TrendsDec 09, 2025
‘Once Upon a Time,’ Guzema Debuted Its Holiday CollectionCollectionsDec 17, 2025
Lucy Hale Stars in Jacquie Aiche’s Holiday Campaign
The “Love and Desire” campaign is inspired by the magic that follows when one’s heart leads the way, said the brand.
The holiday campaign showcases actress Lucy Hale layered in jewels from the curated “Love and Desire” collection.
Los Angeles—Jacquie Aiche has debuted its holiday campaign starring actress Lucy Hale, titled “Love and Desire.”
Hale, who is best known for her role in Freeform’s series “Pretty Little Liars,” is seen in the campaign wearing layers of jewels from the brand.
The Love and Desire campaign is meant to encourage one to adorn themselves with intention and layer the pieces they love most.
It was inspired by the magic that follows when you let your heart lead the way, the brand said.
“Lucy has a way of shining in anything and everything. And when she slips into diamonds, gold, and gemstones, she is beyond radiant,” said Jacquie Aiche, founder and designer of her eponymous brand.
“Love and Desire is all about following what your heart truly wants, and she carries that energy so naturally. She’s confident, intentional, and a dream to work with.”
Photography for the campaign was done by Dove Shore.
Featured in the Love and Desire campaign is the curated collection of the same name.
The collection includes new and existing rings, necklaces, earrings, bracelets, and body jewelry.
“I’ve always found that the most authentic way for me to share our jewels is through telling a story. Our campaigns carry an energy that I believe the layers evoke, and includes pieces that are both pre-existing essentials and new layers to love,” said Aiche.
The debuting and classic designs are pieces with diamonds and colored gemstones including tourmaline, rutilated quartz, tiger’s eye, opal, topaz, tanzanite, and emerald set in 14-karat yellow gold.
The curation retails from $4,000 to $60,000 and is available on the Jacquie Aiche website.
The Love and Desire campaign launched on Dec. 11. It can be seen across Jacquie Aiche’s social media channels and on its website.
Related stories will be right here …
Hale, who is best known for her role in Freeform’s series “Pretty Little Liars,” is seen in the campaign wearing layers of jewels from the brand.
The Love and Desire campaign is meant to encourage one to adorn themselves with intention and layer the pieces they love most.
It was inspired by the magic that follows when you let your heart lead the way, the brand said.
“Lucy has a way of shining in anything and everything. And when she slips into diamonds, gold, and gemstones, she is beyond radiant,” said Jacquie Aiche, founder and designer of her eponymous brand.
“Love and Desire is all about following what your heart truly wants, and she carries that energy so naturally. She’s confident, intentional, and a dream to work with.”
Jacquie Aiche’s holiday campaign “Love and Desire” features actress Lucy Hale.
Photography for the campaign was done by Dove Shore.
Featured in the Love and Desire campaign is the curated collection of the same name.
The collection includes new and existing rings, necklaces, earrings, bracelets, and body jewelry.
“I’ve always found that the most authentic way for me to share our jewels is through telling a story. Our campaigns carry an energy that I believe the layers evoke, and includes pieces that are both pre-existing essentials and new layers to love,” said Aiche.
The debuting and classic designs are pieces with diamonds and colored gemstones including tourmaline, rutilated quartz, tiger’s eye, opal, topaz, tanzanite, and emerald set in 14-karat yellow gold.
The curation retails from $4,000 to $60,000 and is available on the Jacquie Aiche website.
The Love and Desire campaign launched on Dec. 11. It can be seen across Jacquie Aiche’s social media channels and on its website.
Editors' Picks
Sponsored by
More on Collections
The Latest
SurveysJan 30, 2026
These Are the Top Brands of 2026, Says YouGovFrom tech platforms to candy companies, here’s how some of the highest-ranking brands earned their spot on the list.
MajorsJan 30, 2026
Arch Crown’s 2026 ‘Tag & Label’ Catalog Is HereThe catalog includes more than 100 styles of stock, pre-printed, and custom tags and labels, as well as bar code technology products.
AuctionsJan 29, 2026
These Were Bonhams’ Top 10 Jewelry Lots in 2025The top lot of the year was a 1930s Cartier tiara owned by Nancy, Viscountess Astor, which sold for $1.2 million in London last summer.
