By Ashley Davis
Ashley.Davis@nationaljeweler.com
Sai De Silva is an influencer who blogs and vlogs (video blogs) about fashion and wellness through the lens of motherhood. She’s the star of Tacori’s holiday 2019 campaign.
Los Angeles—For the 2019 holiday season, Tacori is putting the focus on family.

The Los Angeles jewelry company’s holiday ad campaign, released Thursday, features influencer Sai De Silva sporting a number of Tacori styles alongside her children, London Scout and Rio Dash.

Tacori said the holiday initiative is the latest in its array of seasonal marketing, promoted across its digital and social media channels as well as shared with retail partners, designed to keep the Tacori message fresh and current for consumers, a strategy the company adopted in 2018.

“Family is at the heart of everything we do at Tacori,” Tacori Senior Vice President of Marketing and Public Relations Michelle Adorjan Chila said.

20191028 Tacori2This is one of the images from the Tacori holiday campaign, which will be featured on the brand’s digital and social media channels. It’s also available to Tacori retail partners.

“As a multi-generational jewelry house, we are so excited to share our holiday campaign featuring a gorgeous real-life family, Sai De Silva and her two children. Seeing a mother and her children together, we’re reminded that jewelry is an emotional tradition that becomes part of your family’s legacy.”

Tacori’s latest campaign highlights the prevalence of influencers as brand spokespeople.


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De Silva has close to 300,000 followers on Instagram, a blog with editorial content spanning fashion to wellness with a “cool Mom” angle, and a YouTube channel where she regularly vlogs (video blogs) to her 28,000-plus subscribers.


Tacori likely chose De Silva because she’s much like the customer the brand wants to continue to attract: a woman juggling family and career who is fashion-inclined and has the disposable income to purchase fine jewelry for herself.

In the campaign imagery, De Silva sports a number of classic pieces: diamond eternity bands, diamond engagement rings, diamond stud earrings and gemstone and diamond stacking bands. White interiors and clothing create a clean palette to better showcase De Silva and the jewelry alongside her two children.

The campaign roll-out will continue through the end of the year.





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