FinancialsMar 19, 2026
Signet Jewelers to Close 100 Stores, Shutter James Allen BannerThe jewelry retailer announced changes to its store network and brand portfolio during its fourth-quarter earnings call.
TechnologyApr 20, 2017
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.”
Dana Bronfman’s marketing campaign for her core jewelry collection features clients, friends and family rather than models to show how they would style her pieces.
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
would love to see photographed in my jewelry,” she said.
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.
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.
More on Technology
The Latest
SurveysMar 19, 2026
NRF Forecasts 4% Retail Sales Growth in 2026From a weaker labor market to inflation, NRF Chief Economist Mark Mathews gave insight on what retailers can expect this year.
AuctionsMar 19, 2026
26-Carat Diamond Tops $1M at AuctionThe historic stone, which sold at Elmwood’s in London, is the largest white diamond to be offered on the U.K. market in more than a decade.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
Events & AwardsMar 19, 2026
JCK Rocks To Ride With NellyThree-time Grammy award-winning artist Nelly is set to perform at the annual event at Tao Beach in Las Vegas on May 31.
Weekly QuizMar 19, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsMar 18, 2026
Collection of the ‘Severely Beautiful’ Lady Wardington Fetches $161KThe model and fashion editor’s gold evening bags were the top lots at the London sale, going for more than $25,000 each.
PodcastsMar 18, 2026
Episode 3: An Interview With Jewelry Designer Johnny NelsonFresh off winning the David Yurman Gem Awards Grant, Nelson discusses the ring that launched his career and his plans for the future.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
SourcingMar 18, 2026
Lucara Recovers Nearly 37-Carat Blue DiamondThe “stunning” Type IIb stone was found via x-ray technology at its Karowe mine in Botswana.
MajorsMar 18, 2026
Stuller Releases New Edition of Jewelry Education Book“The Basics of Jewelry” has been updated to include modern topics and visuals.
Events & AwardsMar 17, 2026
The Best Moments From the 2026 Gem Awards Held just before the Oscars, the jewelry industry’s big awards show had its share of standout jewelry, gowns, and acceptance speeches.
SourcingMar 17, 2026
Cruzeiro Mine Debuts ‘Winter Tourmaline’The Brazilian mine’s new collection features cabochons in soft, muted shades like silver and lilac.
TrendsMar 17, 2026
Natalie Portman Is Tiffany & Co.’s New AmbassadorThe Academy Award-winning actress stars in Tiffany & Co.’s latest commercial, which debuted Sunday night during the Oscars.
MajorsMar 17, 2026
Kering Establishes Jewelry Division, Appoints CEOThe organizational change follows Kering’s promise of a transformation after declining sales in 2025.
EditorsMar 16, 2026
2026 Oscars Jewelry: One Necklace After AnotherNatalie Francisco rounds up the top Oscars jewels, including Rose Byrne’s Taffin necklace with a more than 20-carat yellow-brown diamond.
WatchesMar 16, 2026
TAG Heuer Has a New CEOBéatrice Goasglas has been with TAG Heuer since 2018. She is the first woman to head the 166-year-old, LVMH-owned watch brand.
IndependentsMar 16, 2026
Ben Bridge Debuts New Honolulu BoutiqueThe store features the first in-store build for the jeweler’s in-house “Bella Ponte” bridal brand.
AuctionsMar 16, 2026
Bonhams Paris To Offer Antique, Signed Jewels The live fine jewelry auction will take place later this week, showcasing antique pieces, rare gemstones, and signed jewels.
CollectionsMar 13, 2026
A Trio of Jewels from the 3 Gem Award Nominees for Jewelry DesignOur Pieces of the Week honor the 2026 nominees for the Gem Award for Jewelry Design, Silvia Furmanovich, Cece Fein-Hughes, and Catherine Sarr.
WatchesMar 13, 2026
Citizen, Vera Wang to Launch Watch CollectionThe 24-piece watch collection is set to debut in spring 2027.
SourcingMar 13, 2026
Andrea Pooler Joins Third-Generation Diamond Company as COO Pooler, who has more than 25 years’ experience in jewelry, is now chief operating officer of Modani Jewels, Soham Diamonds, and SNJ Creations.
MajorsMar 13, 2026
24 Karat Club of New York’s Banquet to Return to Waldorf AstoriaThe reopening of the Waldorf Astoria means a homecoming for the industry group’s annual event, which will take place Saturday.
CollectionsMar 12, 2026
Jessica McCormack Sends Gold, Gemstones Into ‘Orbit’McCormack looked to the 19th century’s “golden age” of astronomy when designing her new celestial-themed collection.
Events & AwardsMar 12, 2026
Johnny Nelson Wins David Yurman Gem Awards GrantNelson will be honored as the inaugural grant winner at the Gem Awards gala on Friday.
SourcingMar 12, 2026
Grandview Klein Opens New Factory in South Africa The 10,000-square-foot diamond manufacturing facility officially opened in late February and employs 50 people.
Events & AwardsMar 12, 2026
MJSA ‘Future of Jewelry Making’ Scholarship Applications OpenThe MJSA Education Foundation’s scholarships support students pursuing jewelry careers.
AuctionsMar 11, 2026
‘Spectacular’ 26-Carat Diamond Going Up for Auction in London The largest white diamond to come to market in the U.K. in more than a decade, the VVS1, I-color stone is expected to top $1 million.
