Guzema Debuts ‘Flower Power’ Campaign
The ad features three celebrity florists creating floral sculptures while wearing jewelry by Guzema.

Filled with florals, the campaign features the tagline, “flowers are the jewelry of the world,” along with three celebrity florists, each wearing a collection from the brand.
Jenya Tsybulskyi, Brittany Asch, and Sophia Moreno-Bunge were photographed in a garden in Rustic Canyon in Santa Monica, California, by Liza Voloshin, an award-winning director and photographer.
The campaign celebrates art, nature, and the inspirational essence and storytelling in both flowers and fine jewelry, said the brand.
“Flowers are nature’s jewelry,” said Valeriya Guzema, founder of the namesake brand.
“And because gold comes from the Earth itself, there is a genuine connection between jewelry and floral design, a truth that each of these florists fully embraced.”
For her photos, she created a towering floral sculpture while wearing 18-karat yellow gold pieces from Guzema’s “Space” collection.
He was styled in Guzema’s “Light My Fire” collection, which features a burnt match motif, along with the “Kyitka” charity brooch in 18-karat yellow gold with a diamond at the center of the flower.
Proceeds from the sales of this brooch are donated to the “You Are Important” educational program for Ukranian servicewomen and veterans organized by the Ukrainian School of Political Studies.
Moreno-Bunge, the founder of Los-Angeles-based floral design studio Isa Isa, has created for fashion houses like Gucci, Chanel, and Ulla Johnson.
She wore 18-karat white and yellow gold pieces from Guzema’s “Hidden Beauty” collection, including the “Chainfall” ring and earrings that move with its wearer.
Guzema was founded in Ukraine in 2016, later launching in the U.S. market and opening a New York City headquarters in 2023.
Each florist and the production team on this campaign has personal ties to Ukraine.
“Creating this campaign was a joyful delight for all of us, a way to evoke harmony and grace, even in the darkest of times,” said Guzema, referencing the ongoing war in Ukraine.
“It is a true testament to the inspirational power of nature, and it gives me great joy to share so much beauty with the world! I am eternally grateful to each of the floral artists, as well as the entire behind-the-scenes crew.”
To view the full Flower Power campaign, visit Guzema’s website.
The Latest

London-based investment firm Pemberton Asset Management acquired the auction house for an undisclosed amount.

The workshop will give attendees the chance to try out and ask questions about three different diamond verification instruments.

The footage shows two of the jewelry heist suspects descending from the second floor of the museum and then escaping via scooter.

As the holiday season quickly approaches, consider stocking one category that sometimes gets overlooked: earrings.

The luxury conglomerates faced a challenging Q3 amid geopolitical and economic tensions.


The struggling diamond mining company, which owns the historic Cullinan mine, has launched a rights issue to raise about $25 million.

The book details the journey of watches as symbols of hard-earned success in hip-hop for artists like 2Pac, Jay-Z, and more.

You deserve to know what you are selling–to protect your customers as well as your business and your reputation.

Alexis Vourvoulis, who most recently worked at Tiffany & Co., brings more than two decades of jewelry experience to her new role.

The superstar’s August engagement put the stamp of approval on an already hot engagement ring trend.

Retailers should offer classic styles with a twist that are a perfect fit for layered looks, experts say.

The nearly 7-carat fancy vivid purplish pink diamond could sell for around $9 million.

The retailer’s new collection of engagement rings and fashion jewelry is set with natural diamonds that are traceable via blockchain.

Five dollars buys one vote toward an industry professional you want to see dressed up as a hero, or a villain, this Halloween.

Recently acquired by KIL Promotions, the November edition of the public show in San Mateo, California, will be held Nov. 7-9.

The stone’s two zones, one pink and one colorless, may have formed at two different times, the lab said.

Hollywood glamour meets Milanese sophistication in the design of Pomellato’s new store in Beverly Hills, California.

The New York City store showcases a chandelier with 1,500 carats of lab-grown diamonds designed by an FIT student.

The Museum of Arts and Design's new exhibition features 75 pieces by the designer, best known for her work in the “Black Panther” films.

Making its auction debut, "The Glowing Rose" is expected to fetch $20 million at the November jewelry sale in Geneva.

They were attacked on Oct. 15, as approximately 40 miners without licenses marched on the mine’s gate.

It took the masked thieves less than 10 minutes to steal eight irreplaceable jewels from two display cases in the museum’s Apollo Gallery.

Gemologist Lauren Gayda has previously worked at The Clear Cut, Taylor & Hart, and Effy Jewelry.

In 2026, the jewelry retailer will celebrate a milestone only a small percentage of family-owned businesses survive to see.

The new showcase dedicated to Italian jewelry design is set for Oct. 29-30.

Take a gaze at the sky with this pair of platinum diamond-set star earrings with blue lace agate drops.

Jeffrey Zimmer's decades of leadership at Reeds Jewelers are defined by integrity, a love of sourcing gemstones, and a heart for community.





















