CollectionsApr 26, 2024
Piece of the Week: Jacquie Aiche’s Starry Galaxy NecklaceThe necklace is featured in the brand’s “Rebel Heart” campaign starring Adam Levine and Behati Prinsloo.
TrendsApr 08, 2020
Zayn Malik is the Face of This New Unisex Jewelry Line
Martyre is the product of some of Young Hollywood’s creative royalty.
Singer Zayn Malik is the poster child for Martyre, a unisex jewelry line from Anwar Hadid and Yoni Laham. (Photo credit: Alana O’Herlihy)
Los Angeles—For model Anwar Hadid and rapper Yoni Laham, who run in the same Hollywood circle of young, artistic cool kids, categorizing their line Martyre as men’s or women’s jewelry simply never occurred to them.
“We don’t feel the need to specify,” they wrote via email. “We’ve seen girls wear men’s jewelry and clothes better than men do and vice versa. We create for the consumer to enjoy, and wear what makes them feel confident, not to specify who should wear what.”
It’s the juxtaposition between this self-assured disregard for convention and classic themes of adornment that has landed Martyre in retailers like Ssense and The Webster’s Miami flagship location since launching in 2018.
Martyre, French for “martyrdom,” is full of Gothic-inspired medallions, chunky rings, ID bracelets and hoop earrings depicting angels, hearts and hands, some emblazoned with phrases like “Don’t Forget Me” and “Every Sinner Dies a Saint.”
Offering a subversive take on religious themes, the designers describe the talismans as, “Minimal, simple, bold and detail oriented. Beyond the aesthetic, we find that jewelry is very personal; we try to pick our designs based on what we feel our consumer can connect with on a deeper level.”
Hadid and Laham “organically became brothers” after meeting through friends and family as children. 
They’re full of that natural influence other brands pay inordinate sums to obtain; they, and their friends, are already on the forefront of fashion and music.
Instead of lending their tastes to design a capsule collection for say, a larger fashion brand, they’re piloting their own creative venture, making the most of their natural social circle to promote it.
Their first campaign starred Hadid and model Georgia Fowler.
This spring, their newest pieces are pictured on Zayn Malik, singer and former One Direction member, who is the boyfriend of Hadid’s sister, supermodel Gigi Hadid.
Friend and artist Alana O’Herlihy lensed the campaign at her New York City apartment.
While current retailers stock the collection in sterling silver, Martyre sells made-to-order 14-karat yellow and rose gold versions on its website.
Hadid and Laham said they’re excited to announce additional retail partners soon and expand the collection as they “get to know our consumer a bit more.”
“We want to always consider them while continuing to grow and evolve our creative,” they said.
Editors' Picks
Sponsored by
Martyre is made in Los Angeles and retails between $90 and $3,000.
More on Trends
The Latest
Events & AwardsApr 26, 2024
AGS Conclave and GIA Symposium Are ConvergingThe two organizations will host a joint event, “Converge,” in September 2025.
SourcingApr 26, 2024
Anglo American Reportedly Shopping De Beers as BHP Eyes Anglo Big changes appear to be on the horizon for the diamond miner and its parent company, Anglo American.
Brought to you by
The Blueprint for Success in Scalable, Personalized Jewelry RetailWith Ho Brothers, you can unlock your brand's true potential and offer customers the personalized jewelry experiences they desire.
Events & AwardsApr 25, 2024
Alexis Padis Takes Over as AGS Board President Padis succeeds Lisa Bridge, marking the first time the organization has had two women board presidents in a row.
Weekly QuizApr 26, 2024
This Week’s QuizTest your jewelry news knowledge by answering these seven questions.
EditorsApr 25, 2024
5 Tips for Creating Fans from the Top (Savannah) Banana Jesse Cole, founder of Fans First Entertainment, shared the “five Es” of building a fan base during his AGS Conclave keynote.
WatchesApr 25, 2024
Audemars Piguet and John Mayer Partner on Limited Edition WatchThe Royal Oak Perpetual Calendar "John Mayer" was celebrated at a star-studded party in LA last week.
Brought to you by
How Jewelers of America Represents Your BusinessFor over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.
SourcingApr 25, 2024
De Beers Lowers Production Guidance for 2024The announcement came as the company reported a 23 percent drop in production in Q1.
MajorsApr 25, 2024
Detroit Lions’ QB Jared Goff Keeps Going to JaredThe three-time Pro Bowler continues to partner with the retailer, donating to a Detroit nonprofit and giving watches to fans.
CrimeApr 24, 2024
Jewelry Crime Declines Significantly, But Dollar Losses Remain High 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.
CollectionsApr 24, 2024
Pippa Small Announces ‘Venus’ CollectionInspired by the Roman goddess of love, the designer looked to the sea for her new collection.
FinancialsApr 24, 2024
Kering’s Jewelry Brands a Bright Spot in Tough Q1The luxury titan posted declining sales, weighed down by Gucci’s poor performance.
Events & AwardsApr 24, 2024
JCK Industry Fund Announces 2024 Grant RecipientsThe selected nine organizations have outlined their plans for the funds.
SourcingApr 24, 2024
Rio Tinto’s Q1 Production Drops Amid Pause to Honor Lost Colleagues The mining company’s Diavik Diamond Mine lost four employees in a plane crash in January.
WatchesApr 24, 2024
These Are Rolex’s New Watches for 2024 The crown introduced a dozen timepieces in Geneva, including a heavy metal version of its deep-sea divers’ watch.
ColumnistsApr 23, 2024
The Smart Lab: Advanced Email Marketing Strategies for Mother’s DayEmmanuel Raheb recommends digging into demographic data, customizing your store’s communications, and retargeting ahead of May 12.
IndependentsApr 23, 2024
Hannoush Jewelers Opens New Store in New York Located in the town of Queensbury, it features a dedicated bridal section and a Gabriel & Co. store-in-store.
SourcingApr 23, 2024
Lucapa Sells 3 Diamonds for $10.5M in First Lulo Tender of 2024A 203-carat diamond from the alluvial mine in Angola achieved the highest price.
GradingApr 23, 2024
GIA Has a New Book About William RuserRuser was known for his figural jewelry with freshwater pearls and for his celebrity clientele.
CollectionsApr 22, 2024
Jacquie Aiche’s New Campaign Stars Adam Levine, Behati PrinslooThe “Rebel Heart” campaign embodies rebellion, romance, and sensuality, the brand said.
EditorsApr 22, 2024
The 22 Best Quotes from AGS Conclave 2024 Editor-in-Chief Michelle Graff shares the standout moments from the education sessions she attended in Austin last week.
SourcingApr 22, 2024
Virtual Diamond Boutique Rebrands as ‘VDB’The overhaul includes a new logo and enhanced digital marketplace.
MajorsApr 22, 2024
Signet Raises Nearly $9M for St. Jude Children’s Research HospitalThe money will go toward supporting ongoing research and aftercare programs for childhood cancer survivors.
CollectionsApr 19, 2024
Piece of the Week: Retrouvaí’s Treasure NecklaceA new addition to the “Heirloom” collection, this one-of-a-kind piece features 32 custom-cut gemstones.
CrimeApr 19, 2024
Grand Jury to Hear Case Against Jeweler Charged in Fatal Shove Following IJO ShowLast month in Dallas, David Walton pushed another jeweler, David Ettinger, who later died.
MajorsApr 19, 2024
Unique Designs Acquires China PearlThe move will allow the manufacturing company to offer a more “diverse and comprehensive” range of products.
