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.

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