To Gen X, Alyssa Milano (pictured) is the star of TV hits Who’s the Boss? and Charmed. But Gen Z knows her better as a political activist, which is why Awe Inspired has partnered with Milano on a jewelry collection and ad campaign in advance of the 2024 elections.
On Nov. 7, Awe Inspired debuted Rise Up in Awe, its collaboration with Milano that brings what the brand calls “essential conversations” to jewelry with a fundraising collection featuring symbols of empowerment and political awareness.
The campaign is designed to speak to people of all ages and genders about key topics including equality, body autonomy, and voting rights, says Max Johnson, cofounder of the Los Angeles-based fine jewelry brand with his mother, Jill.
“We feel Awe Inspired is a political brand in many ways in that we were founded on taking a stand on issues that affect women in particular,” Johnson says. “We create jewelry that is known for creating conversation.… I couldn’t be prouder of what we can do with the platform we’ve built.
“We also wanted this campaign to address a sense of apathy about the current political climate,” Johnson says. “In the next year, many people will fixate on the presidential race. But it’s local elections where we can have the greater impact, because these races affect our lives and our communities directly.”
Awe Inspired designed two pendants with Milano, who Johnson says the brand sees as a mentor for its customers. One is a Pro Roe Dog Tag that says “My body, my choice” and shows a raised fist and “1973,” the year Roe v. Wade was decided by the Supreme Court. It retails for $145 in gold vermeil or $135 in sterling silver.
The other piece is a Bluebird Amulet, featuring a symbol used by suffragettes in the fight for women’s right to vote in the early 1900s. The bird has open wings so it looks like it is taking flight, one of Milano’s suggestions, according to Johnson. The bluebird pendant, which has brilliant-cut pavé blue topaz in its eye and feathers, is priced at $180 for gold vermeil or $170 sterling silver.
Awe Inspired will donate all proceeds from these two jewelry pieces to two nonprofits: Girl Up, a youth-centered leadership development organization working toward gender equality, and Planned Parenthood.
“Alyssa designed the products with us and determined which charities should receive the funds. She also stars in the campaign and styled herself,” Johnson says.
He says the brand and Milano hope to ensure that more women vote in next year’s elections—statistics show one in three American women under the age of 40 have never voted. The company plans events in store and online that will encourage women to register to vote.
To get started, Awe Inspired has posted a Rise Up in Awe 2024 Checklist online with the Milano jewelry. It suggests customers help create change by registering to vote, getting five other women to register, volunteering for political campaigns they support, attending a protest for a cause they are passionate about, and wearing a conversation-starting necklace, pin, or T-shirt to raise awareness of an issue.
To boost the campaign, create solidarity, and share a message of strength, Awe Inspired is asking consumers to use the hashtags #OneYearOut and #RiseUpInAwe when posting about its jewelry and brand events or having online conversations related to the elections, Johnson says.
Top: TV star Alyssa Milano has collaborated with jewelry brand Awe Inspired for Rise Up In Awe, a campaign and jewelry collection that focuses on voter registration and women’s political empowerment. (Photos courtesy of Awe Inspired)
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