Designers / Industry / Marketing

Jacquie Aiche Exposes Her Rebel Heart With Rock Star Campaign


Both the jewelry and the celeb-studded marketing campaign for Jacquie Aiche’s new collection Rebel Heart exude sensual energy between two lovers and how the jewelry they wear can express that out-of-control feeling of being in love, says Aiche.

The jewelry designer collaborated with model Behati Prinsloo and her husband, Maroon 5 singer Adam Levine, on Rebel Heart photographs. Prinsloo has modeled for the brand before, but this is the first time she worked with her husband to represent it.

Aiche says Prinsloo wears her jewelry regularly, and Levine has an alien ring her collection that he wears. The couple, who married in 2014 and have three children, have spoken about embracing the chaos of family life.

“She has an energy that’s unlike any other, and it shines even brighter when she’s wrapped up in jewels,” Aiche says. “And ever since introducing our men’s collection, I’ve dreamt of a his-and-hers campaign. Behati and Adam just felt like the perfect match—they’re rebellious, free-spirited, and irresistibly magnetic.”

Rebel Heart
Rebel Heart advertising features model Behati Prinsloo and her husband, singer Adam Levine. 

Aiche describes her brand as “a place of magic and limitless love.” For the Rebel Heart photo session, she gave Prinsloo and Levine jewelry that embodies the brand’s inclusivity.

“It’s all about layers that make you feel confident and powerful. And all are welcome in the tribe,” Aiche tells JCK. “This collection has something for everyone, whether you’re looking for a powerful talisman, a forever classic diamond piece, a sensual body layer, or a crystal that manifests what you need most.”

Rebel Heart includes some of Aiche’s edgier work, she says: Its claws and double horns add a kind of primitive energy to the glamorous gemstones like diamonds and emeralds that accompany them.

Feather earrings Aiche
Triple Emerald Black Feather Earrings with pavé diamonds ($55,000) blend the hard and soft elements found in Jacquie Aiche’s jewelry.

But there is a softer side to Rebel Heart jewelry as well. In the black feather earrings (above), for example, a line of pavé diamonds balances the inky color, and the green of emeralds brightens these dramatic pieces.

Aiche’s design process reflects the kind of experience she wants her jewelry to offer—it happens in a sacred space she creates for herself.

“I love to light a candle, sketch out my ideas, and play with the gemstones that call to me. My process is all about following my feelings when it comes to designing, my intuition always reigns supreme,” Aiche says.

Thunderbird ring Aiche
Rebel Heart’s Diamond Thunderbird Ring ($11,000) is gender-neutral.

Aiche’s collection also features a diamond thunderbird in an ear cuff, bracelet, or ring (above). With its wings outstretched, the golden bird speaks to the freedom of flight, its diamond eye seemingly trained on the viewer. A version with emeralds can look even more regal.

As always, Aiche has incorporated aliens and other dramatic shapes and symbols in the new collection. She says Rebel Heart and all her work come from her sense of humor and her strong belief in letting her mood that day guide the kind of jewelry she creates.

“It’s for the rebels, the lovers, and the wild ones,” Aiche says.

Top: Pop star Adam Levine and model Behati Prinsloo personify Jacquie Aiche’s new jewelry line, Rebel Heart. (Photos courtesy of Jacquie Aiche)

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Karen Dybis

By: Karen Dybis

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