The new showcase dedicated to Italian jewelry design is set for Oct. 29-30.
Designer Inspires Shoppers to Create a Story of Their Own
In her new campaign, Dana Bronfman used friends and clients instead of models to show potential customers that they can “pull it off.”

New York--For designer Dana Bronfman’s new campaign, she’s letting her customers and friends do the talking.
Rather than styling a photoshoot with models wearing her jewelry, Bronfman decided to have her latest campaign feature real people wearing pieces from her core jewelry collection.
“I can’t tell you how many times I have heard women say, whether about a piece of jewelry or anything that they wear, ‘I love it, but I could never pull it off.’ I wanted to show them that they can pull it off.”
Photographer Tiago Chediak shot the “A story uniquely yours” campaign.
Bronfman said she wanted to use real people instead of models so that customers could see themselves reflected in those that appear in the campaign and imagine how they might wear the pieces in their everyday life.
She chose people from all demographics and looks in order to capture the versatility of the jewelry, demonstrating how women--and a man--of different ages could wear and even share pieces.
“I chose clients whom I also have a personal relationship with and also have a strong individual style,” Bronfman said. “I knew their emotional connection to the pieces would come through in the images.
“What is so amazing to me about jewelry is that, while it is of a high material value, its emotional value is often much more powerful than the dollar amount, and that is what ultimately inspires people to own it either for themselves or buy it for someone they love.”
According to Bronfman, the clients in the campaign own some of the jewelry they’re wearing but not every piece.
“We helped them style the jewels, but they weighed in and made sure that the resulting looks were consistent with their personal styles and felt uniquely and authentically them.”
A post shared by Dana Bronfman (@danabronfman) on Apr 6, 2017 at 2:18pm PDT
The campaign was created in large part for the designer’s website and social media, but also will be featured in a look book to help tell the story of her core collection, she said.
Bronfman also is encouraging clients and followers to share their own images of how they wear their jewelry on Instagram, Twitter and Facebook by tagging @danabronfman and using the hashtag #AStoryUniquelyYours.
As far as the direction of the campaign in the future, Bronfman told National Jeweler that she likely will come out with new versions of the campaign, adapting the “mood” to fit future collections.
“There are many more people I
Eventually, the designer even would love to see a book produced featuring the individuals wearing her jewelry and showing how they use their style to tell their own stories.
The Latest

Take a gaze at the sky with this pair of platinum diamond-set star earrings with blue lace agate drops.

In 2026, the jewelry retailer will celebrate a milestone only a small percentage of family-owned businesses survive to see.

You deserve to know what you are selling–to protect your customers as well as your business and your reputation.

Jeffrey Zimmer's decades of leadership at Reeds Jewelers are defined by integrity, a love of sourcing gemstones, and a heart for community.


The new high jewelry design and production process takes 30 days or less from concept to completion, the auction house said.

The holiday catalog for 2025 features never-before-seen images of more than 100 one-of-a-kind masterpieces.

The upcoming show provides savvy retailers with the opportunity to stock their cases with best sellers in advance of the holiday season.

The brand has released a second installment of its collection of traditional and non-traditional commitment heirlooms.

Corey rescued New England chain Day’s Jewelers, preserving its legacy with strong people skills, pragmatism, and a “get-it-done” attitude.

Charles Robinson Shay was sentenced to life in prison plus 120 years while his accomplice, Michael James McCormack, got 75 years.

The Museum of Arts and Design's new exhibition features 75 pieces by the designer, best known for her work in the “Black Panther” films.

Timepieces at Luxury will take place at The Venetian and, like Luxury, will be invitation-only for the first two days.

The auction house named a new global head of jewelry, as well as a new head of the jewelry department for the Americas.

As chairman of Schwanke-Kasten Jewelers, Tom Dixon has been tasked with honoring the past and shaping the future of the family-run store.

Katty Villapando Lyte and Mica Rencher received a $10,000 grant for their business, Shimmer Culture LLC.

The parents of the Dallas Mavericks rookie bought their engagement ring at a Day’s store in Bangor, Maine, in 1997.

The UK-based brand sourced the gemstones, which are fully traceable, from an artisanal mining community in Tanzania.

The trio of Advent calendars include a version with 18-karat gold and lab-grown diamond jewelry in a red lacquer jewelry box.

Created in collaboration with Nymphenburg Porcelain, the lock is part of a four-piece collection that took two years to bring to fruition.

Jewelry industry veteran Alisa Bunger has taken on the role.

The company and industry leader’s two-decade tenure with De Beers will come to a close at the end of the month.

“The Winter Egg” set the world auction record for a Fabergé piece twice at previous Christie’s sales.

The company will pay 1.5x silver’s current spot price for each pound of silver oxide batteries submitted.

The line includes a “Shadow” series crafted exclusively for the new men’s offering and reimagined styles from the brand’s core collections.

The rough on offer was recovered from a newer area at the Montepuez mine.

The retailer’s new collection of engagement rings and fashion jewelry is set with natural diamonds that are traceable via blockchain.