Jared Jewelers Gets Intimate With Its ‘Love Highway' Campaign
The campaign, which kicks off this week, stars model Taylor Hill and her husband Daniel Fryer, a venture capitalist and private equity executive.
More from WWD
Tender Store Owner Cheryl Daskas Dies at 71
Suite Talk: Frank Darling's Kegan Fisher on Making the Move From Tech to Art
The History Behind the World's Most Expensive Tiaras: From Elizabeth Taylor's Mike Todd Headpiece to the $12.7 Million Henckel von Donnersmarck Tiara and More
The campaign depicts 'a real, pure relationship' between a man and a woman away on a road trip that winds up in the West, Lipman said. Shot to a large extent at the Four Aces retro movie set in the Mojave Desert, where David Lynch's 'Twin Peaks' was also shot.
The campaign is framed by iconic Americana backdrops like neon-lit diners, open highways and red rock canyons and features several of Jared's elevated yet wearable silhouettes layered together — including sleek gold forms, organic diamond details and modern heirlooms.
'The intent is to lift Jared up, make it more relevant, au courant, so it's not just speaking as a retailer, but giving it a brand expression for women and men of today,' Lipman said. 'The codes and the DNA stay intact, while giving Jared a strong brand voice and never losing the jeweler within.'
While the image is being modernized, Jared continues to be an 'accessible luxury' brand.
The campaign 'really talks to a modern American woman,' who is not just receiving diamonds on those singular moments in life, like an engagement or a birthday, but also purchases for herself, Lipman said.
'Love Highway is a reflection of who we are as a brand and the direction we're intentionally heading,' Jared president Claudia Cividino said in a prepared statement. 'We understand that today's consumers are looking for more than just beautiful jewelry; they want meaning, authenticity and emotional connection. This work captures all of that. It represents our commitment to storytelling that feels real and relevant, jewelry that holds significance and a luxury experience that's emotionally grounded and accessible.
'As we continue to evolve, we're embracing a more intimate and personal lens, one that reflects the individuality and style of the people we serve,' Cividino said. 'This campaign is a celebration of love in all its forms, and of the journey each person takes to express and honor it.'
Jared's Love Highway campaign will continue at least through the fall. The campaign also unveils a new tag line, 'Jared. Your Journey,' which according to a statement from the brand evokes life's journeys and the ways jewelry can celebrate and mark milestones along the way.
'With Love Highway, we wanted to convey intimacy and layered storytelling in a way that aligns with how today's consumers experience love, self-expression and style,' Lipman said. 'This moment is about more than just aesthetics. It's about emotional connection.'
Jared, a division of Signet Jewelers, is striving to increase its relevancy to today's customers in other ways as well.
In December, Cividino told WWD that Jared stores are being renovated, lightened up and elevated with new product displayed in freestanding vitrines to encourage closer, side-by-side interactions between associates and shoppers discovering the jewelry. Those traditional, extended glass vitrines that create more of a separation between shoppers and staff are being replaced, and the color palettes of store interiors are changing from dark brown to tourmaline, sunstone and topaz. There's also an updated, shorter, scripted logo that reads Jared Jewelers, which replaces the rather long-in-tooth Jared the Galleria nameplate, among other changes.
'We've placed such an emphasis on creating a sense of intimacy,' Cividino said. 'We are evolving our way of selling to be more modern.'
