By Michelle Graff
Mikimoto’s first global campaign in more than 10 years will feature the “confident, feminine, and sophisticated” woman that wears the brand’s pearls, capturing them in real moments.New York--Mikimoto announced that it will launch its first global ad campaign in more than a decade this fall, coinciding with the launch of a redesigned website for the brand.

Mikimoto said that the campaign is a “notable departure from traditional jewelry advertising.” It portrays the Mikimoto woman as confident, feminine and sophisticated, and captures her in real moments in her life and in a range of scenarios, with the pearls she’s wearing perfectly matched to her situations and lifestyles.

The ads will begin appearing in fashion and lifestyle publications this fall, including Departures, The Wall Street Journal, W magazine, Town & Country, and The New York Times.

Mikimoto partnered with creative agency Lloyd & Co. for the campaign, and lifestyle photographer David Bellemere shot the photos.

“This campaign celebrates our heritage and legacy of creating the finest cultured pearl jewelry,” said COO Meyer Hoffman. “We created a campaign that highlights the quality and emotion of our pearls and we’re excited to share that with the world.”

Coinciding with the debut of the new ad campaign is the launch of website redesign for the brand at The new layout features a streamlined design that gets its inspiration from fashion editorial. The full site is expected to go live on Oct. 10.

The company said that it was designed to convey the “intimacy, attention, and personalization of Mikimoto boutiques.” Using large imagery that’s curated and focused as well as a hierarchy of products, the site is designed to introduce shoppers to the products in a manner similar to how a Mikimoto sales associate would.

The new site also focuses on the brand’s story, taking a look at the history, origin, and cultivation of the pearls that the consumer is buying.

There will be an interactive section telling the story of the cultured pearl and the brand’s founder, Kokichi Mikimoto, and a detailed pearl guide will educate consumers about how to select a pearl and care for the pearl to ensure that it lasts.

Following other luxury e-commerce sites as a guide, Mikimoto’s new site allows users to create a personal account; offers a predictive search, with results popping up as they type; and is fully responsive, adapting to any mobile device. 

Editor's Note: This story has been updated to reflect that the launch date for the new Mikimoto website was pushed back to Oct. 10.

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