The new Greenwich St. Jewelers campaign celebrates color for its connection to the spirit of the holiday season and the co-owners' Latina identity.
New York—Greenwich St. Jewelers has debut its holiday campaign for 2025 featuring poetry by Grammy-nominated artist Aja Monet.
“Embrace Your True Colors” is a celebration of color as both a cultural expression and a personal one, rooted in co-owners Jennifer Gandia and Christina Gandia Gambale’s Latina identity.
The idea for the almost 50-year-old family-owned retailer’s campaign came from a spark of curiosity, said Jennifer, as they were thinking about how color defines their brand and connects to the spirit of the season.
“Around the world, color is the language of joy, meaning, and heritage—from the vibrant hues of Holi to the pastels of Easter to the traditional shades of Christmas. Color is a constant companion to the moments we hold most dear,” said Jennifer.
The campaign features pieces by Single Stone (seen left), Zhan-Z, Nada Ghazal, and Tabayer (seen right).
The campaign includes poetry by Aja Monet, a surrealist blues poet and musician whose words channel heritage and imagination.
Her original writing appears throughout the campaign, illuminating pages with poetry that captures the essence of creativity, reflection, and the wonder of living in color.
It is seen alongside a curation of pieces from designers like Marla Aaron, Ruth Tomlinson, Single Stone, Sylva & Cie, and the retailer’s G. St. line.
“Across cultures, adornment with jewelry and fusing color with celebration is ancient,” said Jennifer.
“Jewelry connects us to people and moments, carrying emotion through beauty and craft. That’s the kind of magic we wanted this campaign to evoke.”
The campaign expands on its imagery, photographed by Miguel Herrera, with three short videos narrated by Monet.
The videos blend sight, sound, and storytelling to celebrate the artistry of jewelry and the vibrancy of self-expression.
They showcase the holiday curation while Monet shares her poetry.
“The craft of jewelry making is an art and we wanted to accompany the intentional use of color with words that would add depth to the campaign,” said Jennifer.
“Aja Monet is a poet and fellow native New Yorker. We wanted to partner with her because of who she is: a storyteller, activist, and spirit keeper.”
The three videos will debut in December and can be seen on Greenwich St. Jewelers’ digital platforms.
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While the retailer’s team explored the potential use of digital tools like AI for the campaign, they chose to use a wholly human approach.
“Our work is rooted in imagination, curiosity, and craft … From the hand-painted backdrops to our model’s expressive transformation and, of course, the jewelry itself—every detail reflects the power of human creation,” said Christina.
The holiday campaign is both a visual story and a digital experience that showcases the curated holiday edit with the ability for clients to shop directly from the imagery.
The holiday edit debuted on Nov. 12 and is available on the Greenwich St. Jewelers website.
It is also available in-store at the retailer’s shop in New York City’s Tribeca neighborhood.