Best of WWD
Macy's Is Closing 66 Stores in 2025 — Here's the List, Live Updates
Inside the Demise of Lord & Taylor
COVID-19 Spikes Elevate Retail Concerns
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Buzz Feed
43 minutes ago
- Buzz Feed
19 Aspects Of American Culture That People Love
Listen, as an American, I KNOW there's a whole lot about the US to criticize and hate on. However, amid all the chaos, Americans reflected on what they still appreciate when I recently asked them to share what they love about the US — and their responses were eye-opening: "Bulk shopping and huge refrigerators. I don't have the social battery to do daily grocery shopping, and honestly, having to be among people twice a month is too much for me." —certified_drapetomaniac "I'm from the Midwest and have been living in England for the past three years. I miss the friendliness of Midwesterners! The last time I flew home, an airline worker got onto the plane after we got to the gate and welcomed us, and I almost started crying. I really miss the American friendliness when I'm abroad." "Chicago pizza. Give me a pizza with sausage and pepperoni cut into squares in a white bag with the Italian boot on the front, a side of garlic bread, and a Diet Coke. No other pizza compares to Chicago pizza. None. The other thing I love is pro-wrestling." —Dani, Illinois "The diversity. There are so many different types of people and cultures. It is truly a blessing to be able to interact with people who are different from you and learn how they live within the same confined systematic society as you, but in their own culture and heritage. You really gain a sense of appreciation for all types of people from different backgrounds." "Halloween, specifically trick-or-treating as a kid. It was truly magical, and I feel bad for those who don't get to experience it." —Summer, 28, New York "Snark. Americans are very snarky, especially when upset. Approved." "I have lived and worked in multiple countries. It does get obnoxious at times, but I do love our weird patriotism. We put our flags out all year long, set off fireworks for every holiday, and organize parades at the drop of a hat. I'm proud to be an American, and I'm glad that my fellow citizens feel just as proud and want to celebrate it." —Jeff, 45, North Carolina "I like the variety. There isn't a single 'American' culture, so much as it's a myriad of cultures based on ethnicity, location, economic status, and age. American culture in the South is almost entirely different from American culture in the West, yet they are both equally valid as American culture." "American bathrooms. We Americans enjoy spacious bathrooms in our homes, including having nice toilets and large showers." —bougiedolphin567 "I have lived all over the US and the world. One thing about American culture that is noted all over the world is Americans' positive, upbeat, 'can-do' attitude — which I dearly love. We invent, we innovate, and we create. We start little companies that become global giants; we put men on the moon, put super-computers in everyone's pockets, and catch falling rockets in mid-air. We are amazing!" "Air conditioning everywhere. I also like that smoking is usually frowned upon, there's free water, and there are free public restrooms." —Anonymous, 24, New York "I actually like that we as a culture are comfortable running errands in sweats, and sometimes even pajamas. We get a lot of shit for it, but I appreciate that, in general, folks aren't full of judgment, seeing someone getting groceries in their 'lazy' clothes. We all have a lot going on, and some of us have sensory issues resulting in formal clothes making us want to tear our skin off. I like that I can run to the store in a messy bun and yoga pants and not have people stare at me for being under-dressed. Oh, and having legal, recreational weed (although that varies by state). Love it." "You can publicly refer to the president as 'King Baby the Whiny Little Bitch,' and you don't have to fear getting arrested or jailed for doing so. (This is under the assumption that King Baby the Whiny Little Bitch won't change freedom of speech.)" —Anonymous "We have always been the adolescents of world cultures and have always had the guts to address what doesn't align with our beliefs. Whatever label you put on that, the USA has always been passionate about its place and role in the entire world. And whether you agree or disagree with what is said or being done to reinforce our legitimacy as a nation, you cannot deny that we have always struggled through our growth as a young country. We've had our eyes on the prize and have largely shown the world that our revolution shaped how everyone else lives, with entertainment being the most decisive thing. Until recent events, I always considered our culture worthy of being defended, not because everyone else wants to be like us, but because we allow anyone, whosoever, to join the party." "Sports culture. I'm a huge Eagles fan, and I love that no matter where I go, if I see someone wearing Eagles gear, I have no trouble saying, 'Go Birds.' People do that to me all the time as well. This past year, my wife and I went to Punta Cana for our fifth anniversary, and I brought an Eagles hat. Random groups of people would just yell out random Eagles chants to me. My wife got mad that we woke her up from a nap." —flyerboy6 "I like a lot about American culture, but a specific one for my stage in life is college culture. It seems more fun and unique than other places, especially if you go to a big football or basketball school. The atmosphere and parties are amazing." "The fact that America is truly a melting pot, despite some trying to make it otherwise. You can really see it in the food culture. If you live in pretty much any semi-large metropolitan area, you can experience very genuine and culturally accurate cuisines from many different cultures: Indian, Mexican, Asian, Middle can really try it all. In many other countries, you are very limited. If you're in Italy, for example, the food is amazing, but you are by and large limited to only Italian fare." —Rob, 54, Ohio "I hate the reason for them, but I still love going to firework shows! The ones by me are wildly beautiful, and it's so nice that the whole community comes out to watch — not to mention the live music and food trucks!" Lastly: "I like how Americans band together. It may seem extremely divisive now, but Americans know how to organize when times get tough and they're passionate about something. Many Americans now, like some of my family members, seem to forget what America was built on. But once the dust clears, I strongly believe that our modern revolution will come. It may be slow, it may be frustrating, and we may need to hit rock bottom before things get better, but it will come. We Americans are resilient and headstrong, and true patriots will defend our democracy for as long as we can." As someone who recently traveled to Europe, I'm VERY appreciative of America's air conditioning and free water. If you're an American (or even a non-American!), what do you actually like about American culture? Let us know in the comments, or you can anonymously submit your thoughts using the form below!
