Sourcing

Assael’s New Campaign Shows How Its Pearls and Coral Work for All Genders

SourcingOct 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.


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. 

 Related stories will be right here … 

Brecken Branstratoris the senior editor, gemstones at National Jeweler, covering sourcing, pricing and other developments in the colored stone sector.

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