CollectionsFeb 25, 2026
Rahaminov Diamonds’ New Campaign Honors Its MatriarchTrendsMar 04, 2026
Spinelli Kilcollin Rides Free In Year of the Horse Campaign
The “Live Now. Polish Later.” campaign features equestrians wearing the brand’s jewels while galloping across the icy plains of Kazakhstan.
The campaign, a short film, was shot on 35mm film in the countryside in Kazakhstan.
Kazakhstan—Spinelli Kilcollin has launched a campaign honoring 2026 as the Year of the Fire Horse in the Lunar calendar.
The “Live Now. Polish Later.” campaign, a video shot in Central Asia, explores themes of freedom, nomadic heritage, and movement, reinforcing the idea that jewelry should not feel precious or fragile, but lived in and carried through every experience, said the brand.
The short film opens with a close-up shot of equestrian Ansa Kuzenbayeva, the inspiration for the campaign.
Her hands are the focus of the shot as she holds onto reins, and a Spinelli Kilcollin ring is seen on her finger.
The camera pans out to reveal a band of horses and riders, including Spinelli Kilcollin Co-Founder and Creative Director Dwyer Kilcollin, running through snow covered plains with the Tian Shan mountains in the background.
The film closes with Kuzenbayeva and her horse, rearing on its hind legs as the sun sets.
At the end of the film, Kuzenbayeva is seen wearing Spinelli Kilcollin’s “Stella” and “Alix” linked rings and necklaces, including two “Helio” chains and the “Titan Heart” linked necklace with a “Draco” wallet chain attached.
The “Live Now. Polish Later.” campaign, a video shot in Central Asia, explores themes of freedom, nomadic heritage, and movement, reinforcing the idea that jewelry should not feel precious or fragile, but lived in and carried through every experience, said the brand.
The short film opens with a close-up shot of equestrian Ansa Kuzenbayeva, the inspiration for the campaign.
Her hands are the focus of the shot as she holds onto reins, and a Spinelli Kilcollin ring is seen on her finger.
The camera pans out to reveal a band of horses and riders, including Spinelli Kilcollin Co-Founder and Creative Director Dwyer Kilcollin, running through snow covered plains with the Tian Shan mountains in the background.
The film closes with Kuzenbayeva and her horse, rearing on its hind legs as the sun sets.
At the end of the film, Kuzenbayeva is seen wearing Spinelli Kilcollin’s “Stella” and “Alix” linked rings and necklaces, including two “Helio” chains and the “Titan Heart” linked necklace with a “Draco” wallet chain attached.
The message of the film is that jewelry shouldn’t be a hindrance to the journey of your life.
Kilcollin chose Kazakhstan as the location for the campaign, inspired by the freedom of horseback riding across vast stretches of open land without fences.
“When I was young, I spent summers riding horses in Montana,” said Kilcollin, “But in the United States, there are always fences. Everything belongs to someone.
“In Kazakhstan, I sensed the presence of a nomadic heritage that has defined this land for millennia.”
The campaign was directed by Shakhnazar Suleimenov.
It was shot on 35mm film, which gives the film its unique look.
Because Kazakhstan has no film cameras or processing facilities, a camera technician was flown in from St. Petersburg with his camera to provide technical support.
The film was brought back to Los Angeles to be developed.
The “Live Now. Polish Later.” campaign can be seen on Spinelli Kilcollin’s website and on its Instagram.
Related stories will be right here …
“When I was young, I spent summers riding horses in Montana,” said Kilcollin, “But in the United States, there are always fences. Everything belongs to someone.
“In Kazakhstan, I sensed the presence of a nomadic heritage that has defined this land for millennia.”
The campaign was directed by Shakhnazar Suleimenov.
It was shot on 35mm film, which gives the film its unique look.
Because Kazakhstan has no film cameras or processing facilities, a camera technician was flown in from St. Petersburg with his camera to provide technical support.
The film was brought back to Los Angeles to be developed.
The “Live Now. Polish Later.” campaign can be seen on Spinelli Kilcollin’s website and on its Instagram.
Editors' Picks
Sponsored by
More on Trends
The Latest
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.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
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.
Weekly QuizOct 08, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
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.
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.
SurveysOct 09, 2026
These Will Be the 10 Busiest Days for In-Store Shopping This Holiday SeasonStores should expect to see the most customers on Nov. 27, and Christmas week is expected to be hectic too, as Dec. 25 falls on a Friday.
CollectionsOct 09, 2026
Elisa Solomon Collabs With Serendipity 3 on ‘Frozen Hot Chocolate’ CharmThe charm, our Piece of the Week, features brown diamond frozen hot chocolate topped with white diamond whipped cream and a ruby straw.
AuctionsOct 09, 2026
8-Carat Blue Diamond Goes Unsold at UK Jewelry Auction The top lot of Elmwood’s recent fine jewelry sale in London was a 1.84-carat, D color Tiffany & Co. solitaire diamond ring.
WatchesOct 09, 2026
Movado to Sell Majority Stake in Ebel for $66.5MThe watch company agreed to sell a 95 percent interest to a group comprised of F.P. Journe, Chanel, and Swiss watch exec Pierre Jacques.
Policies & IssuesOct 08, 2026
Third Wave of IEEPA Tariff Refunds Begins This round of tariff refunds is for importers that have sued over IEEPA tariffs in the Court of International Trade and won.
CollectionsOct 08, 2026
Brent Neale’s New Collection Goes ‘Back to Basics’It revisits the brand’s most requested silhouettes, from "Pillow"-set necklaces and bracelets to "Signature"-set rings and earrings.
SourcingOct 08, 2026
Ethical Gem Fair Heads Back to BrooklynThe trade-only event includes buying opportunities as well as educational sessions on artisanal mining, the new Paraíba source, and more.
Events & AwardsOct 08, 2026
Pattons Fine Jewelry Sweeps Local Design ContestAra Chanakian, a jeweler at Pattons, took home top honors in every category at Jewelers of Louisiana’s annual jewelry design competition.
AuctionsOct 08, 2026
Reba McEntire’s Jewelry, Watches Head to Julien’s AuctionsThe live charity benefit sale in Nashville will also feature gowns, boots, and other memorabilia from the country music legend.
Supplier BulletinOct 08, 2026
Overnight Mountings’ Bridal Builder Helps Jewelers Turn Custom Design into a Hands-On Selling ExperienceSponsored by Overnight Mountings
Policies & IssuesOct 07, 2026
The Plumb Club Amplifies Its Voice as Geopolitical Pressures MountThe supplier organization recently joined JA and JVC to have more input on political issues affecting the jewelry industry.
CollectionsOct 07, 2026
Blue Nile, Royal Asscher Collection Highlights Natural Diamond BeautyBlue Nile, a Signet Jewelers-owned brand, is now Royal Asscher’s exclusive licensed retailer in North America.
CollectionsOct 07, 2026
4 Standout Pieces in Audemars Piguet’s First High Jewelry Collection “Royal Oak” pays homage to the brand’s most popular watch model using 18-karat gold as well as diamonds, emeralds, and sapphires.
MajorsOct 07, 2026
Empire Safe & Vault Promotes Juan Morales to CEOAs part of the transition, Joseph Nicosia has stepped into the role of COO.
SourcingOct 07, 2026
AGTA Extends Deadline for 2026 Spectrum Awards EntriesParticipants now have until Oct. 14 to complete their submissions.
CrimeOct 06, 2026
6 Charged in Connection to String of New Jersey Smash-and-GrabsThe alleged thieves used crow bars and sledgehammers to smash into jewelry stores across the state.
ColumnistsOct 06, 2026
Sherry Smith: Is the Consumer Really Trading Up?Ahead of the holidays, Smith urges jewelers to take a hard look at who’s buying jewelry, what they’re purchasing, and who’s stopped buying.
SourcingOct 06, 2026
DDG Taps Influencers for ‘My Diamond Does Good’ CampaignIn the new consumer-facing campaign, four fashion and lifestyle creators share the stories behind their natural diamond pieces.
MajorsOct 06, 2026
Frederick Goldman Names COO, CMOFGI President John Orrico is also leaving the company after more than 13 years.
