Nirav Modi has named two powerhouses to head up its 2017 global campaign. Actress Priyanka Chopra, known for her work in Indian cinema and who was recently appointed the company’s brand ambassador, will be the face of the jeweler along with British model and actress Rosie Huntington-Whiteley. The two celebrities represent the brand’s Indian roots and Western sensibilities—a blend of Hollywood and Bollywood, if you will.
The campaign was shot by Patrick Demarchelier. The portraits reflect Mr. Modi’s philosophy: “The woman adorns the jewel, which becomes part of her persona, her essence, an expression of her being, an extension of her presence.” He said that his wish is to create diamond jewelry to “ignite femininity.”
The campaign features the Embrace Collection, the Jasmine Collection, and Bridal Collection pieces. The Embrace range features bangles encrusted with diamonds with a stretch mechanism that allows it to slip over the wrist. The Jasmine line is inspired by the Jasmine flower and features petal-shape briolette diamonds. The Bridal collection features classics like solitaires, diamond bands, and halo rings.
Nirav Modi currently has nine boutiques in London, New York, Hong Kong, Beijing, Macau, Mumbai, and New Delhi. The jeweler plans expansion in Europe, the U.S., the Far East, and India.
Round Celestial ring diamond halo ring, $7,700
Specially developed Jasmine-cut diamonds and briolettes, $26,000
Emerald Drop Necklace and jasmine cut diamonds, price on request
(Top: Rosie Huntington-Whiteley wearing the round celestial ring, $7,700, and diamond wedding band, $6,000)
Kristin Young is writing the All That Glitters blog while Amy Elliott is on maternity leave.