Collections

Leigh Maxwell Captures Camouflage in a Capsule

CollectionsFeb 27, 2023

Leigh Maxwell Captures Camouflage in a Capsule

Designer Jennifer Maxwell spent a year developing a collection that uses a mix of diamonds and gemstones to elevate the pattern.

20230227_Leigh Maxwell Camo header.jpg
Jennifer Maxwell, the designer behind jewelry brand Leigh Maxwell, has designed a camouflage-inspired capsule collection that features her signature shapes, including her pavé heart and cross, both pictured here.
Cedar Rapids, Iowa—For some, camouflage calls to mind kids skipping school for the first day of hunting season, dusty pick-up trucks and deer stands—not exactly visions of luxury.

Having grown up in the Midwest, Jennifer Maxwell, the designer behind Leigh Maxwell, gets it. “That’s the Iowa perspective as well; I’m in the middle of deer-hunting country.”

But there are other perspectives too, one of camouflage-as-fashion—which Maxwell says she sees all over Los Angeles, where her jewelry is made—and of appealing to luxury consumers who’ve sought a different sort of life since the onset of the pandemic.

COVID-19, Maxwell noted, caused some people to relocate from crowded urban locations to wide open spaces like Big Sky, Montana, and Jackson Hole, Wyoming, bringing more customers to luxury retailers like Belle Cose, which has stores in both places. 

Leigh Maxwell does well in both those locations, with Maxwell creating a Teton charm exclusively for Belle Cose that sells “non-stop,” store owner Jane Carter-Getz told Couture.

Inspired by time spent in the national parks out West, Maxwell also has made a couple of hand-carved elk pendants that have sold at both stores. 

“For me, [camo] just kind of seemed like a natural leap and I hadn’t seen it done in fine jewelry,” the designer said. 

To start, Maxwell leaned into the greens of fall, sourcing gorgeous green sapphires and tourmalines, and then spent a year in a Goldilocks-esque phase of development. She had to try out numerous sizes and patterns for the collection, called simply “Camo,” to get it just right. 

If the pattern was too small, it wouldn’t read like camouflage. 

When the size was right, there was the matter of balancing texture and color so the pieces were recognizable as camouflage without being too literal. 


“It had to feel right for her,” explained Beth Ann Bonanno of The Gems Project, the luxury brand development agency that represents Maxwell. “I could like it or [someone else] could like it but, as always, it had to connect to the designer.”

Maxwell agreed. 

“Camo can be read a lot of different ways by a lot of different people. It had to be set right and the colors had to be right,” she said. 

“It was very important to me that it did feel like luxury.”  

 Related stories will be right here … 

Accompanying the main stars of the Camo collection—the elegant earrings, slim cuff, and the designer’s signature heart, which is a cornerstone of her brand—are what Maxwell refers to as the “supporting cast members,” the hand-carved acorn pendants and pinecone earrings.

There are also the pieces she created previously that can be interpreted as camo-adjacent, like the elk pendant.

The Leigh Maxwell camo capsule collection soft-launched this fall via a series of trunk shows, making stops in stores including Neiman Marcus, Elizabeth Anthony in Houston, Marissa Collections and GemBox in Boston.

This week, Maxwell and her team will head west from the brand’s headquarters (and her home) in Cedar Rapids, Iowa, to Belle Cose in Big Sky and Jackson Hole to show the Camo collection there for the first time.

In Las Vegas at the Couture show this summer, retailers will have a chance to see, buy and order it for their stores. 

The Latest

Ritani holiday ad campaign still image
MajorsNov 07, 2024
Ritani Debuts ‘No-Fuss’ Holiday TV Campaign

The two ads highlight diamond engagement rings and diamond studs with a straightforward approach.

Aurelia Demark London blue topaz bow earrings
TrendsNov 07, 2024
Amanda’s Style File: Golden and Blue November Hues

The month’s birthstones, citrine and blue topaz, reflect the changing colors of the season.

Alfred ‘Al’ Giddings Rolex Submariner watches Titanic
AuctionsNov 06, 2024
Two Rolexes With Ties to Titanic Head to Auction

The Rolex watches are from the collection of “Titanic” co-producer Alfred “Al” Giddings and will go up for sale at Sotheby’s next month.

Jewelers Mutual Group Cybersecurity
Brought to you by
Navigating Cybersecurity: Essential Guidance for Jewelers

From protecting customer data to safeguarding inventory records, it's crucial to learn how to tackle cybersecurity challenges.

Pandora cuban link bracelet
FinancialsNov 06, 2024
Pandora Posts Double-Digit Revenue Growth in Q3

The Danish jewelry company plans to open up to 150 concept stores this fiscal year.

Weekly QuizOct 31, 2024
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Gemological Institute of America logo
GradingNov 06, 2024
GIA to Close Lab in Ramat Gan, Israel

The location will close by the end of the year due to it being financially unsustainable, GIA said.

