IndependentsApr 01, 2026
Zachary’s Jewelers’ Constance Polamalu to Release Children’s BookIndependentsApr 23, 2026
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.
Editors' Picks
Sponsored by
More on Independents
The Latest
PodcastsOct 21, 2026
Episode 10: This Episode Is Haunted Diana Singer shared the stories of two “cursed” diamonds on this month’s podcast, which was inexplicably riddled with technical issues.
SourcingOct 21, 2026
Venetia Mines Final Carats Ahead of 2-Year ShutdownThe De Beers-owned diamond mine in South Africa is being put on ice as part of a round of previously announced cost-cutting measures.
CollectionsOct 21, 2026
Helzberg, Nordstrom Carrying New Jewelry Collection From Off-WhiteThe collection centers designs with clean geometric lines, chunky sculptural pieces, and recognizable details from the luxury fashion brand.
Brought to you by
A Diamond Is Forever Launches 2026 Holiday Campaign Championing Natural DiamondsA Diamond Is Forever's holiday campaign reimagines natural diamond icons for a new generation celebrating individuality.
SourcingOct 21, 2026
Gemfields’ Mixed-Quality Ruby Auction Earns $52MThe miner said it saw particularly strong prices for larger, fine-quality rubies at the sale.
Weekly QuizOct 15, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
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.
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.
CollectionsOct 20, 2026
Mignon Faget’s Collection Chooses Handmade Over AIThe “Atelier” collection was inspired by the tools, rituals, and objects in an artist’s studio as a quiet rebuttal to an automated world.
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.
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.
CollectionsOct 19, 2026
John Hardy Enters the Medallion Chat With Talisman Collection The brand’s “Modern Talisman” capsule collection introduces pendants inspired by the mythology, natural world, and spiritual ethos of Bali.
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?
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.
