CollectionsOct 03, 2022
Vrai, Brides Magazine Partner on Lab-Grown Diamond CollectionSourcingOct 05, 2022
Assael’s New Campaign Shows How Its Pearls and Coral Work for All Genders
“Elegance with Attitude” is rolling out now in print and online.
Assael’s new campaign features diversity in both gender and ethnicity to showcase how its pearl and coral fine jewelry designs can be worn by anyone.
New York—Assael feels its pearl and coral jewelry is for everyone, and the brand is highlighting that fluidity with a new campaign.
Shot in Miami by fashion and beauty photographer David Benoliel, the “Elegance with Attitude” campaign is diverse in gender and ethnicity, starring models Michaela Kocianova and James Lorenzo wearing Assael jewelry.
Assael Senior Vice President Peggy Grosz and longtime advertising agency Padulo Privé jointly created and produced the new campaign under the supervision of creative director Alison Goudreault.
“I think it can best be described as elegance with attitude, across generations, genders, and lifestyles,” Grosz said.
“Assael, after all, coined the phrase ‘The Pearl Revolution,’ now an international jewelry and fashion phenomenon. As North America’s premier source of the most magnificent pearls in the world, it is time to explore our unrivaled quality and exciting new designs that show how the history and story of pearls has evolved.”
Renowned author and jewelry historian Vivienne Becker served as creative consultant for the copy.
Shot in Miami by fashion and beauty photographer David Benoliel, the “Elegance with Attitude” campaign is diverse in gender and ethnicity, starring models Michaela Kocianova and James Lorenzo wearing Assael jewelry.
Assael Senior Vice President Peggy Grosz and longtime advertising agency Padulo Privé jointly created and produced the new campaign under the supervision of creative director Alison Goudreault.
“I think it can best be described as elegance with attitude, across generations, genders, and lifestyles,” Grosz said.
“Assael, after all, coined the phrase ‘The Pearl Revolution,’ now an international jewelry and fashion phenomenon. As North America’s premier source of the most magnificent pearls in the world, it is time to explore our unrivaled quality and exciting new designs that show how the history and story of pearls has evolved.”
Renowned author and jewelry historian Vivienne Becker served as creative consultant for the copy.
The campaign features Assael’s coral pieces—classic strands as well as innovative designs—and highlights many pearl pieces: new designs from the “Bubbles” collection by Sean Gilson for Assael, classic Assael strands, sautoirs, earrings, and rings, as well as new jewels from the “Colors,” “Pairings,” and “Modernist” collections, worn by all genders with fresh styling to bring them to life.
It also includes pearl strands, brooches, and a single earring worn by male supermodel James Lorenzo in both business and casual attire.
“Assael is helping men turn the tables, embarking on a whole new pearl adventure, opening another chapter in the long and scintillating saga of the pearl, revisiting and reinventing history, playing with traditions, and challenging conventions, as only Assael can do,” Becker said.
The print campaign will debut in the September/October issue of W magazine then appear throughout the fall and into next year in other publications like W, Town & Country, and Architectural Digest.
The half-million-dollar campaign will also be supported by a cinematic brand video on YouTube and the Assael website, as well as on pertinent fashion social media channels.
More on Sourcing
The Latest
CollectionsApr 25, 2025
Sylvie Looks to Water in New Sculptural Bridal Collection“Shell Auranova” is the next generation of the brand’s bridal line, featuring half-bezel engagement rings with bold and fluid designs.
FinancialsApr 25, 2025
Kering’s Jewelry Brands Persevere as Q1 Sales Sink 14%Boucheron and Pomellato performed well in an otherwise bleak quarter for Kering amid struggles at Gucci.
EditorsApr 25, 2025
Piece of the Week: Deborah Meyers Experience’s ‘The Birds’ EarringsDesigner Deborah Meyers created her birds from oxidized sterling silver, rose-cut diamond eyes, and Akoya Keshi pearl feathers.
Brought to you by
Emerging Jewelers Accelerator Program Announces Second Cohort of Aspiring Jewelry Entrepreneurs Six new retail businesses were selected for the 2025 program, which began in January.
Supplier BulletinApr 24, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
Weekly QuizApr 24, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsApr 24, 2025
Q&A: Wolf’s CEO Talks U.S. ExpansionSimon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.
IndependentsApr 24, 2025
Longtime Iowa Jeweler Herman Ginsberg Dies at 99 A third-generation jeweler, Ginsberg worked at his family’s store, Ginsberg Jewelers, from 1948 until his retirement in 2019.
Brought to you by
Protect Your Customers and Your BusinessThe risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to NoncomplianceThe company failed to file its quarterly reports in a timely manner.
TrendsApr 24, 2025
Amanda’s Style File: So CharmingCharms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.
MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in ItalyLocated in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ AwardPaola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to AuctionA platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen BrownThe basketball stars wear men’s jewelry from the “Curb Chain” collection.
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine JewelryThe Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry CollectionThe 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.
ColumnistsApr 22, 2025
The PR Adviser: Building Buzz Through Word of MouthLilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth OfficerGCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.
IndependentsApr 22, 2025
Brinker’s Jewelers Acquires Fellow IndependentThe Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.
IndependentsApr 21, 2025
New York Jeweler to Close After 111 YearsVan Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise StrategyIndustry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.
Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host ConventionThe two organizations will hold the educational event together this fall in Mississippi.
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ PendantThe Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated StoreThe jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.
MajorsApr 18, 2025
Tiffany & Co. Employees Star in Mother’s Day CampaignThe “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.
