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.
Editors' Picks
Sponsored by
More on Sourcing
The Latest
GradingJan 14, 2025
GIA CEO, President Susan Jacques to Retire at the End of 2025The grading lab said the search for her successor is underway.
ColumnistsJan 14, 2025
Jules Kim: Building Bridges Between Creators and IndustryIn this special op-ed, designer Jules Kim calls on big brands to collaborate with independent creators instead of copying their designs.
Policies & IssuesJan 14, 2025
These Designers and Retailers Are Raising Money for LA Wildfire Relief Several jewelry designers are lending a helping hand to charities in Los Angeles amid the raging wildfires.
Brought to you by
3 New Year’s Resolutions for Jewelry Lovers The new year feels like a clean slate, inspiring reflection, hope, and the motivation to become better versions of ourselves.
GradingJan 14, 2025
Former SSEF Director Henry A. Hänni DiesA pioneering figure in gemology, he is remembered for his spirit of generosity, curiosity, and joy.
Weekly QuizJan 09, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
FinancialsJan 14, 2025
Signet Jewelers Lowers Q4 Guidance After Holiday Sales Fall ShortThe peak selling days leading up to Christmas did not meet the jewelry retailer’s expectations.
MajorsJan 14, 2025
Edouard Schneider Joins Messika as Chief Brand OfficerSchneider brings over 20 years of luxury and fashion industry experience to his role as a key member of the brand’s global leadership team.
Brought to you by
A Diamond Is Forever Celebrates "Forever Present" Holiday CampaignA Diamond is Forever hosted a holiday celebration in honor of their new marketing campaign, ‘Forever Present.’
TechnologyJan 13, 2025
Ultrahuman Unveils Luxury Smart RingWith versions in 18-karat gold and platinum, the wearables company is blending health technology and fine jewelry.
Policies & IssuesJan 13, 2025
Brandee Dallow Elected President of Ethical MetalsmithsThe executive brings more than two decades of industry experience to the role.
IndependentsJan 13, 2025
The Seven Pops Up in Palm BeachThe New York City-based retailer is bringing its curation of jewels to a pop-up shop at Love Binetti in Palm Beach, Florida.
Policies & IssuesJan 10, 2025
Jewelers Relief Fund Reopened to Aid Victims of LA Fires Created by JA and DCA, the fund is collecting money for jewelry businesses damaged by the wildfires in Los Angeles County.
TrendsJan 10, 2025
Piece of the Week: Elsa Jin’s ‘Mozi’ BroochAdrien Brody received his first Golden Globe while wearing the “Mozi” brooch, which depicts a spill of traditional Chinese calligraphy ink.
CrimeJan 09, 2025
US Customs Seizes Counterfeit Tiffany & Co. JewelsOfficers in Champlain, New York valued the jewels, if genuine, at nearly $30,000.
CollectionsJan 09, 2025
Karma El Khalil’s New Collection is an Ode to the MoonThe “Moonlight Rhapsody” collection is overflowing with gemstones, from raw opal to morganite and spessartite.
Events & AwardsJan 09, 2025
Here Is the 2025 AGTA GemFair Tucson Educational LineupThe seminar series covers topics from market trends and colored stone terminology to working with museums and growing an Instagram profile.
SourcingJan 09, 2025
Reena Ahluwalia Unveils New Works in ‘Diamond Trails’ AnthologyThe artist collaborated with industry creatives on the project, which features five fictional stories and five corresponding paintings.
IndependentsJan 09, 2025
Virginia Jewelers Raise Nearly $26K for Children’s Hospital at Charity BallNine jewelers donated jewels for a raffle to support the Children’s Hospital Foundation at Virginia Commonwealth University.
WatchesJan 08, 2025
Oris Debuts Hot Pink Miss Piggy WatchMiss Piggy shared her thoughts on being fabulous, the importance of accessories, and how to be your own cheerleader.
Lab-GrownJan 08, 2025
Effy Introduces Brand Dedicated to Lab-Grown Diamonds“Promise by Effy” includes fashion jewelry and engagement rings.
IndependentsJan 08, 2025
Haltom’s Jewelers to Close After 130 YearsThe Texas-based jeweler is closing all three locations.
TrendsJan 08, 2025
Zendaya’s Engagement Ring Combines Vintage and Modern ElementsZendaya’s ring, featuring an east-west set elongated cushion-cut diamond, is said to be from British designer Jessica McCormack.
ColumnistsJan 07, 2025
The Smart Lab: The Hottest Digital Marketing Trends For 2025Micro-influencers, customer reviews, and shoppable videos are going to be key to getting customers’ attention, Emmanuel Raheb writes.
TrendsJan 07, 2025
Amanda’s Style File: January Is for GarnetGarnet is comprised of a group of minerals, giving those with a birthday in January options when it comes to their birthstone.
IndependentsJan 07, 2025
Edge Retail Academy Names 2024 ‘Wag’ Award Winner The annual award, created in memory of business coach William “Wag” Wagner, went to a retailer in Fairfax, Virginia.
MajorsJan 07, 2025
Jewelers for Children Promotes Round-Up Fundraising ProgramRetailers and vendors can ask customers to make a donation by rounding up to the next dollar at checkout.
SourcingJan 07, 2025
Columbia Gem House To Debut Lightning Ridge Opal CollectionThe wholesaler is partnering with Australian brand Cheal Opal on a new offering of calibrated stones.
