Platinum Born’s Born Leaders marketing campaign, which debuted in early May, is designed to inspire women of all generations to consider platinum jewelry for expressing their individuality and creativity.
Each of the women featured in the campaign selected their own Platinum Born looks, so their personal style and unique spirit are reflected in the photos, says Platinum Born’s vice president of marketing, Rebecca Moskal. Giving the women a voice in shaping the campaign is one reason it stands out, she says.
“From concept to execution, this campaign was created, curated, and crafted by women for women,” says Moskal. “We could not be happier with the results.”
The six Born Leaders in the campaign are TV journalist Soledad O’Brien, model-turned-entrepreneur Pritika Swarup, fashion and creative director Rajni Jacques, Ghia founder Mélanie Masarin, yacht captain Shannon Carleton, and civic activist and advocate Winter BreeAnne. They were photographed by Cass Bird, with Tatijana Shoan serving as creative director.
Bird created individual portraits as well as group shots that sought to capture some of the fun and spontaneity that came when all the women gathered in New York for the photo session, says Moskal.
Stylist Mane Duplan collaborated with the six Born Leaders to curate their jewelry looks. British makeup artist Lisa Houghton and celebrity hairstylist Nai’vasha rounded out the all-female Born Leaders creative team.
“Platinum Born is a brand for all women, and it was important to us that we turn a spotlight on not just the six incredibly talented Born Leaders featured in the campaign but also bring attention to some of the most talented women working in creative fields today,” Moskal says.
Among the jewelry in the Born Leaders pictures are the flexible and clasp-free Limitless Loop bracelet, which BreeAnne wears on her upper arm, and the lariat-style Luna Magnetic necklace, selected and worn as a choker by Snapchat executive Jacques.
Other featured jewelry, all crafted by artisans in Japan and exclusively distributed in North America by Suna Bros., includes recently introduced pieces from Platinum Born’s Debut, Celestial, and Prestige collections.
Moskal says associating Platinum Born with leadership is another way the brand has shared its refreshed messaging emphasizing diverse women at different points in their lives. The goal is to show platinum is wearable as everyday jewelry and mixes easily into an overall jewelry wardrobe.
“This campaign is meant to inspire people to think differently about platinum and to connect the Platinum Born ethos with our audience’s,” Moskal says. “When we selected the women of Born Leaders, we looked to highlight six remarkable yet relatable women who are all accomplished in their own way and who each have an individualism and an ability to shire bright—and inspire others to do the same.”
The portraits, along with video and social media content highlighting the six Born Leaders, can now be seen on the Platinum Born website and on Instagram, Facebook, and elsewhere online. Platinum Born plans a larger media rollout, with ads in luxury fashion and lifestyle publications and digital platforms, as the campaign continues through the year, Moskal says.
Platinum Born also plans to engage retail partners, such as Neiman Marcus, in the campaign. It will highlight the Born Leaders program and preview fall jewelry collections at the Couture show in Las Vegas opening later this month.
Top: Pritika Swarup, founder and CEO of Prakti Beauty, and Mélanie Masarin, who’s appeared on TV’s Shark Tank, are two of the six Born Leaders in the new Platinum Born advertising campaign. (Photos courtesy of Platinum Born)
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