture the versatility of the jewelry, demonstrating how women--and a man--of different ages could wear and even share pieces.
“I chose clients whom I also have a personal relationship with and also have a strong individual style,” Bronfman said. “I knew their emotional connection to the pieces would come through in the images.
“What is so amazing to me about jewelry is that, while it is of a high material value, its emotional value is often much more powerful than the dollar amount, and that is what ultimately inspires people to own it either for themselves or buy it for someone they love.”
According to Bronfman, the clients in the campaign own some of the jewelry they’re wearing but not every piece.
“We helped them style the jewels, but they weighed in and made sure that the resulting looks were consistent with their personal styles and felt uniquely and authentically them.”
A post shared by Dana Bronfman (@danabronfman) on Apr 6, 2017 at 2:18pm PDT
The campaign was created in large part for the designer’s website and social media, but also will be featured in a look book to help tell the story of her core collection, she said.
Bronfman also is encouraging clients and followers to share their own images of how they wear their jewelry on Instagram, Twitter and Facebook by tagging @danabronfman and using the hashtag #AStoryUniquelyYours.
As far as the direction of the campaign in the future, Bronfman told National Jeweler that she likely will come out with new versions of the campaign, adapting the “mood” to fit future collections.
“There are many more people I
Eventually, the designer even would love to see a book produced featuring the individuals wearing her jewelry and showing how they use their style to tell their own stories.
The Latest
Jesse Cole, founder of Fans First Entertainment, shared the “five Es” of building a fan base during his AGS Conclave keynote.
The Royal Oak Perpetual Calendar "John Mayer" was celebrated at a star-studded party in LA last week.
With Ho Brothers, you can unlock your brand's true potential and offer customers the personalized jewelry experiences they desire.
The announcement came as the company reported a 23 percent drop in production in Q1.
The three-time Pro Bowler continues to partner with the retailer, donating to a Detroit nonprofit and giving watches to fans.
A double-digit drop in the number of in-store crimes was offset by a jump in off-premises attacks, JSA’s 2023 crime report shows.
For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.
Inspired by the Roman goddess of love, the designer looked to the sea for her new collection.
The luxury titan posted declining sales, weighed down by Gucci’s poor performance.
The selected nine organizations have outlined their plans for the funds.
The mining company’s Diavik Diamond Mine lost four employees in a plane crash in January.
The crown introduced a dozen timepieces in Geneva, including a heavy metal version of its deep-sea divers’ watch.
Emmanuel Raheb recommends digging into demographic data, customizing your store’s communications, and retargeting ahead of May 12.
Located in the town of Queensbury, it features a dedicated bridal section and a Gabriel & Co. store-in-store.
A 203-carat diamond from the alluvial mine in Angola achieved the highest price.
Ruser was known for his figural jewelry with freshwater pearls and for his celebrity clientele.
The “Rebel Heart” campaign embodies rebellion, romance, and sensuality, the brand said.
Editor-in-Chief Michelle Graff shares the standout moments from the education sessions she attended in Austin last week.
The overhaul includes a new logo and enhanced digital marketplace.
The money will go toward supporting ongoing research and aftercare programs for childhood cancer survivors.
A new addition to the “Heirloom” collection, this one-of-a-kind piece features 32 custom-cut gemstones.
Last month in Dallas, David Walton pushed another jeweler, David Ettinger, who later died.
The move will allow the manufacturing company to offer a more “diverse and comprehensive” range of products.
From now through mid-May, GIA will be offering the reports at a 50 percent discount.
De Beers’ rough diamond sales were down 18 percent year-over-year in its latest round of sales.
Sponsored by the Las Vegas Antique Jewelry & Watch Show