Heritage Jeweler Mayors Reinvigorates With A Gorgeous New Campaign

Modernize, modernize, modernize. The events of 2020 prompted many jewelry brands and retailers to fast-track their way into the digital age, and the call to action is even more urgent as the industry sets its agenda for 2021.

One of the latest companies to take a critical look at its brand strategy is the 110-year-old heritage jeweler Mayors. Founded in 1910 by Samuel Mayor Getz—and the leading multibrand retailer in the southeastern United States—Mayors was acquired by Watches of Switzerland in 2017.

Today marks the launch of a new campaign on the jeweler’s website and social channels, the first in a series of initiatives marking a new era for the store that includes a revamped e-commerce site, updated store interiors, and an expansion of its southeastern U.S. footprint.

“We are excited to begin this new chapter for Mayors,” said David Hurley, executive vice president, Watches of Switzerland, in a statement. “We see a tremendous opportunity to reposition the store from its current iteration as a favorite local jeweler to a national fine jewelry resource. Our first step was to create a campaign that would speak to our vision while honoring our heritage. This imagery will undoubtedly resonate with a broad audience and sets the tone for the Mayors of the future.”

Mayors campaign tassel necklaces
Model Juana Burga stars in Mayors’ new campaign, shot by Jay Gullion. Drop earrings in 18k white gold with diamonds, $4,100, Mayors. Princess diamond tassel necklace in 18k yellow gold, $2,950 (top), and Princess diamond tassel necklace in 18k gold, $8,500, both Roberto Coin. B.Zero ring in 18k white gold with diamonds, $6,200; B.Zero ring in 18k yellow gold with diamonds, $7,500; and B.Zero ring in 18k rose gold with diamonds, $10,500, all Bulgari. Diamond solitaire bangles in 18k white and yellow gold, $4,500 each, both Mayors. Panorama bracelet in 18k white gold with diamonds, $7,305, and Panorama bracelet in 18k yellow gold with diamonds, $8,980, both Fope. 

To develop the campaign, Mayors worked with a firecracker team of creative talent, including creative director and photographer Jay Gullion, with additional photography by Marc Regas, and stylist/newly appointed editor-in-chief of Grazia USA David Thielebeule. As the faces of the campaign, models Juana Burga and Gizele Oliveira point to the brand’s prioritizing a diverse consumer target.

Set in a dreamy modernist hilltop home in California overlooking Topanga Canyon and the Pacific Ocean, the campaign strives to be both aspirational and attainable as it relates to women, style, wardrobing, and investment.

The overarching goal, according to the official announcement, was to enact a story that reflects an important observation from the retailer’s team of sales executives and client services specialists: Women prefer mixing and matching their jewelry, layering high and low to reflect their individual style, especially amid their ever-evolving wardrobing needs.

As such, the imagery showcases a diverse range of fine jewelry, including brand partners Gucci, Roberto Coin, and Pasquale Bruni, as well as Mayors’ own in-house collection of gold-and-diamond jewelry essentials (all pictured above and at top).

Top: Giardini Segreti ring in 18k rose gold with white and champagne diamonds, $11,200, Pasquale Bruni. Butterfly ring in 18k yellow gold with diamonds, $1,980, Gucci. Diamond solitaire engagement ring in 18k gold, $43,780, and band in 14k gold with diamonds, $1,300, both Mayors. Butterfly necklace in 18k yellow gold with diamonds, $2,150, Gucci. Petit Garden bracelet in 18k rose gold with white and champagne diamonds, $6,750, Pasquale Bruni. Diamond bangles in 14k yellow and rose gold, $2,300 each, both Mayors. (All photos courtesy of Mayors)

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JCK Contributing Editor

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