Fine jewelry houses Hearts on Fire and Jade Trau, along with renowned silversmith Kevin Grey, have created some very unique jewelry pieces—blingy tampon holders, to be exact—to lampoon state laws that collect sales tax on tampons and pads. The very existence of these laws implies that having a period is a choice for women, instead of a physiological imperative.

The pieces were made for a video PSA starring outspoken women’s advocate Amber Rose to support Period Equity, a national law and policy organization dedicated to advancing menstrual product access, affordability, and safety.

The campaign, created by J. Walter Thompson New York and produced by the Sweet Shop, features Rose wearing a bejeweled pendant, along with closeup footage of the pendant with jewelry ad–like messaging running across the screen.

A still from the Period Equity PSA showing a bejeweled tampon holder (courtesy of Period Equity)

But in short order, the viewer finds out that the gorgeous necklace is actually a tampon holder! Rose asks, “Where else would you keep something that 36 states tax like a luxury?”

The tongue-in-cheek PSA launched at Rose’s OPENed Women’s Conference and annual SlutWalk on September 30 in Los Angeles.

Angie Kielt, public relations senior manager for Hearts On Fire, says, “As a brand, Hearts On Fire’s decision to get involved was easy…as a brand for and about women, being able to support an issue of this level of importance was very appealing.”

Rose said in a statement that she loves the campaign’s “unedited realness,” adding, “It was an honor to be a part of it, and I hope the message— and the beautiful necklaces—grab people’s attention to help get this ridiculous tax overturned.”

(Top: Amber Rose wearing a “luxurious” tampon holder in the video, courtesy of Period Equity)

Emili Vesilind

JCK Senior Editor