Created for social media, catalogs, and virtual ad campaigns
The number of jewelry retailers printing glossy catalogs for the holiday shopping season is certainly dwindling. In the nearly four years I’ve been with JCK, I’ve seen a drastic reduction in custom catalog publishing among retailers.
But in the social media age, the images jewelry brands and retailers are producing—as showpieces for print ads and online marketing efforts—are as eye-catching and creative as ever. Below are a few from the 2015 holiday season that wowed me. A handful boast high production values, but others are simply successful smartphone snapshots…
Cartier’s Cool Cats
Cartier’s 2013 Winter’s Tale campaign showed baby spotted panthers batting gift boxes around in the clouds. Two years later, those kitties are fully grown, majestic beasts guarding some pretty impressive baubles. This image, part of this year’s campaign, is beautifully surreal and totally memorable.
Alex and Ani’s Options
A gaggle of all-gold charm bangles splayed out in front of a beautifully bowed Alex and Ani gift box—against a white background—is simple and chic, and looked striking in a recent Instagram post.
Tiny Jewel Box’s Holiday Catalog
Washington D.C.-based Tiny Jewel Box released a charming holiday catalog—in part to celebrate its spacious new digs in the District. And the retailer hired the anonymous illustrator of Sew Sketchy, the famously fashion-drenched cartoon, to jazz up gorgeous shots of marquee pieces from the store. My colleague Jennifer Heebner wrote about Sew Sketchy a while back, and you can see the full (and so fun) Tiny Jewel Box catalog here.
Tiffany’s Romance
Rugged guy, coiffed blonde—a big flirtation over an alluring little sky-blue gift box. Tiffany’s 2015 holiday campaign feels a tinge retro (thanks to the ’60s-inspired hair and makeup), a tad naughty, and very aspirational. And the photography is reliably drop-dead gorgeous.
Shinola’s Christmas Cheer
This photo—a simple, candid Instagram shot of Shinola’s new digs in London—probably took 20 seconds to frame up and snap. But the festive storefront, replete with illuminated Christmas trees, feels inviting, refined, and relaxed—much like the brand itself.
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