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
SourcingSep 30, 2026
Botswana’s President, De Beers CEO Say Diamond Demand Is RecoveringPresident Duma Boko spoke at back-to-back events in the city last week, touting Botswana’s stability and the diamond “bounceback.”
SourcingSep 30, 2026
Gemfields Posts $98.5M Loss, Writes Down Value of Ruby MineIts Montepuez Ruby Mining operation in Mozambique, which is not yielding enough high-quality rubies, has taken a $125 million hit.
SurveysSep 30, 2026
Consumer Confidence Falls to 12-Year Low in SeptemberThose surveyed were worried about the present and the future, with write-in responses mentioning high oil and gas prices.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
Events & AwardsSep 30, 2026
Jewelers of America, JA New York to Host Networking EventThe event will take place on the evening of Oct. 26 in New York City.
Weekly QuizSep 25, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsSep 29, 2026
Christy Bromberg, Longtime Gift Buyer for Underwood Jewelers, Dies at 68She is remembered for her joie de vivre, upbeat personality, genuine interest in other people, and love of the Alabama Crimson Tide.
AuctionsSep 29, 2026
Dionne Warwick’s Jewelry Goes Up for AuctionOnline bidding is open now for Julien’s sale of items owned by the “Walk On By” singer, whose final album comes out this fall.
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 29, 2026
Matt Stuller to Receive 2027 Gem Award for Lifetime AchievementThe founder and executive chairman of Stuller Inc. is being honored for his impact on the jewelry industry at the 25th annual Gem Awards.
ColumnistsSep 29, 2026
Your Holiday Marketing Has a Bridal Blind SpotDecember is the most popular month to propose, and jewelers need to keep that in mind when planning their holiday marketing.
AuctionsSep 29, 2026
If You Love Cats, This Jewelry Auction Is for YouCat ladies of the jewelry world, unite. Sandy Lerner’s collection of cat jewelry and other objects is going up for auction Wednesday.
CollectionsSep 28, 2026
Jessica McCormack Turns to Classic Motif for New CollectionThe “Bows” collection features three interpretations of the bow motif designed with Georgian and Victorian influences.
Events & AwardsSep 28, 2026
Guy Borenstein, Troy Underwood Among the Professionals Honored at AGS Conclave 2026The American Gem Society recognized industry members, one Guild, and a law enforcement official for their contributions to jewelry.
FinancialsSep 28, 2026
Instappraise, Jewelers Mutual Look to Simplify Jewelry InsuranceThrough a new system integration, customers can now receive instant personal jewelry insurance quotes at the time of appraisal.
WatchesSep 25, 2026
Smaller Rolex Watches Showing Strength on Secondary Market, Data ShowsFive of the 10 fastest-appreciating Rolex models on Bob’s Watches were Datejust 31 or Lady Datejust watches.
MajorsSep 25, 2026
Sherwood Family Buys Back Daniel’s Jewelers from Private EquityThe Sherwood family and AJS Creations CEO Tejas Shah purchased the jewelry chain back from Palladium Equity Partners.
Lab-GrownSep 25, 2026
Brilliant Earth Collabs with Elizabeth Taylor Estate on Jewelry Collection“The Elizabeth Taylor Collection” uses lab-grown diamonds and gemstones in contemporary designs inspired by the icon.
TrendsSep 25, 2026
A Peek at Taylor Swift’s Game-Day DiamondsThe artist wore Dana Rebecca Designs’ marquise diamond-set gold hoops at the Chiefs game last Sunday. Now they’re our Piece of the Week.
CrimeSep 24, 2026
From Conclave: Security Measures Jewelers Should Be TakingJSA and Jewelers Mutual shared advice on spotting suspicious behavior, combatting cell phone jammers, and staying safe at home.
AuctionsSep 24, 2026
8-Carat Blue Diamond Heads to UK Jewelry AuctionThe fancy light blue diamond is estimated to fetch up to $2.6 million at Elmwood’s next week.
TrendsSep 24, 2026
This New Jewelry Book Decodes the Secret Meaning in Victorian Jewelry“Secret Language of Victorian Jewelry” unveils the meaning behind the symbols, motifs, and gemstones used in Victorian-era jewelry.
Lab-GrownSep 24, 2026
Kira Jewels Opens B2B E-Commerce Portal for Lab-Grown Diamond Jewelry KIRAJewels.one gives retailers access to more than 500 SKUs of lab-grown diamond rings, earrings, necklaces, and bracelets.
TrendsSep 23, 2026
Holiday Diamond Jewelry Trends: Layered Looks, PersonalizationThis holiday season, look to pieces that will help to fill out customers’ everyday diamond jewelry wardrobe, experts say.
SourcingSep 23, 2026
Organization That Promotes Natural Diamond Rebrands for Third Time The Natural Diamond Council is now The Diamond Collective and has announced a new strategy under CEO Amber Pepper.
IndependentsSep 23, 2026
This Milwaukee-Area Jeweler Is Serving the 7CsPaul’s Jewelers sells coffee, chocolate, and cookies from a custom gold-wrapped trailer parked outside the store starting at 7 a.m.
MajorsSep 23, 2026
Kay Jewelers’ New Campaign Goes ‘All In’ on LovePart of its brand relaunch, the marketing around the campaign includes a contest involving a jacket set with 550 diamonds.
