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.
Editors' Picks
Sponsored by
More on Collections
The Latest
IndependentsApr 01, 2025
Bergman Jewelers in Omaha Closing After 137 YearsThe independent jeweler first opened its doors in 1888.
MajorsApr 01, 2025
QVC Group to Cut 900 Jobs in the U.S.The layoffs come amid the TV shopping channel’s efforts to restructure and focus on live shopping through social media.
Events & AwardsApr 01, 2025
U.S. Antique Shows Adds Fall Show in FloridaThe debut event will take place in Miami’s Coconut Grove neighborhood this fall.
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They DeserveBench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.
Events & AwardsApr 01, 2025
TJS to Host Discussion on Jewelry Industry’s Labor ShortageThe roundtable will take place May 17 ahead of the trade show’s welcome dinner.
Weekly QuizMar 27, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Recorded WebinarsMar 31, 2025
Watch: What Do We Mean When We Say ‘Recycled’ Gold?Three industry experts dive into the complexities of the material often marketed as an “ethical” alternative for metal in jewelry.
TrendsMar 31, 2025
Amanda’s Style File: Dripping in DiamondsDiamonds are not only one of the most prominent gemstones, but the birthstone for those born in April.
Brought to you by
Natural Diamonds Should Mean MoreNatural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.
MajorsMar 31, 2025
Lashbrook Expands Into Luxury Golf Gifts With AcquisitionThe Utah-based company known for making wedding bands has acquired Doubloon Golf.
WatchesMar 31, 2025
Bulgari CEO Jean-Christophe Babin Will Also Head LVMH WatchesThe longtime luxury executive led one of LVMH’s watch brands, TAG Heuer, for 12 years before taking over Bulgari in 2013.
CrimeMar 28, 2025
2 Suspects Arrested in $1.7M Smash-and-Grab Robbery of NY Jewelry StoreAuthorities said the robbers fled with jewelry and 70 Rolex watches, later taking pictures of themselves posing with big stacks of cash.
SourcingMar 28, 2025
19th-Century Jade Book Now Available in EnglishLotus Gemology founder Richard W. Hughes has translated Heinrich Fischer’s 1880 book “Nephrit und Jadeit” from its original German.
SurveysMar 27, 2025
Consumer Confidence Falls in March Amid ‘Gloomy’ OutlookThe Conference Board’s index fell as consumers continued to worry about the impact of tariffs, the labor market, and the price of eggs.
AuctionsMar 27, 2025
300-Year-Old Ring Linked to Witch Trial Judge Goes Unsold at Auction However, two medieval jewels surpassed estimates at Noonans Mayfair’s recent jewelry auction in London.
WatchesMar 27, 2025
Austin Butler Joins Breitling as Brand AmbassadorThe Oscar-nominated actor debuted in the campaign for the new “Top Time B31” collection, which introduced Breitling’s Caliber B31.
SourcingMar 27, 2025
Susan Jacques, Gaetano Cavalieri to Headline 2025 ICA Congress The Congress is scheduled to take place May 19-22 in Brasilia, Brazil.
IndependentsMar 26, 2025
Bailey’s Fine Jewelry Acquires Fellow NC Independent JewelerThe family-owned retailer is the new owner of Morrison Smith Jewelers in Charlotte, North Carolina.
WatchesMar 26, 2025
Bulova Celebrates 150th Anniversary With Art Deco WatchesThe “150 Art Deco” collection features a Miss America timepiece and a pocket watch from the brand’s Archive Series.
MajorsMar 26, 2025
QVC Group Appoints New PresidentAlex Wellen, formerly CEO and president of MotorTrend Group, has taken on the role.
Events & AwardsMar 26, 2025
Jewelers of America Announces New Funding Initiative The Impact Initiative is part of the nonprofit association’s new three-year strategic plan.
AuctionsMar 25, 2025
Christie’s To Auction 35-Carat Sapphire, 13-Carat RubyThe ruby and the sapphire, which Christie’s calls a “once-in-a-generation masterpiece,” are part of the upcoming Hong Kong jewelry auction.
CrimeMar 25, 2025
Tiffany & Co. Earrings Swallowed Following Grab-and-Run Theft RecoveredThe two pairs of earrings, snatched from a Tiffany & Co. store in Orlando, Florida, are valued at a combined $769,500.
ColumnistsMar 25, 2025
The Smart Lab: Using Short-Form Videos to Sell More JewelryThe time to start experimenting with video content is now, writes columnist Emmanuel Raheb.
CollectionsMar 24, 2025
Pomellato’s Latest ‘Nudo’ Collections Revamp its Classic DesignFrom striking high jewelry to miniature fine jewelry, the new chapter continues to highlight gemstones featuring its signature 57-facet cut.
MajorsMar 24, 2025
4 Top Executives to Depart Signet Jewelers Amid TurnaroundThe jewelry giant is reducing its senior leadership by 30 percent as part of its new turnaround strategy.
WatchesMar 24, 2025
Sotheby's Now Offers Watch Repair ServicesThe auction house's partnership with online watch servicing platform WatchCheck makes repairs convenient and accessible, it said.
FinancialsMar 21, 2025
Swarovski Says Its Lab-Grown Diamond Sales Doubled in 2024The company also noted record sales in the United States and a strong performance in its jewelry category.
