MajorsDec 19, 2025
MadaLuxe Group Acquires Ippolita The luxury goods company said founder Ippolita Rostagno will remain at the brand’s helm.
IndependentsMar 22, 2017
Shinola Encourages America to ‘Roll Up Our Sleeves’
The Detroit-based watch brand has launched a new ad campaign celebrating the American worker and those creating jobs and opportunities across the country.
Shinola’s new “Let’s Roll Up Our Sleeves” campaign is celebrating those who are helping create jobs across the country. Here is one example, featuring Nadine Burke Harris, founder and CEO of the Center for Youth Wellness.
Detroit--In its latest marketing campaign, Shinola is celebrating the American worker.
Running under the tagline “Let’s Roll Up Our Sleeves,” the campaign features a series of ads with inspiring messages “rallying people from across the land to work together for a greater good,” the brand said.
This reflects the Detroit-based company’s interest in creating jobs in manufacturing sectors, especially in those that have mostly gone oversees.
Shot by photographer and film director Perry Ogden, the campaign spotlights individuals who have made a difference in their communities and their stories.
--Nadine Burke Harris, founder and CEO of the Center for Youth Wellness, which aims to revolutionize pediatric medicine and transform the way society responds to children exposed to adverse childhood experiences and toxic stress;
--Kevin Adler, founder of Miracle Messages, a non-profit that reconnects people living on the streets with loved ones through short video messages and social media;
--Brit Gilmore, president of the The Giving Keys, an organization that provides job opportunities to people transitioning out of homelessness;
--Richard D. Garcia, co-founder of Alma Backyard Farms, an organization that creates opportunities for women and men who were incarcerated to give back to their communities by growing food in and for these communities.
The campaign officially launched this week and will be seen across outdoor, print, digital and social media channels.
Shinola said the media will be focused within its key markets, including Detroit, New York, Chicago, Los Angeles, Washington D.C. and San Francisco, rolling out throughout the year.
The campaign debuted in New York Magazine earlier this week, with out-of-home releasing next week in New York and in other markets in early April.
Over the next few weeks, the ads featuring the four individuals will roll out across select print outlets.
Throughout the year, Shinola also will feature other stories on its website and social channels, asking the public to share their stories of how they are “Rolling Up Their Sleeves” in their community.
New creative will come out in the second half of the year, featuring an additional four individuals from the Midwest and East Coast.
“Let’s Roll Up Our Sleeves” will run through 2017.
“We know that companies want to do more in America, and if we want to be
competitive as a nation, we need to turn that ‘want to’ into a ‘can do,’” Shinola founder Tom Kartsotis said. “We hope this campaign inspires others to take on the challenges of creating enterprises in our country, building factories in our communities and investing in America’s workforce. Our plan is to continue to grow and strengthen our mission by rolling up our sleeves, empowering our teams and leading by example.”
More on Independents
The Latest
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.
CollectionsDec 17, 2025
Lucy Hale Stars in Jacquie Aiche’s Holiday CampaignThe “Love and Desire” campaign is inspired by the magic that follows when one’s heart leads the way, said the brand.
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.
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.
CollectionsDec 12, 2025
Piece of the Week: Oscar Heyman’s Sphene RingTake luxury gifting to new heights this holiday season with the jeweler’s showstopping 12-carat sphene ring.
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.
