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Maui Divers’ 2022 Holiday Campaign Will Have You On Island Time


The holidays are an exciting time, filled with plenty of opportunities for giving, togetherness, and the warmth of friends and family.

But if you’ve ever dreamed of spending “Christmas on Christmas Island,” as the song goes, you’re not alone.

Not everyone can get away on a Hawaiian holiday this time of year, but Honolulu-based Maui Divers Jewelry makes a compelling case with its 2022 holiday campaign.

The commercial features a multigenerational family gathered around a Christmas tree, amid breezy decor and airy fashions (beachy gowns and Hawaiian shirts in December? Where do I sign?), trading teal boxes opened to reveal Maui Divers’ pearl jewelry perfectly suited to said ensembles.

Imagine trading the bitter cold wind for warm island breezes, a piping hot cocoa for a chilled Mai Tai, a roaring fire for a colorful sunset. If the plane ticket hasn’t been booked by now, at least the offerings from Maui Divers might bring the islands to anyone who yearns for them.

Maui Divers holiday gift guide
An image from Maui Divers’ 2022 holiday gift guide

The brand’s holiday gift guide paints a similar serene picture, complete with sea creatures native to the Hawaiian islands and botanical motifs in silky gold with pearls, gemstones, and diamonds.

Maui Divers holiday gift guide
Maui Divers’ 2022 holiday gift guide features monstera leaves and other Hawaii-inspired icons.

The brand tells JCK it has seen an increase in interest for mermaids, monstera leaves, and mother-of-pearl jewelry in recent months, and that demand is reflected in this campaign.

Its offerings are present at a time when consumers are turning to whimsy and lightheartedness in their fine jewelry, and motifs like these are just what they seem to be looking for. That Maui Divers offers a taste of an island holiday with this campaign makes its line all the more delightful.

Top: Maui Divers’ 2022 holiday gift guide features treasures from the islands of Hawaii in gold with pearls, gemstones, and diamonds (photos courtesy Maui Divers)

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By: Brittany Siminitz

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