Time Magazine
2 hours ago
- Time Magazine
Taylor Swift's Album Release is Quintessential Swiftynomics
On Aug. 12, Taylor Swift announced her 12th original studio album, The Life of a Showgirl and a sparkly orange era on her website. This news spread like a ray of golden sunshine, cutting through some bleak headlines for women. The Bureau of Labor Statistics lost its female leader because President Donald Trump did not like the published jobs numbers. And as TIME reported, this labor market data also revealed that women are leaving the labor market in droves The next day on New Heights, Jason and Travis Kelce's podcast, Taylor complimented Travis' sweatshirt. 'Thanks, sweetie, it's the color of your eyes,' responded Travis, sending Swifties into a tailspin. Finally, Swift revealed more details. Her album will be released on Oct. 3 and she shared its artwork and tracklist. The announcement is not just a reflection of modern American gender dynamics, but a masterclass in modern advertising. Read More: Everything We Know So Far About Taylor Swift's 'The Life of a Showgirl' In less than 24 hours, everything turned orange. Everyone, and I mean everyone, was in on it. The Empire State Building, New York Times Square, and the Kansas City Union Station lit up in orange lights Tuesday evening. M&Ms, Playdoh, and Sesame Street came out to play, flouting orange and the number 12 in honor of Taylor Swift's twelfth album. The Olive Garden flashed a garlic bread turned showgirl in honor of the era's new album title. Petco brought out Meredith, Taylor's cat, in an orange haze. Even Aquaphor hand lotion showed up in sparkle. The list of brands getting in on the mania went on and on. Orange became the new social marketing technique. Business classes in universities across the nation will ponder Taylor's successful grip on our psyche. With the economy-moving Eras Tour behind us, companies had caught on to Swift's success even if they could not understand how she had done it. They were grasping for the attention of Taylor's fans, riding the coattails of her brand. But what is Taylor's brand? 'I am in the business of human emotion,' said Swift while discussing her decision to buy back her music catalog from the private equity firm Shamrock Capital with Jason and Travis. 'I would so much rather lead heart-first in something like this.' Not music, not entertainment, not writing, but human emotion. And though Swift maintains she has not made such business decisions because of the projected returns or dividends, her emotion-focused approach has still been key to her success. Throughout her career, Swift has remained true to herself and invested in getting to know and understand her audience. She builds her product around human emotions—hers and ours. The day before the announcement, I had been working with a librarian discussing how to build research muscle among a new class of incoming freshmen who would be taking my new class, The Academic Lore of Taylor Swift. The librarian began telling me she came to the fandom late, that the romance between Taylor and Travis really drew her in because it gave her so much joy to watch. Read More: The History of Music Copyright—Before (Taylor's Version) More than a million listeners tuned in to the New Heights podcasts the night of Swift's announcement. The emotional tug of a new announcement or any crumb of new information into the life of the artist had a magnetic pull far and wide. Human emotion sells. In critical, historical moments like the one we are in now, where immigrants are being unfairly targeted by the federal government, inequality is ever increasing, and moms cannot catch a break in the labor market, it sells even more. As advertisers continue paying attention to who's controlling the market today, they'll look to megastar influencers like Taylor Swift and latch themselves to her sparkly orange belt. She will, in turn, look to her fans who are more than happy to dig deep into their pockets for a chance to experience the human emotions she's selling, whether via CD, vinyl, cassette, and any other form. Maybe all of her fans won't buy the orange Playdoh, but they will buy the music that she ever-so-delicately, perfectly, and precisely laid out to a sound track—and they will devour it. She'll make them happy in what might be seen as otherwise depressing times. This is what I call 'Swiftynomics.' It is women's ability to dominate consumption and marketing patterns by harnessing their human experiences for economic benefit. It is women investing in one another, and it thrives today, even in these challenging times. A business built on human emotions is a smart, strategic business plan. An economy which thrives off of the emotions, and realities, of deeply authentic women is an economy we should all want to build together, in this era and the next. If that is what Taylor is selling, then sign me up.
