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
CrimeOct 20, 2026
Security Guard Charged With Murder in Shooting at Texas MallThe guard opened fire on a man who was smashing a jewelry display case at La Gran Plaza in Fort Worth last week, police said.
IndependentsOct 20, 2026
David Gardner’s Jewelers Unveils Newly Expanded, Revamped ShowroomThe Texas jeweler added 2,000 square feet to its reimagined showroom, complete with a new design studio and an event space.
SourcingOct 20, 2026
The $50M Victoria’s Secret ‘Fantasy Bra’ By The NumbersJacob & Co.'s diamond masterpiece is the most expensive Fantasy Bra ever worn on the Victoria’s Secret Fashion Show runway.
Brought to you by
Open an Account, Get $50 Off Your First Order. No Code Needed.Built on Relationships. Refined by Craft.
MajorsOct 19, 2026
The Knot to Acquire Rival Wedding Planning Platform ZolaThe pending acquisition is an “exciting opportunity” for wedding vendors to grow their business, said The Knot Worldwide’s CEO.
Weekly QuizOct 15, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingOct 19, 2026
Jewelry Design Competition Show Airs in Thailand"The Secret Gems" features eight Thai jewelry brands paired with a team of young craftspeople who create jewelry together to win challenges.
IndependentsOct 19, 2026
The Stories of 5 Jewelers Celebrating Their Centennials in 2026Independent jewelers from New Mexico to New Jersey answer the question: What has kept your store in business for 100 years?
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
SurveysOct 16, 2026
How Inflation, Gas Prices Will Affect Holiday Sales The NRF is expecting holiday sales to increase this year, but consumers and retailers alike are facing Grinch-like headwinds.
CollectionsOct 16, 2026
Christina Puchi’s Earrings Hold the UniverseOur Piece of the Week gathers the planets, represented by a variety of colored gemstones, in a pair of 14-karat yellow gold earrings.
IndependentsOct 16, 2026
Reeds Jewelers Expands, Relocates FlagshipThe New York-based jeweler is moving its Amherst flagship store to a larger location in nearby Snyder.
MajorsOct 16, 2026
Katy Chen Appointed Executive Vice President of Graff USA Chen, who worked at Cartier and Tiffany & Co., will lead retail sales and operations for the luxury jeweler’s 11 U.S. stores.
IndependentsOct 15, 2026
Retailer Hall of Fame 2026: Amy and Elise Greenberg For 40 years, sisters Amy and Elise Greenberg have helmed their 126-year-old family business, leading with appreciation and integrity.
ColumnistsOct 15, 2026
Peter Smith: What Is the Culture REP?It’s a term Smith coined and felt compelled to share following a bad experience with an aborted flight and an unfeeling flight attendant.
WatchesOct 15, 2026
Stephanie Gottlieb’s New Movado Watches Are Made for Your Wrist StackMovado teamed up with the New York-based fine jewelry designer on a new collection of Movado Museum Velura watches.
SourcingOct 15, 2026
Signet Jewelers, Richemont May Join Bidder for De Beers, Report SaysThe two companies are reportedly in talks to join the Global Diamond Consortium, led by former De Beers CEO Gareth Penny, as per Bloomberg.
CollectionsOct 15, 2026
Wolf x Marla Aaron's New Jewelry Box Is for Some (Not All) of Your ThingsThe “Some of the Things” box follows the two larger “Everything” box designs with the look and function of antique sewing and toolboxes.
IndependentsOct 14, 2026
Retailer Hall of Fame 2026: Coleman and Mitchell ClarkFourth-generation jewelers Coleman and Mitchell Clark exemplify the best qualities of their predecessors: humility, modesty, and confidence.
SourcingOct 14, 2026
Manuel Marcial de Gomar, ‘The Emerald Whisperer,’ Dies at 90The gem hunter, whose 70-year career was defined by adventure and exploration, is remembered for his steadfast faith and sense of wonder.
FinancialsOct 14, 2026
LVMH’s Jewelry Brands Turn in ‘Very Good’ Performance in Q3 Tiffany & Co. continued its full-scale store renovation project while Bulgari’s high jewelry collection generated “record-breaking revenue.”
Events & AwardsOct 14, 2026
Chicago Responsible Jewelry Conference Releases 2026 ProgramThis year’s sessions feature leading voices from human rights, legal, and conservation organizations.
MajorsOct 13, 2026
David Webb Owner Purchases Lugano JewelryThe high-end jewelry retailer was sold to private investment firm Middle West Partners and a group of longtime clients.
Lab-GrownOct 13, 2026
Stephanie Gottlieb Takes Lab-Grown Diamond Collection WholesaleThe jewelry designer has partnered with Sofer Jewelry to distribute her 85-piece lab-grown diamond collection.
IndependentsOct 13, 2026
Retailer Hall of Fame 2026: Sean DunnDunn, this year’s Single-Store Independent inductee, is passionate about innovation and telling the story of natural diamonds.
AuctionsOct 13, 2026
Christie's Geneva To Auction 'Bulgari Pink' DiamondThe 24-carat fancy intense pink diamond ring could fetch up to $18 million at the November sale.
IndependentsOct 13, 2026
Greenwich St. Jewelers’ New Candle Smells Like HomeThe “Island Jewel” candle honors New York City and Puerto Rico and raises money for the island’s water relief efforts.
TechnologyOct 13, 2026
GemFind Is a New JA Member Benefit Partner The partnership will give JA members access to preferred pricing, exclusive benefits, technology solutions, education, and resources.
