CollectionsApr 16, 2024
Akaila Reid Launches ‘Eat Cake’ CollectionCollectionsApr 22, 2024
Jacquie Aiche’s New Campaign Stars Adam Levine, Behati Prinsloo
The “Rebel Heart” campaign embodies rebellion, romance, and sensuality, the brand said.
Jacquie Aiche said her new “Rebel Heart” collection, modeled by “Maroon 5” frontman Adam Levine and his wife, model Behati Prinsloo, was designed for “rebels, lovers, and wild ones.”
Los Angeles—Jewelry brand Jacquie Aiche has launched its new “Rebel Heart” campaign featuring a famous couple, musician Adam Levine and supermodel Behati Prinsloo.
While Prinsloo has worked on campaigns with the brand before, this is the first time the couple has modeled for Jacquie Aiche together.
They were chosen as the face of this campaign because of their magnetic allure, said the company.
“The ‘Rebel Heart’ campaign was designed for the rebels, the lovers, and the wild ones,” said Jacquie Aiche, owner and designer of her eponymous brand, which she launched in 2007.
“The energy that Adam and Behati give off in the jewels, both independently and together, encapsulates everything that came to mind when I was working on this collection. It’s all about sharing your own light with the world.”
The “Rebel Heart” campaign embodies rebellion, romance, and sensuality through Aiche’s designs.
The collection was made with 14-karat gold and a variety of gemstones.
Each piece was created based on intuition and free-spirited energy, meant to provide healing, love and happiness to the owner, said the brand.
While Prinsloo has worked on campaigns with the brand before, this is the first time the couple has modeled for Jacquie Aiche together.
They were chosen as the face of this campaign because of their magnetic allure, said the company.
“The ‘Rebel Heart’ campaign was designed for the rebels, the lovers, and the wild ones,” said Jacquie Aiche, owner and designer of her eponymous brand, which she launched in 2007.
“The energy that Adam and Behati give off in the jewels, both independently and together, encapsulates everything that came to mind when I was working on this collection. It’s all about sharing your own light with the world.”
The “Rebel Heart” campaign embodies rebellion, romance, and sensuality through Aiche’s designs.
The collection was made with 14-karat gold and a variety of gemstones.
Each piece was created based on intuition and free-spirited energy, meant to provide healing, love and happiness to the owner, said the brand.
Jacquie Aiche’s working key and heart lock charms. ($4,125 and $39,000)
The “Sophia Shaker Twiggy” charm necklace with diamonds, tourmaline, aquamarine, opal, turquoise, pink opal, bone, sunstone, coral, and tanzanite set in 14-karat yellow gold ($74,250)
Feather earrings made from bone, with emeralds and pavé diamonds set in 14-karat yellow gold ($55,000)
The “Scarab” ring in 14-karat yellow gold with diamonds, emeralds, sapphires, and a single ruby ($15,400)
Jacquie Aiche’s rutilated quartz crystal charm with a teardrop-cut green tourmaline and pavé diamonds set in 14-karat gold ($12,515)
Horn-shaped earrings made from bone, with emeralds and pavé diamonds set in 14-karat yellow gold ($23,750)
Along with its many crystal charms, the collection includes scarab-shaped rings, onyx alien-shaped inlays, and initial signet rings with pavé diamonds.
“Jacquie’s jewelry has an energy that is entirely its own, but still matches my energy,” said Levine.
Both Levine and Prinsloo mentioned their admiration for the alien-shaped inlay pieces.
Jacquie Aiche’s alien-shaped inlay necklace. ($17,625)
Like the previous pieces Aiche has designed, this campaign personifies the spirit of the brand by focusing on wild, romantic, and sensual elements.
“This collection has something for everyone, whether you’re looking for a powerful talisman, a forever classic diamond piece, a sensual body layer, or a crystal that manifests what you need most,” said Aiche.
There are 134 pieces in the collection, with a price range of $1,585 to $93,500.
The “Rebel Heart” campaign launched on Jacquie Aiche’s website on April 17.
More on Collections
The Latest
MajorsDec 19, 2025
MadaLuxe Group Acquires Ippolita The luxury goods company said founder Ippolita Rostagno will remain at the brand’s helm.
MajorsDec 19, 2025
LVMH Names New Bulgari CEOLaura Burdese, who joined the Italian luxury brand in 2022, will take on the role in July.
EditorsDec 19, 2025
2025 Jewelry Superlatives: A Yearbook-Style Year in Review The National Jeweler editors revisit the most noteworthy industry happenings and design trends from 2025.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
AuctionsDec 19, 2025
Jean Schlumberger’s ‘African Cat’ Is Purr-Fection Need a gift for the cat lover who has everything? Look no further than our latest Piece of the Week.
