
The campaign coincides with a website redesign that boasts a better user experience, new content, and more storytelling, the company said.
The e-commerce site showcases the campaign, which was shot in Joshau Tree, California, in videos and still imagery.
Models of different ethnicities and ages sport Platinum Born designs against the arresting desert landscape.

The company said the campaign was crafted to appeal to “fashion forward” female self-purchasers in various life stages.
“It’s an exciting time for us as we unveil a new brand campaign that celebrates beauty, diversity and authenticity and a new website that is building a community for the brand,” said Platinum Born Vice President of Marketing Rebecca Moskal.
“We see these important launches as an opportunity and an invitation to consumers to explore, engage and connect with our brand like never before.”
The campaign is rolling out this month on Platinum Born social media channels and its new site is already live.
The new website isn’t just aesthetically pleasing; it also has upgraded functionality and a better mobile view.

The design allows for intuitive browsing across collections and products with easy-to-navigate shopping and checkout features.
A “Shop the Look” feature highlights multiple pieces of jewelry in a single image of the new campaign.
Video content provides even more dynamic views of the jewelry and allows users to get a better understanding of scale without seeing pieces in person.
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The middle class is changing its approach to buying jewelry and affordable luxury goods, the NRF said.

It marks the third consecutive quarter of growth for Cartier, Van Cleef & Arpels, Buccellati, and Vhernier.

The reseller’s market trends report, based on its sales data, also shows exactly how much Rolex prices have jumped since 2010.

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

The auction house will be hosting a retrospective paying tribute to jeweler Jean Dinh Van and his company’s 60th anniversary.


Jake Duneier and Danielle Duneier-Goldberg have stepped into the roles of CEO and president, respectively.

The “Impermanence” collection contemplates nature through the Japanese art of Ikebana (flower arranging) and philosophy of wabi-sabi.

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

Eric Ford will step into the role, bringing with him decades of experience.

In addition to improved capabilities, the acquisition will allow the jeweler to offer support to other independent jewelers.

The “Celestial Blue” capsule collection campaign features Olympian Kateryna Sadurska.

The New England jeweler is hosting a bridal event for the month of August.

The trade-only event will host its debut fair in the Emerald City later this month.

Its sessions will focus on inventory strategies, staff performance, retention and acquisition, emerging market trends, and more.

For its 10th anniversary, Miseno designed the “Arco” earrings based on the Arco Felice, an arch conceptualized in A.D. 95 in Miseno, Italy.

The jewelry company is one of several contributing to relief efforts in the region after the recent floods.

Inspired by fiancé Sid Wilson’s nickname for her, the white and yellow diamond ring features a unique honeycomb design.

The brand is marking its 50th anniversary with a limited-edition bangle, high jewelry suites, new collections, and more.

Goldfarb said changes in the industry, coupled with his age and the updates needed to modernize his business, drove his decision.

Longtime LVMH executive Michael Burke has stepped into the role.

Central topics of next week’s event include climate action, labor rights, artisan preservation, and value retention in producing countries.

Vickie Rokkos has joined the jewelry company as its new national sales director of North America.

Turbulence will be the new baseline for luxury as it faces its biggest potential setbacks in 15 years, a recent report said.

Sponsored by Rio Grande Jewelry Supply

The “For the Love of Fruits” collection features five fruit pendants, each holding a different meaning.

Diamonds and crimes (some involving diamonds) top the list of National Jeweler’s most popular stories halfway through the year.

They discovered “The Dash Diamond,” named for their dog, at the Crater of Diamonds State Park earlier this month.