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
SourcingJan 29, 2026
Stuller Website to Mark AGTA-Sourced GemstonesAny gemstones on Stuller.com that were sourced by an AGTA vendor member will now bear the association’s logo.
Weekly QuizJan 29, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
WatchesJan 29, 2026
Audemars Piguet Opens AP House in AtlantaThe Swiss watchmaker has brought its latest immersive boutique to Atlanta, a city it described as “an epicenter of music and storytelling.”
SourcingJan 28, 2026
Ethical Gem Fair to Debut Designer Showcase in TucsonThe new addition will feature finished jewelry created using “consciously sourced” gemstones.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
ColumnistsJan 28, 2026
Peter Smith: Setting the Next Generation Up for SuccessIn his new column, Smith advises playing to your successor's strengths and resisting the urge to become a backseat driver.
SurveysJan 28, 2026
Consumer Confidence Falls Below Pandemic Lows in JanuaryThe index fell to its lowest level since May 2014 amid concerns about the present and the future.
IndependentsJan 28, 2026
Foundrae Heads to Aspen for Latest Store OpeningThe new store in Aspen, Colorado, takes inspiration from a stately library for its intimate yet elevated interior design.
FinancialsJan 28, 2026
Tiffany & Co., Bulgari Sales Resilient as LVMH’s 2025 Sales SlipThe brands’ high jewelry collections performed especially well last year despite a challenging environment.
CollectionsJan 27, 2026
De Beers London, GemFair Debut New Collection Highlighting Artisanal DiamondsThe collection marks the first time GemFair’s artisanal diamonds will be brought directly to consumers.
SourcingJan 27, 2026
GemGuide Launches Pricing for Montana SapphiresThe initial charts are for blue, teal, and green material, each grouped into three charts categorized as good, fine, and extra fine.
TechnologyJan 27, 2026
Clientbook Launches Appointment Booking ToolThe new tool can assign the appropriate associate based on the client or appointment type and automate personalized text message follow-ups.
SourcingJan 26, 2026
Tucson Preview 2026: Earthy Tones and Innovative Shapes Buyers are expected to gravitate toward gemstones that have a little something special, just like last year.
SourcingJan 26, 2026
Angolan Diamond Cos. Join NDC as Rio Tinto, Murowa Exit Endiama and Sodiam will contribute money to the marketing of natural diamonds as new members of the Natural Diamond Council.
MajorsJan 26, 2026
Francesca’s To Close All StoresThe retailer operates more than 450 boutiques across 45 states, according to its website.
MajorsJan 26, 2026
BIJC Names 5 New Board MembersThe new members’ skills span communications, business development, advocacy, and industry leadership.
CollectionsJan 26, 2026
Tiffany & Co. Celebrates 189 Years of Love StoriesThe jeweler’s 2026 Valentine’s Day campaign, “Celebrating Love Stories Since 1837,” includes a short firm starring actress Adria Arjona.
GradingJan 26, 2026
DCA Updates Colored Gemstone CourseThe new features include interactive flashcards and scenario-based roleplay with AI tools.
MajorsJan 23, 2026
Watches of Switzerland Acquires 4-Store Jewelry Chain in TexasFamily-owned jewelry and watch retailer Deutsch & Deutsch has stores in El Paso, Laredo, McAllen, and Victoria.
WatchesJan 23, 2026
Damiani Group to Acquire Baume & MercierThe Italian luxury company purchased the nearly 200-year-old Swiss watch brand from Richemont.
TrendsJan 23, 2026
Martin Katz’s Earrings Call to Mind Wintry Weather Micro-set with hundreds of diamonds, these snowflake earrings recreate “winter’s most elegant silhouette,” and are our Piece of the Week.
MajorsJan 23, 2026
Rembrandt Charms Names New Director of Creative, Brand StrategyElla Blum was appointed to the newly created role.
Supplier BulletinJan 22, 2026
The Rise of Centralized Sourcing in the Colored Gemstone MarketSponsored by RapNet
MajorsJan 22, 2026
Lugano Diamonds Finds a BuyerInvestment firm Enhanced Retail Funding, a division of Gordon Brothers, was the successful bidder.