Weekly QuizDec 18, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsDec 18, 2025
Audemars Piguet Reclaims Historic Pocket Watch at AuctionIt purchased the “Grosse Pièce,” an ultra-complicated Audemars Piguet pocket watch from the ‘20s, for a record-breaking price at Sotheby’s.
Lab-GrownDec 18, 2025
Kira Jewels Debuts Custom Lab-Grown Diamond Jewelry ServiceThe lab-grown diamond grower now offers custom engagement and fashion jewelry through its Kira Custom Lab Jewelry service.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
EditorsDec 18, 2025
Terry Chandler Looks Back on 40 Years of Opportunity, Change, and FriendsChandler got his start at Michelson Jewelers and has served as DCA president and CEO since 2001. He will retire at the end of the month.
WatchesDec 18, 2025
Bob’s Watches to Open Store in New York’s JFK AirportThe boutique is slated to open this week inside Terminal 8, offering pre-owned Rolex watches and more to international travelers.
Supplier BulletinDec 18, 2025
Cell Jammers Are Targeting Your Business. Here's How to Beat ThemSponsored by Digital Monitoring Products
CrimeDec 17, 2025
Man Pleads Not Guilty to Swallowing Fabergé PendantThe special-edition egg pendant ingested in a New Zealand jewelry store was recovered after a six-day wait.
EditorsDec 17, 2025
2025 Jewelry Rewind: The Best Piece of the Week PicksAssociate Editor Natalie Francisco plays favorites with Piece of the Week, selecting a standout piece of jewelry from each month of 2025.
GradingDec 17, 2025
SSEF Announces 2025 Scholarship WinnersTwo awardees will receive free tuition for an educational course at the Swiss lab, with flights and lodging included.
MajorsDec 16, 2025
Pandora’s New CEO Will Step Up EarlyBerta de Pablos-Barbier will replace Alexander Lacik at the start of January, two months earlier than expected.
AuctionsDec 16, 2025
Suzanne Belperron, JAR Shine in Sotheby’s First Auctions at New HQSotheby’s held its first two jewelry sales at the Breuer building last week, and they totaled nearly $44 million.
Events & AwardsDec 16, 2025
TJS Now Accepting Scholarship Applications for 2026Winners will receive free registration and lodging for its fourth annual event in Detroit.
ColumnistsDec 16, 2025
Beyond Unboxing: Creative Reveals to Drive Reach and EngagementHere are six ideas for making more engaging content for Instagram Reels and TikTok, courtesy of Duvall O’Steen and Jen Cullen Williams.
Events & AwardsDec 16, 2025
Diamonds Do Good Names 2026 Award RecipientsThe honorees include a notable jewelry brand, an industry veteran, and an independent retailer.
CrimeDec 15, 2025
Men Receive Life Sentences in Home Invasion Murder of Jeweler Carlos Jose Hernandez and Joshua Zuazo were sentenced to life without the possibility of parole in the 2024 murder of Hussein “Sam” Murray.
Policies & IssuesDec 15, 2025
Sara Yood Named Co-Chair of RJC Standards CommitteeYood will serve alongside Eduard Stefanescu, the sustainability manager for C.Hafner, a precious metals refiner in Germany.
IndependentsDec 15, 2025
M.S. Rau to Open Store in AspenThe New Orleans jeweler is also hosting pop-up jewelry boutiques in New York City and Dallas.
AuctionsDec 12, 2025
13.54-Carat Paraíba Tourmaline Sets Records at Christie’sSet in a Tiffany & Co. necklace, it sold for $4.2 million, the highest price and price per carat paid for a Paraíba tourmaline at auction.
MajorsDec 12, 2025
David Webb Reveals Ice-Cold Holiday Window DisplayThe jeweler’s “Deep Freeze” display showcases its iconic jewelry designs frozen in a vintage icebox.
Events & AwardsDec 12, 2025
IGI Jewelry Design Contest Now Accepting SubmissionsThis year's theme is “Unveiling the Depths of the Ocean.”
TrendsDec 11, 2025
Pinterest 2026 Trend Report: Brooches, Bold Gold, Cool BlueIn its annual report, Pinterest noted an increase in searches for brooches, heirloom jewelry, and ‘80s luxury.
GradingDec 11, 2025
GIA to Offer Origin Determination for 3 More GemstonesStarting Jan. 1, customers can request the service for opal, peridot, and demantoid garnet.
