CollectionsJun 04, 2024
Hearts On Fire Rebrands, Releases Signature Collection CollectionsJul 23, 2024
Guzema Debuts ‘Flower Power’ Campaign
The ad features three celebrity florists creating floral sculptures while wearing jewelry by Guzema.
L.A.-based flower designer, Sophia Moreno-Bunge models Guzema’s “Hidden Beauty” collection in front of a garden in Rustic Canyon in Santa Monica, California.
New York—Guzema has launched its new campaign, titled “Flower Power.”
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.”
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.”
Brittany Asch of Brrch Floral wearing Guzema’s “Bold Planet” ring, made of 18-karat yellow gold ($2,150)
Asch modeling Guzema’s “Space” collection
Asch, the founder of Brrch Floral, is a New York City turned Los Angeles-based florist. She has worked with fashion brands like Gucci, Vogue, and Glossier, as well as with artists like Florence and the Machine, Bjork, and Tilda Swinton.
For her photos, she created a towering floral sculpture while wearing 18-karat yellow gold pieces from Guzema’s “Space” collection.
For her photos, she created a towering floral sculpture while wearing 18-karat yellow gold pieces from Guzema’s “Space” collection.
Jenya Tsybulskyi of Jenya Flowers wearing Guzema’s “Light My Fire” collection
Tsybulskyi wearing the “Wide Striped” ring, made of 18-karat yellow gold ($1,380)
Tsybulskyi, who began his career in Ukraine, is the founder of Jenya Flowers. He decorated Jennifer Lopez and Ben Affleck’s 2022 wedding.
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.
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.
Sophia Moreno-Bunge of Isa Isa modeling the “Chainfall” ring, made of 18-karat yellow gold with diamonds ($7,200)
Moreno-Bunge posing in Guzema’s “Hidden Beauty” collection
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.
More on Collections
The Latest
EditorsDec 31, 2025
The Top 5 Stories of 2025Articles about crime, engagement rings, and a necklace worn in the World Series generated the most interest among readers.
MajorsDec 30, 2025
Becka Johnson Kibby to Lead Edge Retail AcademyAs part of the leadership transition, Sherry Smith will take on the role of vice president of coaching strategy and development.
SourcingDec 30, 2025
India Chosen as KP Chair for 2026It marks the third time the country has headed the Kimberley Process. Ghana will serve as vice chair.
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.
WatchesDec 30, 2025
Bulova, Stetson Collab on Watches With Western FlairThe new Bulova x Stetson designs highlight two animals often associated with the American West—the bison and the Texas Longhorn.
Weekly QuizDec 23, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsDec 29, 2025
In Memoriam: Industry Friends We Lost in 2025From influential executives to innovative designers, we pay tribute to the people we said goodbye to this year.
MajorsDec 29, 2025
Tanishq Opens New Stores in Florida, VirginiaThe retailer is expanding into areas with large Indian and South Asian populations.
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.
MajorsDec 29, 2025
Nanis Opens First Flagship Store The Italian brand has opened its first flagship amid the peaks of the Dolomites in Madonna di Campiglio, Italy.
SourcingDec 29, 2025
‘Unearthed: Raw Beauty’ Exhibition Opens at LA MuseumThe new curation at the Natural History Museum of Los Angeles County showcases rare gem and mineral specimens in their uncut, natural state.
CrimeDec 24, 2025
LA Jewelry District Couple Pleads Guilty to Hiding Millions from IRSThe couple pleaded guilty to concealing at least $127 million in cash transactions at its precious metals businesses.
SurveysDec 24, 2025
Consumer Confidence Falls Again in DecemberConsumers shared concerns about prices, inflation, tariffs, trade, and politics in the survey’s write-in response section.
AuctionsDec 24, 2025
Bonhams to Open New U.S. Flagship in NYCIn February 2026, the auction house will move its headquarters to the former Steinway Hall, a neoclassical landmark on Billionaires’ Row.
Events & AwardsDec 24, 2025
NYC Jewelry, Antique, & Object Show Announces Winter EventThe new show will take place Jan. 23-25, 2026.
SourcingDec 23, 2025
Mining Titan Brian Gilbertson Dies at 82The former BHP Billiton leader and Gemfields chairman is remembered for his influential leadership throughout his 50-year mining career.
Events & AwardsDec 23, 2025
Bulgari Reimagines Costume Designers Guild AwardThe LVMH-owned brand has partnered with the costume design union to revamp its award for 2026.
MajorsDec 23, 2025
Kering to Acquire Stake in Raselli Franco GroupThe luxury titan inked a deal to acquire an initial minority stake in the jewelry manufacturer with a pathway to full ownership by 2032.
MajorsDec 23, 2025
For Future Reference Vintage Enters Bloomingdale’sThe company’s curation of unsigned vintage and estate jewelry debuted at the Bloomingdale’s in Costa Mesa, California.
CrimeDec 22, 2025
Customs Seizes Hundreds of Fake Rolex, Cartier WatchesIn the recent multi-shipment seizure, CBP also found counterfeit Audemars Piguet, Moncler, and Chrome Hearts items.
EditorsDec 22, 2025
How Helzberg Is Reimagining Its StoresHelzberg’s Chief Retail Officer Mitch Maggart shared details about its tests of a new store concept rooted in an elevated luxury experience.
Recorded WebinarsDec 22, 2025
2025 Jewelry Rewind: Looking Back on an Eventful Year Jewelers of America execs and National Jeweler editors discuss tariffs, the sky-high gold price, and the engagement that broke the internet.
MajorsDec 19, 2025
MadaLuxe Group Acquires Ippolita The luxury goods company said founder Ippolita Rostagno will remain at the brand’s helm.
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.
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.
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.
