Industry / Marketing / Social Media

Platinum Born Campaign Takes Aim at the Self-Purchasing Woman


Platinum Born’s new marketing campaign and redesigned website strengthen the brand’s position for connecting with today’s self-purchasing female consumer and relating to her in all phases of her life.

The campaign and website debuted in late August, part of Platinum Born’s efforts to build its digital and social media platforms and develop a community of brand-loyal women who want to wear platinum jewelry for its style and substance, says Rebecca Moskal, Platinum Born’s vice president of marketing.

This is Phase 2 of the overall brand relaunch, Moskal says. In 2022’s Phase 1, Platinum Born updated photography on its website and across its social media by bringing in two new models. Phase 2 expands the number of models and makes the website more user-friendly, Moskal says.

Platinum Born campaign
Platinum Born expanded its brand visuals with four models, photographed recently in Joshua Tree, Calif., in an effort to reflect customers at different times in their lives.

“Platinum Born’s 2023 campaign is an indicator of the evolution of the brand’s position in the market. In 2022, the visuals were bold and arresting, created to stop the scroll and attract the attention of both consumers and potential retailers,” Moskal says.

“With our brand awareness continually increasing, this year’s campaign allowed for imagery that was more relatable, showcasing women and the collection in a range of settings, in which our consumers will picture themselves and recognize moments from their own lives.”

Shot in Joshua Tree, Calif., the new campaign features diverse women. It feels like a fresh approach to jewelry photography—the image of a gray-haired woman alongside a Gen Z-er is novel and designed to grab your attention as you scroll Instagram or search the brand’s website.

“The models were cast to reflect the women who are quickly becoming our core customers and brand loyalists,” Moskal says. “From the self-purchaser buying her first piece of fine jewelry to a more experienced woman marking one of life’s major milestones, these women showcase the range of both the collection and woman who wears it.”

Platinum Born ad
The new Platinum Born campaign is designed to be both relatable and inspirational, appealing to fashion-forward, early-adopting female self-purchasers who value luxury products and yearn for distinctive pieces that stand out, says VP Rebecca Moskal.

Platinum Born’s website also was upgraded in August with an improved user experience, enhanced content, and more storytelling, so the site is easier to shop and view on smartphones, Moskal says.

She called the website redesign “intuitive,” allowing consumers to explore Platinum Born’s collections. In a new section titled “Shop the Look,” the user can see multiple pieces styled in a number of ways on various models, and can access product pages with one click for purchasing.

New videos on the website show women how platinum should be a part of their jewelry wardrobe, Moskal says. They can view the product in detail thanks to visual upgrades on the website, which let them see scale and envision how pieces will look on them.

Moskal says in the coming months Platinum Born will add more website features as well as more photography and videos to its social media.

The models in the new campaign “represent an array of ages, ethnicities, and life stages, each making Platinum Born their own,” Moskal says.

Top: A mature woman is among the models in Platinum Born’s latest ad campaign and website revamp. (Photos courtesy of Platinum Born) 

Follow me on Instagram and Twitter

Follow JCK on Instagram: @jckmagazine
Follow JCK on Twitter: @jckmagazine
Follow JCK on Facebook: @jckmagazine
Karen Dybis

By: Karen Dybis

Log Out

Are you sure you want to log out?

CancelLog out