Fine jeweler Platinum Born has debuted a new “Born Leaders” campaign featuring six accomplished women shot by Cass Bird. Marking a fresh persecutive, the brand reported the campaign strategy aims to inspire women of all generations to consider platinum in a new way and to think of Platinum Born as the jewelry they live in, every day.
“Platinum Born is meant to be a brand for all women,” explained Rebecca Moskal, Platinum Born vice president of marketing. “When we made the decision to create a new campaign, we wanted it to embody that spirit. We worked with creative director Tatijana Shoan on casting a group of diverse and accomplished women and assembling an all-female styling team. We made the deliberate choice of also having a female photographer and are thrilled for it to be Cass Bird, one of the industry’s best. This campaign truly was created by women for women.”
The six “Born Leaders” highlight the versatility and wearability of the brand’s collections with portraits featuring pieces they each chose to wear. The campaign cast includes media personality and philanthropist Soledad O’Brien; model-turned-multihyphenate Pritika Swarup; fashion and creative director Rajni Jacques; French entrepreneur, Mélanie Masarin; yacht captain Shannon Carleton, and civic activist and advocate Winter BreeAnne. “We wanted this campaign to showcase how you feel when you wear platinum jewelry and how easily it integrates into your own personal style,” Moskal said. “You’ll see six very different women wearing Platinum Born in their own way and all looking fabulous.”
The all-female team included stylist Mane Duplan, who collaborated with each woman to style jewelry looks that aligned with their personalities. British makeup artist Lisa Houghton and celebrity hairstylist Nai’vasha rounded out the “Born Leaders” creative team.
The storytelling uses images and videos spotlighting each of the six “Born Leaders.” It bows across all Platinum Born channels this month and will be further amplified with a series of print ads in luxury fashion and lifestyle publications and across various digital platforms. “Born Leaders” will also be introduced on a redesigned brand website with dedicated landing pages profiling each of the six women through video interviews, behind-the-scenes content and outtakes, and product features that spotlight favorite pieces. A seamless purchasing experience will allow visitors to immediately “Shop the Look” with click-through to buy functionality.
Platinum Born will roll out the campaign to retail partners, including Neiman Marcus, and will highlight “Born Leaders” at the Couture Show in Las Vegas at the end of May.
“With all the buzz around the return of white metal, we expect this campaign to be very well received,” Moskal said. “Cass Bird’s images perfectly showcase how women today can easily incorporate platinum jewelry into their everyday wardrobe.”
