Effy Unveils Ad Campaign to Celebrate 40th Anniversary

Effy, the New York jeweler that boasts using more than 150,000 carats of gemstones per year, is commemorating its 40th anniversary with a new ad campaign celebrating family. The ad’s tagline is “Collect Moments” and drives home the idea that Effy jewelry is there for women, men, and children to elevate life’s most precious moments. From holidays to weddings to “just because,” Effy wants its customers to give gifts to mark the special moments in one’s life.

“Everything we do at Effy begins with family,” designer and founder Effy Hematian told JCK. “We run our business as a family, and we think of our employees and customers as part of our extended family. When I design jewelry, I keep this in mind. I want to create things that appeal to the wide range of people in our family, women and men of all ages, and even kids. It’s my way of making everyone happy and helping them celebrate the important moments in their lives.”

Effy Collect Moments ad
Effy’s “Collect Moments” ad campaign celebrates life’s milestones (photos by Chris Craymer)

The campaign was shot by Chris Craymer in a renovated farmhouse in New York’s Catskill Mountains, where a family picnic, a wedding, and a holiday cocktail party were created. The campaign will appear in Vogue, Harper’s Bazaar, Elle, and InStyle this fall. The campaign hashtag #EffyMoments encourages customers to share how Effy plays a role in their own celebrations.

“Family is the center of everything for me, both personally and when it comes to this business that I run with my sons,” added Hematian. “So it was natural for us to focus our fall campaign on families and the special moments we celebrate together.”

Top: An image from Effy’s “Collect Moments” campaign (photo by Chris Craymer)

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Kristin Young

JCK Magazine Contributor