For Spring/Summer 2025, we travelled to Lanzarote with an open plan and a clear intention: to let the place - and our team - shape the story. What followed was a layered process of collecting. Not just images, but objects, impressions, and shared moments. This is a look behind the campaign and how the story came to life, one scene at a time.
Travelling to Lanzarote sparked a deeper curiosity for the island and pushed us to create a narrative beyond our original concept, which had mostly revolved around water. As we explored the landscape, it became clear that what is truly characteristic of Lanzarote needed to be part of the story.
It is not just a convenient island - surrounded by water, not far from home, with reliable weather. Its nature is exceptional, in more ways than we realised, even now as I write this. And that deserves to be seen, considered, and respected.
We spent five days on the island with a team of eleven. Rather than follow a fixed plan, we let the place guide us. We brought a concept, a feeling, and placed it in the hands of our talents. They chose how to wear the jewellery, what to pair it with, and how to move through each scene.
As we moved, we began collecting small things - fragments of the island that felt meaningful. A small leaf, a volcanic stone, pieces of driftwood. They found their way into the shoot, used not as styled props, but as part of the place we were in. We also gathered stories - quiet moments, personal reflections, observations from the team. These layers continue to build on what SS25 has become: a story that stays open, and keeps unfolding.
We let go of structure. We held onto intuition. What unfolded wasn’t directed or staged. It was honest. Each person naturally stepped into their role - not performing, just being.
Our goal is always to create imagery that inspires. And here, the jewellery became part of that rhythm. Chosen in the moment. Worn in ways that feel personal.
That’s what Blush stands for: timeless 14k pieces that live with you. Jewellery to wear every day - not because it’s on trend, but because it endures. Wearability and versatility are essential. And we love seeing how women make it their own.
“While away, shed what is unnecessary – embrace the present.”
This is the essence of the SS25 campaign.
A collection shaped by time, space, and presence. 