NBC News
3 hours ago
- NBC News
Vampires, romance and billionaires: The bite-size Chinese shows gaining U.S. fans
HONG KONG — As U.S. television series produce longer and fewer episodes, a new genre from China is gaining American fans by going in the opposite direction. Known as minidramas, micro dramas or vertical dramas, they are soap operas condensed into a minute or two per episode. Each show, reminiscent of a telenovela, is split into dozens of chapters, each about two minutes long and with all the soapy elements: cheesy romance, over-the-top drama and abundant cliff-hangers. 'The revenge ones, oh, my God, they're so good,' California-based retail business owner Jacarius Murphy told NBC News in a video interview. Murphy is a fan of the minidramas, known as duanju in Chinese, which focus heavily on romance, revenge and fantasy. The stories tend to involve wealthy characters such as a chief executive who's secretly a vampire or a billionaire living a double life — characters often played by American actors. 'People want this fast dopamine hit, and they can snack on it while they're waiting,' said Anina Net, an American actress based in Los Angeles who has worked on minidramas for the past four years. The genre originated in China, where production companies have tapped into the popularity of short-form, vertical-produced, TikTok-style video content. About half of China's 1.4 billion people consume dramas in this style, according to a report released in March by the state-owned China Netcasting Services Association. The industry made $6.9 billion in revenue last year, more than China's total box office sales. The shows are 'still quite limited in genre, mostly romance-focused, with sweet, domineering CEO tropes and modern settings,' said Kaidi Dai, a Shanghai-based minidrama producer. Now, having figured out the Chinese market, the same companies are expanding into the U.S., where minidramas are finding success just a few years after the failure of Quibi, a short-lived, short-form mobile streaming service. The shows are available on platforms such as ReelShort, DramaBox and GoodShort, which offers free episodes and in-app purchases as well as subscriptions. Minidramas cost far less to make than standard TV shows and can make millions of dollars in revenue through a combination of user purchases and advertising. But adapting them to the U.S. market takes some tweaking, said Chinese filmmaker Gao Feng, also known as Frank Tian, who has a minidrama production company based in New York. Rather than remaking Chinese shows, his company hired longtime U.S. residents to craft stories that would appeal to American audiences. 'I believe that scripts determine 65-70% of a project's success,' he said in an interview. 'Apart from werewolves, CEO romances and hidden identities, we should explore new genres.' While many short dramas have been based on successful Chinese stories, 'if a platform cannot innovate continuously, it will face significant challenges,' he added. Among the most popular shows is 'The Double Life of My Billionaire Husband,' which tells the story of a woman whose husband is better off financially than he appears. All 60 episodes can be viewed in less than 70 minutes on ReelShort, the California-based, Chinese-backed minidrama platform that released it in 2023. 'Hilariously bad, oddly addictive,' reads one IMDb review of the show, which had more than 485 million views on ReelShort as of Friday. The Chinese-backed short-video app has vied with TikTok as the most popular product in the entertainment section of Apple's U.S. app store. 'The short videos on TikTok have laid a solid foundation for the popularity of short dramas,' Yan Min, who helped organize an industry conference in China last year, said in an interview. Min said ReelShort and other companies were advertising on platforms such as YouTube and TikTok to attract new users, catering to the 'evolving viewing habits of younger generations, who have grown up with platforms like TikTok and are accustomed to short, engaging content.' U.S. entertainment companies have taken notice of the trend. Netflix said in May that it was testing a vertical feed made up of clips from its shows and movies, while Disney said last month that it was investing in DramaBox through its accelerator program. Though minidramas seeking U.S. audiences are increasingly using actors with American backgrounds, they often shoot in scenic Chinese locations like the coastal city of Qingdao, with its Western-style villas and architecture, for greater authenticity. 'We seek actors and screenwriters who grew up in the U.S. and naturally embody an American style. Then we incorporate some Chinese elements,' said Ann An, a Beijing-based freelance producer for several minidramas made for foreign audiences. Turnarounds are incredibly fast in the industry as producers strive to keep costs low. An said a show can finish filming in 10 days, with a budget of under $70,000. The biggest key to the success of minidramas, though, is the cliff-hangers, which push viewers to keep paying for the next episode. 'The scriptwriters know exactly where to place these cliff-hangers, and they execute them very well,' said Apple Yang, a minidrama director based in London. That helps explain the appeal of minidramas even if their overall quality is sometimes 'underwhelming,' said Ying Zhu, a professor at Hong Kong Baptist University's Academy of Film. 'Make the dialogue real and less mechanic. Make it funny when possible and biting when needed,' Zhu said. 'One minute can pack in a lot of info if done well.'
