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
IndependentsSep 04, 2026
Orloff Jewelers Will Soon Unveil a Bigger, Better LocationThe California jeweler is renovating its store in Fresno, with plans to show off the new space in December.
Events & AwardsSep 04, 2026
JCK Industry Fund Accepting 2027 ApplicationsThe deadline to apply is Nov. 13.
AuctionsSep 04, 2026
Christie's Names New Global Head of WatchesThe auction house has promoted Remi Guillemin, formerly its head of watches for the Americas and EMEA, to the role.
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.
EditorsSep 03, 2026
Q&A: Simon G.’s CEO on Why He Won’t Use AI for Jewelry DesignZaven Ghanimian discussed the value of human craftsmanship and where the implementation of artificial intelligence does work.
Weekly QuizSep 03, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsSep 03, 2026
Here Are the First Recipients of Nina Pugliese Memorial Scholarship Jewelers of America also revealed the recipients of the Seymour & Evelyn Holtzman Bench Scholarship and its own scholarship programs.
WatchesSep 03, 2026
Robert Pattinson Joins Jaeger-LeCoultre as Brand AmbassadorThe British actor, known for his roles in “Twilight” and “The Odyssey,” will star in a campaign for the Master Control Chronometre.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
CrimeSep 02, 2026
CA Jeweler Gets 5 Years in ‘Phantom Rolex’ Ponzi SchemeNelson Holdo of Newport Beach pleaded guilty to multiple counts of felony grand theft and writing bad checks and was sentenced Monday.
AuctionsSep 02, 2026
If You Love Cats, This Jewelry Auction Is for YouCat ladies of the jewelry world, unite. Sandy Lerner’s “significant” collection of cat jewelry and other objects is going up for auction.
MajorsSep 02, 2026
Messika Names Former Omega Exec as New President, CEO of AmericasArnaud Michon, the former Omega USA President, will now lead Messika’s Americas region during its international development.
Events & AwardsSep 02, 2026
Emerald’s New Owner Introduces ‘Glitter in the Grove’The branding references the back-to-back jewelry shows that new parent company Forge will host in Miami's Coconut Grove this November.
AuctionsSep 01, 2026
UK Woman Uncovers Rare Patek Philippe Watch in Mom’s Jewelry BoxThe stainless steel Patek Philippe “Calatrava” watch from the 1930s sold for nearly $80,000 at a recent Hansons Cornwall auction.
ColumnistsSep 01, 2026
Your Jewelry Marketing Has a Bridal ProblemEngagement rings are important but don’t ignore the customers who are buying jewelry “just because,” Emmanuel Raheb writes.
MajorsSep 01, 2026
Kering Names New Pomellato, DoDo CEOsFormer Pomellato CEO Sabina Belli has been named president of Kering Italia amid a shakeup of Kering's new Jewelry division.
MajorsSep 01, 2026
Anne Marie Shulman Joins GPA GlobalThe veteran luxury packaging executive was appointed to help the company grow its North American business.
CrimeAug 31, 2026
$4M Van Cleef & Arpels Diamond Necklace Snatched From Vienna Museum Once the property of an Egyptian queen, the necklace was part of a larger exhibition of VCA jewelry at the Museum of Applied Arts (MAK).
GradingAug 31, 2026
GIA, Gübelin Gem Lab Confirm New Paraíba Tourmaline Deposit in EthiopiaThe labs’ separate investigations each determined that the East African country is producing copper-bearing tourmaline.
Events & AwardsAug 31, 2026
Wisconsin Museum to Host Jewelry Exhibition“Chicago Collects: Jewelry in Perspective” at the Oshkosh Public Museum will feature works by Fabergé, Lalique, and Louis Comfort Tiffany.
CollectionsAug 31, 2026
Catbird Launches First Men’s Jewelry CollectionThe “Worn Well” collection is Catbird's take on classic men's jewelry.
CollectionsAug 28, 2026
Dolly Parton Would Have Loved This Butterfly Necklace This Buddha Mama butterfly is our Piece of the Week honoring the legend, who embraced the beautiful insect as her symbol.
SourcingAug 28, 2026
Gareth Penny to Give Opening Speech at CIBJO Centenary CongressThe former De Beers CEO, and perhaps its next owner, will be a featured speaker at the event, slated for Sept. 4-7 in Italy.
IndependentsAug 28, 2026
Day’s Jewelers Honored With 3 Workplace AwardsThe employee-owned jeweler was named a “Best Place to Work” in Maine, New Hampshire, and for women.
CollectionsAug 27, 2026
Pandora Expands ‘Talisman’ Collection as Lawsuit Continues The second iteration of the jewelry collection was inspired by the zodiac and the four elements: earth, water, air and fire.
SourcingAug 27, 2026
OFAC Renews License Allowing Import of ‘Grandfathered’ Russian Diamonds General License 104B supersedes General License 104A, which was set to expire on Sept. 1.
CrimeAug 27, 2026
Customs Seizes Nearly 900 Pieces of Counterfeit JewelryThe package, intercepted in Indianapolis, contained fake Cartier, Tiffany & Co., and Van Cleef and Arpels jewelry.
IndependentsAug 27, 2026
Jessica McCormack to Open First West Coast StoreThe new location in Costa Mesa, California, marks the brand’s second store in the United States and fourth standalone location worldwide.
