When jewelry designer Lisa Nik‘s photographer friend Lorin Crosby wanted to shoot a mixed-media-style collage ad, Nik quickly volunteered her jewelry to be the subject. Their point of view: a spa day, to bridge the idea of beauty and fine jewelry. “Beauty and the Rocks seemed like a fitting name,” says the New York City–based designer.
“We wanted to bring Lisa Nik jewelry to a more everyday luxury concept,” explains Nik, who plans to share the ads with her retailer accounts nationwide to promote a spa gift certificate with a ring purchase for Valentine’s Day and Mother’s Day.
Anecdotal research on sales from a friend at Wolf & Badger revealed that jewels featured in model shots sold more quickly than product shots alone, so Nik and Crosby decided on model photography. “Consumers understand the jewels much better when they see a human element,” adds Nik.
They enlisted friend and body-parts model Adele Uddo—whose digits have appeared in high-profile campaigns from Dior, among others—to model the jewels.
An image from Lisa Nik’s new Beauty and the Rocks campaign pairing jewelry with a spa theme
An image from Beauty and the Rocks ad campaign, which aims to encourage Lisa Nik retail accounts to offer gift certificates for free manicures to purchasers of Nik rings
Crosby’s background in shooting beauty ads paired with Uddo’s lovely limbs and hands “brought femininity to the campaign,” which was shot in Burbank, Calif., and features four spa-inspired images as cutouts against colorful backgrounds with jewelry superimposed onto the model’s silhouette.
Nik will roll out the images in the spring, offering them up to accounts gratis. “These will be a nice colorful launch to the new year,” she says.
Ring in 18k rose gold with a 5.5 ct. fancy-cut smoky quartz and 0.23 ct. t.w. diamonds, $2,940
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