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
GradingMay 26, 2023
State of the Diamond Industry: AI and the Future of Diamond GradingGemologists have long used machines in diamond grading but technology has made it possible for them to “learn” how to do it on their own.
Recorded WebinarsMay 26, 2023
Watch: Diamond Cut Quality: The Final Frontier Part 2Supplier Spotlight Sponsored by IGI
Recorded WebinarsMay 26, 2023
Natural and Lab-Grown Diamonds: What It’s Like to Sell Both Watch retailers Jeffery Bolling and Bobby Bengivengo discuss employee training, customer education and the sticky subject of future value.
Brought to you by
The Next Step for GIA Diamond ReportsThe most trusted diamond report, available in print or the GIA App.
FinancialsMay 26, 2023
Movado Sales Slip in Q1 Amid Inflation Woes, Tough CompsThe company has plans to revamp the Movado brand and offer less expensive watches this year.
Weekly QuizMay 25, 2023
This Week’s QuizTest your jewelry news knowledge with this short test.
AuctionsMay 26, 2023
Piece of the Week: A Bulgari Sapphire and Diamond NecklaceSet with a 118-carat unheated Sri Lankan sapphire, it just sold for $3.4 million at Phillips jewelry auction in Hong Kong.
Supplier BulletinMay 25, 2023
RAE Fine Jewelry Collection Debuting at JCK Luxury 2023Sponsored by Noam Carver
Brought to you by
Beyond Borders: Crucial Factors in Colored Stone Origin DeterminationNavigate origin determination with Continuing Education seminars offered by the GIA Alumni Collective™.
TechnologyMay 25, 2023
State of Retail: Why Jewelers Need to Invest in Cybersecurity NowAs cybercrime incidents threaten the industry, jewelers need to know what they’re up against and the best ways to protect their businesses.
IndependentsMay 25, 2023
Louis Anthony Jewelers Is Remodeling and ExpandingThe Pittsburgh jeweler is redoing the lighting and showcases, and adding a full hospitality bar as well as new shop-in-shops.
MajorsMay 25, 2023
Stanley Zale Joins Hill & Co. as Principal Consultant Zale has more than 40 years’ experience in the diamond industry, including 17 years as Stuller’s VP of diamonds and gemstones procurement.
Events & AwardsMay 24, 2023
New To-Dos in Las Vegas During Jewelry Market Week 2023The Strip is full of new restaurant and entertainment offerings.
TrendsMay 24, 2023
State of Design: The Jewelry Design Trends to Know NowNational Jeweler’s senior editor covering fashion, trends, and design highlights the latest looks in the market.
EditorsMay 24, 2023
How Jewelers Can Make the Most of ChatGPTFrom what ChatGPT is to how to use it, this is the explainer tailored to jewelers.
AuctionsMay 23, 2023
Christie’s to Auction 127-Carat ‘Light of Peace’ DiamondThe D-color, internally flawless, Type IIa stone will be offered without reserve.
ColumnistsMay 23, 2023
Squirrel Spotting: The Case of the Pricey Repair When it comes to pricing jewelry repairs, you should start by asking a simple question about the piece at hand, Peter Smith writes.
IndependentsMay 23, 2023
Pat Henneberry Joins VeerThe industry veteran will serve as the diamond jewelry supplier’s head of business development.
MajorsMay 23, 2023
Bruce Rubin Joins Frederick GoldmanHe is the company’s new senior vice president of sales and business development.
MajorsMay 23, 2023
New Approach School for Jewelers Announces Gemvision PartnershipThe Tennessee school’s CAD Academy is now offering training in Gemvision’s MatrixGold software.
GradingMay 22, 2023
Blackstone Officially Inks Deal to Acquire IGIBlackstone is buying the 80 percent stake in the lab owned by a Chinese company as well as the 20 percent held by the Lorie family.
SourcingMay 22, 2023
De Beers Consolidates Auctions as Diamond Sales Lose Steam The company confirmed it will be combining the auctions for the fifth and sixth sales cycles into one.
MajorsMay 22, 2023
Stuller Promotes Four Employees Amid Organizational UpdateAmong other changes, Stanley Zale, the former vice president of diamonds and gemstones, is leaving the company after 17 years.
MajorsMay 22, 2023
AGS Confirms Members of 2023-2024 Board of DirectorsOne new addition was announced at the Conclave membership breakfast.
AuctionsMay 19, 2023
It’s a White-Glove Sale for JAR Jewels at Christie’sThe 28-piece collection is the largest to be offered at auction.
GradingMay 19, 2023
Report: Blackstone to Buy IGI for Up to $550MThe deal could be signed as early as this weekend, according to a report by The Economic Times.
CollectionsMay 19, 2023
Piece of the Week: Marie Lichtenberg’s ‘Check’ LocketIt’s an ultra-luxurious version of the designer’s signature style.
Recorded WebinarsMay 19, 2023
Watch: Tips on Preparing and Packing for Las VegasFour guests join Michelle Graff and Amanda Gizzi to discuss the importance of being organized and what shoes they wear at the shows.