Iris Law and Hero Fiennes in Moments of Joy campaign
MajorsNov 06, 2024
David Yurman’s Holiday Campaign Celebrates ‘Moments of Joy’

The new campaign stars Sterling K. Brown, Hero Fiennes Tiffin, Winnie Harlow, Kyle Kuzma, Arizona Muse, and Iris Law.

Article-Top-Image.jpg
Brought to you by
Enhance Your Expertise with IGI’s In-Person Courses in NYC

This fall, sharpen your skills in jewelry grading, quality control and diamond assessment.

Samantha Larson
IndependentsNov 05, 2024
Long's Jewelers Names New Director of Buying

Samantha Larson has joined the Boston-based retailer.

Emerging Jewelers Accelerator Program logo
Events & AwardsNov 05, 2024
JA, BIJC Now Accepting EJAP Applications for 2025

The Emerging Jewelers Accelerator Program will guide retail jewelry entrepreneurs through an eight-month educational curriculum.

Tiffany & Co. x CFDA Jewelry Designer Award
Events & AwardsNov 05, 2024
Tiffany & Co., CDFA Announce Design Award Finalists

Ten chosen designers will receive mentorship and participate in a design contest for the Tiffany & Co. x CFDA Jewelry Designer Award.

Dana J. Lorberg
MajorsNov 04, 2024
Jewelers Mutual Appoints Mastercard Exec to Its Board

Dana J. Lorberg brings 35 years of experience in finance, technology, and strategy to the role.

FBI robbery surveillance photo
CrimeNov 04, 2024
FBI Offering $15K Reward for Info on Halloween Mask-Wearing Robbers

The suspects are said to have been involved in the armed robberies of four jewelry stores across three Midwest states.

Jaeger-LeCoultre Reverso Tribute watch
IndependentsNov 04, 2024
Eiseman Jewels is Celebrating Watches All Month-Long

The Dallas-based jeweler will showcase timepieces from Cartier, IWC Schaffhausen, Jaeger-LeCoultre, Parmigiani Fleurier, and more.

Artist Reena Ahluwalia “Pristine” painting
SourcingNov 01, 2024
Reena Ahluwalia Donates Diamond Painting to Benefit CJA

The artwork, titled “Pristine,” was raffled off at the Canadian Jewellers Association’s recent summit.

Gunderson’s Jewelers in Omaha, Nebraska
IndependentsNov 01, 2024
Gunderson’s Jewelers Opens New Location in Nebraska

The new store features a custom design studio and a bridal salon.

Sydney Evan x Wicked “Spell Book” coin charm
CollectionsNov 01, 2024
Piece of the Week: Sydney Evan Gets ‘Wicked’

Designer Rosanne Karmes has created a collection to coincide with the release of the movie musical, which is expected to be a blockbuster.

Charles & Colvard moissanite ring
FinancialsOct 31, 2024
Charles & Colvard Faces Possible Nasdaq Delisting

The retailer said it will file the necessary paperwork to regain compliance as soon as it is able.

National Jeweler columnist Peter Smith
ColumnistsOct 31, 2024
Peter Smith: Nervous Flyers and Emotional Selling

Whether you’re calming the jittery gentleman in seat 13B or selling a diamond ring to a hesitant customer, an empathetic approach is best.

Annie E. Doresca, Grant Mobley, Alexis Padis, Terry Chandler
Events & AwardsOct 31, 2024
WJA Will Celebrate 4 Award Winners at ‘Future of Forty’ Gala

The gala includes a red carpet, music from DJ Renata, an awards program, and “mystery boxes.”

Instore show 2025
Events & AwardsOct 31, 2024
The Instore Show Returns To Chicago Area

The trade show, in its third year, will take place in late September at the Donald E. Stephens Convention Center in Rosemont, Illinois.

Constance Polamalu
Lab-GrownOct 31, 2024
Q&A: Constance Polamalu on Selling Natural and Lab-Grown Diamonds

The jeweler shared her change of heart on lab-grown diamonds and why she keeps them separate from natural diamonds in her business ventures.

Gem Awards New York City
Events & AwardsOct 30, 2024
These Designers, Journalists, and Retailers Are Up for a Gem Award

The 2025 Gem Awards are scheduled to take place March 14 at Cipriani 42nd Street in New York City.

Peggy Grosz
MajorsOct 30, 2024
Peggy Grosz Leaves Assael After Company Is Sold

Grosz had served as Assael’s senior vice president and creative director since 2017.

CD Peacock Love and Celebration Rings
CollectionsOct 30, 2024
CD Peacock Honors Its Hometown of Chicago in First Bridal Collection

“Love and Celebration” is the jeweler’s first in-house collection featuring engagement rings, wedding bands, and celebration rings.

Hands pushing a shopping cart
SurveysOct 30, 2024
Consumer Confidence Rebounds in October

A more positive view of the labor market contributed to the strongest monthly gain since March 2021.

Mejuri store
Events & AwardsOct 30, 2024
Mejuri to Award $50K in Scholarships to Jewelry Design Students

The funds will be distributed to schools in the U.S., Canada, and the U.K.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy