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Meet the Real Moms of Day’s Jewelers
The jeweler’s Mother’s Day campaign highlights the women who work there—mothers, grandmothers, women who want to be mothers, and dog moms.
Day’s Jewelers 2026 Mother’s Day campaign features eight woman who were easy to cast for the shoot because they are all Day’s Jewelers employees. At left is the campaign’s new mom Ashley with her baby Penny, and at right is Laurel, who is featured with her three grandsons. (Photos courtesy of Day’s Jewelers)
Waterville, Maine—This year, New England retailer Day’s Jewelers looked within when it came time to cast people to star in its Mother’s Day marketing campaign.
Called “The Enduring Bond,” the campaign centers around a short video featuring eight women who work at Day’s Jewelers—which has been employee-owned since November 2021—and represent different chapters of motherhood.
There is a Day’s Jewelers employee navigating the emotional journey of trying to conceive, mothers of children ranging in age from babies to adults, a grandmother of three, and even a pet mom. (It’s a woman named Amelia and her fur baby, a dog named Voodoo.)
“These are the women who open our stores, guide our customers, and bring our brand to life every day,” Nikia Levesque-Meyer said.
“We didn’t need to look outside our walls to tell an authentic story about motherhood; we’re surrounded by it. This campaign is a reflection of who we are.”
Called “The Enduring Bond,” the campaign centers around a short video featuring eight women who work at Day’s Jewelers—which has been employee-owned since November 2021—and represent different chapters of motherhood.
There is a Day’s Jewelers employee navigating the emotional journey of trying to conceive, mothers of children ranging in age from babies to adults, a grandmother of three, and even a pet mom. (It’s a woman named Amelia and her fur baby, a dog named Voodoo.)
“These are the women who open our stores, guide our customers, and bring our brand to life every day,” Nikia Levesque-Meyer said.
“We didn’t need to look outside our walls to tell an authentic story about motherhood; we’re surrounded by it. This campaign is a reflection of who we are.”
Levesque-Meyer is vice president of marketing at Day’s Jewelers and the current president of the Women’s Jewelry Association Foundation.
She also is featured in the video, sharing her story of trying to become a mother while appearing with her own mom to reflect on the bond between a mother and her adult daughter.
“The journey of this can be very emotional, it can be hard, it can feel some days hard to get through but there’s still beauty in it, knowing that one day we will get everything that we’ve been asking for, and this journey will be worth it,” Levesque-Meyer says in the video.
While all the women, and some of the children, featured in “The Enduring Bond” video are wearing jewelry, it is not emphasized.
The campaign instead leans on emotion and the universally relatable experience of being, or trying to be, a mother, whether to a two-legged or four-legged child.
“Jewelry is present [in the campaign] not as the focal point, but as a quiet, enduring symbol woven into each story,” Day’s Jewelers said.
“Rather than focusing on product or promotion, ‘The Enduring Bond’ positions jewelry as something more lasting: a vessel for memory, connection, and love across generations.”
The campaign will be featured across Day’s Jewelers’ digital, in-store, and social channels throughout April and May.
The retailer also created a digital gift guide and in-store experiences to help customers find pieces that feel personal, like birthstone jewelry, charm bracelets, and custom designs that tell individual family stories.
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