The La Jolla, Calif.–based jeweler creates social media–like pictures in its new marketing efforts

Cable jewelry-maker Alor has unveiled a new advertising campaign that casts its jewelry as the star in Instagram-like imagery.

In a departure from past campaigns featuring models or other high-profile faces, Alor makes its cable jewelry the sole focus in new ads.

Instagram-like close-up shots of jewelry styled by the Alor team on a female model—only her torso is visible—shows viewers how to wear trends such as stacking rings, mix-and-match styles, layering, and more. The ads aim to drive home a real-world feel by way of the familiar youthful shots for which the popular social media site is known.

Alor president, Ori Zemer, says the idea behind the styling is to appeal to a “social media-driven culture…focused on real lifestyle and insta-ready looks.” He adds, “In taking the campaign in-house, it allows us to showcase the product as we have designed it to be worn, ensuring the pieces are the star of each image.”

The campaign debuted online on March 1 with what the brand calls a “major increase in spending on digital. Ads will also appear in as Vogue, Vanity Fair, Architectural Digest, and others this spring, as well as in the April issue of the Ritz-Carlton Magazine. The campaign will run through the end of 2016. 

JCK