Majors

Platinum Born Taps ‘Born Leaders’ for New Campaign

MajorsMay 14, 2024

Platinum Born Taps ‘Born Leaders’ for New Campaign

The ad aims to position platinum jewelry as ideal for everyday wear.

Born Leaders Platinum Born campaign
Fine jewelry line Platinum Born has selected (left to right) Pritika Swarup, Winter BreeAnn, Soledad O’Brien, Mélanie Masarin, Rajni Jacques, and Shannon Carlton to star in its new “Born Leaders” campaign.
New York—Platinum Born, the consumer-facing fine jewelry brand for Platinum Guild International, has released its new campaign, “Born Leaders.”

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.

Pritika Swarup and Mélanie Masarin Born Leaders
Pritika Swarup and Mélanie Masarin in the new “Born Leaders” campaign


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 Born Leaders
Civic activist and advocate Winter BreeAnne wears pieces from the Platinum Born “Limitless” collection.


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.

Rajni Jacques
Rajni Jacques in Platinum Born’s newest campaign


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.

 Related stories will be right here … 

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

Bergman Jewelers family
IndependentsApr 01, 2025
Bergman Jewelers in Omaha Closing After 137 Years

The independent jeweler first opened its doors in 1888.

Coconut Grove Jewelry & Watch Show
Events & AwardsApr 01, 2025
U.S. Antique Shows Adds Fall Show in Florida

The debut event will take place in Miami’s Coconut Grove neighborhood this fall.

The Jewelry Symposium (TJS)
Events & AwardsApr 01, 2025
TJS to Host Discussion on Jewelry Industry’s Labor Shortage

The roundtable will take place May 17 ahead of the trade show’s welcome dinner.

bench jeweler 1872x1052.png
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They Deserve

Bench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.

Peanuts x Monica Rich Kosann Collection Bracelets
CollectionsApr 01, 2025
Monica Rich Kosann Says ‘Good Grief’ in Peanuts Jewelry Collection

The “Peanuts x Monica Rich Kosann” collection features the comic strip’s classic vocabulary across 10 bracelet designs.

Weekly QuizMar 27, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Graphic for What Do We Mean When We Say “Recycled” Gold webinar
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.

Mindi Mond Clarity Earrings
TrendsMar 31, 2025
Amanda’s Style File: Dripping in Diamonds

Diamonds are not only one of the most prominent gemstones, but the birthstone for those born in April.

Facets-of-Fire-Difference-You-Can-See.jpg
Brought to you by
Natural Diamonds Should Mean More

Natural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.

Bulgari and LVMH Watches CEO Jean-Christophe Babin
WatchesMar 31, 2025
Bulgari CEO Jean-Christophe Babin Will Also Head LVMH Watches

The longtime luxury executive led one of LVMH’s watch brands, TAG Heuer, for 12 years before taking over Bulgari in 2013.

Surveillance footage of robbery
CrimeMar 28, 2025
2 Suspects Arrested in $1.7M Smash-and-Grab Robbery of NY Jewelry Store

Authorities said the robbers fled with jewelry and 70 Rolex watches, later taking pictures of themselves posing with big stacks of cash.

Nephrite and Jadeite by Heinrich Fischer, Richard W. Hughes
SourcingMar 28, 2025
19th-Century Jade Book Now Available in English

Lotus Gemology founder Richard W. Hughes has translated Heinrich Fischer’s 1880 book “Nephrit und Jadeit” from its original German.

LÖF The Valentine Ring
CollectionsMar 28, 2025
Piece of the Week: Löf’s ‘The Valentine’ Ring

The ring's design features contrasting lines influenced by work from architecture-inspired photographer Nikola Olic.

Eggs on a shelf
SurveysMar 27, 2025
Consumer Confidence Falls in March Amid ‘Gloomy’ Outlook

The Conference Board’s index fell as consumers continued to worry about the impact of tariffs, the labor market, and the price of eggs.

Richard Rainsford memorial ring
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.

Austin Butler
WatchesMar 27, 2025
Austin Butler Joins Breitling as Brand Ambassador

The Oscar-nominated actor debuted in the campaign for the new “Top Time B31” collection, which introduced Breitling’s Caliber B31.

ICA Congress Brazil 2025
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.

Bailey’s Fine Jewelry storefront
IndependentsMar 26, 2025
Bailey’s Fine Jewelry Acquires Fellow NC Independent Jeweler

The family-owned retailer is the new owner of Morrison Smith Jewelers in Charlotte, North Carolina.

Bulova 150 Art Deco Miss America Watch, 150 Art Deco Pocket Watch
WatchesMar 26, 2025
Bulova Celebrates 150th Anniversary With Art Deco Watches

The “150 Art Deco” collection features a Miss America timepiece and a pocket watch from the brand’s Archive Series.

Alex Wellen
MajorsMar 26, 2025
QVC Group Appoints New President

Alex Wellen, formerly CEO and president of MotorTrend Group, has taken on the role.

Jewelers of America’s new logo
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.

Christies regent kashmir sapphire and regal Burmese ruby
AuctionsMar 25, 2025
Christie’s To Auction 35-Carat Sapphire, 13-Carat Ruby

The ruby and the sapphire, which Christie’s calls a “once-in-a-generation masterpiece,” are part of the upcoming Hong Kong jewelry auction.

Diamond earrings held in gloved hand
CrimeMar 25, 2025
Tiffany & Co. Earrings Swallowed Following Grab-and-Run Theft Recovered

The two pairs of earrings, snatched from a Tiffany & Co. store in Orlando, Florida, are valued at a combined $769,500.

Emmanuel Raheb CEO of Smart Age Solutions
ColumnistsMar 25, 2025
The Smart Lab: Using Short-Form Videos to Sell More Jewelry

The time to start experimenting with video content is now, writes columnist Emmanuel Raheb.

Pomellato Nudo High Jewelry Campaign
CollectionsMar 24, 2025
Pomellato’s Latest ‘Nudo’ Collections Revamp its Classic Design

From striking high jewelry to miniature fine jewelry, the new chapter continues to highlight gemstones featuring its signature 57-facet cut.

Jamie Singleton, Bill Brace, Rebecca Wooters, Bill Luth
MajorsMar 24, 2025
4 Top Executives to Depart Signet Jewelers Amid Turnaround

The jewelry giant is reducing its senior leadership by 30 percent as part of its new turnaround strategy.

Sothebys Watchcheck
WatchesMar 24, 2025
Sotheby's Now Offers Watch Repair Services

The auction house's partnership with online watch servicing platform WatchCheck makes repairs convenient and accessible, it said.

Swarovski lab-grown diamond Galaxy earrings
FinancialsMar 21, 2025
Swarovski Says Its Lab-Grown Diamond Sales Doubled in 2024

The company also noted record sales in the United States and a strong performance in its jewelry category.

×

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