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
AuctionsSep 18, 2026
7.52-Carat Unheated Paraíba Tourmaline Sells for $1.3M at Sotheby’s The top lot of the auction house’s Hong Kong jewelry sale was an Art Deco Mauboussin necklace with ruby beads, which sold for $2 million.
Policies & IssuesSep 18, 2026
Tariffs, Retail Crime Top of Mind at JA’s Annual Fly-In Retailers and manufacturers headed to the Capitol this week to discuss tariff exemptions for diamonds and gemstones, among other issues.
GradingSep 18, 2026
De Beers Introduces Faster Version of Diamond Screening Machine SynthDetect 2 can scan a full tray in less than five minutes, De Beers said, making it six times faster than its predecessors.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
AuctionsSep 18, 2026
Noonans To Auction Medieval Gold Seal Ring Recovered By 2 FriendsTwo metal detectorists discovered the ring, which may have belonged to English noblewoman Matilda of Lancaster, in Suffolk.
Weekly QuizSep 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Policies & IssuesSep 17, 2026
Tariffs on India Could Increase as Russian Sanctions Bill Heads to Trump’s DeskThe bill has a provision that allows the president to raise tariffs on countries that import Russian oil and gas to as much as 100 percent.
Events & AwardsSep 17, 2026
This Is the Winner of the 2026 Robert M. Shipley AwardThe American Gem Society presented the annual award to a former president of its board.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
Events & AwardsSep 17, 2026
Louisiana Retailer Kevin Patton Wins Lifetime Achievement AwardJewelers of Louisiana presented Patton, the third-generation president of Pattons Fine Jewelry, with the award at its annual convention.
PodcastsSep 16, 2026
Episode 9: Remembering Cindy EdelsteinTwo special guests join the podcast to commemorate the 10th anniversary of the designer advocate, mentor, and author’s untimely passing.
CollectionsSep 16, 2026
Jessica McCormack, L’Objet Collab on Homewares CollectionMcCormack brings sea-inspired motifs from her “Beaches” collection to L’Objet’s tableware, vanity pieces, and first-ever cutlery set.
CrimeSep 16, 2026
JSA Issues Warning to NJ Jewelers After Rash of Smash and GrabsNine New Jersey jewelers have been victims of smash-and-grab robberies this year, prompting JSA to circulate a list of recommendations.
IndependentsSep 16, 2026
Bromberg & Co. Names New PresidentMarlin “Brian” Hood, who has been with the store for 20 years, will succeed Ricky Bromberg, who died earlier this month.
MajorsSep 16, 2026
Midas Chain Releases ‘House of Midas’ Bridal CatalogThe new bridal catalog features the latest jewelry collections and designs from timeless classics to modern silhouettes.
EditorsSep 15, 2026
2026 Emmys Jewelry: An Either/Or Proposition Stars wore either a necklace or earrings at 78th Primetime Emmy Awards but rarely both, Natalie Francisco notes.
ColumnistsSep 15, 2026
The Levels Your Website Must Clear Before AI Recommends YouJennifer Shaheen compares this new era of AI-powered SEO to a video game: your website must clear one level before advancing to the next.
IndependentsSep 15, 2026
Armadani Launches Retail Support Program for Holiday SeasonThe program highlights “Made in Italy” fine jewelry with digital merchandising, sales education, and local marketing support.
EditorsSep 15, 2026
Q&A: Signet Jewelers’ Joan Hilson on Diamond Demand, the HolidaysHilson, Signet’s chief operating and financial officer, discussed Q2, resurgent natural diamond demand, and why Blue Nile is a standout.
ColumnistsSep 14, 2026
Sherry Smith: Stop Waiting for December to Save Your ChristmasThe stores that have a great December are the ones that made good decisions in August, September, and October, Sherry Smith writes.
AuctionsSep 14, 2026
22 Carats of ‘Sunshine’ Are Up for AuctionThe 22.09-carat fancy yellow “Pragnell Kimberley Sunshine Diamond” is part of the fall jewelry sale at Heritage Auctions.
IndependentsSep 14, 2026
Greenwich St. Jewelers to Unveil Photography Exhibition“Adornos: Jewelry, Memory & What We Pass Down” honors the jewelry’s importance to New York City’s Latine communities.
SourcingSep 14, 2026
Gemfields Sells All Lots at First Emerald Auction in 9 MonthsThe company’s managing director of sales said the results demonstrate “continued strong demand for commercial-quality emeralds.”
SourcingSep 14, 2026
Diamonds Do Good Pledges Support for Eye Care ProgramThe nonprofit awarded a grant to the Gift of Sight initiative spearheaded by South African musician Black Coffee.
CollectionsSep 11, 2026
A Sapphire ‘Stardust’ Ring From Greenwich St. Jewelers The Latine-owned New York jeweler is marking two milestones this year: its 50th anniversary and the 25th anniversary of the 9/11 attacks.
MajorsSep 11, 2026
The Wishing Place by JTV OpensThe jewelry retail broadcast network has sponsored a new space for Make-A-Wish East Tennessee on its campus in Knoxville.
Events & AwardsSep 11, 2026
The Edge Awards Scholarships to 2 Young Jewelry ProfessionalsThe recipients were recognized at the 24 Karat Club of the Southeastern United States’ annual banquet.
MajorsSep 10, 2026
Lagos Founder Steven Lagos Steps Down as CEO Keith Rolfe, CFO and COO of Lagos, is now at the jewelry brand’s helm while Steven takes on the role of executive chairman.
