Padis succeeds Lisa Bridge, marking the first time the organization has had two women board presidents in a row.
Mayors’ New Jewelry Campaign Targets the Modern Jewelry Consumer
It mixes and matches the jewelry stores’ designers like Gucci, Messika and Roberto Coin for a fresh take on jewelry styling.
Debuting this month in consumer outlets such as “Town & Country, “Elle,” and “Harper’s Bazaar,” as well as on social media, the campaign was inspired by the way Mayors customers mix and match their jewelry.
In a statement, the jeweler noted that today’s fine jewelry consumer layers higher-ticket and lower-priced items to achieve their own unique mix of favorites.
To capture that visually, Mayors enlisted a high-level team of creatives. Jay Gullion was creative director and photographer, and Marc Regas contributed additional photography.
Stylist and fashion editor David Thielebeule, a “Wall Street Journal” alum and new editor-in-chief of the U.S. “Grazia” edition, styled models Juana Burga and Gizele Oliveira in a carefully curated mix of Mayors in-house line of jewelry alongside customer favorites like Gucci Fine Jewelry, Messika, Roberto Coin, Mikimoto and Fope.
Mayors called the campaign both aspirational and attainable. The neutral, serene mood was captured in a modernist home overlooking Los Angeles’ Topanga Canyon.
The campaign coincides with a number of new company initiatives, like an updated ecommerce site, appropriate since the jeweler noted its sales only increased during the pandemic, particularly bridal sales.
Mayors also teased updated store designs and retail expansion in its current markets, Florida and Georgia. Currently, the company has 14 stores.
Founded in 1910, today Mayors is owned by Watches of Switzerland.
Watches of Switzerland Executive Vice President David Hurley commented: “We are excited to begin this new chapter for Mayors. We see a tremendous opportunity to reposition the store from its current iteration as a favorite local jeweler to a national fine jewelry resource. Our first step was to create a campaign that would speak to our vision while honoring our heritage. This imagery will undoubtedly resonate with a broad audience and sets the tone for the Mayors of the future.”
The Watches of Switzerland Group Vice President of Marketing Katie Reed said, “There is a strong duality to modern women, and we wanted the new campaign for Mayors to embody that complexity. We’ve had the fortunate opportunity to align best in class creatives who understand and can translate the Mayors universe through compelling visual storytelling.”
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.
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.
Inspired by the Roman goddess of love, the designer looked to the sea for her new collection.
For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.
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.
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
The Patek Philippe expert will serve as personal curator for the brand-focused company.
The 553-square-foot shop is aboard the Carnival Jubilee cruise ship.