Platinum Born Taps ‘Born Leaders’ for New Campaign
The ad aims to position platinum jewelry as ideal for everyday wear.

Six inspiring women were selected to star in the ads—media personality and philanthropist Soledad O’Brien; model and Prakti Beauty founder Pritika Swarup; Snapchat's global head of fashion and beauty Rajni Jacques; founder of nonalcoholic apéritif brand Ghia Mélanie Masarin; owner and captain of Yacht Kelpie Shannon Carleton; and civic activist and advocate Winter BreeAnne.
The goal of the campaign, the brand said, is to shift the perspective that platinum should be reserved only for bridal jewelry, positioning Platinum Born pieces as the ideal choices for everyday jewelry.
It is also meant to be “a celebration of self-expression and individuality,” it said.
Each of the stars collaborated with stylist Mane Duplan on styling jewelry looks that align with their personalities.

The looks highlight the versatility and wearability of the Platinum Born collections, the brand said, noting that all its pieces are designed to offer endless possibilities for self-expression, such as the “Limitless” loop bracelet.

Winter BreeAnne wore the flexible and clasp-free piece on her upper arm.
Rajni Jacques chose the “Luna Magnetic” necklace for a layered choker look.

The campaign also included pieces from Platinum Born’s “Debut,” “Celestial,” and “Prestige” collections, all of which are crafted by artisans in Japan and exclusively distributed in North America by Suna Bros.
The campaign, Platinum Born said, is comprised of “playful and exuberant” individual portraits and group shots, as well as video and storytelling content spotlighting each of the six “born leaders.”
It was shot in New York City by photographer Cass Bird, whose projects span the art, fashion, and commercial worlds.
Bird’s images convey “a spontaneity and ease that is reflective of the jewelry in the Platinum Born collections,” the brand said.
The campaign was created and produced by a team of all women, and it was curated under the creative direction Tatijana Shoan, editor-in-chief of As If magazine.
British makeup artist Lisa Houghton and celebrity hairstylist Nai’vasha were also on the creative team.
“Born Leaders marks the next evolution of Platinum Born and reflects a wider strategy to redefine platinum as the jewelry for everyday and everyone,” said Rebecca Moskal, vice president of marketing for the brand.
“We are thrilled to partner with photographer Cass Bird and an entire female creative team to highlight these six incredible women, who together embody the Platinum Born ethos, and we hope inspire audiences to see platinum jewelry in a new way.”
Born Leaders will debut across all Platinum Born channels this month.
The campaign launch will include a series of print ads in luxury fashion and lifestyle publications and across various digital platforms, the brand said.
It will also be introduced on Platinum Born’s redesigned website with profiles for each of the six women that include video interviews and behind-the-scenes content and outtakes, as well as dynamic product features that highlight the stars’ favorite pieces.
A “Shop the Look” functionality will be present online as well.
The brand will also rollout “Born Leaders” to retail partners like Neiman Marcus, and Platinum Born will highlight the campaign at the Couture show in Las Vegas next month along with previews of new jewelry slated to debut this fall.
The Latest

The company plans to raise the prices of select watches to offset the impact of tariffs.

Between tariffs and the sky-high cost of gold, designers enter this year’s Las Vegas shows with a lot of questions and few answers.

Designed by founder Renato and his daughter Serena Cipullo, it showcases a flame motif representing unity and the power of gathering.

More shoppers are walking out without buying. Here’s how smart jewelers can bring them back—and the tool they need to do it right.

However, the tariffs remain in effect in the short term, as an appeals court has stayed the U.S. Court of International Trade’s decision.


The pop icon is one step closer to launching her “B Tiny” jewelry collection, a collection she first began posting about last fall.

Sponsored by Stuller

Gain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.

It was featured in the miner’s latest sale, which brought in $24.8 million.

GemText AI uses artificial intelligence to generate tailored product titles, descriptions, and tags with jewelry-specific language.

Aging and with myriad health issues, none will serve time for their roles in robbing the billionaire celebrity at gunpoint in 2016.

The WNBA team received rings imbued with meaning, from leaf motifs and its Liberty torch to the number of diamonds used.

The two organizations have signed an affiliation agreement that’s expected to be finalized in the coming weeks.

The platinum and diamond watch is part of Sotheby’s upcoming Important Watches sale.

Recovered in Mozambique, “The Kat Florence Lumina” was part of Bonhams’ Hong Kong jewelry auction held last week.

Get a taste of the delicious candy-like gemstones in this Amanda’s Style File.

JSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.

From Lau’s “Love of a Kind” series, the engagement ring was inspired by the moon and holds a different meaning depending on how it is worn.

The lab has adjusted the scale it uses for nacre grading.

Sponsored by GCAL by Sarine

David Walton will serve three years’ probation after an incident in a hotel bar led to the death of West Virginia jeweler David Ettinger.

The retailer also provided an update on how the tariffs situation in the U.S. is affecting its business.

The family-owned jeweler in Great Falls, Virginia, will be celebrating its golden jubilee with a year’s worth of events.

The nonprofit elected five judges who will decide the winners of its design competition.

This year’s edition includes articles on the favorite tools of notable designers, evaluating when to outsource production, and more.

The jeweler’s high jewelry collection features extraordinary gemstones, like a 241.06-carat emerald and the world’s fourth-largest spinel.

In a special column for the State of the Majors, Edahn Golan breaks down what the top-performing fine jewelry sellers are doing right.