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
CollectionsSep 06, 2024
The ‘Fabergé x Beetlejuice Beetlejuice’ Collection is Scary ChicIt’s showtime for these jewels, inspired by the motifs and color palette of the new Tim Burton film.
FinancialsSep 06, 2024
Movado Lowers Guidance as Q2 Sales SlipCEO Efraim Grinberg pointed to a challenging consumer spending environment, particularly in the watch category.
CollectionsSep 06, 2024
Piece of the Week: Lizzie Mandler’s ‘Liquid Gold’ HoopsInspired by a 19th century sculpture, Mandler transformed gold into liquid for these earrings.
Brought to you by
How to Increase Instagram Followers Naturally in 2024Growing your Instagram following organically is more important than ever in today's technological environment.
CollectionsSep 05, 2024
Bella Hadid Is Chopard’s New Brand AmbassadorThe model and entrepreneur stars in two new Chopard campaigns.
Weekly QuizSep 05, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsSep 05, 2024
Nordstrom Family Offers to Buy Namesake Retailer for $3.8BMembers of the founding family partnered with Mexican retail company El Puerto de Liverpool to possibly take Nordstrom private.
MajorsSep 05, 2024
Tiffany & Co. Celebrates Elsa Peretti’s Bone CuffThe iconic design has joined a lineup of notable pieces featured in the jeweler’s “With Love, Since 1837” campaign.
Brought to you by
Watch: Natural Diamonds: A Great (but Often Untold) Geology StorySupplier Spotlight Sponsored by GIA.
MajorsSep 05, 2024
Former Chopard, Frederique Constant Executive Tapped to Head CadarRalph Simons is now CEO of the jewelry brand started by fashion designer Michal Kadar and her husband, Avraham Kadar, in 2015.
ColumnistsSep 04, 2024
Creative Connecting: Why ‘Experience Content’ Matters Jen Cullen Williams and Duvall O’Steen say it’s all about giving your social media feeds a human touch.
TrendsSep 04, 2024
Taylor Hill, Soo Joo Park Star in New Messika CampaignThe models and friends of founder and artistic designer Valérie Messika showcase the brand’s jewelry in the “Back to Icons” campaign.
MajorsSep 04, 2024
Bloomingdale’s to Highlight Italian Jewelry in New Campaign“From Italy, With Love” will showcase Roberto Coin, Marco Bicego, and other Italian brands.
CollectionsSep 03, 2024
Zales, Prince Debut US Open-Inspired CollectionThe jewelry retailer will also have a diamond-set tennis racket on display at the tournament.
IndependentsSep 03, 2024
Ylang 23 Relocates, Expands Dallas FlagshipThe retailer has moved into a 3,200-square-foot space at The Shops of Highland Park.
TrendsSep 03, 2024
Amanda’s Style File: Sapphires for SeptemberThe month’s birthstone is vibrant in every color.
WatchesAug 30, 2024
Breitling Marks 140 Years With Special Editions of 3 Classic WatchesThe special editions of the Premier, Navitimer, and Chronomat are equipped with a new perpetual calendar movement from the brand.
CollectionsAug 30, 2024
Piece of the Week: K. Brunini Jewels’ Butterfly RingFly away with designer Katey Brunini’s butterfly ring, as its spring-loaded wings flutter above your fingers.
MajorsAug 29, 2024
Brilliant Earth Promotes Two Executives to C-Suite RolesThe jewelry retailer has a new chief brand officer and chief operations officer.
MajorsAug 29, 2024
JA Takes Its Learning Workshops to Washington D.C., New YorkIts next event will take place in D.C. on Sept. 17 and in New York City on Oct. 29.
SurveysAug 28, 2024
Consumer Confidence Rises in August Despite Labor Market WorriesInflation remained a top concern among survey-takers who included write-in responses.
TechnologyAug 28, 2024
Verizon Throws Its Hat in the Ring on Smart Rings The wireless carrier is now stocking the Ultrahuman Ring Air in select U.S. stores.
CollectionsAug 28, 2024
Pamela Love’s ‘Jardin’ Collection Is Filled With Lush Green EmeraldsIn a collaboration with Muzo, Pamela Love hand-selected each Colombian emerald for eight one-of-a-kind pieces.
MajorsAug 28, 2024
Stuller Named ‘Great Place to Work’The certification is based on employee responses about their experience working at a company.
Policies & IssuesAug 27, 2024
US to Allow Import of ‘Legacy’ Diamonds From RussiaOFAC has issued two licenses addressing the issue, one for diamond-set jewelry and one for loose diamonds.
GradingAug 27, 2024
IGI Files for IPO in IndiaThe gemological lab is looking to raise up to $477 million.
Events & AwardsAug 27, 2024
Here Are the Winners of the 2024 CASE AwardsThe annual jewelry design competition celebrates creativity, artistry, style, and excellence.
MajorsAug 27, 2024
David Yurman Opens Store in Columbus, OhioThe boutique is in Easton Town Center’s newly renovated fashion district.
